A New Model for a New Service Development Based on a "Reverse Product Cycle" and Customer Demand Relativity

Dan-Dan Gao

《管理科學與統計決策》 6卷4期 (2009/12) Pp. 43-47

https://doi.org/10.6704/JMSSD.2009.6.4.43

並列摘要

Competitive pressures are prompting a new-found aggressiveness that questions established service offerings and calls for new ways of identifying and satisfying buyers' needs. Unfortunately, few service firms are adequately prepared to meet this challenge, and the literature concerning new service development is sparse at best. In this article a normative model for new service development is presented. The model is based on Barras' ”reverse product cycle” and customer demand relativity. First, according to customer demand relativity degree, service firms can have a try to assort coming customer demand. In addition, our model contributes a method (Fig. 1 in detail) to supervise service firms to attempt to analyze customer demand and break it down to two aspects, namely common demand area and individual demand area. Thus service firms operate resources to provide common service parts and individual service parts mainly to meet common demand area and individual demand area respectively. In a ”reverse product cycle”, service firms take steps above in order to improve operational efficiency and achieve incremental process innovations. Then, as customer demand changes and corresponding service parts evolve, service firms cluster all the common service parts and individual service parts to attain new common service parts and new individual service parts to reach more radical process innovations. Finally, through synthesizing the new common service parts and new individual service parts, service firms derive new service and correspond new process. Service firms arrive at the success of new service development in one reverse product cycle and then continue to start the next cycle of new service development.

並列關鍵字

new service development ； reverse product cycle ； customer demand relativity

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