New service development process

New service development (NSD) is a very important activity in creating and enhancing value for the existing customers as well as attracting new customers. NSD is a crucial phase to the success of the service, and at the same time, must deal with highly challenging issues. Nonetheless, NSD has not received due attention in the literature. This paper first reviews the existing efforts toward the systematic support of NSD and then discusses three promising research issues in this regard, namely, acceleration of NSD processes, IT support for NSD, and systematic development of product-service systems.