Service innovation insights in the grocery retail service ecosystem

This paper aims to investigate the effects of service innovation in grocery retail considered as a service ecosystem (SES). The paper highlights the reactions and dynamics of service innovation focusing on value co-creation, on the combinatorial evolution of resources and on the influence of institutions. Service research is the theoretical framework, and a case study is proposed. Findings regarding dematerialisation, partnership, customisation, and shared behaviour, are brought forth and interpreted in terms of value-in-exchange, value-in-use, value-in-experience, and value-in-context, to understand their potential to spread collaboration for value co-creation, in terms of positive and negative elements to understand the combinatorial evolution of resources that could be fostered, and as possible institutionalisation drivers. According to this perspective, path-finding, cognitive rigidity, emotional reactivity, and shortterm attention may help practitioners and researchers frame significant situations and events and interpret the underlying dynamics and forces within the chosen SES.