“…In product innovation, innovation happens in R&D departments through very precise and narrowly defined sequence of activities (Cassiman, Di Guardo, and Valentini, ; Wang, Lin, and Huang, ) or through entrepreneurs inventing products that solve problems (Ciabuschi, Perna, and Snehota, ; Gibbert and Välikangas, ). However, in services innovation does not happen in the R&D department, rather it happens through networks of relationships, at touch points between service employees and customers (Santos‐Vijande et al, ; Sørensen, Sundbo, and Mattsson, ; Stockburger‐Sauer, Scholl‐Grissemann, Teichmann, and Wetzels, ), service employees, and other colleagues in different functional domains (Heirati and Siahtiri, ), and employees with other collaborators in the supply chain network (Heirati and Siahtiri, ; Lusch and Nambisan, ).…”