Each of the following statements illustrates a reason why creating and delivering new services is much more difficult than creating new tangible products EXCEPT:
A.
The new-service development process is also difficult to map out for the service company and often difficult for the service customer to observe.
B.
Most service companies focus on creating incremental improvements.
C.
New services usually do not have a tangible product to carry a brand name.
D.
Many services require the physical presence of the customer, which demands local decentralized production of the service.
Answer: B