الگوی توسعه خدمت جدید در اپراتوری تلفن همراه ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 مدیر اجرایی پژوهشکده مطالعات فناوری

2 استادیار، دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی

3 دانشیار دانشکده حسابداری و مدیریت دانشگاه علامه طباطبایی

4 دانشیار دانشکده حسابداری و مدیریت دانشگاه علامه طباطبائی

چکیده

در دنیای امروز که سهم خدمات در اقتصاد کشورها همواره در حال افزایش است، نوآوری در خدمات و توسعه خدمت جدید (NSD)، برای بنگاه‌های خدماتی بسیار مهم و حیاتی شده است. اما علی‌رغم این اهمیت، مطالعات کافی در مورد الگوهای توسعه خدمت جدید در برخی از صنایع خدماتی (مانند اپراتوری تلفن همراه) در کشورمان انجام نشده است. پژوهش حاضر با هدف پرکردن این شکاف تحقیقاتی و با رویکردی کیفی مبتنی بر مطالعه موردی (از نوع چندموردی) به بررسی الگوی توسعه خدمت جدید در اپراتوری تلفن همراه ایران پرداخته است. در گام اول این پژوهش، الگوهای توسعه خدمت جدید در ادبیات موضوع بررسی و تحلیل شده و الگوی مفهومی توسعه خدمت جدید استخراج شد. در گام بعدی، از آنجا که الگوی توسعه خدمت جدید در هر بخش و یا کشوری تحت شرایط خاص آن بخش و کشور مورد مطالعه تفاوت می‌کند، مطالعه چندموردی انجام‌شده و الگوی اولیه توسعه خدمت جدید با تحلیل بین موردیِ مطالعات انجام‌شده ارائه شد. در پایان نیز الگوی پیشنهادی توسعه خدمت جدید در اپراتوری تلفن همراه ایران با مقایسه و تحلیل الگوهای مفهومی و اولیه ارائه شده است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

A new service development (NSD) pattern in Iranian mobile operators

نویسندگان [English]

  • majid hasani parsa 1
  • Mehdi Elyasi 2
  • Seyed Habibollah Tabatabaeian 3
  • Payam Hanafizadeh 4
1 iran
2 Assistant Professor, faculty of accounting and management, Allameh Tabataba'i University
3 Associate Professor, Faculty of accounting and management, Allameh Tabatabaei University
4 Associate Professor, Faculty of accounting and management, Allameh Tabatabaei University
چکیده [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.

کلیدواژه‌ها [English]

