Helen Perks

New service development: a network perspective

This paper generates a network perspective of the development of new services. Service development within a network environment is at an early stage of understanding and has received little attention. The authors contribute to greater understanding of the new service development process by conceptually developing and integrating two themes: the development of new services and the innovation process within networks, rooted in the study of industrial networks. The conceptual discussion is further strengthened by a case study of network‐based new service development in the financial services sector.

Marketing Information Exchange Mechanisms in Collaborative New Product Development: the influence of resource balance and competitiveness

Abstract Interfirm collaboration for new product development (NPD) is an increasingly attractive route to reduce internal investment and gain access to skills and resources embedded in the partner firm. Yet, the process of collaboration is problematic. The effective integration of marketing information into the NPD process is seen as a critical determinant of NPD success. This article investigates mechanisms to integrate such information in the context of NPD collaboration between competing firms. It develops a conceptual framework that brings together previous research in the domains of NPD marketing information in the single firm, functional integration for NPD, and integrative mechanisms. The dynamic relationship between such constructs and the dimensions of interfirm resource balance and competitiveness are explored. The constructs derived from the framework are applied in a longitudinal study of four major Euro/Japanese cases of NPD collaboration. Conclusions drawn from these cases are reported.

Global Network Configuration for Innovation: A Study of International Fibre Innovation

This paper develops and empirically investigates the notion of network configuration for innovation. In many industries, firms are increasingly locked into a state of network innovation. Innovation, in such contexts, is often driven by those firms who configure the network to access and control critical innovation knowledge widely dispersed throughout the network. The paper presents the findings of an in-depth study of the evolution of three innovation networks in the global fibre industry. The mechanisms by which firms configure extended networks throughout the innovation processes are unravelled and discussed. A typology of three configuration types derived from the finding is forwarded. The findings suggest that successful innovation network configuration involves recognising where the innovation value resides in the network and developing capabilities and mechanisms to understand and access such value. However, this is problematic for firms embedded in their own base of knowledge and patterns of relationships. Specific managerial implications and suggestions for future research are forwarded.

An exploration of inter-functional integration in the new service development process

This article explores the nature of inter-functional integration in the new service development process through a detailed study of two new internal ICT services developed at one of Europes largest service providers: Consignia, the UK postal service. The study develops a conceptual framework, incorporating dimensions of process, context and outcomes, to inform the analysis. The empirical findings reveal that the level and timing of appropriate functional stakeholders, influence of relationships with external stakeholders, formalisation and ownership of authority, shared understanding of goals and the influence of shifting organisational contexts act as critical factors underlying the nature of inter-functional activities and outcomes. Managerial implications and future research directions are drawn.

Strategic Alliances: Partner as Customer

Abstract This paper analyzes a number of different inter-organizational exchange relationships, ranging from simple exchange transactions to complex competitor strategic alliances in terms of the exchangeability, value influence, and consumption/creation processes of the resources being exchanged. Many common features between exchange relationships and strategic alliances are identified and are used to suggest ways in which relational marketing concepts and skills have the potential to help in the successful creation and management of exchange-based strategic alliances.

Fresh perspectives on customer experience

Purpose – The purpose of this paper is to provide directions for future research on: broadening the role of customers in customer experience; taking a practice-based approach to customer experience; and recognizing the holistic, dynamic nature of customer experience across all touch points and over time. Design/methodology/approach – The approach is conceptual identifying current gaps in research on customer experience. Findings – The findings include a set of research questions and research agenda for future research on customer experience. Originality/value – This research suggests fresh perspectives for understanding the customer experience which can inspire future research and advance theory and managerial practice.

EXPLORING PROCESSES OF RESOURCE EXCHANGE AND CO-CREATION IN STRATEGIC PARTNERING FOR NEW PRODUCT DEVELOPMENT

This study articulates and explains the process of resource evolution in long-term new product development collaboration between competing large firms. By adopting a resource-based view of collaboration, the study maps, at a micro level, the evolution of R&D skills within an Italian manufacturer (Olivetti), co-developing mid-range photocopiers with a Japanese manufacturer (Canon), throughout four periods of time (from 1985 to 1998). The study identifies and explores activities leading to resource changes in each period and unravels the underlying explanatory processes behind such behaviour and outcomes. Findings from the study indicate that value in long-term co-development derives from the enduring exchange processes developed throughout the collaboration. The results suggest that investment in processes and mechanisms to adapt and evaluate resources, over time, acts as a critical precursor to effective resource exchange and value creation.

Inter-Functional Integration and Industrial New Product Portfolio Decision Making: Exploring and Articulating the Linkages

This study investigates the relationship between the nature of inter-functional integration and industrial new product/service portfolio decision making. While inter-functional integration has been widely researched, there is little understanding of its influence on resource allocation decisions within the context of a broad portfolio of development projects. The detailed activities and decisions underpinning the inter-functional management of the new product portfolio, as well as three specific new product/service projects, at a large European industrial product manufacturer are analysed. Detailed findings are provided. Two critical inter-functional dimensions - functional domination and nature of evaluation criteria - are derived and discussed. Implications for managerial action are given.

Guest editorial: research in international new product development - current understanding and future imperatives

Successful new product and service development increasingly relies on the ability to adopt an international perspective, throughout the development process itself, and by targeting international or global markets, rather than simply serving domestic customers. Yet, although there exists an impressive body of research concerning the management of new product development, the evidence base with respect to international (or global) new product development practices and management is largely in its infancy, and is, at best, fragmented. This guest editorial provides a synopsis of the main research streams in the broad field of international new product development, highlighting major gaps in current knowledge and understanding. The special issue is a modest attempt at tapping current thoughts and research investigations in this critical area, seeking, also, to stimulate much‐needed debate and further research. One article examines whether international diversity is positively associated with new product development performance. Two articles tackle the role that national culture plays in influencing consumer acceptance of new products (technology) on the one hand, and firms’ global new product development approach on the other. A final article investigates technology transfer as a special case of new technology adoption in developing markets.

Reflections on context in service research

Purpose – The purpose of this paper is to examine the nature of context and its implications for theory and research in service. Design/methodology/approach – This is a conceptual paper based on exploring existing research and theory related to context in service research. Findings – The characteristics of service make context both important and challenging, there is great contextual diversity in service research as reflected, for example in ecosystems made up of multiple contextual variables. There is a need to identify the context-specific nature of middle range theory and the contextual logic of general theory. The authors explore the challenges of context for service theory and how we might learn from theory in a particular context and test or adapt it in other contexts. Originality/value – The findings of this paper are of value to researchers seeking to develop and justify theory in service research (general, middle range or theory in use).