ABSTRACT
This chapter explores both the literature on product innovation and the practices of new service development (NSD). Sensitizing concepts (described on p. 52) were derived from the innovation management literature. As was explained in Chapter 4, an exploratory study was conducted at thirty-nine companies in the financial services sector. The results of this study are described in this chapter. This chapter ends with a discussion of the main barriers to innovation that were discovered in the exploratory study.