  • New Service Development
  • Mobile Operators
  • Multiple Case Study
  • Process Model
  • Iran
Ahn, J.H., Kim, M.S., and Lee, D.J. (2005). Learning from the failure: experiences in the Korean telecommunications market, Technovation, Vol. 25, pp. 69–82.
Alam, I. (2013). Customer interaction in service innovation: evidence from India, International Journal of Emerging Markets, Vol. 8, Iss 1, pp. 41 – 64.
Alam, I. (2010). Does service innovation process differ across cultures? Asia Pacific Journal of Marketing and Logistics, Vol. 22 Iss: 4 pp. 460 – 472
Alam, I. (2006). Service innovation strategy and process: a cross-national comparative analysis, International Marketing Review, 23(3), pp. 234-254.
Avlonitis, G.J. (2001). An empirically based typology of product innovativeness for new financial services: success and failure scenarios, The Journal of Product Innovation management, 18(5), pp. 324-342.
Bae, D. and Leem, C. (2014). a visual interactive method for service prototyping, Managing Service Quality, Vol. 24, Iss 4, pp. 339 – 362.
Booz, Allen and Hamilton (1982). New Products Management for the 1980s, New York: Booz, Allen and Hamilton Inc.
Boukis, A. (2013). Identifying some internal S/F factors of NSD project performance, International Journal of Retail & Distribution Management, Vol. 41, Iss. 7, pp. 531 – 544.
Bowers, M.R. (1985). An Exploration in to New Service Development; Process, Structure and Organization, A PHD Dissertation by Michael Roy Bowers, Texas A&M University.
Burger, T., Ganz1, W., Pezzotta, G., Rapaccini, M. and Saccani, N. (2010). Service development for product services: a maturity model and a field research, Working Paper, European Association for research on services (RESER).
Carbonell, P. and Rodriguez-Escudero, A.I. (2014). Antecedents and consequences of using information from customers involved in new service development, Journal of Business & Industrial Marketing, Vol. 29, Iss 2, pp. 112 – 122.
Carbonell, P., Rodriguez-Escudero, A.I. and Pujari, D. (2012). Performance effects of involving lead users and close customers in new service development, Journal of Services Marketing, Vol. 26, Iss. 7, pp. 497 – 509.
Cheng, C.C., Chen, J.S. and Tsou, H.T. (2012). Market-creating service innovation: verification and its associations with new service development and customer involvement, Journal of Services Marketing, Vol. 26, Iss. 6, pp. 444 – 457.
Cooper, R.G. and Edgett, S.J. (2000). Product Development for the Service Sector: Lessons from Market Leaders, Cambridge, MA: Preseus Books.
Cowell, D.W. (1988). New service development, Journal of Marketing Management, 3(3), pp. 296-312.
Dolfsma, W. (2004). THE PROCESS OF NEW SERVICE DEVELOPMENT - ISSUES OF FORMALIZATION AND APPROPRIABILITY, International Journal of Innovation Management, Vol. 8, No. 3, pp. 319–337
Donnely, J.H., Berry, L.L. and Thompson, T.W. (1985). Marketing Financial Services, Dow Jones-Irwin.
Droege, H., Hildebrand, D. and Heras Forcada, M.A. (2009). Innovation in services: present findings, and future pathways, Journal of Service Management, Vol. 20 Iss: 2.
Edvardsson, B., Meiren, T., Schäfer, A. and Witell, L. (2013). Having a strategy for new service development – does it really matter?, Journal of Service Management, Vol. 24, Iss 1, pp. 25 – 44.
Edvardsson, B., Gustafsson, A. and Enquist, B. (2005). Challenges in New Service Development and Value Creation through Service, ISD’2005 conference, 14 - 17 August 2005, Karlstad University, Sweden.
Froehle, C.M. and Roth, A.V. (2007). A Resource-Process Framework of New Service Development, PRODUCTION AND OPERATIONS MANAGEMENT, Vol. 16, No. 2, pp. 169–188
GSMA & A.T. Kearney (2013). The Mobile Economy, London, United Kingdom.
Jin, D., Chai, K.H. and Tan, K.C. (2014). new service development maturity model, Managing Service Quality: An International Journal, Vol. 24, Iss. 1, pp. 86 –116.
Johne, A. and Storey, C. (1998). New service development: a review of the literature and annotated bibliography, European Journal of Marketing, Vol. 32 Iss: 3, pp. 184 – 251.
Johnson, E.M., Scheuning, E.E. and Gaida, K.A. (1986). Profitable Service Marketing, Dow Jones-Irwin.
Kekkonnen, K., (2012). User-Centric New Service Development in Telecom Industry, Master’s thesis, School of Science, University of Aalto, Helsinki. Finland.
Kim, C., Choe, S., Choi, C. and Park, Y. (2008). A systematic approach to new mobile service creation, Expert Systems with Applications, Vol. 35 pp. 762–771.
Kwang-Jae, K., Deok-Hwan, K., Kwangsoo, K. and Byung-In, K. (2007). A Model of Rapid New Service Development Process, Department of Industrial and Management Engineering, Pohang University of Science and Technology, Republic of Korea.
Larbig-Wüst, C. (2010). Measuring Customer Involvement in New Service Development Projects, PHD thesis, Faculty of Management, Cass Business School, City University of London.
