Relying upon the genral distinctions between research exploitation and exploration, this paper desribes areas in NSD research that deserve furrther leveraging and refinement and identifies areas requiring discovery or new study. We discuss the critical substantive and research design issues facing NSD scholars such as defining new services, choice in focusing on the NSD process or performance (or both), and specification of unit of analysis. We also examine what can be exploited from the study of new product development to further understanding of NSD. Finally, we explore one important area for future NSD research exploration: the impact of the Internet on the design and development of services.