Archetypes of Service Innovation: Implications for Value Cocreation

Area of Science:

• Business and Management
• Innovation Studies
• Service Science

Background:

• Service innovation is crucial for competitive differentiation.
• Existing research lacks a systematic inquiry into diverse theoretical foundations of service innovation.

Purpose of the Study:

• To explore different approaches to service innovation.
• To propose a typology of four archetypes of service innovation.
• To offer an integrative view for enhancing novel value co-creation.

Main Methods:

• Literature review and conceptual analysis.
• Development of a typology of four service innovation archetypes.
• Juxtaposition of archetypes to emphasize value and value co-creation.

Main Results:

• Identified four archetypes: process-based, output-based, experiential, and systemic.
• Highlighted the importance of experiential and systemic archetypes for value co-creation in service ecosystems.
• Proposed an integrative approach to service innovation.

Conclusions:

• The proposed typology integrates previously separate archetypes.
• An integrative approach can enhance novel value co-creation in service innovations.
• Future research should focus on systematic planning and combining archetypes for value co-creation.