In Chapter 8 ("services marketing" byzeithmal, bitner, gremler), strategies to grow a service business and service innovation were discussed. For this question think as a consultant for your chosen firm. In your text, a new service offering to current customers is termed a "service development." Please draft a plan for a hypothetical (or not so hypothetical if you so choose) new service development opportunity. The plan should follow the Service Innovation and Development Process (as outlined in the text). This would begin with the idea generation stage and end at the commercialization stage.

In this question finding understanding of the new service development process. Clearly, the specific steps at each stage will be different for your firm versus others. I am simply looking for a reasonable approach. If possible, I would suggest that you envision a new service offering and describe its journey through the process.