Service logic in innovation

Recently a Service logic has been proposed to develop a better foundation for economics and business and to re-orient theory. The concept of service is strictly interwoven to value, seen as the true essence of firm’s and market’s expectations and behaviours. The idea of linear sequences to create value is overcome by the vision of wide and deep interactions among several actors such as suppliers, customers, and also other stakeholders in a many to many perspective. Within a service logic performing business means for firms to act as a resource facilitator and integrator, connecting internal and external systems which are value co-creation configuration of people, technologies and other resources. In this perspective innovation as value creating processes assumes a key role and opens to new questions about its nature and management. The purpose of this paper is to frame innovation within a service logic. Based on case study research we develop an interpretative framework which approaches innovation according to more complex service and value co-creation concepts.