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Continuous value shaping: A boundary concept for innovating service innovation approaches

Author

Listed:
  • Tilo Böhmann

    (University of Hamburg)

  • Angela Roth

    (Friedrich-Alexander-Universität Erlangen-Nürnberg)

  • Gerhard Satzger

    (Karlsruhe Institute of Technology (KIT))

  • Carina Benz

    (Karlsruhe Institute of Technology (KIT))

  • Daniel Beverungen

    (Paderborn University)

  • Andreas Boes

    (Institut für Sozialwissenschaftliche Forschung e.V.)

  • Christoph Breidbach

    (The University of Queensland)

  • Martin Gersch

    (Freie Universität Berlin)

  • Gerhard Gudergan

    (FIR an der RWTH Aachen)

  • Jens Hogreve

    (Catholic University Eichstätt-Ingolstadt)

  • Christian Kurtz

    (University of Hamburg)

  • Barbara Langes

    (Institut für Sozialwissenschaftliche Forschung e.V.)

  • Jan Marco Leimeister

    (University of Kassel
    University of St. Gallen)

  • Tom Lewandowski

    (University of Hamburg
    Best Practice Consulting AG)

  • Thomas Meiren

    (Fraunhofer Institute for Industrial Engineering (IAO))

  • Rainer Nägele

    (Fraunhofer Institute for Industrial Engineering (IAO))

  • Stefanie Paluch

    (RWTH Aachen University)

  • Christoph Peters

    (University of the Bundeswehr Munich)

  • Jens Poeppelbuss

    (Ruhr-Universität Bochum)

  • Susanne Robra-Bissantz

    (TU Braunschweig, Institut für Wirtschaftsinformatik - Abteilung Service-Informationssysteme)

  • Carsten Schultz

    (Christian Albrechts University of Kiel)

  • Jan H. Schumann

    (University of Passau)

  • Jochen Wirtz

    (National University of Singapore)

  • Nancy V. Wünderlich

    (Technische Universität Berlin)

Abstract

Technological advancements and evolving value orientations reshape future value creation and pose new requirements for service innovation. While a variety of disciplines are developing new approaches to drive service innovation, this is primarily done in isolation and generates only fragmented solutions. Sociological theory has proposed “boundary objects” as an effective umbrella for communication and cooperation among communities. Therefore, we introduce continuous value shaping (CVS) as a boundary object describing service innovation approaches along five principles. We reflect on this concept through the different disciplinary lenses of researchers in service marketing, information systems, service engineering, sociology of work, and innovation management. These perspectives highlight how the CVS principles already connect to discourses within the individual disciplines. However, the CVS concept will not only provide an umbrella to embrace existing activities in different academic disciplines. It also assists to identify research themes that will benefit from uniting the power of these disciplines, and it can serve as an integrating framework to conceptualize complex service innovation approaches. Thus, the CVS concept should guide both researchers and practitioners to develop and implement novel innovation and transformation efforts—in and across organizations.

Suggested Citation

  • Tilo Böhmann & Angela Roth & Gerhard Satzger & Carina Benz & Daniel Beverungen & Andreas Boes & Christoph Breidbach & Martin Gersch & Gerhard Gudergan & Jens Hogreve & Christian Kurtz & Barbara Langes, 2025. "Continuous value shaping: A boundary concept for innovating service innovation approaches," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-20, December.
  • Handle: RePEc:spr:elmark:v:35:y:2025:i:1:d:10.1007_s12525-025-00771-1
    DOI: 10.1007/s12525-025-00771-1
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    More about this item

    Keywords

    Continuous value shaping (CVS); Service research; Service innovation; Digitalization; Sustainability; Interdisciplinary research;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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