Academy & Industry Research Collaboration Center
Service innovation evinced as the most discernible facet of service literature. It has been viewed as a strong mechanism to create value for customers, communities, business alliances and society. The emergence of service-dominant logic has brought about a radical change in terms of how value is created through service innovation. S-D logic only considers the value-in-use that is the financial value. Consequently the focus of service innovation research has remained on profit maximization only. Accordingly, there is a paucity of research directed towards values-based service innovation.