Consumer perceptions of service constellations: implications for service innovation

Purpose The purpose of this paper is to investigate how the service constellation perspective affects innovation strategies and potentially contributes to the innovation literature, proposing a research agenda. Design/methodology/approach By analyzing the notion of a service constellation, the authors provide an overview of major implications for service innovation research and practice. Findings Firms and service innovation researchers need to focus on the perceived consumer value of the constellation rather than on individual services. The authors illustrate how service innovation from the constellation perspective requires coordination and synchronization between projects and different approaches to portfolio management and screening. Originality/value Adoption of the service constellation perspective creates new opportunities.