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A Model of Rapid New Service Development Process: Rapid-NSD

New Service Development (NSD): Motivation. Changes in Customers' Tastes and LifestylesCustomers' needs are changing (rapidly)New needs are emergingOther FactorsFinancial goalsCompetitive actionsGlobalizationTechnologyRegulation / Deregulation. Success Factors in NSD. Source : Jimenez, A., M

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A Model of Rapid New Service Development Process: Rapid-NSD

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    1. A Model of Rapid New Service Development Process: Rapid-NSD

    2. New Service Development (NSD): Motivation Changes in Customers’ Tastes and Lifestyles Customers’ needs are changing (rapidly) New needs are emerging Other Factors Financial goals Competitive actions Globalization Technology Regulation / Deregulation

    3. Success Factors in NSD

    4. Factors affecting Speed in NSD

    5. “Rapid-NSD”: Conceptual Framework

    6. “Rapid-NSD”: Issues

    7. Case Study: Convergence-type Service concepts in Telecommunications industry Types of Convergence in Telecommunications Industry

    8. Service Concept Development: Framework

    9. Phase 1: Identification of Customer Needs Interviews were conducted with 10 customers. Eighteen(18) key activities were collected. Ninety-four(94) latent customer needs were extracted.

    10. Phase 2: Extraction of New Service Opportunities By comparing the latent customer needs and the services currently available, sixty-one(61) service opportunities were extracted. Seventeen(17) relevant service areas were involved.

    11. Phase 3: Generation of New Service Concepts (1) From each service opportunity, a number of service ideas were extracted by brainstorming. The service ideas were categorized into 129 service concepts.

    12. Phase 3: Generation of New Service Concepts (2) Service Concept Description Sheet Describes the basic idea and features of a service concept

    13. Phase 3: Generation of New Service Concepts (3) Portfolio of the Developed Service Concepts

    14. Concluding Remarks A conceptual framework for Rapid-NSD has been proposed. Service concept development Service process design Refinement and Implementation A systematic procedure for service concept development has been proposed. Future research Methodological development Case studies

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