Service innovation: suggesting a typology of service innovation

Abstract

This paper outlines and discusses a typology of service innovation which encompasses four types of service innovation. The typology emerges from a combination of two service concepts, those of service orientation and competitive environments. The innovation types are conceptualized as neglected, imitative, defensive and offensive service innovations. The types are discussed, and the paper shows that the offensive service innovation type is required in order to be successful in the development of service innovation in service enterprises.