A New Exploration of New Service Development Process Considering Concept of Bricolage

Competitive pressures are prompting a new-found aggressiveness that questions established service offering and calls for new ways of identifying and satisfying buyers' needs. Today's customers are demanding quality, style, and uniqueness over homogeneous products. Therefore, it's necessary to deploy new service development (NSD) considering both common service needs and personality needs. Existing studies largely attempt to model the systematic sides of NSD. This tends to produce studies incapable of capturing the complexity of NSD. Therefore, it's necessary to deploy NSD based on firm's grasp of its customers' real needs. However, it's still void in academic field. In order to fill this gap, a new method of NSD is proposed in this article. First, we review literature on NSD and concept of bricolage. Then, we come up with a new way of NSD. We propose that service firm should collect its customers' customized needs first and then make cluster analysis of them. According to the cluster analysis results, we propose its corresponding formal model, which is accompanied by thought of bricolage to deploy NSD. Management implications and areas for further research are discussed.