New Service Development

Seminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing grade: 23 Karlstad University course: New Service Development language: English abstract: Table of Content(I) List of Figures and Tables 21. Introduction 31.1 Background and Purpose 31.2 Aim 31.3 Methodology 32. Authors Process Steps 43. Description of the Concept Finding for ICA 53.1 Service Maintenance 63.2 Improve Service Performance 73.3 Service Innovation 83.4 Description of the Innovations used for a New ICA Concept 93.4.1 Improvement of the Package 93.4.2 Customer Roles and Interaction 94. Strategy Description for ICA 114.1 The Product Journey 114.2 Customer Involvement 124.3 Summarization of the Strategy 145. Conclusion 15(II) References 16The challenge which many companies have to face nowadays is to stay competitive at the market. According to Gustafsson and Johnson (2003) New Service Development can be used to achieve a competitive advantage and compete through services. Thereby the term of New Service Development (abbreviated as NSD) gets into focus of companies to emphasize their own offerings of those from their competitors. The question remains what steps are involved in the process of NSD and how companies can achieve a successful service development. One major influence within NSD is the customer and their knowledge provided for firms. Customer involvement in the different service development steps of a company belongs nowadays to the day-to-day business of many companies and provide customer focused products remains a crucial part of this. (Alam 2006) Within this report the change process of a supermarket (ICA) from a normal good-dominant grocery store to a more service-dominant business is lined out. The dy-namic process of NSD is described via own product experiences combined with NSD theories. The last step is the strategy development for ICA. The strategy aims to achieve a competitive advantage and ensur