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Tables of Contents for New Service Development and Innovation in the New Economy
Chapter/Section Title
Page #
Page Count
Preface
7
2
Perspectives on New Service Development and Innovation
9
22
The Importance of New Service Development
9
2
Market Trends and Characteristics of the New Economy
11
7
The Development of Modern Management Thought
18
8
Focusing on the Customer and Value-Creation
26
2
Our Model of the New Service Development Process
28
3
The Service Concept and the Service Logic
31
33
Service Definitions and Approaches
31
2
The Service Logic
33
1
Distinctive Characteristics of Service Operations
34
5
Service Classifications
39
3
Service Encounters -- the Moments of Truth
42
1
Critical Service Encounters
43
2
Our Service Conceptual Model
45
9
Volvo Dynafleet 2.0 -- Applying a Service Perspective
54
4
New Service Development
58
4
Summary
62
2
Culture & Strategy
64
17
Corporate Culture and Customer-Service Culture
64
3
The Seamless System
67
3
Product-Sharing Services
70
4
Product-to-Service Transformations
74
3
The Sterling Pulp Chemicals Case
77
2
Summary
79
2
Service Idea Generation
81
23
Sources of Ideas
81
1
Idea Generation Techniques
82
1
Idea Screening
83
1
Case Introduction
84
1
Developing a Passenger-Centered Service Offering for Scandinavian Airlines
85
15
Reflections and Managerial Implications
100
2
Summary
102
2
The Service Strategy & Culture Gate
104
16
The Project Organization
104
1
Formation of a Project Team
105
1
Electrolux's Use of Scenarios in Developing Environmental Strategies and Values
106
11
Reflections and Managerial Implications
117
1
Summary
118
2
Service Design
120
28
Designing the Service Concept
120
1
Designing the Service System
121
1
Designing the Service Process
122
1
Case Introduction
122
1
Interactive Service Design and Marketing -Innovations in Service at Skandia
123
22
Reflections and Managerial Implications
145
2
Summary
147
1
Service Policy Deployment & Implementation
148
23
Integrating a New Service in a Current Service System
148
3
Service Policy Deployment
151
2
DOF -- A New Way of Developing Telecom Services
153
10
Case Introduction
163
1
Vattenfall Innovation Center -- Organizing for the Future
164
3
Reflections and Managerial Implications
167
1
Summary
168
3
Supporting Methods
171
34
Introduction
171
2
Methods during the Idea Generation Phase
173
7
Methods during the Service Strategy and Culture Gate
180
5
Methods during the Service Design
185
7
Methods during Service Policy Deployment and Implementation
192
2
Case Introduction
194
1
Jurassic QFD -- Integrating Service and Product Quality Function Deployment
195
7
Summary
202
3
Prerequisites for World Class New Service Development and Innovation
205
10
Introduction
205
3
Develop a Deep and Thorough Understanding of the Customer
208
1
Create a Customer-Centric Service Culture and Strategy within the Company
209
1
Apply a Multi-Method Approach
209
1
Involve the Customer in the Development Process
210
1
Appoint Multi-Teams
211
1
Manage Internal and External Communication
211
1
Appoint a Project Leader with the Skills to Lead, Coach and Develop Team Members
212
1
Take on a Holistic Approach
212
1
Focus on the Whole Integrated Customer Solution
213
1
Monitor and Understand Market and Future Trends
213
2
Reference list
215
10
Index
225