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

journal contribution
posted on 2023-06-08, 22:09 authored by Chris StoreyChris Storey, David Kelly
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.

History

Publication status

  • Published

Journal

The Service Industries Journal

ISSN

0264-2069

Publisher

Taylor & Francis

Issue

2

Volume

21

Page range

71-90

Department affiliated with

  • Business and Management Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2015-08-20

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    University of Sussex (Publications)

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