Value innovation and creativity in B2B: NPD and NSD within service-dominnat logic

The topic of innovation has not been explicitly and systematically analysed in papers on service-dominant logic (SDL), despite the emphasis placed on the capability of firms to satisfy customers through the continuous offer of goods and services that provide increased customer value. This paper analyses the concept of ‘innovation’ in the context of business-to-business (B2B) relationships (in both manufacturing and in services) with a view to applying the SDL paradigm to value innovation, learning, and creativity. In terms of SDL, the paper posits innovation as the development of innovative value propositions in which complete solutions to customers’ needs are provided through an integrated combination of goods, services, systems, processes, and technologies. Following a comprehensive review of the literature and the development of a conceptual framework, the study presents the findings of case studies of six firms involved in B2B activities in services and manufacturing. The findings of the case studies are discussed in detail in the context of the conceptual framework. The paper concludes with a summary of the findings, managerial implications, and suggestions for future research.