Constructing a Innovative Service Development Process Base on Ethics

Abstract

Abstract-Service Design focuses on understanding needs and abilities of members in service system. However, members' experiences and responsibilities with product and service development are discrete, especially when faced with new issues like Ethics. This paper presents the ethical issues in New Product Development (NPD) or New Service Development (NSD) from inner and outside organization. By constructing service blueprint, NPD and NSD process can comply with the ethical principles. The potential benefits and challenges are presented and explored through case studies and focus group interview. These focus on the differences in issue and practice generated by members in the development process. The service blueprint has the potential to provide a better development process for members' cooperating and complying with the ethical principles, and enables the successful longer-term evolution of services.Index Terms-Ethics, new service development (NSD), new product development (NPD), biotechnology.

Evaluation of Composition Suitability of the Model for New Service Development

“…The evaluation of the suitability of a model composition is necessary to get insights about its limitations, defects, and further improvements. It is noticeable that the authors of some researchers (Shekar, 2007;Froehle & Roth, 2007;Lin & Hsieh, 2011;Santos & Spring, 2013;Drejeris, 2015;Hsu, 2017) use the method of peer review when designing their own models for NSD. The peer review can be described as a survey of the target groups of respondents who have knowledge and experience in a specific area.…”

“…The above-mentioned insights lead to the conclusion that the results of this research End of Table 1 could be useful in practice, as well as, could provide some benefits to the scientific area of business management about the possibilities of improving the composition of a NSD model and the readiness to test the proposed model in a company. Burger et al (2010), Gaus et al (2013), Rapaccini et al (2013), Drejeris and Vestertė (2015), Yu and Sangiorgi (2018) Competitors Evaluation of the exclusivity of ideas Gaus et al (2013), Rapaccini et al (2013), Yu and Sangiorgi (2014), Santana et al (2018) Marketing related actions Lin and Hsieh (2011), Reinoso et al (2009), Rapaccini et al (2013), Hsu (2017.…”

“…Test of a new service Gaus et al (2013), Santana et al (2018), Hsu (2017), Zeithaml et al (2017) Post-launch review Torney et al (2009), Lin and Hsieh (2011), Gaus et al (2013), Edvardsson et al (2013), Yu and Sangiorgi (2018), Santana et al (2018) After analyzing what stages of the process of NSD (preparation, analysis, formation, realization) and environments (company, consumers, competitors) include some additional actions, the 19 most frequently mentioned actions were identified. According to the results of the analysis, a schematic diagram of the NSD model has been prepared where the general layout of the environments, stages, and the actions assigned to them were distinguished (see Figure 1).…”

“…Stevens and Dimitriadis (2005), Reinoso et al (2009), Burger et al (2010), Gaus et al (2013), Zeithaml et al ), Reinoso et al (2009), Jin et al (2014), Hsu (2017), Zeithaml et al (2017) Evaluation of the suitability of ideas Reinoso et al (2009), Gaus et al (2013), Jin et al . (2009), Lin and Hsieh (2011), Santos and Spring (2013), Zeithaml et al (2017), Santana et al (2018) Competitors Market Analysis Stevens and Dimitriadis (2005), Reinoso et al (2009), Lin and Hsieh (2011), Gaus et al (2013), Santana et al (2018) Consumers Identifying consumer needs Stevens and Dimitriadis (2005), Gaus et al (2013),Yu and Sangiorgi (2014),Jin et al (2014),Santana et al (2018Santana et al ( et al (2013,Yu and Sangiorgi (2014),Zeithaml et al (2017),Hsu (2017) Evaluation of Consumer ProposalsJin et al (2014),Yu and Sangiorgi (2014),Zeithaml et al (2017),Hsu (2017) …”

The Impact of Consumers on the Development of New Services

“…Zeithaml et al (2017) state that formal brainstorming, requesting new ideas from employees and consumers, the research about potential customers, and learning about the offers of competitors are the most common ways to improve the process of new service development. According to H. P. Hsu (2017), in order to transfer the knowledge of consumers to an organization, all tacit knowledge should be transformed into explicit knowledge while sharing experiences, making dialogues, discussions and using other forms of communication. In this way, an organization is fully able to exploit consumer knowledge and enhance its competitiveness.…”