| Introduction | 10 |
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| Taking the Pulse of Economic Development – Service Trends | 10 |
| Contours of New Value Creation – Impulses from Services Research | 11 |
| Service Trends – Impulses for a Research Agenda | 14 |
| A Glance at Potentiality Spaces | 17 |
| PART I Focus Management – Design of Research and Development for New Services | 22 |
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| 1 »R | 22 |
| 24 | 22 |
|---|
| 1.1 Competitive Differentiation by Innovative Services | 24 |
| 1.2 Structures and Processes for Service Research and Development | 26 |
| 1.3 Results of the Expert Survey | 28 |
| 1.4 Conclusion | 31 |
| 2 »Customer Integration in New Service Development: Experiences from Sweden« | 34 |
| 2.1 Introduction | 34 |
| 2.2 Why listen and learn from customers? | 35 |
| 2.3 It pays to listen and learn from the customer! | 38 |
| 2.4 Customers have good ideas! | 39 |
| 2.5 Methods to listen and learn from the customer | 40 |
| 2.6 Future service companies listen and learn from customers | 41 |
| 2.7 Discussion and conclusion | 42 |
| PART II Focus Test – Visualise the Invisible Part of Services | 44 |
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| 3 »Service Modelling and Simulation« | 46 |
| 3.1 Introduction | 46 |
| 3.2 Models for Services | 47 |
| 3.3 Modelling of Services | 48 |
| 3.4 Simulation of Services | 49 |
| 3.5 Conclusion | 51 |
| 4 »Service System Modelling« | 54 |
| 4.1 Introduction | 54 |
| 4.2 Fundamentals of Service Modelling | 55 |
| 4.3 Overview of the Four Modelling Areas | 57 |
| 4.4 Component Model | 59 |
| 4.5 Resource Model | 61 |
| 4.6 Product Model | 63 |
| 4.7 Process Model | 64 |
| 4.8 Application and Outlook | 65 |
| PART III Focus Man – Management of Talents, Skills and Competencies for Service Innovation | 70 |
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| 5 »Humans at the Heart of Service Innovation. Challenges for Human Resource Management« | 72 |
| 5.1 Introduction | 72 |
| 5.2 Service Innovation and HRM as Objects of Study | 73 |
| 5.3 Challenges for HRM – What Do the Experts Say? | 75 |
| 5.4 Trends and Development in HRM | 79 |
| 6 »From Strategic to Integrated Human Resource Management for Service Innovation« | 84 |
| 6.1 Introduction | 84 |
| 6.2 Human Resource Management as an Object of Study for Service Innovation | 85 |
| 6.3 Characteristics of Integrated HRM Decisions for Service Innovation | 87 |
| 6.4 Requirements for Integrated HRM to Encourage Service Innovations | 89 |
| 6.5 Implementation of an Integrated HRM for Service Innovation | 92 |
| 6.6 Summary and Implications for Further Research | 94 |
| PART IV Focus Technology – Innovation by Interaction of Technology and Service | 98 |
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| 7 About the Interaction of »Technological and Service Innovation« | 100 |
| 7.1 Introduction | 100 |
| 7.2 Technological and Service Innovation – A Neglected Relationship in Services Research? | 100 |
| 7.3 Challenges – What Do the Experts Say? | 103 |
| 7.4 Integration of Technological and Service Innovations – Trends and Developments | 108 |
| 8 »Innovation by Interaction of Technologies and Services« | 112 |
| 8.1 Cloud Computing | 113 |
| 8.2 Internet of Services | 115 |
| 8.3 Business Models | 116 |
| 8.4 Integrated Service Engineering | 117 |
| PART V Focus Future of Value Creation – From Value-in-exchange to Value-in-use | 120 |
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| 9 »Hybrid Products/Services – Contours of a New Paradigm« | 122 |
| 9.1 Introduction | 122 |
| 9.2 From the Hybrid Product to Hybrid Value Creation | 122 |
| 9.3 Hybrid Value Creation – What Do Experts Say? | 126 |
| 9.4 Trends and Developments in the Area of Hybrid Products/Services | 129 |
| 10 »Alternative Logics for Service(s): From Hybrid Systems to Service Ecosystems« | 132 |
| 10.1 Introduction | 132 |
| 10.2 Goods-dominant logic | 133 |
| 10.3 Service-dominant logic | 135 |
| 10.4 Value networks and service ecosystems as venues for value co-creation | 138 |
| 10.5 Advantages of the S-D logic, service ecosystem perspective | 140 |
| 10.6 Conclusion | 141 |
| PART VI Outlook | 146 |
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| 11 Service Trends – Future Perspectives | 148 |
| 11.1 Service Trends as a Strategic Perspective of New Value Creation | 148 |
| 11.2 New Thinking with Services | 153 |
| Biographical Notes about the MARS Experts and Guest Authors | 156 |
