“…Globalization, technological advancements, and tough market conditions are few of the many factors that have motivated the business organizations to focus more on innovation (Akram, Lei & Haider, 2016). This is particularly true for service sector organizations as they have to face a huge amount of competition due to rapid technological changes (Archibugi, Filippetti & Frenz, 2013;Barrett, Davidson, Prabhu & Vargo, 2015).…”