The impact of the new product development project on new financial service success

Storey, Chris and Easingwood, Christopher (1993) The impact of the new product development project on new financial service success. Service Industries Journal, 13 (3). pp. 40-54. ISSN 0264-2069

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Abstract

This article explores the impact of a number of aspects of the new product development project on the success of new financial services in the United Kingdom. It is found that synergy between the new product and the organisation, and the quality of internal marketing are particularly associated with eventual success for the new product. Technological advantage, market research and responsiveness (i.e. speed of development) are also associated with success. Banks seem to be particularly effective in their use of market research, whereas Building Societies are good at in ternal marketing and synergy. New interest accounts have been particularly successful due to the use of market research and the speed of their development.

Item Type: Article
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: H Social Sciences
Depositing User: Yvonne Barnes
Date Deposited: 14 Oct 2015 12:23
Last Modified: 14 Oct 2015 12:23
URI: http://sro.sussex.ac.uk/id/eprint/57121
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