The Holographic Service Innovation in Technological Context; a Narrative Synthesis Review

In recent years, the literature on service innovation has been dominated by the current approaches to service-product Development. While these approaches provide some understanding of innovation, new approaches to service innovation are emerging. The purpose of this paper is to propose a new approach that enables service innovation models to incorporate a holographic perspective into their innovation-centric business models. By critically narrative synthesis methodology on relevant literature, the paper examines existing arguments, approaches and models on service innovation, arriving at the conclusion that according to technological context, every single organizational component must reflect the concept of service innovation and enfold the entire organization as a smaller whole. To do so, 114 top-cited and high relevant references were deeply reviewed. Based on the holographic approach, the study finds that service innovation occurs in a technological context, regardless of whether it itself is technological or non-technological. Finally, the paper suggests a conceptual model that enables business models to apply service innovation in practice.

Service Innovation, Technological Context, Value Co-Creation, Holographic Approach