This study aims to investigate the development of 'marketing innovation'defined as the
implementation of new marketing practices involving significant changes in the design …

This paper reviews the theoretical underpinnings of co-production and co-creation and
discusses these service production approaches in a hotel context. Based on a synthesis of …

While co-design with users has evolved as a promising approach to service innovation, it
remains unclear how it can be used in public service contexts. This article addresses this …

Co-creation is described as a resource integration process involving actors that are linked
within a service ecosystem. This process occurs when value propositions attract actors to …

Although new service development (NSD) studies have contributed to develo**
systematic approaches to service innovation, their product-oriented and provider-centric …

Service-dominant (SD) logic, a service-centered orientation that reframes the purpose and
process of economic exchange, has developed over the last 15 years into a metatheoretical …

Service design and innovation are receiving greater attention from the service research
community because they play crucial roles in creating new forms of value cocreation with …

Drawing on service-dominant logic and institutional theory, this paper examines innovation
as a process that unfolds through changes in the institutional arrangements that govern …

Service innovation is a key source of competitive differentiation across firms and markets.
Despite growing attention from practitioners and academics alike, systematic scholarly …

In this article, we offer a broadened view of service innovation—one grounded in service-
dominant logic—that transcends the tangible–intangible and producer–consumer divides …