Service engineering. Systematic development of new services

Services are increasingly becoming a key issue in the discussion about growth and Iemployment. Many firms now recognise the need on the one hand to strengthen ties with existing customers by offering innovative services and on the other hand to win over completely new customer groups and markets. What most of them lack, however, are the necessary prerequisites for developing new services systematically and positioning them on the market. An approach for systematising the development of services is presented in the following under the general heading of "service engineering" and an attempt made to demonstrate how companies could design development tasks.