This study is a new edition of the study on New Service Development (NSD) that was successfully conducted in 2009. The aim is to obtain reliable information on NSD in practice, identify NSD trends and at the same time promote the topic in science, practice and politics. The study examines the role of various key factors in the field of NSD. These include, for example, organizational (strategy, structure) and customer-related aspects (role, integration) and their influence on the performance of service development.

The study is transnational. In addition to the three core countries of Germany, Sweden and Switzerland [represented by Bo Edvardsson (Karlstad University), Lars Witell (Linköping University), Thomas Meiren (Fraunhofer IAO) and Adrienne Schäfer (Lucerne University of Applied Sciences and Arts)], the group of participants also includes Finland, the UK, Ireland, Italy, Mexico, Taiwan and Austria. This will enable a comprehensive country comparison.