Derivation of a service typology and its implications for new service development

With the increasing importance of new services, various models for new service development\r\nhave been created in research. An analysis has shown that such models typically consist of\r\na development process covering activities from idea generation to market launch – implicitly\r\nclaiming that one single process fits to all kind of services. However, factors like industry,\r\ncompany size, customer segment, types of services and innovation culture might have an\r\nimpact on the way how new services are developed, but are rarely incorporated into the\r\nexisting new service development processes. This paper addresses this gap and\r\ninvestigates, in particular, the relationship between different types of services and their\r\ndevelopment processes. In order to do so, it presents one of the first service typologies that\r\nhave been developed from a comprehensive empirical data set from 1,333 companies\r\noperating in different industries and countries. Moreover, this paper contributes by showing\r\nthat the type of service has a considerable impact on how companies develop their new\r\nservice offerings and the preliminary findings indicate a need for further research on flexible\r\nand configurable models for new service development.