ith rare exception (e.g., Prajogo, 2006;
Sawhney, Balasubramanian, and Krishnan, 2004; Susman, Warren, and Ding,
2006; TiID and Hull, 2003) little has appeared in the
literature on service innovation, in spite of the growth
and dominance of services in most developed economies. The absence of service operations in the operations literature appears to indicate an underlying
issue of neglect here (Chase and Apte, 2007; Heineke
and Davis, 2007). Machuca, Gonza´lez-Zamora, and
Aguilar-Escobar (2007) found that only 7.5% of the
published operations management literature was devoted to services
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