New service development maturity model

Abstract

Purpose: The purpose of this paper is to rigorously devise a new tool that helps analyze and improve NSD processes. Design/methodology/approach: An NSD maturity model (NSDMM) is theoretically developed through a combination of the maturity model concept and findings from NSD success studies. Findings: NSD success factors can be categorized into four management processes - strategy management, process formalization, knowledge management, and customer involvement. Maturity dimensions and levels are further devised for each process. It is hypothesized that a higher capability to handle these processes positively associates with higher NSD performance. Research limitations/implications: Studies on NSD success factors are often descriptive rather than prescriptive. This research identified four management processes which are important to focus on when implementing NSD projects. It is among the first to apply the maturity model in the service industry. That said, this research needs to be tested empirically. Practical implications: The proposed NSDMM enables companies to conduct evaluations of their NSD capabilities. By determining the desired maturity levels, companies can engage in continuous improvement so as to calibrate the NSD process. Originality/value: By integrating the concept of the maturity model and the NSD success studies, NSDMM serves not only as a diagnostic model to assess current NSD practices, but also as a guideline for continuous NSD process improvement. © Emerald Group Publishing Limited.