Service innovation is a key source of competitive differentiation across firms and markets. Despite growing attention from practitioners and academics alike, systematic scholarly inquiry into service innovation's diverse theoretical foundations has to date been limited. This article explores...

The objective of this eBook is to bring service experience co-creation into the spotlight and to present state-of-the-art research that advances our understanding of this phenomenon and provides future directions for researchers and practitioners. As a whole, this eBook serves as an opening to...