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Topic · Marketing

Service and Product Innovation

Service and Product Innovation is a research topic within Marketing. Science Explorer counts 16k research works in it since 1950. 10.2% of them reached the world's top 10% most cited for their field and year.

This cluster of papers explores the evolution and application of service-dominant logic in marketing science, focusing on co-creation, value creation, service innovation, product-service systems, customer participation, servitization, service science, customer experience, and marketing strategy.

  • Co-Creation
  • Value Creation
  • Service Innovation
  • Product-Service Systems
  • Customer Participation
  • Servitization
  • Value Co-Creation
  • Service Science
  • Customer Experience
  • Marketing Strategy
Research works
16k
fractional, since 1950
In the world top 10%
1.6k
per year above
Top-10% rate
10.2%
share of its works in the world top 10%
Growth, 2018-21 → 2022-25
+11%
the tick is no change
Largest producer
China
19% of the 10 largest, 2022-now
Service and Product Innovation

Which countries lead Service and Product Innovation research?

By volume, China and the United States publish the most (530 and 423 works in 2022-now).

By volume, 2022-now

  1. 1 China 530 works
  2. 2 United States 423 works
  3. 3 Germany 385 works
  4. 4 United Kingdom 281 works
  5. 5 Indonesia 237 works
  6. 6 Italy 234 works
  7. 7 India 229 works
  8. 8 France 158 works
  9. 9 Australia 146 works
  10. 10 Brazil 140 works

How concentrated that is

The same countries as shares of everything the list above accounts for. A node where two countries do two thirds of the work and one spread evenly across twelve read alike as a ranking and not at all alike here.

China: 19.2%United States: 15.3%Germany: 13.9%United Kingdom: 10.2%6 others listed: 41.4%19%largest
China530 · 19.2%United States423 · 15.3%Germany385 · 13.9%United Kingdom281 · 10.2%6 others listed1,145 · 41.4%

Shares of the rows listed above, not of the whole node.

Which institutions lead Service and Product Innovation research?

By volume in 2022-now, Politecnico di Milano publishes the most Service and Product Innovation research, followed by Fraunhofer-Gesellschaft and Bandung Institute of Technology.

By volume, 2022-now

  1. 1 Politecnico di MilanoItaly 37 works
  2. 2 Fraunhofer-GesellschaftGermany 28 works
  3. 3 Bandung Institute of TechnologyIndonesia 25 works
  4. 4 Centre National de la Recherche ScientifiqueFrance 22 works
  5. 5 Linköping UniversitySweden 16 works
  6. 6 Lappeenranta-Lahti University of TechnologyFinland 16 works
  7. 7 Aalborg UniversityDenmark 16 works
  8. 8 Aalto UniversityFinland 15 works
  9. 9 Delft University of TechnologyNetherlands 15 works
  10. 10 RWTH Aachen UniversityGermany 15 works

Who are the leading researchers in Service and Product Innovation?

The most-cited researchers publishing on Service and Product Innovation include Marko Sarstedt, Christian M. Ringle and Aziz Sheikh.

  1. 1 Marko Sarstedt Germany 221k citations
  2. 2 Christian M. Ringle Germany 215k citations
  3. 3 Aziz Sheikh United Kingdom 214k citations
  4. 4 Michael E. Porter United States 165k citations
  5. 5 Joseph F. Hair United States 163k citations
  6. 6 Seyedali Mirjalili Australia 154k citations
  7. 7 Richard P. Bagozzi United States 148k citations

Ranked by citations received across their whole record, among researchers with at least three works on this topic.

What are the most cited papers in Service and Product Innovation?

The most cited paper in Service and Product Innovation is "A Conceptual Model of Service Quality and Its Implications for Future Research" (Anitha Parasuraman, Valarie A. Zeithaml, Leonard L. Berry, 1985), with 17,152 citations. Next come "A Design Science Research Methodology for Information Systems Research" (7,661) and "Service-dominant logic: continuing the evolution" (7,545).

