A relação das dimensões formadoras da competência em desenvolvimento de novos serviços e o desempenho das empresas no desenvolvimento de novos serviços

Abstract

In order to enable companies to survive and succeed in the market, new services are developed, sometimes availing some customer idea oreven a perceived market opportunity. New service development (NSD) had been seen as a result of luck or intuition. However, due to the increase of studies on the subject, the knowledge has been expanded and now is believed the need of NSD planning and greater managerial understanding so that companies can achieve the expected performance. In order to seek understanding of the ability of firms to use resources and routines to succeed in the new service launched in the market, on a previous study a NSD competence model was developed considering five dimensions: i)NSD process focus; ii)Market acuity; iii)NSD strategy; iv)NSD culture and; v)Information Technology (IT) experience. Using this model, the present study aims to investigate the relationship between all competence dimensions in new service development and the performance of some companies in developing new service through research hypotheses. Given the importance of knowledge-intensive service sector in the world economy and the growth of these companies in Brazil, we attempted through a survey with 239 o rganizations to confirm the relationship between these five dimensions during the new service development, also to validate the instrument “model of NSD competence” as well as to check how all dimensions contribute to the knowledge-intensive service company performance. By statistical tests such as the technique of exploratory factor analysis and multiple regression analysis, it was found that four dimensions can be considered responsible for 30% NSD performance. It is noteworthy that market acuitywas found to have more effect on performance, followed by IT experience, NSD culture and NSD process focus. However, NSD strategycould not be evaluated as their variables were eliminated during exploratory factoranalysis.