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Open research questions in Service and Product Innovation

253 gap statements mined from Service and Product Innovation papers in our 7.9M-paper local library, which holds 2,315 papers on the topic — drawn mostly from each paper's own stated research gap, future-work, challenge and limitation notes, and its abstract. The ones listed below are a selection still marked open; each names the study that raised it, with a DOI link where the paper has one.

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What the literature leaves open

  • However, the effects of these services, particularly in the context of self-service and group travel, remain underexplored.

    Service innovation and value acquisition on in-destination tour service · 2026 · DOI

  • A firm’s servitization strategy transforms the operating logic of the traditional manufacturing supply chain; however, the mechanisms through which integrators engage suppliers in a servitization context and maintain strategic alignment remain underexplored.

    Supplier’s alignment with integrator’s servitization strategy: the perspective of the relational view · 2026 · DOI

  • Although this tension has been described as ‘being the same and different at the same time’, little is known about how disruptive entrants achieve optimal distinctiveness in value co‐creation.

    The Disruptor's Dilemma: Exploring the Dynamic Optimal Distinctiveness Mechanisms of Disruptive New Entrants in Value Co‐Creation · 2025 · DOI

  • Despite the growing importance of inclusive service design, limited research has examined how food service providers address the unique dietary needs of diabetic patrons.

    Snacking Experiences of Diabetic Customers in the Food Service Industry: A Transformative Service Approach · 2025 · DOI

  • Although customer participation plays an increasingly important role in firm innovation, both its effects on new product development (NPD) performance in the B2B context and the underlying mechanisms remain unclear in the extant literature.

    The double-edged sword of customer participation on new product development performance: the contingent roles of relational and environmental factors · 2024 · DOI

  • However, the literature is scattered, provides inconsistent findings, and lacks both a comprehensive conceptualization and empirical overview.

    The psychological and behavioral consequences of customer empowerment in new product development: Situational framework, review, and research agenda · 2024 · DOI

  • Despite a growing number of manufacturing firms actively collaborating with ecosystem members aiming for advanced service solutions, it remains unclear how digital collaboration capability (DCC) affects incremental service innovation (ISI) and radical service innovation (RSI) in the context of ecosystems.

    How digital collaboration capability affects incremental and radical service innovation in manufacturing firms: the mediating role of organizational agility · 2024 · DOI

  • Research examining the joint role of serial acquisitions and subsidiary autonomy in holistic value provision within servitizing industrial firms is scarce.

    Understanding the role of serial acquisition and subsidiary autonomy in providing value within servitizing industrial networks · 2024 · DOI

  • Future research could explore collaborations with platforms like Haier Kaoas and Aerospace Cloud Network to obtain anonymized real transaction data. The numerical simulation parameters in this paper are primarily calibrated based on literature and theoretical assumptions, lacking validation from large-scale panel data from actual industrial internet platforms.

    Research on Pricing Decisions for Shared Manufacturing Services in a Digital Service Context · 2026 · DOI

  • The current definition of marketing is too narrow and abstract. There is a need for a new perspective on marketing that focuses on its three defining properties. The paper identifies a gap in the current understanding of marketing and its role in business and academia.

    What is marketing? Three defining properties · 2026 · DOI

  • Based on the findings and limitations, future inquiries should consider the following avenues: First, The Impact of Generative AI on Co-Creation: Future studies should investigate how advanced AI tools specifically influence the VCC process.

    A Strategic Framework for Business Model Pivot and Value Co-Creation: Evidence from Traditional Travel Agencies in Indonesia · 2026 · DOI

  • The current definition of marketing is limited and does not capture the full scope of the discipline. There is a need for a new approach to marketing that encompasses its purpose and meaning.

    What should be fixed in something that isn’t broken: A commentary on “How to save marketing ...”1 · 2026 · DOI

  • The integration of Artificial Intelligence is transforming how firms and customers co-create value. There is a need for a framework that can address key research gaps and provide actionable insights for leveraging AI.

    A framework for AI-driven value co-creation across customer journey stages · 2026 · DOI

  • So, in the first step, through interviews with “18” activists with lived experience, an attempt was made to determine the propositional themes of this phenomenon by conducting interviews with open questions and codes emerging from the contexts of zombification of firms.

    Paradigmatic phenomenology of zombification of firms: theoretical premises and practical applications · 2026 · DOI

  • The research highlights the need for firms to move beyond transactional sales and create a data-driven approach to market leadership.

