Service Innovation in Networks: Co-creating a Network Business Model

Digitalization increasingly requires collective innovation for joint value creation. However, many network collaborations fail, since early-stage alignment is a complex craft. This chapter employs a service design approach for achieving early-stage alignment for network service innovation. We engaged in action research involving a service logistics network responsible for the maintenance of maritime equipment for a Navy organization. Generative scripts captured essential elements of the network business model at organizational and network levels. These scripts were systematically validated within the network. The result offers practitioners a methodology for achieving early-stage alignment on elements of a network business model.