توسعه سرویس های جدید و مزیت رقابتی : مدل مفهومی

During the last decade the literature on new service development (NSD) has increased in significance, reflecting the rapidly increasing contribution of services to the economy. A growing number of researchers suggest that NSD leads to service firm competitive advantage. However, the literature on NSD-based competitive strategy is fragmented. This paper attempts to model the antecedents of NSD-based competitive strategy. Specifically, the framework presented in this paper argues that entrepreneurial intensity, distinctive learning capabilities and NSD comprise key components of a model that examines the role of NSD in gaining sustained competitive advantage in service firms. Key theoretical constructs within the model are explored and research propositions presented.

Within the rapidly changing business environment there hasbeen a resurgence of interest among marketing researchersregarding the role of innovation in gaining competitive advantage. This literature to date has focused on manufac-turing innovation. However, services innovation literature has grown in significance over the last decade, reflecting the increased contribution of service industries to the national economy. But the limited literature on new service development (NSD) remains fragmented. Although the capability-based theory of sustained competitive advantage has gained prominence in the competitive strategy literature during the last decade, to date it has not been applied to service firms. We argue that entrepreneurial intensity, learning capabilities and NSD comprise key components of a theoretical model that explains how sustained competitive advantage (SCA) may be achieved in service firms.This paper is structured as follows. First, the links between NSD and SCA are examined. Second, the key propositions of the capability-based theory of SCA are discussed. Third, the foundations of the capability-based model of service firm competitive strategy are devel-oped. Particular attention is given to exploring the keytheoretical constructs and developing a core set of research propositions. Next, the issues relating to the operationalisation of the model are discussed. The paper concludes with a discussion on the implications of the model for theory and practice.

The proposed capability-based model of NSD and serv-ice firm competitive advantage incorporates key theoret-ical propositions from the competitive strategy literature. First, the model suggests that a firm can achieve SCA through the distinctive capabilities in its possession.Second, distinctive capabilities do not merely accrue to the firm but are consciously and systematically devel-oped and nurtured by the firm’s strategic leaders. Third,the model suggests that competitive advantage can be gained by creating superior value for customers and can be achieved by performing service delivery related activ- ities in an innovative manner. Fourth, firms reaching higher levels of NSD intensity are likely to gain SCA. Furthermore, the manner in which the key theoretical constructs are conceptualised suggests their interrela-tionships have important implications for service firm competitive strategy theory and practice.