Purpose – The purpose of this paper is to review key research contributions that may be useful for rethinking service innovation. Service innovation is not a monolithic construct; therefore, the opportunities for further research are multidimensional and interdisciplinary....

The service-dominant logic (S-D logic) provides a novel and valuable theoretical perspective that necessitates a rethinking and reevaluation of the conventional literature on innovation. This literature is built upon a goods-dominant logic and has resulted in a restricted and out-moded...

Purpose – The purpose of this paper is to offer learning from NetFlix's open innovation strategy to other firms considering implementing open innovation. Design/methodology/approach – This viewpoint looks at the case study of NetFlix. Findings – The paper finds four generalizeable aspects...