Values Orientation in Business Through Service Innovation: A Conceptual Framework

Service innovation evinced as the most discernible facet of service literature. It has been viewed as a strong mechanism to create value for customers, communities, business alliances and society. The emergence of service-dominant logic has brought about a radical change in terms of how value is created through service innovation. S-D logic only considers the value-in-use that is the financial value. Consequently the focus of service innovation research has remained on profit maximization only. Accordingly there is a paucity of research directed towards values based service innovation. Couched on this notion of valuesbased service, this research will shed light on the service innovation paradigm. The theoretical dimension has been drawn from S-D logic and linked with the concept of triple-bottom line that encompasses the acuity of sustainability. A conceptual framework has been developed with some propositions. This study further suggests that more empirical research is required to further investigate values-based service innovation.