Discovery of new service concepts for diverse markets

Harold CASSAB, Tuure TUUNANEN, Ken PEFFERS, Charles E. GENGLER, Wendy HUI, Ville VIRTANEN

Research output: Journal PublicationsJournal Article (refereed)

Abstract

A major challenge in service design is the ability to generate useful service concepts for development. New service concepts, however, are often difficult for customers to articulate. In this study we address the idea generation stage of the service development process and suggest the integration of customer scripts to facilitate service concept discovery with the customer. We examine the process using data from in-depth laddering interviews with lead users of mobile services across three geographically diverse markets. Results show that the new service concepts generated in this study are applicable in all three markets although usage motivations differ by market. Advanced service design and development methods need to incorporate global customer differences explicitly in order to meet market needs.
Original languageEnglish
Pages (from-to)177-195
JournalService Science
Volume2
Issue number3
DOIs
Publication statusPublished - Sep 2010
Externally publishedYes

Keywords

  • service development
  • service design
  • service discovery
  • requirements
  • lead users
  • laddering History

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    CASSAB, H., TUUNANEN, T., PEFFERS, K., GENGLER, C. E., HUI, W., & VIRTANEN, V. (2010). Discovery of new service concepts for diverse markets. Service Science, 2(3), 177-195. https://doi.org/10.1287/serv.2.3.177