Success Factors in New Services Performance: A Research Agenda

Nowadays developing and introducing new products is essential for a firm's survival. Since new services sometimes fail, managerial decisions about services development become critical. Though researchers have shown an increasing interest in the study of the development processes of new services, the literature on this topic is still scarce and usually based on the manufacturing sector. From this perspective, the present article focuses on the study of the processes that companies must go through in order to develop new services. Based on a profound literature review, this work establishes five main category factors that can determine the success of new services. The identification and description of the processes and activities required to obtain and develop each factor constitute the main contributions of this work both from a managerial and an academic perspective.