Purpose – The purpose of this paper is to create awareness on the need for lifting up the level of analysis in service research by focusing on systems, networks, and ecosystems to contribute to the research expansion of the traditionally narrow view of service. Design/methodology/approach – This conceptual paper is built upon three blocks. First, the viable systems approach is revised to highlight the survival, viability, and complexity of service systems. Second, the dynamics of service networks is discussed using an ecological view of service with a nested, networked configuration. Third, these two previous perspectives are integrated using the fundamentals of ecosystems thinking. Findings – This paper outlines a novel, tri-level approach reorienting and reframing our thinking around systems, networks, and ecosystems. Some research challenges and directions that could expand the body of knowledge in service research are also discussed. Research limitations/implications – The tri-level approach proposed in this conceptual paper could be enriched with other theoretical perspectives and empirical explorations. Practical implications – Lifting the level of analysis by focussing on service systems, service networks, and service ecosystems would allow practitioners to expand their business perspective to better face the challenges of complex business settings, enabling them to co-create value for all their stakeholders. Originality/value – The paper contributes to set the foundation for the next stage of service research by going beyond dyadic interactions to address dynamic systems, networks, and ecosystems across different interaction patterns in complex business configurations.

he objective of this paper is to review recent developments in service theory and systems theory with a view to identifying common features between the two. In particular, the study explores the issue of whether so-called 'smart service systems' can be understood in terms of the 'viable systems approach' of systems theory. The paper begins with a review of recent developments in service theory by examining the fundamental principles of service-dominant logic (S-D logic) and service science (SS). The similarities and differences of the two are explored, with particular emphasis on the common feature of the service system. The study then moves to the realm of systems theory by exploring the main proposals of the viable systems approach (VSA), which is an interdisciplinary systems theory that includes elements derived from resource-based theory, biology, sociology, and mechanics. The paper then draws together service theory and systems theory by examining whether 'smart service systems' can be best understood in terms of 'viable service systems'. The most important finding of the study is that the VSA provides valuable insights into the design and management of smart service systems, especially with regard to harmonisation, systems governance, and successful value co-creation processes.

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Purpose Poverty, hunger, inequalities, diseases, unsustainable use of resources, etc., in spite of scientific progress, still remains unsolved worldwide issues. All these issues relate to the challenges of sustainability and sustainable development that now call for urgent answers. The purpose of this paper is to explore how the service research community can respond to this call and to identify key areas of potential contribution. Design/methodology/approach After a brief review of selected service literature aimed at exploring its interest in the topics of sustainability and sustainable development, the authors develop the interpretative proposal identifying the key requirements of a global engagement in the challenge of sustainability and sustainable development and highlighting the potential contribution of service research. Findings Findings highlight the potential contribution of service research to the global challenge of sustainability and suggest acting upon education by considering the “T-Shaped” professional model as a possible reference for embedding sustainability in the education of future managers and addressing the need of interdisciplinary thinking through the systems approach. Research limitations/implications The proposed study of service literature is only an exploratory analysis of main contributions that does not aim to identify gaps but only to highlight the potential of a greater engagement of service research in the global call for a more sustainable and inclusive development. Practical implications A trans-disciplinary approach is also required. This implies the involvement of the business and the social real world. Originality/value This paper represents a novel call for engaging the service research community in a boundary-crossing collaboration with the aim of contributing to address the challenge of sustainability.