Part III: Introducing data-driven service innovation

Since the concept of service innovation (Miles, 1993) emerged, multiple studies have investigated its evolution, impact, and development, especially in different industrial contexts (e.g., Carlborg et al., 2014; Baines et al., 2009; Baines & Lightfoot, 2013; Baines et al., 2017; Kowalkowski et al., 2017). Rather than being innovated by single actors, service is seen to emerge through the co-creative recombination of resources by a set of actors (e.g., organizations, customers, partners, suppliers) within a service system (Lusch & Nambisan, 2015) to foster an organization’s growth (Ordanini & Parasuraman, 2011; Barret et al., 2015; Kindstrom et al., 2015). In the dynamic and rapidly changing environment of the digital era, heterogeneous entrepreneurial organizations co-create markets and service offerings.