haku: @indexterm MARKET SURVEYS / yhteensä: 1199
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| Tekijä: | Olsen, N. Sallis, J. |
| Otsikko: | Market scanning for new service development |
| Lehti: | European Journal of Marketing
2006 : VOL. 40:5/6 |
| Asiasana: | market surveys service industries innovation |
| Kieli: | eng |
| Tiivistelmä: | The aim of this paper is to develop and test a theoretical model of narrow and broad market scanning in a service industry, including short- and long-term outcomes. It is found that narrow scanning has a strong positive effect on profitability through incremental service adaptation, whereas broad scanning has a weak but significant effect on profitability through incremental service adaptation, and broad scanning positively influences spin-off knowledge. The practical implication of this study is that when developing services, services managers must distinguish between short- and long-term performance, and how they scan their markets. |
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