search query: @author Brentani, U. De / total: 7
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| Author: | Brentani, U. de |
| Title: | Success factors in developing new business servicess. |
| Journal: | European Journal of Marketing
1991 : VOL. 25:2, p. 33-59 |
| Index terms: | SERVICE INDUSTRIES SERVICE MARKETING INNOVATION PRODUCT DEVELOPMENT |
| Language: | eng |
| Abstract: | Previous research about the development of new services is summarized; how services differ from products is examined and relevant new product studies are reviewed. Measures of new service performance are developed. Success and failure of new services in the business service sector were investigated in a survey, 17 independent descriptive factors of new service projects have been defined. Results show which of these descriptive dimensions are responsible for accomplishing each form of new service success. Key requirements are product-market fit, innovativeness, and proficiency in the new service development process. |
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