Lin F.R. and Hsieh P.S. (2011). A SAT View on New Service Development, Journal of Service Science, 3(2), pp. 141-157.
Melton, H.L. and Hartline, M.D. (2010). Customer and Frontline Employee Influence on New Service Development Performance, Journal of Service Research, 13(4), pp. 411-425.
Melton, H.L. (2007), A FRAMEWORK FOR EFFECTIVE CUSTOMER AND FRONTLINE EMPLOYEE INVOLVEMENT IN NEW SERVICE DEVELOPMENT, PHD Dissertation, COLLEGE OF BUSINESS, THE FLORIDA STATE UNIVERSITY.
Menora, L.J., Tatikonda, M.V. and Sampson, S.E. (2002), new service development: areas for exploitation and exploration, Journal of Operations Management, Vol. 20, pp. 135–157.
Meyer, C.B. (2001). A case in case study methodology, Filed Methods, 13(4), pp. 329-352.
Mohammed-Salleh, A. and Easingwood, C. (1993). Why European financial institutions do not test-market new consumer products, International Journal of Bank Marketing, 11(3), pp. 23-27.
Nijssen, E.J., Hillebrand, B., Vermeulen, P.A.M. and Kemp, R.G.M. (2006). Exploring product and service innovation similarities and differences, International Journal of Research in Marketing, Vol 23: 241–251.
Oduori, F.N. (2010). New service development: strategy and process in the hospitality sector in Kenya, 19th EDAMBA Summer Academy, Soreze, France.
Office of the undersecretary of defense, (2010). Taxonomy for the Acquisition of Service, US Department of Defense, 3000 Defense Pentagon, Washington, USA.
Organisation for Economic Co-operation and Development (OECD), (2000). The Service Economy, Business and Industry Policy Forum Series.
Posselt, T. and Förstl, K. (2011). Success Factors in New Service Development: a Literature Review, RESER (European Association for Research on Service) Conference Papers, Hamburg, Germany, 7- 10 September 2011.
Riedl, C., Leimeistery, J.M. and Krcmarz, H. (2009). New Service Development for Electronic Services - A Literature Review, Americas Conference on Information Systems (AMCIS).
Sandén, B. (2007). The Customer's Role in New Service Development, PHD thesis, Karlstad University, Sweden.
Santos, J.B. and Spring, M. (2013). New service development: managing the dynamic between services and operations resources, International Journal of Operations & Production Management, Vol. 33, Iss. 7, pp. 800 – 827.
Scheuing, E.E. and Johnson, E.M. (1989). A Proposed Model for New Service Development, The Journal of Services Marketing, Vol3, No2.
Shekar, A. (2007). An Innovative Model of Service Development: A process guide for service managers, The Innovation Journal: The Public Sector Innovation Journal, Volume 12 (1).
Smith, A.M., Fischbacher, M. and Wilson, F.A. (2007). New Service Development: From Panoramas to Precision, European Management Journal, Vol. 25, No. 5, pp. 370–383.
Spath, D., Husen, C.V., Meyer, K. and Elze, R. (2007). Integrated Development of Software and Service – The Challenges of IT-Enabled Service Products, In D. Spath and K.P. Fähnrich (Eds.), Advances in Services Innovations, Springer-Verlag Berlin Heidelberg, Germany.
Stevens, E. and Dimitriadis, S. (2005(. managing the new service development process: towards a systemic model, European Journal of Marketing, Vol. 39 Iss: 1 pp. 175 – 198.
Sundbo, J. (2007). Innovation and Learning in Services – The Involvement of Employees, In D. Spath and K.P. Fähnrich (Eds.), Advances in Services Innovations, Springer-Verlag Berlin Heidelberg, Germany.
Tajeddini, K. (2011). CUSTOMER ORIENTATION, LEARNING ORIENTATION, AND NEW SERVICE DEVELOPMENT: AN EMPIRICAL INVESTIGATION OF THE SWISS HOTEL INDUSTRY, Journal of Hospitality & Tourism Research, Vol. 35, No. 4, pp. 437-468.
Tatikonda, M.V. and Zeithaml, V.A. (2002). New Directions in Supply-Chain Management, Technology, Strategy and Implementation, Boone and Ganeshan [eds.], American Management Association, New York, Chapter 10: Managing the New Service Development Process: Multi-Disciplinary Literature Synthesis and Directions for Future Research.
Tidd, J. and Hull, F.M. (2003). SERVICE INNOVATION: Organizational Responses to Technological Opportunities & Market Imperatives, University of Sussex, UK.
Weerawardena, J. and McColl-Kennedy, J.R. (2002). New Service Development and Competitive Advantage: A Conceptual Model, Australasian Marketing Journal, Vol. 10 (1).
Yin, R.K. (2003). Case study research: Design and methods, Sage publication.
Yoonsoo, O., Eui-ho, S., Jongyi, H. and Hyunseok, H. (2009). A feasibility test model for new telecom service development using MCDM method: A case study of video telephone service in Korea, Expert Systems with Applications, Vol. 36, pp. 6375–6388.
چسبرو هنری (1391)، نوآوری باز خدماتی، برگردان: سید کامران باقری، نشر رسا.
مشایخ جواد، طباطبائیان سیدحبیب‌الله، امیری مقصود و شکریه محمود (1395)، تأثیر عوامل زمینه‌ای بیرونی بر اتخاذ نوآوری باز با تأکید بر ویژگیهای بخش: شواهدی از شرکتهای بخش مواد پیشرفته در ایران، مدیریت نوآوری، سال پنجم، شماره 2، تابستان 1395، صفحه 1-31.