Service development – a radical innovation in a cross country development case

This paper reports a study of a service development process at a multinational level. It describes the inputs of the development process and it aims to further understanding on how the initial stages of the development cycle can influence the final service design. It also analysis the design elements used at the international level to maintain multinational consistency of services. It describes how enablers of the development process are used in each stage of NSD. The findings are contrasted with existing literature.