what are the disadvantages and advantages of the Multilevel Service Design method (Patricio et al 2011) compared with the traditional 'new product development' processesNPDWilson et al 2016)?

1. Patrcio, L., R.P. Fisk, J.F. Cunha and L. Constantine (2011). Multilevel Service Design: From Customer Value Constellation to Service Experience Blueprinting', Journal of Service Research, 14, 2, 180-200.
2. Wilson et al. (2016) Services Marketing: Integrating Customer Focus Across the Firm, 3rd European Edition, McGraw Hill: Berkshire p.168