egal and educational services as well as many more (Johne and Storey, 1998). Contrary to new product development (NPD) which is regarded as a base for much research in this area, new service development stresses core differences between products and services: intangibility, heterogeneity, simultaneity (Fitzsimmons and Fitzsimmons, 2000). Despite a growing body of knowledge, our understanding of new services development processes for especially electronic services is still limited (Menor et al., 2002). Table 7.2 Publications by Year Frequency Frequency Service Delivery Platforms 7.3.3.1 Types of Service Innovation The first set of articles tries to bring structure to the types of innovations found in services by proposing typologies of service innovation. Edvardsson and Olson (1996) suggest that service innovation includes the development of (1) a service concept (what customer needs are satisfied), (2) a service system (the resources nec- essary to deliver a service), and (3) a service process. These three areas make service innovation a complex and multidimensional undertaking (Essen and Conrick, 2008). Johnson et al. (2000) suggest six categories to structure service innovation (Table 7.3). Other types of service innovation noted are, for example, the new combinations of existing services or the combination of customer coproduction with new service characteristics or competencies (Gallouj and Weinstein, 1997; van der Aa and Elfring, 2002). Hipp and Grupp (2005) identified four patterns of key factors Table 7.3 A Typology of New Services New Service Category Radical Innovations Major innovation New services for markets as yet undefined; innovations usually driven by information and computer-based technologies Start-up business New services in a market that is already served by existing services New service for the New service offerings to existing customers of an market presently organization (although the services may be available served from other companies) Incremental Innovation Service line Augmentations of