8/23/2015 1 Operations & Supply Chain Management – Fall 2015 Session 04: New Service Development After going through this lecture, you will be able to, • Describe the fundamental characteristics of new services • Discuss the new service development process • Describe the structural and managerial elements of service design • Describe the components of the customer value equation • Prepare a blueprint for a service operation • Explain the importance on intellectual property in new service development • Compare and contrast the three generic approaches to service system design: production ‐ line, customer as co ‐ producer, and customer ‐ contact Learning Objectives
8/23/2015 2 • An service offering that is not previously available to the customers • Change / modification on existing services based on operational processes • Any changes to the service concept that requires different competencies from the existing operation can be considered a new service (Menor, 2000) ‐ Online Music download, Live sports streaming on your phones and tablets, Satellite TV in aircrafts, IBM asset management services, ebook readers, etc. What is New Service ? • Currently, services are dominant economic sector in most economies • Firms must continuously develop services to maintain competitive advantage • New Service: An service offering not previously available to customers • New service development relies on the complex task of understanding and anticipating latent customer needs (Matthing et al., 2004) • Example: Netflix, Ebay, iTunes, Amazon Prime & Kindle, Uber, etc.
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- Spring '15
- Service system, New Service Development