Do Different Service Types Require Changes in NSD Processes at Industrial Manufacturers - An Empirical Examination of Personal and Digital Services

New service development (NSD) at industrial manufacturers and the corresponding process are topics of growing interest in research. However, it has not been clarified yet if the latter should be customised according to different service types. The scarce attention paid to classifying services in this context is surprising considering the increasing importance of personal next to digital services in the course of the emergence of the latter. We take a step towards closing this gap by empirically examining a potential moderating effect of these two service types on a capability-based NSD process. Since it has been established conceptually so far, its investigation in an abbreviated version constitutes a further element of our study. Based on an analysis of 197 NSD projects, we can support the sequence of that process, however, we cannot, contrary to our assumptions, find a moderating effect of the service types. This result implies that managers should focus on possessing the basic capabilities to successfully pass through the NSD process independent of the services developed.