Paradigm of new service development projects (NSDPs): "One Basket Fits all". Issue 3 (26th October 2020)

• Record Type: Journal Article
• Authors: Rahman, Muhammad Sabbir; Hussain, Bashir; Hussain, Mehdi; Hassan, Hasliza; Johns, Raechel
• Is Part Of: Journal of contemporary marketing science. Volume 3:Issue 3(2020)
• Page Start: 303
• Page End: 331
• Publication Date: 2020-10-26
• Subjects: New service development project -- Cross-functional integration -- Internal project team efficiency -- Knowledge-sharing behaviour -- Authentic leadership -- Firm's culture -- Technology infrastructure; Marketing -- Periodicals; 381
• DOI: 10.1108/JCMARS-09-2019-0035
• Languages: English
• ISSNs: 2516-7480

Abstract

Abstract : Purpose: The aim of this research is to examine the key determinants influencing the success of new service development projects (NSDPs) across four service typologies context. Design/methodology/approach: The researchers used the scenario-based survey method in an NSDP setting. Structural equation modelling (SEM) was used to test the proposed hypotheses based on survey data from 570 managers under four service typologies. Findings: Service firms' cross-functional integration (CFI) and internal project team efficiency (IPTE) positively influenced NSDPs. The results also indicated that both technology infrastructure (TI) and IPTE mediated the relationship between CFI and NSDPs. In addition, the mediation effect of TI existed between the relationship of IPTE and NSDPs. Furthermore, the proposed model confirms that, for NSDPs, the role of knowledge-sharing behaviour (KSB), authentic leadership (AL) and firm's culture (FC) across the four service typologies moderated the relationship. Practical implications: With a better understanding of the dynamics of the aforementioned variables, service managers and the project team can more effectively develop and execute strategies for an NSDP. The article enables practitioners to expand their current understanding of NSDPs by providing insights of the unique antecedents that are significant for new service development across four service types. Originality/value: This research is the first of its kind to examine the mediating role of KSB and TI in determining NSDPs. This study provides one of the first empirical examinations on NSDPs in the context of four service typologies from the perspective of a developing country, where the service industry is competitive. The study demonstrates that the critical success factors of NSDPs do not differ across service types, thereby confirming the " One Basket Fits all " assumption in the current NSDP research study.