Most cited papers
#PaperReleasedCitations
1 A Conceptual Model of Service Quality and Its Implications for Future Research Anitha Parasuraman, Valarie A. Zeithaml, Leonard L. Berry · Journal of Marketing 1985 17,152
2 A Design Science Research Methodology for Information Systems Research Ken Peffers, Tuure Tuunanen, Marcus A. Rothenberger et al. · Journal of Management Information Systems Dec 2007 7,661
3 Service-dominant logic: continuing the evolution Stephen Louis Vargo, Robert F. Lusch · Journal of the Academy of Marketing Science Aug 2007 7,545
4 Understanding digital transformation: A review and a research agenda Grégory Vial · The Journal of Strategic Information Systems Open access 10 Feb 2019 6,975
5 Co-creation experiences: The next practice in value creation C. K. Prahalad, Venkat Ramaswamy · Journal of Interactive Marketing Open access 15 Jul 2004 6,452
All 98 most cited papers, with filters and sorting

Where is Service and Product Innovation research done?

The largest centres of Service and Product Innovation research in 2022-now are Beijing (China), Milan (Italy), Bandung (Indonesia) and Shanghai (China).

Largest cities, 2022-now

  1. 1 BeijingChina 68 works
  2. 2 MilanItaly 58 works
  3. 3 BandungIndonesia 54 works
  4. 4 ShanghaiChina 52 works
  5. 5 LondonUnited Kingdom 48 works
  6. 6 JakartaIndonesia 43 works
  7. 7 BrisbaneAustralia 37 works
  8. 8 TokyoJapan 35 works
  9. 9 MelbourneAustralia 32 works
  10. 10 GuangzhouChina 31 works
See Service and Product Innovation on the map

Where is the best place to study Service and Product Innovation?

Among universities, judged by research, Politecnico di Milano, Hanken School of Economics and University of Vaasa score highest, combining excellence, specialisation, size, growth and international reach. Research strength is one signal when choosing where to study; it does not measure teaching.

0%20%40%mean 22.97%fractional works in this field (log) →share of work in the world top 10% →University of VaasaMaastricht UniversityHanken School of Eco…Politecnico di Milano
above the meannear itbelow it

One dot per university in the first ten of the table below, at the default weights. The upper left is the interesting corner: small places doing unusually strong work.

Excellenceshare of its work in the world top 10%, 2022-now and all time averaged
40%
Specialisationhow much of its work is in this field, counted up to 10× the world share
10%
Sizeits output in this field, on a log scale
30%
Growthoutput growth, counted from -20% to +20%
10%
Internationalshare of its work with a co-author abroad
10%
Each slider sets a weight; the share it gets of the score is beside it.
#UniversityScoreTop 10%SpecialisationWorksGrowth
1Politecnico di MilanoItaly 64.311.6%13.0×37 +15.4%
2Hanken School of EconomicsFinland 60.229.7%129.4×9 -23.6%
3University of VaasaFinland 59.232.7%67.1×14 -36.1%
4Maastricht UniversityNetherlands 59.131.1%5.2×8 +73.7%
5Queensland University of TechnologyAustralia 52.929.4%9.9×13 -6.9%
6Griffith UniversityAustralia 52.119.7%7.3×12 +57.8%
7University of NottinghamUnited Kingdom 51.522.1%3.2×10 +79.9%
8Linköping UniversitySweden 48.520.7%14.8×16 -28.9%
9Lappeenranta-Lahti University of TechnologyFinland 48.419.1%40.4×16 -7.5%
10Hong Kong Polytechnic UniversityChina 47.813.6%3.8×13 +2.7%

Universities only. The score blends excellence (40%), size (30%), specialisation (10%), growth (10%), international reach (10%), 2022-now; growth compares 2018-21 with 2022-25 and counts up to +20%, since a jump from a small base is mostly noise.

Every institution in Service and Product Innovation, country by country

Is Service and Product Innovation research growing?

Output in 2022-2025 was 11% higher than in 2018-2021, peaking in 2025. The fastest-growing topics are Service and Product Innovation.

still counting19801990200020102020
grewheldshrank

The same series as a ribbon: one cell per year, darker for more. The line above answers how much; this answers when.

Its share of all research

Growing output can still be a shrinking share: all of science grows. This is Service and Product Innovation as a percentage of every work published that year, 0.018% in 2024.

still counting0.010%0.020%0.030%Service and Product Innovation0.019% in 202519801990200020102020

Fractional works of Service and Product Innovation over all fractional works that year. How the balance of science has shifted.

How much of it reaches the world top 10%

Year by year.

still counting5%10%15%Service and Product Innovation10.2% in 2025200020102020

Of each year's works in it, the share that reached the world's 10% most cited for their field and year. A field is the world for its own topics, so there is no other line to hold it against.

Which topics inside it are moving

Growth and decline on one axis around a shared zero. Two lists side by side hide the thing that matters: whether the growth dwarfs the decline, or the other way round.

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