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The launch of innovative services : lessons from automotive telematics

Author

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  • Sylvain Lenfle

    (CRG - Centre de recherche en gestion - X - École polytechnique - IP Paris - Institut Polytechnique de Paris - CNRS - Centre National de la Recherche Scientifique)

  • Christophe Midler

    (CRG - Centre de recherche en gestion - X - École polytechnique - IP Paris - Institut Polytechnique de Paris - CNRS - Centre National de la Recherche Scientifique)

Abstract

In the literature on NPD, most existing studies on the end of the design process concentrate on managing ramp-up of manufactured products. However our economies increasingly depend upon services. This article examine the management of the final phases of the design process of an innovative service. Our research make three contributions : 1) we show that the concept of ramp-up is insufficient for understanding the phenomena at works. The nature of services means that two types of learning – technical and sales – take place at the same time. 2) an analysis of the data collected confirms this difference by bringing to light great contrasts in these two dimensions. 3) This led us to identify a new field for NPD research : the design of the sales process.

Suggested Citation

  • Sylvain Lenfle & Christophe Midler, 2006. "The launch of innovative services : lessons from automotive telematics," Post-Print hal-00263133, HAL.
    • Handle: RePEc:hal:journl:hal-00263133
    Note: View the original document on HAL open archive server: https://hal.science/hal-00263133
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    References listed on IDEAS

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    Cited by:

    1. Sylvain Lenfle, 2008. "Exploration and Project Management," Post-Print hal-00404168, HAL.

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