Purpose – The purpose of this paper is to develop a framework for understanding service design and how service design relates to central concepts within service marketing. Design/methodology/approach – For companies, service design is growing in importance and has become a crucial capability...

Purpose – The purpose of this paper is to explore different modes of service innovation by examining business model innovation alongside two traditional modes: product innovation and process innovation. Design/methodology/approach – The authors first empirically test a typology using...

Purpose – The purpose of the present research is to identify how business model innovation can be used to make the transition from service for free to service for fee. In particular, the focus is on identifying, describing and analysing alternative transition strategies, degree and type of...