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Success Factors in Developing New Business Services
349
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1991
Year
Customer SatisfactionService InnovationServices ManagementManagementNew Goods DevelopmentNew Product DevelopmentNew Service ProjectsService ResearchService StudyBrand DevelopmentStrategic ManagementInnovationMarketingService StrategyBusinessService ScienceBusiness StrategySuccess FactorsMarketing Strategy
The study seeks to identify factors that drive success in developing new business services. The authors synthesize literature on new goods and services marketing and present findings from a large empirical study of B2B service development. They identify key success factors, concluding that delivering superior functional and experiential quality, innovation, competitive advantage, a robust development process, and leveraging firm strengths are essential for winning new business services.
What factors lead to success in the development of new businesses services? By synthesising the literature on new goods development and services marketing, the results of a major empirical investigation of new service development in the business‐to‐business services sector are reported. A set of factors that describe new service projects is identified and which factors are responsible for accomplishing different forms of success are shown. Further, the findings speak to managers about how the features that distinguish services from physical goods impact on the successful development of new services. Developing new services that provide clients improved functional and experiential quality, that are innovative and truly superior to competitive offerings, and that benefit from a proficient new service development process, as well as from the unique strengths of the firm are key requirements for creating and marketing winning new services.