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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 \u201cboundary objects\u201d 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\u2014in and across organizations.<\/jats:p>","DOI":"10.1007\/s12525-025-00771-1","type":"journal-article","created":{"date-parts":[[2025,4,3]],"date-time":"2025-04-03T14:32:03Z","timestamp":1743690723000},"update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":4,"title":["Continuous value shaping: A boundary concept for innovating service innovation approaches"],"prefix":"10.1007","volume":"35","author":[{"ORCID":"https:\/\/orcid.org\/0009-0007-5473-5829","authenticated-orcid":false,"given":"Tilo","family":"B\u00f6hmann","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Angela","family":"Roth","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Gerhard","family":"Satzger","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Carina","family":"Benz","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Daniel","family":"Beverungen","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Andreas","family":"Boes","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Christoph","family":"Breidbach","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Martin","family":"Gersch","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Gerhard","family":"Gudergan","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Jens","family":"Hogreve","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Christian","family":"Kurtz","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Barbara","family":"Langes","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Jan Marco","family":"Leimeister","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Tom","family":"Lewandowski","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Thomas","family":"Meiren","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Rainer","family":"N\u00e4gele","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Stefanie","family":"Paluch","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Christoph","family":"Peters","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Jens","family":"Poeppelbuss","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Susanne","family":"Robra-Bissantz","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Carsten","family":"Schultz","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Jan H.","family":"Schumann","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Jochen","family":"Wirtz","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Nancy V.","family":"W\u00fcnderlich","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"297","published-online":{"date-parts":[[2025,4,1]]},"reference":[{"issue":"1","key":"771_CR1","doi-asserted-by":"publisher","first-page":"11","DOI":"10.1186\/s13012-024-01339-x","volume":"19","author":"S Ackerhans","year":"2024","unstructured":"Ackerhans, S., Huynh, T., Kaiser, C., & Schultz, C. 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