This paper extends the dynamic capabilities (DCs) perspective into the study of new service development (NSD). Drawing from both the DCs view and the NSD perspective, this paper explores theoretically and examines empirically the associations between four core dynamic capability components: adaptive capabilities, absorptive capabilities, arranging capabilities and administration capabilities (4As capabilities) exercised in the process of NSD. DCs have been argued to reside at different levels of organization. Thus far enormous research has focused on organizational level of DCs. Many studies has recognized the importance of DC at micro/individual level (e.g. Teece, 2007; Rothaermel and Hess, 2007), yet research relating to DC at the individual level of organizations is still lacking. Hence, this study focuses on developing and empirically validating an appropriate measurement scale for micro-level DCs. The majority of NSD research has concentrated on the financial service sector; however, the hotel industry, one of the global largest industries, has not been well investigated (Ottenbacher, 2007). The study addresses its research objectives through an empirical investigation adopting both qualitative interviews and a quantitative survey in the hotel sector. This entailed a large quantitative pilot study (433 respondents) and a full-scale survey of hotel sector employees (1,079 respondents) in Thailand. The results, analysed through multiple regression analysis, show positive impact of 4As capabilities applied in different NSD activities on the NSD outcomes. The research findings provide guidance to managers as to how NSD performance is influenced by DCs exercised during the NSD process. The theoretical and managerial implications of this research are articulated.

Submitted by Marlene Santos (marlene.bc.ufg@gmail.com) on 2016-04-04T21:12:54Z No. of bitstreams: 2 Dissertação - Luciana Padovez Cualheta - 2015.pdf: 1603506 bytes, checksum: 640fe4870b9279aeeca49723b2392ea9 (MD5) license_rdf: 19874 bytes, checksum: 38cb62ef53e6f513db2fb7e337df6485 (MD5) / Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2016-04-05T11:13:29Z (GMT) No. of bitstreams: 2 Dissertação - Luciana Padovez Cualheta - 2015.pdf: 1603506 bytes, checksum: 640fe4870b9279aeeca49723b2392ea9 (MD5) license_rdf: 19874 bytes, checksum: 38cb62ef53e6f513db2fb7e337df6485 (MD5) / Made available in DSpace on 2016-04-05T11:13:30Z (GMT). No. of bitstreams: 2 Dissertação - Luciana Padovez Cualheta - 2015.pdf: 1603506 bytes, checksum: 640fe4870b9279aeeca49723b2392ea9 (MD5) license_rdf: 19874 bytes, checksum: 38cb62ef53e6f513db2fb7e337df6485 (MD5) Previous issue date: 2015-10-30 / The air transport sector is highly relevant to the global economy and has grown about six times the global GDP in recent years. Nevertheless, it has not been able to generate the desired profitability, due to high costs and the inability to deliver differentiated services to customers. In this context, innovation in services is a priority. This study aimed to identify what are the main practices in the new service development process (NSDP) for companies in the air transport industry. Several NSDP practices are identified in the literature which make up a conceptual model. By conducting multiple case studies and comparing the results with the literature, ten of those practices are found to be recurrent in the air transport industry. They are: analyzing the external environment, analysis of the financial capacity of the company, the creation of support activities, the new service price definition, employee training, adaptation of the physical structure, the disclosure of the new service, disclosure of the benefits of the new service for the customer, obtaining customer feedback and the comparison of actual costs versus planned costs. Future research should try to understand how and why those activities occur. / O setor de serviços de transporte aéreo é altamente relevante para a economia global e tem crescido cerca de seis vezes mais que o PIB mundial nos últimos anos. Apesar disso, o setor não tem sido capaz de gerar a rentabilidade desejada devido aos altos custos e a incapacidade de entregar um serviço diferenciado ao cliente. Nesse contexto, a inovação em serviços tornase prioritária. O presente estudo teve como objetivo identificar quais são as principais práticas do processo de desenvolvimento de um novo serviço (PDNS) para empresas do setor de transporte aéreo. Para tanto, são identificadas as práticas de PDNS propostas na literatura, que compõem um modelo conceitual. Através da condução de estudos de casos múltiplos e da comparação dos seus resultados com a literatura, identificou-se que dez dessas práticas são recorrentes para as empresas do setor de transporte aéreo, sendo elas a análise do ambiente externo, análise da capacidade financeira da empresa, a criação de atividades de suporte, a definição do preço do novo serviço, o treinamento dos funcionários, a adaptação da estrutura física da empresa, a divulgação do novo serviço, evidenciação dos benefícios do novo serviço para o cliente, a obtenção de feedback dos clientes e a comparação dos custos realizados versus o planejado. Sugere-se que pesquisas futuras busquem compreender como e porque cada uma dessas práticas é realizada, ampliando a compreensão acerca do assunto