PPT Slide
New Service Development Process
Source: Booz-Allen & Hamilton, 1982; Bowers, 1985; Cooper, 1993; Khurana & Rosenthal 1997.
- Business Strategy Development or Review
- New Service Strategy Development
- Concept Development and Evaluation
- Service Development and Testing
- Postintroduction Evaluation
Screen ideas against new service strategy
Test concept with customers and employees
Test for profitability and feasibility
Conduct service prototype test
Test service and other marketing-mix elements