服务营销策略-外文翻译
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Introduction
The term New Product Development originated in the manufacturing sector but hasmore recently come to represent any improvement or alteration to product or serviceattributes and so is often used interchangeably in discussing service development. Booz,Allen & Hamilton and Lovelock categorised product and service developmentsas encompassing a myriad of activities from major innovations and new to the worldproducts to lesser magnitude changes in style and repositioning activities. The process ofproduce/service development has been dealt with by a number of eminent service operationsresearchers and a number of models have been developed which map the sequenceof activities from the setting of strategic objectives, through idea/concept development,service design, development, testing and implementation. A common component ofmost all of these models is the stage of service concept development. Menor, Tatikoda &Sampson identify that new product development researchers have defined 2 macrostageswithin the overall product development process; the fuzzy front end and the executionorientated back end. Khurana & Rosenthal define the “fuzzy front-end” of theprocess as the portion of the development effort that consists of theactivities involved indetermining what service concept should be developed, this includes activities such asstrategic positioning, idea generation and concept development /refinement. The definitionof service concept is a fundamental part of the strategic advantage seeking processesof service design, service development and service innovation; however many practitionershave difficulty articulating the true nature of their service concept. In response to thecompetitive imperative for improved service innovation, this paper will seek to clarifythe components of service concepts and the make clear the process by which the serviceconcepts can be articulated.
Abstract
Identifying the nature of service experiences is recognised as being of primary importance in theshaping of an enhanced competitive position for industry; however service managers often havedifficulty articulating the true nature of their service concept. The definition of service concept is afundamental part of the strategic advantage seeking processes of service design, service developmentand service innovation. In response to the competitive imperative for improved product/servicedevelopment, this paper will develop a conceptual model of the components of service experienceand the process by which the service concept百度文库can be articulated.
外文翻译
原文
Material Source: Service Science, Management and Engineering Education for the 21st Century.SPRINGER, NJ, pp. 330-333.(2008)
Author:Fynes, Brian and Lally, Anne Marie
The term New Product Development originated in the manufacturing sector but hasmore recently come to represent any improvement or alteration to product or serviceattributes and so is often used interchangeably in discussing service development. Booz,Allen & Hamilton and Lovelock categorised product and service developmentsas encompassing a myriad of activities from major innovations and new to the worldproducts to lesser magnitude changes in style and repositioning activities. The process ofproduce/service development has been dealt with by a number of eminent service operationsresearchers and a number of models have been developed which map the sequenceof activities from the setting of strategic objectives, through idea/concept development,service design, development, testing and implementation. A common component ofmost all of these models is the stage of service concept development. Menor, Tatikoda &Sampson identify that new product development researchers have defined 2 macrostageswithin the overall product development process; the fuzzy front end and the executionorientated back end. Khurana & Rosenthal define the “fuzzy front-end” of theprocess as the portion of the development effort that consists of theactivities involved indetermining what service concept should be developed, this includes activities such asstrategic positioning, idea generation and concept development /refinement. The definitionof service concept is a fundamental part of the strategic advantage seeking processesof service design, service development and service innovation; however many practitionershave difficulty articulating the true nature of their service concept. In response to thecompetitive imperative for improved service innovation, this paper will seek to clarifythe components of service concepts and the make clear the process by which the serviceconcepts can be articulated.
Abstract
Identifying the nature of service experiences is recognised as being of primary importance in theshaping of an enhanced competitive position for industry; however service managers often havedifficulty articulating the true nature of their service concept. The definition of service concept is afundamental part of the strategic advantage seeking processes of service design, service developmentand service innovation. In response to the competitive imperative for improved product/servicedevelopment, this paper will develop a conceptual model of the components of service experienceand the process by which the service concept百度文库can be articulated.
外文翻译
原文
Material Source: Service Science, Management and Engineering Education for the 21st Century.SPRINGER, NJ, pp. 330-333.(2008)
Author:Fynes, Brian and Lally, Anne Marie