service and product innovation
DESCRIPTION
TRANSCRIPT
Product Development and Service Design
Anne Marie Lally
Department of Languages, Tourism and Hospitality
Anthony Foley
Waterford Crystal Centre for Marketing
Tourism Product Development Strategy 2007 - 2013
…The tourism industry needs to improve the quality & appeal of the existing products
…must excel in product innovation
…needs to develop products and experiences which appeal to consumers
…must focus not only on the tangible product requiremnts but also on the
less tangible customer needs
Product Development vs. Service Development
Infrastructure Process
Tangibles Intangibles
Product Experiences
Linear & Orderly Chaotic & Complex
Development Improvement
Design Innovation
Style changes Technical Re-positionoing
Re-design
Line-extension ChangeIncremental Radical
Process Managerial
New Service Development
• Multi- disciplinary & Cross Functional
• NSD spans all management disciplines …
Operations, Marketing, Strategy, Finance,
Human resources, etc
• Requires a Team approach
Service Development Process
1. Idea Generation & Screening
2. Concept Development
3. Business evaluation & testing
4. Process & System Design
5. Implementation
Research Opportunities in NSD ProcessIdea Generation & Screening • Building innovative capability, market-sensing capability, organisational & network learning
Concept Development • Concept definition, User involvement, Service Strategy
Business evaluation & testing• Criteria Development, Benchmarking
Process & System Design• Process mapping, Staging , Scripting
Implementation • Human Resource Mgt, Change Management, Service Quality
Also
• Linking disciplines – Marketing, Service Operations, HR to overcome complexity• Contextualising NSD & Services Operations Research for the Irish Tourism Sector
Anne Marie Lally
Department of Languages, Tourism and Hospitality
Anthony Foley
Waterford Crystal Centre for Marketing