Are service firms that enact strategies to manage their new service
development knowledge able to generate a sustainable competitive advantage?
Based on analysis of data from a large survey of service companies, the answer
is yes. We find that companies employing the knowledge management strategies
of codification and personalisation reflect higher levels of NSD knowledge.
However, the two strategies vary in their individual performance outcomes, with
codification promoting NSD proficiency and personalisation promoting greater
NSD innovativeness. When used together, the two strategies magnify NSD
knowledge, which when combined with NSD proficiency and NSD innovativeness,
promote a SCA.