Process of customer interaction during new service development in an emerging country

Abstract Globalization has a major impact on the practice of innovation across a wide range of service industries. Yet, only limited attention has been paid to the issue of service innovation in a global context. To address this critique of the literature, a case study of new service development and customer interaction was conducted in a multinational financial services firm based in the USA. The case study investigates the development of new services with inputs from company's customers in India. It also traces the roles of local Indian subsidiary and local managers in developing and managing the overall service innovation process. Keywords: new service developmentservice innovationcustomer interactioncase studyglobalization Notes Interview protocol and survey questionnaire are available from the author. One of the conditions of the US Corp's participation in this research was that any specific details of the new services and the names of the participating customers firms would not be revealed. To satisfy this stipulation, we did not divulge much information about the new services in this paper.