New service development at the multinational level
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/9770 |
Resumo: | Services representativeness in the world economy, in terms of global output, employment and trade, has been growing, due to globalization, economy’s deregulation, and fierce competition. This tendency of trading services changed the traditional economic scenario. It opened up markets that until that moment were closed, which enabled the appearance of new internal and external actors, and forced firms to start focusing on differentiation, flexibility and cost awareness. To remain competitive in the market, firms had to innovate their products, offering new or supplementary services, which over time, represent a significant part of firm’s sales. Moreover, the current world crisis scenario combined with saturation of domestic markets, encouraged firms to expand its businesses to other countries. Thus, the purpose of this study is to conduct a literature review, investigating how firms develop new services at the multinational level. This study begins with defining what are new services and how firms develop them. Based on innovation literature, it is adopted a definition of new services. Then, through the New Service Development (NSD) process literature, it is suggested that firms should establish a systematic NSD process, encompassing distinct stages, interactive and non-sequential. At the multinational level, it is recognized that distinct countries differ in terms of innovation, strategies, processes and managers attitudes. However, the literature review did not allow finding a systematic process to be adopted in the development of new services, simultaneously, in more than one country, neither in terms of process standardization, nor in terms of process design. Finally, it is explored the field of service design, where it is presented the concepts of service architecture and service modularity. It is also proposed a framework to support future investigation regarding service architecture. |
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New service development at the multinational levelService innovationNSDMultinationalArchitectureModularityInovação de serviçosDesenvolvimento de novos serviçosMultinacionalArquiteturaModularidadeServices representativeness in the world economy, in terms of global output, employment and trade, has been growing, due to globalization, economy’s deregulation, and fierce competition. This tendency of trading services changed the traditional economic scenario. It opened up markets that until that moment were closed, which enabled the appearance of new internal and external actors, and forced firms to start focusing on differentiation, flexibility and cost awareness. To remain competitive in the market, firms had to innovate their products, offering new or supplementary services, which over time, represent a significant part of firm’s sales. Moreover, the current world crisis scenario combined with saturation of domestic markets, encouraged firms to expand its businesses to other countries. Thus, the purpose of this study is to conduct a literature review, investigating how firms develop new services at the multinational level. This study begins with defining what are new services and how firms develop them. Based on innovation literature, it is adopted a definition of new services. Then, through the New Service Development (NSD) process literature, it is suggested that firms should establish a systematic NSD process, encompassing distinct stages, interactive and non-sequential. At the multinational level, it is recognized that distinct countries differ in terms of innovation, strategies, processes and managers attitudes. However, the literature review did not allow finding a systematic process to be adopted in the development of new services, simultaneously, in more than one country, neither in terms of process standardization, nor in terms of process design. Finally, it is explored the field of service design, where it is presented the concepts of service architecture and service modularity. It is also proposed a framework to support future investigation regarding service architecture.A representatividade dos Serviços na economia mundial, ao nível da produção, emprego e comércio mundiais, tem aumentado, devido à desregulamentação da economia, globalização e forte concorrência. Esta tendência de comercializar serviços alterou o cenário económico tradicional. Abriu mercados que estavam até então fechados, permitindo o aparecimento de novos atores internos e externos e levando as empresas a focarem-se na flexibilidade, diferenciação e consciencialização de custos. Para se manterem competitivas no mercado, as empresas tiveram que inovar os seus produtos, oferecendo serviços novos ou complementares que, ao longo do tempo, representam uma parte significativa das vendas da empresa. Além disso, a combinação do atual cenário de crise mundial com a saturação dos mercados internos, incentivou as empresas a expandirem os seus negócios para outros países. Assim, o objetivo deste estudo é realizar uma revisão da literatura, investigando como as empresas desenvolvem novos serviços a nível multinacional. Neste estudo, começa-se por definir o que são novos serviços e como as empresas os desenvolvem. Com base na literatura de inovação, adota-se uma definição de novos serviços. Depois, através da literatura do processo de desenvolvimento de novos serviços, sugere-se que as empresas devem estabelecer um processo sistemático, com várias fases, interativo e não-sequencial. A nível multinacional, reconhece-se que diferentes países diferem em termos de inovação, estratégias, processos e atitudes dos gestores. Contudo, a revisão da literatura não permitiu encontrar a sistematização de um processo que possa ser adotado no desenvolvimento de novos serviços em mais do que um país em simultâneo, nem em termos de normalização do processo, nem em termos do desenho do processo. Por fim, é explorada a área do design de serviços, sendo apresentados os conceitos de arquitetura e modularidade de serviços. Propõe-se, ainda, um quadro para auxiliar a investigação futura sobre arquitetura de serviços.Salgado, SofiaVeritati - Repositório Institucional da Universidade Católica PortuguesaRei, Diana Filipe2013-01-03T11:47:50Z2012-05-102012-05-10T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/9770enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-08-08T01:35:36Zoai:repositorio.ucp.pt:10400.14/9770Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:08:32.041304Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
New service development at the multinational level |
title |
New service development at the multinational level |
spellingShingle |
New service development at the multinational level Rei, Diana Filipe Service innovation NSD Multinational Architecture Modularity Inovação de serviços Desenvolvimento de novos serviços Multinacional Arquitetura Modularidade |
title_short |
New service development at the multinational level |
title_full |
New service development at the multinational level |
title_fullStr |
New service development at the multinational level |
title_full_unstemmed |
New service development at the multinational level |
title_sort |
New service development at the multinational level |
author |
Rei, Diana Filipe |
author_facet |
Rei, Diana Filipe |
author_role |
author |
dc.contributor.none.fl_str_mv |
Salgado, Sofia Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Rei, Diana Filipe |
dc.subject.por.fl_str_mv |
Service innovation NSD Multinational Architecture Modularity Inovação de serviços Desenvolvimento de novos serviços Multinacional Arquitetura Modularidade |
topic |
Service innovation NSD Multinational Architecture Modularity Inovação de serviços Desenvolvimento de novos serviços Multinacional Arquitetura Modularidade |
description |
Services representativeness in the world economy, in terms of global output, employment and trade, has been growing, due to globalization, economy’s deregulation, and fierce competition. This tendency of trading services changed the traditional economic scenario. It opened up markets that until that moment were closed, which enabled the appearance of new internal and external actors, and forced firms to start focusing on differentiation, flexibility and cost awareness. To remain competitive in the market, firms had to innovate their products, offering new or supplementary services, which over time, represent a significant part of firm’s sales. Moreover, the current world crisis scenario combined with saturation of domestic markets, encouraged firms to expand its businesses to other countries. Thus, the purpose of this study is to conduct a literature review, investigating how firms develop new services at the multinational level. This study begins with defining what are new services and how firms develop them. Based on innovation literature, it is adopted a definition of new services. Then, through the New Service Development (NSD) process literature, it is suggested that firms should establish a systematic NSD process, encompassing distinct stages, interactive and non-sequential. At the multinational level, it is recognized that distinct countries differ in terms of innovation, strategies, processes and managers attitudes. However, the literature review did not allow finding a systematic process to be adopted in the development of new services, simultaneously, in more than one country, neither in terms of process standardization, nor in terms of process design. Finally, it is explored the field of service design, where it is presented the concepts of service architecture and service modularity. It is also proposed a framework to support future investigation regarding service architecture. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-05-10 2012-05-10T00:00:00Z 2013-01-03T11:47:50Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/9770 |
url |
http://hdl.handle.net/10400.14/9770 |
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eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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