Networked new service development process: a participant value perspective

Abstract

Purpose – The purpose of this paper is to shed light on perceived value for the participating actors during the new service development (NSD) process. The authors are particularly interested in how participant value emerges in a multi-actor NSD process and how it can be conceptualized. Design/methodology/approach – The empirical research design comprised three extensive living lab experiments in a real end-user environment over a three years period. Findings – The study is illustrative by its nature and advances two main arguments through conceptual analysis and empirical illustration: NSD can be seen as the identification of actual and emerging needs and technologies and their matching; and the matching process builds on the interaction between the participants and is characterized by their individual motives to leverage the NSD process for value-in-context. Practical implications – A careful investigation of the different stakeholders' expectations of the NSD process provides a basis on which to create lucrative value propositions instead of approaching potential stakeholders with technology- or product-centric arguments. Originality/value – The paper opens avenues for further research to develop the current conceptualizations of NSD in launching the new service emergence perspective.