... management New service development Service design Behavioural insight Health and well-being Substantial adjustments in consumer behaviour became prominent during the pandemic and can be roughly summarized in four themes. Consumers adhered to COVID-19 safety regulations, adopting behaviours...

... organizational functions and departments in service organizations. As a writer of five editions of a services marketing textbook, the author has sifted through three decades of service research. The reflections in this paper originate from this unique perspective. Customer value New service...

... ; Hyötyläinen and Möller, 2007). Although service development processes have been extensively studied in the literature on new service development (NSD) (Storey et al., 2016), the impact of service modularity on NSD has mostly been neglected (Menor et al., 2002). In comparison to research...

...Per Myhren; Lars Witell; Anders Gustafsson; Heiko Gebauer Purpose Open service innovation is an emergent new service development practice, where knowledge on how to organize development work is scarce. The purpose of the present research is to identify and describe relevant archetypes of open...

... addressed this issue. Figure 1 The focus of research on service innovation References Alam, I. (2012), “ New service development in India’s business-to-business financial services sector ”, Journal of Business & Industrial...

...Pilar Carbonell; Ana I. Rodriguez‐Escudero; Devashish Pujari Purpose Customer involvement has been recognized as a key factor for successful service development. One important aspect affecting the outcome of new service development (NSD) projects in whose development customers are involved...

...Colin C. Cheng; Ja‐Shen Chen; Hun Tai Tsou Purpose The present study aims to develop a measure of the market‐creating service innovation (MCSI) proposed by Berry et al., verify the typology, identify the relationship between MCSI and each new service development (NSD) stage, and assess...