Purpose: The paper aims to conceptualize how behavioral shifts in times of crisis drive the transformation of value co-creation. Design/methodology/approach: Referencing two empirical contexts, the paper explores how digital service platforms facilitate changes in actors’ mental models and...

Purpose – The aim of this paper is to conceptualize service innovation through a service‐dominant logic (S‐D logic) lens and a service system foundation. Design/methodology/approach – This conceptual paper offers a service‐dominant logic lens and a structuration theory approach...