Lessons from Market Leaders
Ask anyone who works in the service industry and she/he will tell you that developing
a new service is far more difficult than developing a tangible new product. Why is
this? What makes developing a new offering in a service environment more challenging
than developing a new product? Over the years, four main characteristics peculiar
to services have been identified, and their impact on service development has been
studied: Intangibility, Inseparability, Heterogeneity and Perishability.
In Product Development for the Service Sector, Cooper and Edgett apply their pioneering
approaches to the unique issues, challenges and opportunities facing service companies. They
tailor the world’s most trusted and widely implemented development process,
Stage-Gate®, to the dynamics of the service industry and offer numerous real
company illustrations along the way.
- Understand why new service development is critical to the future viability
of service companies
- Discover the critical drivers of successful service development
- Learn how to develop and launch winning new services
- Discover how to screen and pick the right projects
- Learn how to define, design and implement a new service development process.
A ‘Must Read’ for people in these roles:
- Business executives responsible for leading product innovation performance
results
- Managers responsible for implementing new product/new revenue generation
systems
- Cross functional service innovation teams and leaders.
Ensure your cross-functional team is on the same page – order a copy for every employee
Keywords: services, service offering, service
development, critical success factors, cycle-time reduction, Stage-Gate process,
competitive analysis, implementation, speed-to-market, metrics, market analysis,
resource allocation, return on investment, risk management, cross-functional project
team, customer feedback, performance drivers, portfolio management, intangibility,
portfolio review, business strategy, service development strategy, idea screening,
up-front-homework, business analysis, post launch review, Go/Kill decisions, parallel
processing, marketing launch plans, project prioritization model, process manager,
voice of customer, operations, back-office.
Key Topics:
- Service Innovation Benchmarking Research Study Results
- Best Practices in Service Development
- The Tangibility-Intangibility Spectrum
- How to conduct an effective Innovation Performance Evaluation
- A Guide to a World-Class New Service Development Process
- Tips and hints for making the development process work and avoiding common
pitfalls
- A step-by-step guide for each stage and gate in the Idea-To-Launch Process
- Unique issues in the service industry that impact the Idea-To-Launch Process
- Portfolio management and how it interacts with your Idea-To-Launch Process.
Companies referenced: Procter & Gamble,
Royal Bank of Canada, Charles Schwab, Marriott, KFC, Wal-Mart, VISA, Amazon.com,
Polaroid, Primavera, Canadian Imperial Bank of Commerce, General Motors, Hewlett-Packard,
Chrysler, Lego, McDonald’s Restaurant, Compaq, Dell Computers, American Express,
Mercedes-Benz, Nortel, AT&T, DuPont, Ericsson, Exxon, CompuServe, Hudson’s
Bay Company, ING, Kmart Canada, Kodak, Northern States Power, Canada Post, Northern
Telecom, PECO, PNC Bank Corp., 3M, Telenor, Sprint, Siemens, SAP, Lloyds Bank,
Diner’s Club, Federal Express and Gateway.
About the Authors
Dr. Robert Cooper
 Dr. Robert G. Cooper is one of the most influential innovation thought leaders in the business world today. He pioneered the original research that led to his many groundbreaking discoveries including the Stage-Gate Idea-to-Launch Process. Now implemented by almost 80% of North American companies, it is considered to be one of the most important discoveries in the field of innovation management. He has spent more than 30 years studying the practices and pitfalls of 3,000+ new product projects in hundreds of companies and has assembled the world’s most comprehensive research on the topic. His presentations and practical consulting advice have been widely applauded by corporate and business event audiences throughout the world making him one of the most sought-after speakers.
A prolific author, he has published more than 100 academic articles and eleven books, including the best selling Winning at New Products, 3rd Edition. He is the recipient of numerous prestigious awards including the Crawford Fellow from the Product Development and Management Association (PDMA) and the Maurice Holland Award from the Industrial Research Institute (IRI). Dr. Cooper is a Professor Emeritus of Marketing and Technology Management at the Michael G. DeGroote School of Business at McMaster University in Ontario, Canada and Distinguished Fellow at the Institute for the Study of Business Markets (ISBM) at Penn State University in Pennsylvania, USA.
Dr. Scott Edgett
 Dr. Scott J. Edgett is internationally recognized as one of the world’s top experts in product innovation and is the pioneer of portfolio management for product innovation. He is a high profile speaker and sought-after executive advisor on product innovation. Dr. Edgett has extensive experience advising large multinational clients in a variety of industries, principally focusing on issues affecting innovation leadership and capability. He is credited with helping business executives and innovation professionals successfully implement world-class innovation processes that have generated outstanding results. His speaking engagements and professional work have taken him around the globe to work with some of the world’s best innovators and companies among the Fortune 1000.
Dr. Edgett is Chief Executive Officer and co-founder, with Dr. Robert G. Cooper,
of both Product Development Institute and Stage-Gate International. He has spent
more than 20 years researching and developing innovation best practices and working
with organizations in product innovation. He is a prolific author having coauthored
six books including the popular ‘Portfolio Management for New Products, 2nd
Edition’ and has published more than 60 academic articles. Dr. Edgett is a
former Professor of the Michael G. DeGroote School of Business, McMaster University
in Ontario and is a Faculty Scholar at the Institute for the Study of Business
Markets (ISBM) at Penn State University in Pennsylvania, USA.
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