Service innovation roadmaps as benchmarks for organizational learning

The purpose of this paper is to better understand how responsible entities like people, organizations, regional governments can approach their learning and development strategies [15]. Despite all the heterogeneity in the respective “run-transform-innovate” contexts of the different responsible entities, they all have in common that they have to become “better future versions of themselves” to overcome their challenges [40]. Using the example of organizations, the concept of Service Innovation Roadmaps (SIR’s) is introduced to broaden a discussion in this area that has so far been very technology-focused [15, 28, 40]. In order to identify and take into account new dimensions and to give greater consideration to other nontechnological aspects as well, the research design of “theory adaptation” is chosen [16].