Proactive-Reactive Customer Integration during New Service Development. A Qualitative Case Study of the Service Industry (TSP’s) in the Sm?land Region of Sweden

      Аннотация: In today’s globalized service industry, a well implemented preliminary process of integrating customers plays an active role in the development of new products and services. Successful customer orientation by doing things not exactly as articulated by customers, but by doing things in a diverse way is said to yield successes in a competitive business environment. This book presents the findings of a qualitative research work conducted on a product-based service (PBS) industry in the Sm?land region of Scandinavia. In attributes to some of its rich findings, shows that not only by a company demonstrating a reactive or proactive orientation in identifying customers’ needs leads to new service ideas, but more comprehensively is that the approach of company reactiveness to customers can also lead to proactiveness. The qualitative research findings & its impeccable conclusion which received an individual top grade from tutors and examiners in Linnaeus University School of Business in an academic year are well detailed and documented in this book. Additionally, this book contains meaningful managerial implications that are key relevance in any competitive business environment.

Ключевые слова: Innovation, Integration, interaction, proactive, reactive, New Service Development (NSD), New Product Development (NPD), Tangible Service Provider (TSP), Product-Based Service (PBS), Sm?land (located in the southern region of Sweden).