The drivers of success in new-service development: rough set theory approach Online publication date: Tue, 06-Dec-2022
by Mahmoud Dehghan Nayeri; Moein Khazaei; Dania Abdolahbeigi
International Journal of Services and Operations Management (IJSOM), Vol. 43, No. 4, 2022
Abstract: This paper aims to identify the most affecting factors in the service industry's new service development (NSD). Accordingly, it deploys an exploratory research method employing a rough set theory. To this aim, it assesses the NSD maturity level of 30 service firms in response to the extent of the literature-based NSD affecting factors. The NSD maturity was estimated according to Jin et al. (2014), including four areas of customer involvement, strategic, knowledge management, and required process documentation. Accordingly, the rough set approach employed to scrutinise the relationship between the affecting factors and the studied firms' NSD maturity. Findings prove that innovation is the core of the NSD process since it was the most frequent within all RS reductions. Moreover, the organisation's strategic orientation and maturity, and market orientation are the most significant determinants of firms' future NSD potential.
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