Measuring the performance of new service development activities: an exploratory study

Storey - Professor, Chris and Kelly, David (2001) Measuring the performance of new service development activities: an exploratory study. The Service Industries Journal, 21 (2). pp. 71-90. ISSN 0264-2069

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Abstract

The aim of this research was to investigate how service firms evaluate their new service development (NSD) activities. A survey of marketing managers in UK service firms was used to elicit information on two subject areas. First, the firm's approach to NSD, its strategy, and the scope of its activity in this area. Second, the firm's approach to measuring performance at both the project and the programme level. It was found that although new services are an important source of revenue for most, firms are still not satisfied with their ability to develop new services. On the whole, service firms employ a limited number of measures of performance, and often these do not reflect the reasons behind development. Significantly, financial measures of performance are most often used by less innovative firms, fast followers employ customer-based measures of performance, and truly innovative firms measure performance along a number of softer internal dimensions. The management implications of these findings are discussed.

Item Type: Article
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: H Social Sciences
Depositing User: Joy Blake
Date Deposited: 20 Aug 2015 12:22
Last Modified: 20 Aug 2015 12:22
URI: http://sro.sussex.ac.uk/id/eprint/56180
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