Analyzing the Influence of Organizational Culture on New Service Design: Case Studies from Turkey

Abstract

The process of economic evolution from agriculture to manufacturing is now turning to the service industry. Studies in recent years show that the service sector comprises the major share of the developed countries in the last few decades. As an expanding sector, it is inevitable that new services will be introduced to the processes of a company. Moreover, new service design is likely to be influenced by the culture of the organization. In this study, the effects of the culture on new service design are examined. In order to analyze the effects, a detailed literature review on new service design was prepared. Two case studies, which mainly exemplify new service design, were analyzed in-depth, screened, and examined in the study. Based on prior research and field studies, a conceptual framework and a regional study, which merit further research, are offered in this paper.