Week 2 artikelen fout

Question 1

Carbonell et al. 2009 - Customer Involvement in New Service Development: An Examination of Antecedents and Outcomes

What are his Three main objectives?

Answer 1

• Develop deeper understanding of performance implications of customer involvement
  
  • new service performance reflects operational effectiveness and marketplace competitiveness
• Examine effect of technological uncertainty on customer involvement
• Explore moderating effect of stage of development process on relationships between technological uncertainty/new service performance and customer involvement

Definition “Customer involvement”

• Extent to which producers interact with current/potential representatives of one or more customers at various stages of the new service development process
• Customer involvement is similar to customer interaction, customer partnerships, but dissimilar to mass customization

Question 2

Carbonell et al. 2009 - Customer Involvement in New Service Development: An Examination of Antecedents and Outcomes

Gebruikt welke methode?

Answer 2

Literatuur review met een conceptueel framework

Stelt dat de performance van een nieuwe service afhangt van het gevolgde ontwikkeldings pad, dat op zijn beurt weer beinvloed is door hoe innovatief de nieuwe service is.

Question 3

Carbonell et al. 2009 - Customer Involvement in New Service Development: An Examination of Antecedents and Outcomes

Wat zijn de belangrijkste bevindingen?

Answer 3

• Stelt dat de performance van een nieuwe service afhangt van het gevolgde ontwikkeldings pad, dat op zijn beurt weer beinvloed is door hoe innovatief de nieuwe service is.
• Er worden 6 service innovatieve types in de data ontdekt:
  
  • new-to-the-market services followed by new-to-the-company services, new delivery processes, service modifications, service line extensions, and service repositioning.
• De data toont een inverted U-shaped relatie tussen de mate van innovatiness van een nieuwe financiele service en financiele performance
• Grote service innovaties dragen sterk bij aan niet-financiele performance, terwijl ‘‘me-to’’ aanbod het mist succesvol zijn.

Question 4

Carbonell et al. 2009 - Customer Involvement in New Service Development: An Examination of Antecedents and Outcomes

Uit welke drie componenten bestaat het development process?

Answer 4

• the «what» component of the NSD process, which comprises the development activities that lead to the creation of new services;
• the «how» component of the NSD process, Gaat over hoe het process word aangepakt volgens 3 formele dimensies:
  
  • systematic behavior, documentation, and assignment of responsibilities during NSD;
• the «who» component of the NSD process, In hoeverre andere betrokken zijn, de mate van corss-functionele betrokkenheid in de ontwikkeling van nieuwe services.

Question 5

Carbonell et al. 2009 - Customer Involvement in New Service Development: An Examination of Antecedents and Outcomes

Beschijf stap 1

Answer 5

Nieuwe producten kunnen worden geclassifiseerd in verschillende categorieen afhankelijk van hoe innovatief te zijn. Ze kunnen nieuw voor het bedrijf of voor de markt zijn. Nieuwe projecten kunnen meer of minder innovatief zijn op een aantal dimensies.

Question 6

Carbonell et al. 2009 - Customer Involvement in New Service Development: An Examination of Antecedents and Outcomes

NSD activity: 1. Idea generation and screening

Answer 6

Definition

Innovative products

Incremental products

the go/no go development decision after examining alternative ideas and assessing them to specific market-based and technical criteria

did not influence the profitability of highly innovative projects.

Question 7

Carbonell et al. 2009 - Customer Involvement in New Service Development: An Examination of Antecedents and Outcomes

NSD activity: 2. Business analysis and marketing strategy

Answer 7

that is a cost-benefit analysis based on:

• market conditions analysis
• trends
• customer needs
• needed investment for developing and promoting the new offering

associated with decreases in profitability; probably because market needs and wants are still largely unspecified for this kind of projectsà more cost involved

business and market opportunity analysis is the most important determinant of high profitability. Business and market analysis increases profitability

Definition

Innovative products

Incremental products

Question 8

Carbonell et al. 2009 - Customer Involvement in New Service Development: An Examination of Antecedents and Outcomes

NSD activity: 3. Technical development

Answer 8

Definition

Innovative products

Incremental products

relating to the design/development of process procedures and systems design

well-organised up-front process NOT associated with new product success in radical innovations

well-organised up-front process leads to new product success in incremental innovations

Question 9

Carbonell et al. 2009 - Customer Involvement in New Service Development: An Examination of Antecedents and Outcomes

NSD activity: 4. Testing

Answer 9

Definition

Innovative products

Incremental products

conducting an in-house and/or market test of operational and marketing aspects

-

-

Question 10

Carbonell et al. 2009 - Customer Involvement in New Service Development: An Examination of Antecedents and Outcomes

What is Competitive superiority:

Answer 10

• What the customer receive (service outcome) and the company interface that the customer experiences (service experience)

Question 11

Carbonell et al. 2009 - Customer Involvement in New Service Development: An Examination of Antecedents and Outcomes

What is Perceived technological uncertainty:

Answer 11

• Inability to accurately predict some aspects of the technological environment

Question 12

Carbonell et al. 2009 - Customer Involvement in New Service Development: An Examination of Antecedents and Outcomes

Main findings customer involvement are:

Answer 12

• Customer involvement voorspelt niet het succes op de markt van een nieuw product
• Customer involvement heeft geen direct effect op markt uitkomst
  
  • Maar customer involvement heeft een indirect effect, door het positief beinvloeden van operationele uitkomsten zoals tenchische kwaliteit en innovatie snelheid.
• Hoe groter de nieuwheid van een technologie, hoe groter de mate van klant betrokkenheid door het ontwikkel proces
• Bedrijven die services ontwikkelen met hoge innovatieve technologieen hebben een hogere klant input ( spelen een belangrijkere rol in het ontwikkel proces)
• Technologische turbolentie is positieve gelieerd aan de betrokkenheid van klanten
  
  • Want verminderen van investerings risico door de hoge kosten van innovatieve technologieën. Klanten betrekken is het verminderen van de onzekerheid en risico.

Question 13

Avalonitis 2001

An empirically-based typology of product innovatiness for new financial services

Answer 13

• New product development is een process gericht op het reduceren van onzekerheid
• De prestaties van a new service zijn de the resultaten van het gevolgde development process
• Heeft een Framework ontwikkeld en onderscheid drie componenten of new service development:
  
  • The WHAT
    
    • Comprises the development activities leading to the creation of new services
  • The HOW
    
    • The way the process is examined
  • The WHO
    
    • Degree of cross functional involvement