New Directions in Supply Chain Management

Chapter 10

Managing the New Service Development Process: Multi-Disciplinary Literature Synthesis and Directions for Future Research

Mohan V. Tatikonda and Valarie A. Zeithaml

University of North Carolina at Chapel Hill

INTRODUCTION

THE DEVELOPMENT OF NEW SERVICES is an increasingly important subject, particularly given today’s rapidly growing service economy (Schmenner 1995; Fitzsimmons and Fitzsimmons 1998; Zeithaml and Bitner 2000). Although the development of physical goods has received substantial attention in the past decade, relatively little literature addresses detailed steps in the development process for new services (Edvardsson, Haglund, and Mattsson 1995; Martin and Horne 1993). To date, few systematic empirical studies of new service ...