To read this content please select one of the options below:

The Traits of Successful New Service Development

Scott Edgett (Assistant Professor, Michael G. DeGroote School of Business, McMaster University, Hamilton, Ontario, Canada L8S 4M4.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 September 1994

3748

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

Citation

Edgett, S. (1994), "The Traits of Successful New Service Development", Journal of Services Marketing, Vol. 8 No. 3, pp. 40-49. https://doi.org/10.1108/08876049410065606

Publisher

:

MCB UP Ltd

Copyright © 1994, MCB UP Limited

Related articles