Managers aiming to utilize the potnetial of involving ordianry users in ideation for innovation currently receive very little guidance from the existing literature as regards how to do this in a satisfactory way. This paper aims to fill this knowledge gap by contributing towards better...

1. Service as the key driver of growth -- 2. What is service innovation? -- 3. Value creation drives service innovation -- 4. Developing service innovations -- 5. Customers as cocreators in service innovation -- 6. Service innovation in goods-centric firms -- 7. The service innovator, tying it...