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This article aims at differentiating service orientation as a service-dominant (S-D) concept from service orientation related to goods-dominant (G-D) logic. Grounded in the foundational premises of S-D logic, we argue that discussions about value cocreation with beneficiaries are lagging on service orientation studies applied to innovation. We propose a theoretical framework that explains how service and product innovation can be developed in service-oriented firms. We shed light on a neglected topic of S-D studies by explaining how product innovation can foster service innovation. The proposed framework contributes to the extant literature on service-dominant logic and innovation management.

Service Orientation and Innovation Results: Theoretical Development Based on Service-Dominant Logic