Bringing together the whats and hows in the service innovation literature: An integrative framework

Abstract The concept of service has gone through both evolutionary and revolutionary changes, but this had little effect on the way reviews portray innovation research. Our paper is first to investigate whether how different conceptualizations influence formation perspectives studying practicing innovation. Combining an exploratory content analysis with a thorough examination 886 articles published from 1981 2019, we suggest novel integrative framework for multiple We outline new development, engineering, infusion, design, reconfiguration integration as autonomous, yet interconnected, perspectives, each its own research focus, logic vocabulary. This can assist defining questions designing studies, well selecting approaches managing also argue that main obstacles progress are lexical cross‐contamination, parallelism in approaches, gravity development perspective legacy product development. To overcome these challenges, encourage more distinct pluralism demonstrate possibilities meaningful conversations across them.