Improved Framework for Service Adaptation and Development

Abstract

The importance of speed and efficiency in developing new products and services has increased as time-to-market is a significant factor for customers. Smaller, possibly more agile companies often beat this race as larger companies may suffer from their size. A global, multi-national company can introduce global frameworks with the intention of copying best practices but it can also result in management and leadership systems that are too hard to understand or too heavy to obey. The case company has a need to develop its services faster, more efficiently and more collaboratively in the Nordic region, creating quality services that can be combined and offered to clients as customized solutions. Thus, the objective of this thesis was to establish an improved framework for service adaptation and development with an emphasis on collaboration and coordination within the Nordic region.

This thesis used applied research methodology with qualitative research methods to provide firsthand information and insights from case company stakeholders with data collected from a variety of sources at multiple stages. The research design of this thesis included four stages. First, a current state analysis of the framework for service adaptation and development was investigated. The findings of the current state analysis were summarized and categorized to four categories: the process and its outputs, collaboration and communication, service portfolio strategy and leadership and human resources. The key findings of the two first listed categories were chosen for elaboration being most relevant to the objective of the thesis. Second, a survey on concerning literature was focused on finding solutions and best practice examples for business process development, service development and concepts and ideas on improving collaboration and communication. The third stage was the co-creation of an initial proposal for the improved framework. The fourth stage was a validation of the proposal by the executives and key stakeholders of the case company.

As an outcome of this thesis, a proposal was introduced. It consists of four elements: an improved process for service adaptation and development, an improved master list of service outputs, an improved model for collaborative teamwork and a recommendation to use social technologies to improve cross-functional collaboration and communication. The proposal for an improved framework introduces a stage-gate model to support the existing process for service adaptation and development to improve the quality of the process and its outputs, as well as manage risks. Alternative or parallel development paths are introduced to match different development or innovation types. The model for collaborative teamwork acknowledges the benefits of having a cross-functional core team that is supported by cross-functional teams for each service output. Furthermore, social technology tools are introduced and recommended to facilitate collaboration and communication.