Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)

Abstract

How to Collaborate with Customers for New Service Development in Global Markets?

Author(s): Intekhab Alam

Globalization has a major impact on the practice of innovation across a wide range of service industries. Yet, only limited attention has been paid to the issue of service innovation in a global context. To address this critique of the literature a case study of new service development and customer collaboration was conducted in a multinational financial services firm marketing a variety of new services. The case study investigates the development of new services with inputs from company’s customers based in India. It also traces the roles of local Indian subsidiary and local managers in developing and managing the overall innovation process.