Service Innovation Methodologies II : How can new product development methodologies be applied to service innovation and new service development? : Report no 2 from the TIPVIS-project

Abstract

This report presents various methodologies used in new product development and product innovation and discusses the relevance of these methodologies for service development and service innovation. The service innovation relevance for all of the methodologies presented is evaluated along several service specific dimensions, like intangibility, inseparability, heterogeneity, perishability, information intensity, and co-creation. The methodologies discussed are mainly collected from the Product Development and Management Association (PDMA) glossary. The main conclusions of the report are that several methodologies have been identified that may be applied to service innovation with no or minor adjustments. However, it seems that most of the relevant methodologies are process oriented methodologies focusing the open front end of the innovation process. Fewer methodologies are found for the stimulation of innovation conditions for service innovation, for service innovation value assessment or outcome evaluation and for specific types of service innovations.

This implies that service innovation methodologies must be developed and validated

for the elements of service innovation not currently well supported by appropriate methodologies.