عنوان مقاله [English]
Today, with the ever-increasing share of services in the economies of the countries, New Service Development (NSD) has become crucial for service providers. Despite this importance, there are not enough studies on the patterns of new service development in some service industries (such as mobile operators) in Iran. The purpose of this study is to investigate the patterns of new service development in Iranian mobile operators. In the first stage of this research, new service development patterns were studied in the literature and the conceptual model of new service development was extracted. Since the NSD process varies in each sector and country under the specific circumstances of that sector and country; at a later stage, a multiple case study has been conducted and the initial model of new service development was extracted from them. In the final stage, proposed model of new service development in Iranian mobile operators has been presented.
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