Conceptualizing Service Innovation Architecture: A Service-Strategic Framework

Abstract

Firms carrying innovative business architecture reap substantial benefits by differentiating from competitors and getting competitive advantage in terms of technology, knowledge, and networks. The authors investigate various strategic marketing frameworks by reviewing the existing literature on service innovation architecture. In order to drive efficiency in services marketing, the article puts forward service shell paradigm to investigate the role of various actors of market competitiveness and address how service firms can effectively harmonize various drivers of innovativeness with firm sustainability. The article contributes to the marketing literature by delivering new insights on services management through the shell paradigm and proposing strategic guidelines in the emerging business context.

KEYWORDS:

• marketing strategy
• resource advantage theory
• service dominant logic framework
• service innovation architecture
• sustainable competitive advantage