Product Development and Service Design

Anne Marie Lally

Department of Languages, Tourism and Hospitality

Anthony Foley

Waterford Crystal Centre for Marketing

Tourism Product Development Strategy 2007 - 2013

…The tourism industry needs to improve the quality & appeal of the existing products

…must excel in product innovation

…needs to develop products and experiences which appeal to consumers

…must focus not only on the tangible product requiremnts but also on the

less tangible customer needs

Product Development vs. Service Development

Infrastructure Process

Tangibles Intangibles

Product Experiences

Linear & Orderly Chaotic & Complex

Development Improvement

Design Innovation

Style changes Technical Re-positionoing

Re-design

Line-extension ChangeIncremental Radical

Process Managerial

New Service Development

• Multi- disciplinary & Cross Functional

• NSD spans all management disciplines …

Operations, Marketing, Strategy, Finance,

Human resources, etc

• Requires a Team approach

Service Development Process

1. Idea Generation & Screening

2. Concept Development

3. Business evaluation & testing

4. Process & System Design

5. Implementation

Research Opportunities in NSD ProcessIdea Generation & Screening • Building innovative capability, market-sensing capability, organisational & network learning

Concept Development • Concept definition, User involvement, Service Strategy

Business evaluation & testing• Criteria Development, Benchmarking

Process & System Design• Process mapping, Staging , Scripting

Implementation • Human Resource Mgt, Change Management, Service Quality

Also

• Linking disciplines – Marketing, Service Operations, HR to overcome complexity• Contextualising NSD & Services Operations Research for the Irish Tourism Sector

Anne Marie Lally

Department of Languages, Tourism and Hospitality

amlally@wit.ie

Anthony Foley

Waterford Crystal Centre for Marketing

afoley@wit.ie