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Developing New Financial Services from Lead User Input in India

International Journal of Marketing and Business Communication

Volume 3 Issue 2

Published: 2014
Author(s) Name: Intekhab (Ian)Alam | Author(s) Affiliation: State University of New York (SUNY), School of Business, Geneseo, New York, USA.
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Abstract

User interaction is an important success factor for most new financial services. Yet, users should be selected carefully for the purpose of interaction. For example, lead user is one key customer type that a service manager must take into account while selecting users. Thus the core thesis of this research is that a successful NSD project needs lead users. Longitudinal field interviews were conducted to collect data about the interaction process with the lead users in a financial service firm in India. Based on the findings this research develops a structured process of finding lead users and interacting with them for developing new services. The findings provide useful insights for the managers attempting to develop successful new services.

Keywords: Lead User, User Interaction, Service Innovation, Longitudinal Research, Case Research, India

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