Using institutional theory to explain innovation and merging academic and critical analysis with practical recommendations, this book provides a full and rich account of how new products are brought to market; considering both the successes and failures in equal measure.This book takes the meeting point of two seemingly incongruous schools of theor

chapter 1|11 pages


chapter 2|25 pages

Innovations and institutions

chapter 3|10 pages

Intermezzo: A service environment

chapter 4|18 pages

Methodological considerations

chapter 5|25 pages

Exploring new service development

chapter 6|23 pages

Organizing new service development

chapter 9|9 pages