Luis Rubalcaba, University of Alcala
Stefan Michel, IMD International
Jon Sundbo, Roskilde University
Stephen W. Brown, Arizona State University
Javier Reynoso, EGADE Business School – Monterrey Institute of Technology

The complex field of service innovation represents a cross-roads for various research interests from different academic disciplines that explore multiple dimensions, follow unique approaches, build varied conceptual and analytical frameworks, and adopt distinct perspectives. This complexity continues to produce new trends, such that service innovation is no longer relevant only for service organizations. This article contains guidelines and real-world examples to help practitioners and policy makers develop service innovation strategies through the consideration of different levels, organizations, and perspectives.


Luis Rubalcaba, Stefan Michel, Jon Sundbo, Stephen W. Brown, and Javier Reynoso, “Shaping, Organizing, and Rethinking Service Innovation: A Multidimensional Framework,” Journal of Service Management, 23(5), 2012, pp. 696-715.