Strategies for achieving success for innovative versus incremental new services

Purpose – The purpose of this paper is to examine whether managers should have a different approach for the development of very innovative services from that of incremental new services.Design/methodology/approach – This paper is based on a large‐scale survey to examine hotel innovation projects to gain insight about the impact of level of innovativeness on the factors that are linked to new service success and failure.Findings – The research results show that there are two global success factors regardless of their degree of newness – market attractiveness and strategic human resources management. Several other factors, however, are found to influence the outcome of incremental projects, such as: service advantage, empowerment, training of employees, behavior‐based evaluation, tangible quality and marketing synergy. For very innovative new hotel services, market responsiveness and pre‐launch activities are found to be related to success.Research limitations/implications – Further research should investig...

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