Bringing together the whats and hows in the service innovation literature: An integrative framework

The concept of service has gone through both evolutionary and revolutionary changes, but this has had little effect on the way reviews portray service innovation research. Our paper is the first to investigate whether and how different conceptualizations of service influence the formation of perspectives on studying and practicing service innovation. Combining an exploratory content analysis with a thorough examination of 886 articles on service innovation published from 1981 to 2019, we suggest a novel integrative framework for the multiple perspectives on service innovation. We outline new service development, service engineering, service infusion, service design, service reconfiguration and service integration as autonomous, yet interconnected, perspectives, each with its own research focus, logic and vocabulary. This integrative framework can assist with defining research questions and designing innovation studies, as well as selecting approaches to managing innovation. We also argue that the main obstacles to the progress of service innovation research are lexical cross-contamination, parallelism in approaches, the gravity of the new service development perspective and the legacy of new product development. To overcome these challenges, we encourage a more distinct pluralism of perspectives and demonstrate possibilities for meaningful conversations across them.