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Title: New product development for consumer service businesses
Author: Salleh, Aliah Hanim Mohd
Awarding Body: University of Manchester
Current Institution: University of Manchester
Date of Award: 1992
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In this study of "New Product Development ("NPD") For Consumer Service Businesses", an attempt has been made to develop some of the insights that have emerged in previous research. The findings in this thesis represent the author's understanding of how the management of NPD process in service companies differs in some aspects from the theory espoused (that is, prescribed NPD models drawn from the manufacturing context). Services are largely intangible. inseparable (between production and consumption). variable and perishable. It is well known that these unique features differentiate services significantly from manufactured goods. These differences. as the services marketing literature argue. may require a distinctive approach to marketing management. Specifically. the results substantiate how certain new service development ("NSD") practices were observed to reflect these differences. This doctoral research has provided further empirical evidence in fully supporting this argument. consistent with the findings of very recent re,search on new services development ("NSD"). A focus on NPD on a largely process-perspective is taken. As such. issues arising mainly concern effective management of the NPD process. involving the classical NPD activities often described in the marketing literature. comprising those from Idea-Generation to Market Launch. The proficiency of NPD activities undertaken is found to have profound impacts on several service success dimensions. This is in further support of pa~t studies. advocating that the key to success lies in the new product process (mainly, Booz Allen and Hamilton's (1982) and Cooper and Kleinschmidt's (1986) studies on industrial goods and recently, de Brentani's (1989) study on industrial new service success). A number of special characteristics of NSD activities are identified relating mainly to (a) NSD process and activities, (b) new service performance, (c) organization of the NSD activity. (d) NSD objectives, and (e) associated types of NSD's initiated. Several significant finance and non-finance sector differences in terms of these characteristics are also identified and illustrated. The analysis and discussion revolve around the testing of ten hypotheses concerned with the key topics. Subject to the limitations of this research. circumstances where certain observed deviations in NSD practices from the prescribed NPD (manufacturing) models are examined. to understand how service companies have made appropriate adaptations to the NPD process to meet unique problems in the service environment. While a general conformity to the NPD (theory espoused) model is noted in terms of underlying marketing principles. a modification of the existing NPD model in several aspects needs to be made, to better suit it to the specifics of the service environment.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available