Management Theory and Studies for Rural Business and Infrastructure Development, Volume 35, Number 1

Modeling actions of new services test marketing

Rolandas Drejeris, Danguolė Oželienė

Abstract

Business finds it difficult to discover some stages of innovation purposefulness and gauge of actions, exceptionally which require a lot of organizational and financial expenditure during process of new services development. The purposefulness of test marketing stage raises a lot of discussions for business theorists and practicians. The aim of this research is to provide test marketing model of new services, which would allows finding the answers about purposefulness and circumstances of using test marketing actions during new service development. There is structured and synthesized sparse of the various authors' works, their information was assessed by approach of logic and integrity, viability and appropriateness for servines business and according results the flexible model is formed in the article. Model will help decide on the appropriateness of test marketing activities and order of their providing.

JEL codes: M11, M31, O31.

Keyword(s): new service, test marketing, purposefulness, innovation, model


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Management Theory and Studies for Rural Business and Infrastructure Development eISSN 2345-0355

This journal is published under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License. Responsible editor: Dr Audrius Gargasas.