文章基本信息

标题：How to Collaborate with Customers for New Service Development in Global Markets
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作者：Intekhab Alam
期刊名称：Academy of Marketing Studies Journal
印刷版ISSN：1095-6298
出版年度：2018
卷号：22
期号：3
页码：1-11
语种：English
出版社：The DreamCatchers Group, LLC
摘要：Globalization has a major impact on the practice of innovation across a wide range of service industries. Yet, only limited attention has been paid to the issue of service innovation in a global context. To address this critique of the literature a case study of new service development and customer collaboration was conducted in a multinational financial services firm marketing a variety of new services. The case study investigates the development of new services with inputs from company’s customers based in India. It also traces the roles of local Indian subsidiary and local managers in developing and managing the overall innovation process.
关键词：Emerging Markets;New Service Development;Customer Interaction;Case Studies;Qualitative Research;India.