This chapter suggests moving forward research on service innovation by articulating an ecosystem perspective and a service-dominant logic within a context of value creation, in order to provide an integrated and systemic framework of the structuration of service innovation. The framework emphasizes changes in agency that facilitate reconfiguration, such as actors, resources and value propositions, or in structure, such as institutional arrangements. A change of the state of service innovation process takes place as changes originate in either agency or structure. The chapter provides an illustration of this theoretical model, using the case of the service ecosystem built around Etalay, a high-end Italian food store chain that includes restaurants, food and beverage stations, bakeries, a bookstore and conference facilities. The authors call for the use of this theoretical construct in other contexts such as healthcare, the Internet of Things and social media, as well as the bottom of the pyramid.
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