@article{59335,
  abstract     = {{Technological advancements and evolving value orientations reshape future value creation and pose new requirements for service innovation. While a variety of disciplines are developing new approaches to drive service innovation, this is primarily done in isolation and generates only fragmented solutions. Sociological theory has proposed “boundary objects” as an effective umbrella for communication and cooperation among communities. Therefore, we introduce continuous value shaping (CVS) as a boundary object describing service innovation approaches along five principles. We reflect on this concept through the different disciplinary lenses of researchers in service marketing, information systems, service engineering, sociology of work, and innovation management. These perspectives highlight how the CVS principles already connect to discourses within the individual disciplines. However, the CVS concept will not only provide an umbrella to embrace existing activities in different academic disciplines. It also assists to identify research themes that will benefit from uniting the power of these disciplines, and it can serve as an integrating framework to conceptualize complex service innovation approaches. Thus, the CVS concept should guide both researchers and practitioners to develop and implement novel innovation and transformation efforts—in and across organizations.}},
  author       = {{Böhmann, Tilo and Roth, Angela and Satzger, Gerhard and Benz, Carina and Beverungen, Daniel and Boes, Andreas and Breidbach, Christoph and Gersch, Martin and Gudergan, Gerhard and Hogreve, Jens and Kurtz, Christian and Langes, Barbara and Leimeister, Jan Marco and Lewandowski, Tom and Meiren, Thomas and Nägele, Rainer and Paluch, Stefanie and Peters, Christoph and Poeppelbuss, Jens and Robra-Bissantz, Susanne and Schultz, Carsten and Schumann, Jan H. and Wirtz, Jochen and Wünderlich, Nancy V.}},
  issn         = {{1019-6781}},
  journal      = {{Electronic Markets}},
  keywords     = {{Continuous value shaping (CVS), Service research, Service innovation, Digitalization, Sustainability, Interdisciplinary research}},
  number       = {{1}},
  publisher    = {{Springer Science and Business Media LLC}},
  title        = {{{Continuous value shaping: A boundary concept for innovating service innovation approaches}}},
  doi          = {{10.1007/s12525-025-00771-1}},
  volume       = {{35}},
  year         = {{2025}},
}