Purpose – The aim of this is to present a new combined, projective technique, the event‐based narrative inquiry technique (EBNIT), and analyze how it adds to traditional interviewing techniques in service development contexts for yielding new service ideas and evaluating current service....

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...