Service firms foster innovation so as to differentiate their business from competitors and to gain competitive advantage. Literature suggests that the existing notion of innovation in the manufacturing sector cannot be directly adopted into the service sector. Further, the drivers of service innovation require an architectural approach to find effective solutions in relation with the firm's core competency and performance outcomes. This paper investigates service delivery innovation architecture and its role in achieving sustainable competitive advantage of firms. The overarching objective of this study is to put forward an integrated service innovation framework for investigating the role of various actors of market competitiveness.
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