The Traits of Successful New Service Development
- 1 September 1994
- journal article
- case report
- Published by Emerald Publishing in Journal of Services Marketing
- Vol. 8 (3) , 40-49
- https://doi.org/10.1108/08876049410065606
Abstract
Recent changes in the financial services industry have placed unprecedented pressure on senior managers to develop and launch new services. Presents the results of a study into the development activities of new financial services through a comparison of successful and unsuccessful new services. It was discovered that the development activities are more rigorous and comprehensive for successful new services than for failures. Institutions which used a systematic process of well‐defined development stages tended to have higher chances of successful outcomes.Keywords
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