New industrial service development: Scenarios for success and failure

摘要: Abstract As industrial services become an increasingly important and dynamic economic sector, new represent a key source of growth for firms. But innovation is risky complex, involving major resource investments high rate failure. Studies show that managers reduce the complexity surrounding individual decisions by viewing these in “gestalt” or situation-specific mode. Hence, knowing types service development situations, scenarios, typically lead to success failure requisite making superior decisions. By synthesizing attributes define within firm, this article reports on five scenarios characterize large sample ventures. The three which are associated with two failure, can shed light situations face factors combinations linked their likelihood success.