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International audienceThe goal of this paper is to assess whether innovation in services can be described as a coherent and steady system. Our results are based on the survey of a great deal of theoretical but mostly empirical literature including an ongoing european project called SI4S (Innovation in services and services in innovation). We first present some general characteristics of services and of service innovations. Then, we analyse some typical innovation patterns in services. These patterns are different versions or configurations of a model of actors and trajectories. The discussion of these different patterns lead us to the conclusion that innovation in services is not an institutionalised system but rather a loosley coupled sytem

PurposeThe purpose of this paper is to review key research contributions that may be useful for rethinking service innovation. Service innovation is not a monolithic construct; therefore, the opportunities for further research are multidimensional and interdisciplinary.Design/methodology/approachA summary analysis of extant literature identifies valuable contributions and fundamental methodological issues from various perspectives. The proposed directions for future research entail where to innovate, how to innovate, and what to innovate in services.FindingsThe analysis and discussion lead to a multidimensional framework of service innovation, with a particular emphasis on organizational and customer cocreation perspectives.Practical implicationsThis article contains guidelines and real‐world examples to help practitioners and policy makers develop service innovation strategies through the consideration of different levels, organizations, and perspectives.Originality/valueThis article offers a relevant source of ideas and guidance for anyone interested in research and practice related to rethinking service innovation.

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