The article, in press in the journal Electronic Markets, introduces the concept of Continuous Value Shaping (CVS ). This new framework serves as a bridge between different disciplines to specifically promote service innovation. It is based on five central principles: value extending, institutionalizing, interacting, experimenting and shaping.
The authors goal is not to look at innovation from just one discipline, but to combine different perspectives – from marketing to information systems to engineering. This enables a holistic approach to designing forward-looking services.
The publication offers valuable impulses to both scientists and practitioners, especially in the areas of digitization and sustainable transformation.
The open access article is already available via ResearchGate.
For further information on this research, please contact Prof. Dr. Jens Hogreve or his team.