Session 4 & 5 - Developing New Services - Operations Supply Chain Management Fall 2015 Session 04 New Service Development Learning Objectives

Session 4 & 5 - Developing New Services - Operations Supply...

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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
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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