A review shows most of these studies are case or industry specific, address the basic nature of service, are limited to consumer services, or address specific components of the service delivery area. Two exceptions to this are:(1) empirical finding of a dependence on innovations in service industries (Parasuraman and Varadarajan, 1988); and (2) the application of concept testing to new service development (Murphy and Robinson, 1981). However, our review suggests that none of these addresses the process itself and the impact of what goes on in the process to contribute to success or failure. Conversely, the product innovation literature generally considers services as merely an element in the goods and services mix (Booz, Allen and Hamilton, 1982; Crawford, 1991, p. 12; Kotler, 1988, pp. 477-8).We conclude that new services development can be considered an underdeveloped research and theory area, including the delineation of possible reasons for success or failure. However, the evolution by organizations towards major dependence on services plus an increasing intensity of competition and changes in technology lends support to the importance of innovation as a key ingredient for services management.The more robust research concerning product innovations has centred on success or failure by concentrating outside the development process itself