Nsd Fuzzy Front End Of The External Stakeholder Relationship Management

In the service industry, although the firms are actually increasingly aware of the strategic importance of service innovation (new service development, NSD), there are still short of companies having good concepts and normative process of service development. Especially in the financial service industry, firms’main attentions were paid to the promotion of new services rather than the gathering of the information about early customers’needs and the development of service concept. The Systematic planning of new service development activities, as well as systematic analysis and management of the relevant external stakeholders environmental systems were even absent. In fact, because of their carelessness of new service development activities, many companies find that it is easy to "create" a large number of new service products, which not only put great burden on consumers and frontline staff, but also lead to a high failure rate. The large number of new service development failure examples verifies the great importance of systematically planning and analyzing the internal and external environment during the fuzzy front end phase, so as to reduce the ambiguity and uncertainty of new service development activities and achieve a successful new service development.This study squares up on the importance of the fuzzy front end activities in new service development, we took the fuzzy front end stage of new service development as a study situation, mainly discussed the external stakeholders’managing problems in this situation. The study highlighted the network nature of the stakeholder environment, and put forward the idea that stakeholder management of new service development should be considered in the perspective of transcending dyadic ties.Specifically, this paper conducted a study from three aspects:(1) presented the necessity of stakeholder management in the NSD fuzzy-front-end stage from a transcending dyadic ties perspective, and created an analytical framework of stakeholder management from transcending dyadic ties perspective. The analytical framework has two main levels:the dyadic ties level and the triadic network level. In dyadic level, we analyzed the interdependence and power structures between focused firms and their stakeholders; in triadic level, we mainly analyzed the existed key ternary types--structural hole network and Simmel network. (2) analyzed the common form of external stakeholders’network and management objectives during new service development fuzzy-front-end, then put forward the processes of doing transcending-dyadic-ties analysis during stakeholder management study of NSD fuzzy-front-end stage. (3) Applied the transcending-dyadic-ties analytical framework of NSD fuzzy front end stakeholder management in the case study. From the practical case study, the ideas and processes of transcended binary analysis of NSD fuzzy front end stakeholder management are reflected more vividly and concretely.Based on the conclusions of theoretical analysis and case studies, this paper presented the transcending-dyadic-ties analysis of NSD fuzzy front end external stakeholder management includes mainly three processes:(1) confirming the mainly activities of NSD fuzzy front end stage, then recognizing external stakeholders whose has direct or indirect relations with firm’s NSD fuzzy front end activities and drawing the primary chart of external stakeholder network; (2) analyzing every dyadic ties and triadic networks of external stakeholder network according to NSD fuzzy front end activities, especially confirming the management center according to the triadic level analysis; (3) refining and collecting the analyzing results of both dyadic ties level and triadic network level, and formulating management strategies of every firm-stakeholder ties for NSD fuzzy front end stage.As existing literature of stakeholder management mainly concerned on dyadic ties between firms and stakeholders, it is of a greater difficulty to built such a transcending-dyadic-ties analytical framework for NSD fuzzy front end stakeholder management. Due to the finite research capability, theoretical level, reference sources and research time, this research has many shortages, which should be lucubrated in further studies.