In the face of global competition and product commoditization, manufacturing firms are increasingly opening up to opportunities in the service markets. Despite the growing interest, many new product-service providers struggle to deploy open service innovation effectively, not least because they...

Increasingly, manufacturing firms are turning to services as a new way of creating and capturing value. Despite the potential benefits, evidence suggests that many new product-service providers struggle to deploy service activities effectively, not least because they fail to reflect the presence...