Value logics for service innovation: practice-driven implications for service-dominant logic

Service-dominant logic (SDL) provides a conceptual understanding of and widens the view on value creation in service innovation for product-centric companies. However, empirical research linking SDL and service innovation is still limited albeit expanding. This study provides insights beyond existing discussions on product and service dimensions using the theoretical lens of the value logic perspective. More specifically, the purpose of this study is to examine how value can be understood, targeted, and created in the pursuit of service innovation by product-centric manufacturing companies. Building on a previous investigation of two multinational product-centric manufacturing companies, this paper identifies and develops a theoretical model to describe the space shift in service innovation with four different kinds of value logics, namely, product-based value logic, servicebased value logic, virtual-based value logic, and systemic-based value logic. Using & Pejvak Oghazi [email protected] Erik Lindhult [email protected] Koteshwar Chirumalla [email protected] Vinit Parida [email protected] 1 School of Innovation, Design and Engineering, Mälardalen University, Box 325, 631 05 Eskilstuna, Sweden 2 Business Studies, School of Social Sciences, Södertörn University, 141 89 Huddinge, Sweden 3 Department of Business Administration, Technology and Social Sciences, Luleå University of Technology, 971 87 Luleå, Sweden 4 Department of Management, University of Vaasa, P.O.Box 700, Vaasa, Finland 5 School of Business and Economics, Linnaeus University, Vaxjo, Sweden 123 Serv Bus https://doi.org/10.1007/s11628-018-0361-1