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1、外文翻譯原文MaterialSource:ServiceScience,ManagementandEngineeringEducationforthe21stCentury.SPRINGER,NJ,pp.330-333.(2008)Author:Fynes,BrianandLally,AnneMarieAbstractIdentifyingthenatureofserviceexperiencesisrecognisedasbeingofprimaryimportanceintheshapingofanenhancedcompetitivepositionforindustry;howeve
2、rservicemanagersoftenhavedifficultyarticulatingthetruenatureoftheirserviceconcept.Thedefinitionofserviceconceptisafundamentalpartofthestrategicadvantageseekingprocessesofservicedesign,servicedevelopmentandserviceinnovation.Inresponsetothecompetitiveimperativeforimprovedproduct/servicedevelopment,th
3、ispaperwilldevelopaconceptualmodelofthecomponentsofserviceexperienceandtheprocessbywhichtheserviceconceptcanbearticulated.IntroductionThetermNewProductDevelopmentoriginatedinthemanufacturingsectorbuthasmorerecentlycometorepresentanyimprovementoralterationtoproductorserviceattributesandsoisoftenused
4、interchangeablyindiscussingservicedevelopment.Booz,Allen&HamiltonandLovelockcategorisedproductandservicedevelopmentsasencompassingamyriadofactivitiesfrommajorinnovationsandnewtotheworldproductstolessermagnitudechangesinstyleandrepositioningactivities.Theprocessofproduce/servicedevelopmenthasbeendea
5、ltwithbyanumberofeminentserviceoperationsresearchersandanumberofmodelshavebeendevelopedwhichmapthesequenceofactivitiesfromthesettingofstrategicobjectives,throughidea/conceptdevelopment,servicedesign,development,testingandimplementation.Acommoncomponentofmostallofthesemodelsisthestageofserviceconcep
6、tdevelopment.Menor,Tatikoda&Sampsonidentifythatnewproductdevelopmentresearchershavedefined2macrostageswithintheoverallproductdevelopmentprocess;thefuzzyfrontendandtheexecutionorientatedbackend.Khurana&Rosenthaldefinethe“fuzzyfront-end”oftheprocessastheportionofthe8developmenteffortthatconsistsofthe
7、activitiesinvolvedindeterminingwhatserviceconceptshouldbedeveloped,thisincludesactivitiessuchasstrategicpositioning,ideagenerationandconceptdevelopment/refinement.Thedefinitionofserviceconceptisafundamental
