This paper reports the findings of a study examining how to enhance customer orientation in new service development (NSD) of a strategic alliance. The study applies the constructive action research approach in a case study concerning the development of a new financial service. The study presents a new framework illustrating the prerequisites and the early phases of a customer-oriented NSD process in alliance context. The paper concludes that the NSD process should support interaction between the personnel of the strategic partners but also towards customers. Business process simulation is one method that enhances interaction and customer orientation in collaborative NSD.
|Title of host publication||Proceedings of the 13th International Product Development Management Conference|
|Publication status||Published - 11 Jun 2006|
|MoE publication type||A4 Article in a conference publication|
|Event||13th International Product Development Management Conference - Milan, Italy|
Duration: 11 Jun 2006 → 13 Jun 2006
|Conference||13th International Product Development Management Conference|
|Period||11/06/06 → 13/06/06|