Toward a contextually anchored service innovation typology

In an increasingly service-centered economy, service innovation is crucial to maintaining a firm's competitive advantage. While service innovation has attracted much attention and has resulted in the development of several service innovation typologies, these attempts remain rooted in the goods-versus-services perspective. In addition, limited attention has been devoted to theoretically anchoring these typologies in the key determinants of service innovation. Our study aims to close these gaps by developing a service innovation typology that is embedded in the service-dominant logic (SDL) and anchored by contextually relevant dimensions – environmental uncertainty, strategic orientation, and market orientation. This article presents an eight-cell service innovation typology and discusses its managerial and research implications. It is our belief that framing the typology along three contextually important dimensions and embedding in the SDL provides a richer and more appropriately specified articulation that is theoretically robust and will be useful to managers responsible for service innovation.