    Strategic Integration of AI-CRM Capabilities for Sustainable Marketing Performance in Lagos State, Real Estate Sector: Ab Holistic Lifecycle Approach · 2026 · DOI

  • Most existing studies focus on isolated metrics such as immediate conversion rates. There is a significant gap in the literature regarding the operational benefits of AI-CRM.

    Strategic Integration of AI-CRM Capabilities for Sustainable Marketing Performance in Lagos State, Real Estate Sector: Ab Holistic Lifecycle Approach · 2026 · DOI

  • Future research should investigate the cognitive pathways that mediate the relationship between AI awareness and value judgments, the circumstances under which AI enhances rather than diminishes per-ceived value, and how these perceptions evolve as AI becomes increasingly ubiquitous.

    The Impact of AI-Driven Product Creation on Customer Value Perception: A Preliminary Study · 2026 · DOI

  • Future research should explore manufacturing and industrial sectors, where digital adoption dynamics may involve different organizational and technological constraints. Future research should examine how these external factors interact with internal organizational barriers, potentially influencing digital adoption trajectories in unforeseen ways.

    The TOBE Playbook: Identifying Barriers and Drivers of Digital Success in the Service Sector · 2026 · DOI

  • Future studies can examine the relationship between business intelligence adoption, knowledge sharing, and service innovation in other industries. Future studies can investigate the role of other variables, such as leadership and organizational structure, in the relationship between business intelligence adoption and service innovation.

    HOW BUSINESS INTELLIGENCE SHAPES SERVICE INNOVATION: KNOWLEDGE SHARING AS A MEDIATOR AND CULTURE AS A MODERATOR IN THE JORDANIAN CONTEXT · 2026 · DOI

  • The insurance industry in Jordan is under-innovated compared to global standards. There is a lack of understanding of the relationship between business intelligence adoption, knowledge sharing, and service innovation in the insurance industry.

    HOW BUSINESS INTELLIGENCE SHAPES SERVICE INNOVATION: KNOWLEDGE SHARING AS A MEDIATOR AND CULTURE AS A MODERATOR IN THE JORDANIAN CONTEXT · 2026 · DOI

  • Despite growing interest in value co-creation (VCC) in service innovation, few studies have examined how logistics enterprises collaborate with SaaS platforms and manufacturing companies to overcome geographical, organizational and technical barriers.

    Value co-creation through service innovation in logistics: an evolutionary game study · 2026 · DOI

  • The number of participants was limited - A decline in participation of practitioners - Too much emphasis on defining the concept - The approach mostly focused on consensus and not…

    Exploring Characteristics of Regenerative Business Models through a Delphi-Inspired Approach · 2024 · DOI

  • Refining the methodology - Actively exploring disagreements to foster a more genuine consensus - Comparing regenerative business models with a broader set…

    Exploring Characteristics of Regenerative Business Models through a Delphi-Inspired Approach · 2024 · DOI

  • Findings reveal collaboration challenges, including information gaps, fragmented departments, insufficient data, top‐down decision‐making, and coordination barriers.

    Exploring Technology Adoption at Heritage Tourism Sites: A Cross‐Disciplinary Analysis of Value Co‐Creation and Game Theory Applications · 2026 · DOI

  • Therefore, this research makes a valuable contribution to the scarce literature, providing a baseline for future research in this field.

    An approach to value co-creation in the agri-food sector through bibliometric analysis · 2025 · DOI

Most-cited papers in Service and Product Innovation

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Open questions raised by papers listed on this page include: (1) The effects of these services, particularly in the context of self-service and group travel, remain underexplored (“Service innovation and value acquisition on in-destination tour service”, 2026); (2) Future research could explore collaborations with platforms like Haier Kaoas and Aerospace Cloud Network to obtain anonymized real transaction data (“Research on Pricing Decisions for Shared Manufacturing Services in a Digital…”, 2026); (3) There is a need for a new perspective on marketing that focuses on its three defining properties (“What is marketing? Three defining properties”, 2026); (4) There is a need for a new approach to marketing that encompasses its purpose and meaning (“What should be fixed in something that isn’t broken: A commentary on “How to…”, 2026); (5) There is a need for a framework that can address key research gaps and provide actionable insights for leveraging AI (“A framework for AI-driven value co-creation across customer journey stages”, 2026). 253 gap statements have been mined from Service and Product Innovation papers in our 7.9M-paper local library, which holds 2,315 papers on the topic; the gaps come from whichever of those papers state one. They are mostly the research gaps the authors state and the papers' abstracts, plus future-work, limitations and challenges passages. The ones listed below are a selection still marked open; each names the study that raised it, with a DOI link where the paper has one, so you can read the original claim in context.

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