Reflexivity in the Service Innovation Screening Process Effects

Reflexivity in the Service Innovation Screening Process : Effects on Decision. Making Outcomes Wafa Hammedi HEC-Management School, University of Liege Allard C. R. van Riel HEC-Management School, University of Liege Zuzana Sasovova Vrije Universiteit Amsterdam 3/5/2021 PMI Event , Antwerp 2008 1

Agenda • • 3/5/2021 Introduction Concepts definition Research objectives Hypotheses Methods Results Conclusion 2

Introduction • • Introduction Concepts definition Research objectives Hypotheses Methods Results Conclusion Importance and challenges of NSD: • Increasingly important role in Economy (see table 1). • Service offerings are rapidly obsolete. • (Failure rates 60 and 85% )(Andrew 2005). • Improvements of pre-development stages of NSD innovation projects is crucial. What is the screening stage? 3/5/2021 3

2000 • • • Introduction Concepts definition Research objectives Hypotheses Methods Results Conclusion European Union: Agriculture Industry Services Agricultur e Industr y Servic es Austria 2, 5 30, 8 66, 7 2, 3 30, 5 67, 2 Belgium 1, 6 28, 1 70, 3 1, 4 26, 8 71, 8 Denmark 3, 6 24, 9 71, 5 2, 7 25, 3 72, 0 Finland 4, 7 32, 2 63, 1 3, 3 32, 8 63, 9 France 3, 2 26, 3 70, 5 2, 8 24, 8 72, 4 Germany 1, 3 32, 1 66, 6 1, 2 29, 1 69, 7 Greece 9, 9 22, 4 67, 7 7, 0 21, 4 71, 6 Ireland 7, 7 38, 2 54, 1 3, 6 41, 4 55, 0 Italy 3, 2 30, 1 66, 7 27, 7 69, 5 Luxembourg 1, 0 21, 2 77, 8 0, 6 17, 9 81, 5 Netherlands 3, 5 27, 8 68, 6 2, 7 26, 0 71, 4 Portugal 5, 2 30, 0 64, 9 3, 6 28, 7 67, 7 Spain 4, 4 29, 6 66, 0 3, 4 28, 7 67, 9 Sweden 2, 7 30, 1 67, 2 1, 9 28, 1 70, 1 1, 77 30, 8 67 0, 90 26, 47 72 United Kingdom 3/5/2021 • • 2006 Source: Eurostat, Inno metrics 2007 4

Research focus ( Stage-Gate Innovation Process) (Cooper 1990) • • Introduction Concepts definition Research objectives Hypotheses Methods Results Conclusion 3/5/2021 5

Concepts definition Screening decision • • Introduction Concepts definition Research objectives Hypotheses Methods Results Conclusion 3/5/2021 Purpose: To determine whethere is enough promise in an idea or project to warrant investments. 6

Summary of screening methods and Tools • • Introduction Concepts definition Research objectives Hypotheses Methods Results Conclusion NSD Idea Screening Company Customer profile (Baier et al. 2006) NPD • New Prod • Fuzzy Logic Approach (FLA) (Karwowski and Mital 1986; Chen and Hwang 1992). • • • Concept evaluation Scoring models • • 3/5/2021 Net present Value(Crawford and Di Benedetto 2003). Real Options Value(Copeland, Koller, and Murrin 1994; Mc. Grath and Nerkar 2004) Scoring Models(O’Meara 1961, Schnedlitz 1985, Davis et al. 2001) Profiles Scheet (Crawford and Di Bendetto 2003). New Prod (Cooper 1985, 1992, 1994; Cooper and Kleinschmidt 1993) Analytic Hierarchy Process (AHP) (Calantone, Di Benedetto, and Schmidt 1999) 7

• • Introduction Concepts definition Research objectives Hypotheses Methods Results Conclusion 3/5/2021 8 (Hart et al. 2003)

Concepts definition (cont. ) • • Introduction Concepts definition Research objectives Hypotheses Methods Results Conclusion 3/5/2021 2. Team Reflexivity (committee): The extent to which team members collectively reflect upon: v the team’s task (including objectives, strategies) vprocesses Plan and adapt them to current or anticipated circumstances (West 2000). 9

Research Objectives • • Introduction Concepts definition Research objectives Hypotheses Methods Results Conclusion Screening Effectiveness Organizational Enablers Reflexivity Screening Effeciency 3/5/2021 10

Theoretical Model Antecedents of Reflexivity Procedural rationality Reflexivity Process Screening Outcomes Screening effectiveness H 3 H 1: Reflexivity during the screening task is positively associated with decision making effectiveness. H 1 H 3: Procedural rationality will be positively related to committee reflexivity Reflexivity H 2: Reflexivity is positively related to the speed with which consensus is reached. H 4: The extent to which a leader shows transformational leadership will be positively related to committee reflexivity. Leadership style 3/5/2021 H 4 H 2 Screening efficiency 11

Methods • • Introduction Concepts definition Research objectives Hypotheses Methods Results Conclusion 3/5/2021 q Questionnaire ü seven-point Likert-scales ü Items used were adopted from existing literature q PLS ( partial least squares regression). 12

Results overview • • Introduction Concepts definition Research objectives Hypotheses Methods Results Conclusion 3/5/2021 13

Conclusion • • Introduction Concepts definition Research objectives Hypotheses Methods Results Conclusion 3/5/2021 Reflexivity a low cost tool to improve new service screening performance. Reflexivity effects positively the screening quality. Transformational leadership and Rational behaviors are a triggers of reflexivity. 14

Limitations • • Introduction Concepts definition Research objectives Hypotheses Methods Results Conclusion 3/5/2021 Self-reported research Study conducted in France, Germany, Belgium and Netherlands. Explore others antecedents of screening process performance and decision making process. The focus on service context. 15

q Link to the Survey: http: //www. surveyplanet. nl/live/v 1/manager/? p=71 THANK YOU … 3/5/2021 16