Purpose – The purpose of this study is to explore three paradoxes of service innovation and provide a way forward for fresh thinking on the topic. Design/methodology/approach – Through a conceptual model of service innovation research, the authors challenge the “pro-change” bias and...

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...

Purpose – The purpose of this paper is to encourage the reader to think differently about service-related issues and to strive to conduct service research that makes a transformational impact on individuals, organizations and society. The authors suggest that service researchers are in an...