Vieira, J. M. CarvalhoSerra, ElisabeteCastro, AlbertoMartinez, A. L. Guevara2011-09-072011-09-072004INTERNATIONAL RESEARCH SYMPOSIUM ON SERVICE EXCELLENCE IN MANAGEMENT, 9th, Sweden, June 15-18, 2004 - QUIS 9 : Service excellence in management : interdisciplinary contributions : [proceedings of a conference held in Karlstad, Sweden, June 15-18, 2004]. Karlstad : Karlstands Universitet, 2004. ISBN 91-85019-81-X. p. 497-506http://hdl.handle.net/10400.14/5234Services marketing literature has a tendency to perceive new services as generic and easily imitable. This paper examines the relationship of new services performance determinants (strategic/environment) from the application of a generic model. In particular, we investigate the degree of discontinuity of new projects(innovativeness to market/firm) impacts upon different levels of performance (financial/no-financial). The results of binary logistic regression analysis suggest that the factors that discern best-high marginal success is slightly different, and even lessened, than those that discern successful from unsuccessful innovations. Univariate analysis of variance indicates that there is a significant individual/interactions effect from new product innovativeness (to market/firm).engconference object