Mapping new service development: a review and synthesis of literature

Abstract

This paper presents the state of the art in new service development (NSD) by analyzing 178 papers that have been categorized by discipline and method, implementing a structured methodological framework to identify existing knowledge. The findings of this paper come at odds with the notion that NSD is something that just ‘happens’, and can be used as a tool to raise awareness about organizational characteristics that need to be taken into consideration when developing new services. This work contributes to the study of service innovation and NSD and opens avenues for further research on the topic. The managerial implications of this paper highlight the importance of interdisciplinary collaboration for the implementation of successful NSD.