Purpose – The purpose of this paper is to develop a framework for understanding service design and how service design relates to central concepts within service marketing. Design/methodology/approach – For companies, service design is growing in importance and has become a crucial capability...

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...