A SAT View on New Service Development

Abstract

ew service development (NSD) is getting important for companies that wish to gain a competitive advantage on service-driven markets. While research on NSD has grown rapidly over the last decade, many studies have been highly fragmented and concentrated on different innovation issues. Few studies have focused on the stages, activities, and techniques of NSD. In addition, the NSD process is delivered through service value net, and can often be carried out by multiple companies. Therefore, this study aims to provide a SAT (Stage-Activity-Technique) framework for NSD stages, activities, and techniques based on a literature review and trend analysis. This study divides the NSD process into five stages: service identification, service value net formation, service modeling, service implementation, and service commercialization. In addition, the NSD process is more likely to be spiral in form for new services that are examined. The NSD process is also likely to be refined by service providers and customers to incorporate their detailed requirements and integrate service value into future development processes. The SAT model can assist service designers and engineers in developing new services by providing a structured NSD process and identifying techniques for activities in the NSD process.

Service engineering framework: A simple approach

“…An alternative of this approach is to introduce testing activity in each appropriate stage, as proposed in NSD frameworks [3], and SSDP frameworks [8]. This mechanism will reduce probability failure or deviation of iteration from the earlier phase, in an effort to control the risk.…”

“…A comprehensive framework for new service has been proposed by Lin and Hsieh [3] based on New Service Development (NSD) model. The frameworks consisted of 18 activities which grouped into five stages: (1) service identification, (2) service value net formation, (3) service modeling, (4) service implementation, and (5) service commercialization stages.…”

Service design for intelligent parking based on theory of inventive problem solving and service blueprint

“…Service design is the first step towards new service development (NSD) [31,30,11,35,20]. It visualizes the phenomena, enabling services to be given their proper position in the serviceoriented market context [41].…”

Service Engineering Based on Service Oriented Architecture Methodology

“…The first framework was taken from classic NSD concept, proposed by Lin and Hsieh [8], and appropriately named as New Service Development (NSD) framework. Based on ITIL, the second framework was introduced as Service System Development Process (SSDP) [9].…”