1. Service as the key driver of growth -- 2. What is service innovation? -- 3. Value creation drives service innovation -- 4. Developing service innovations -- 5. Customers as cocreators in service innovation -- 6. Service innovation in goods-centric firms -- 7. The service innovator, tying it...

Managers aiming to utilize the potnetial of involving ordianry users in ideation for innovation currently receive very little guidance from the existing literature as regards how to do this in a satisfactory way. This paper aims to fill this knowledge gap by contributing towards better...