Exploring dualities of service innovation: implications for service research

Lars Witell, Laurel Anderson, Roderick J. Brodie, Maria Colurcio, Bo Edvardsson, Per Kristensson, Line Lervik-Olsen, Roberta Sebastiani, Tor Wallin Andreassen

Research output: Contribution to journalArticlepeer-review

28 Scopus citations


Purpose – The purpose of this study is to explore three paradoxes of service innovation and provide a way forward for fresh thinking on the topic. Design/methodology/approach – Through a conceptual model of service innovation research, the authors challenge the “pro-change” bias and explore what can be learnt from the duality of service innovation. Findings – This paper suggests that research moves beyond a firm perspective to study service innovation on multiple levels of abstraction. A conceptual model based on two dimensions, level (individual, organization and society) and outcome (success, failure), is used to pinpoint and explore three dualities of service innovation: adopt–reject, change–static and good–bad. Originality/value – By challenging the traditional perspective on service innovation, the authors present new avenues for fresh thinking in research on service innovation. In this paper, the authors encourage researchers and managers to learn from failures and to acknowledge the negative effects of service innovation.

Original languageEnglish (US)
Pages (from-to)436-441
Number of pages6
JournalJournal of Services Marketing
Issue number6-7
StatePublished - Sep 14 2015


  • Failure
  • New service development
  • Service innovation

ASJC Scopus subject areas

  • Marketing


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