Service and Product Innovation

Modern firms no longer simply deliver finished goods to passive buyers; they increasingly treat customers, partners, and even competitors as active participants in shaping what products and services become. Research in this space examines how value is jointly created through ongoing interactions rather than embedded in objects at the point of manufacture, drawing on frameworks like service-dominant logic and service science to understand when and why that collaboration succeeds. A central practical shift under study is servitization — the move by traditionally product-focused companies toward offering integrated bundles of goods and services — which raises difficult questions about how firms should organize internally and price offerings that are partly defined by customer behavior. Open lines of inquiry include how digital platforms redistribute the labor of co-creation between firms and users, and how customer experience can be measured and designed in systems where value only fully emerges after the transaction ends.

Works

44,595

Total citations

624,246

Keywords

Co-CreationValue CreationService InnovationProduct-Service SystemsCustomer ParticipationServitization