The growth of global services has led to increased interaction at any levels. Service interactions today have increasingly a networked character and affect every sector such as trade, finance, health, education, entertainment, transport, goods production. The modern development of the service...

Purpose – The purpose of this paper is to frame innovation as a process of co‐creation according to a practice‐based view. Design/methodology/approach – The paper focuses on the innovation practices that occurred within the web contexts of ten companies. In accordance with netnography...