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New Service Launch

Student: Krasnoperova Inna

Supervisor: Denis A. Fomenkov

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Marketing (Master)

Year of Graduation: 2017

Master's thesis is devoted to the study of the issue of the withdrawal of a new service to the RPO market (recruiting outsourcing) of the recruiting company.The actuality of the matter lies in the constant desire of companies to retain their market share by developing new products and services, which requires the competent withdrawal of a new product. The purpose of the work is to develop recommendations for overcoming barriers in the derivation of a new RPO service for the company Kelly Services CIS The work carried out a search study of secondary information about the company and the service and in-depth interviews of experts - representatives of the company to identify the development of the service and the personnel market. The results of the interview showed the facts of individual sales of the service and the rather slow development of this service. Thus, hypotheses were put forward for solving the managerial problem - low speed of acceptance of innovative services by consumers. Based on the hypotheses, a survey of 139 respondents was developed and conducted through a questionnaire to determine the barriers to acceptance of the service. The sampling method is a snowball. Types of analysis are frequency analysis, comparison of mean values and the contingency table in the programs The main barriers to the adoption of RPO service became incompatibility of the practice of implementing the service with the business processes of recruiting personnel in the company, the lack of financial benefit from using the service for consumers, meets the needs of the company's business, the service is accompanied by a complex process of its approbation. As a result, measures have been developed and proposed to increase the speed of acceptance of the RPO service for the personnel company Kelly Services CIS, which the company will later be able to apply in practice and affect the development of the personnel market for Nizhny Novgorod region and even Russia.

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