Purpose – The purpose of this study is to shed further light on the dynamics of quality attributes, as suggested by the theory of attractive quality. The study aims to investigate the existence of the life cycle for successful quality attributes and to identify alternative life cycles of...

Purpose – This study aims to investigate how customer information obtained at different phases of a new product development (NPD) process influences profits from new offerings. Design/methodology/approach – A survey was conducted in the context of NPD in goods and services. A unique database...

Purpose: The purpose of this study is to highlight the role of qualitative research in service research. This study discusses what qualitative research is, what role it has in service research and what interest, rigor, relevance and richness mean for qualitative service research....

Purpose: The purpose of this paper is to provide authors with guidelines for carrying out excellent qualitative service research. It describes the features that editors and reviewers use to evaluate qualitative research and pinpoints what authors can do to improve their manuscripts for...

Purpose: Open service innovation is an emergent new service development practice, where knowledge on how to organize development work is scarce. The purpose of the present research is to identify and describe relevant archetypes of open service innovation. The study views an archetype as an...

Purpose – The paper seeks to investigate how and why service strategies differ among manufacturing companies at different positions in a supply chain. Design/methodology/approach – The research was based on a multiple case study of three original equipment manufacturers (OEMs) – a heavy...

Purpose – The purpose of this paper is to understand the differences between proactive and reactive market research techniques during the development of new market offerings. The study focused on the financial and innovative performance of traditional market research techniques, such as focus...

Purpose – Customer co‐creation is becoming increasingly popular among companies, and intensive communication with customers is generally seen as a determinant of the success of a new service or product. The purpose of this study is to analyze customer co‐creation based on four dimensions...