Rethinking service innovation: four pathways to evolution

摘要

Purpose - Service-dominant (S-D) logic and service science provide a conceptual framework torndescribe evolutionary pathways that companies could follow by innovating in order to overcome andrnrethink traditional and non-productive ways of managing their businesses. The purpose of this paperrnis to explore service innovation.rnDesign/methodology/approach - Through a critical review of literature about service innovation,rnhighlighting a dynamic perspective and building on the latest contributions from S-D logic and servicernscience, a research framework is designed. An in-depth analysis of empirical data from almostrn100 companies is conducted.rnFindings - Four evolutionary paths based on innovation pursued by companies to face the growingrncomplexity of their competitive environment are identified. The paths are dematerialization of thernoffering system, virtualisation of the value systems, replication of the organi2ational models andrnmultiplication of market niches.rnResearch limitations/implications - This is a starting point for better understanding, in arndynamic perspective, the role of innovation in supporting the redefinition of corporate business modelsrnand the conditions that enable their path development.rnOriginality/value - Four cases that show the characteristics of each path are presented. The casesrnallow the specificity of each path to be emphasized, especially in terms of antecedents and the role ofrnthe service science key resources people, technology, organizations and shared information.