The holographic service innovation in technological context: A narrative synthesis review

Purpose The purpose of this paper is to propose a new approach that enables service innovation models to incorporate a holographic perspective into their innovation-centric business models. The essence of the holographic approach to service innovation might provide us with an innovative organization that is enclosed in its components; a knowledge-centric approach that adapts each person as a vital component of a whole; and the ability of value co-creation by each part of the organization in ways that benefit the organization as a whole. Design/methodology/approach This paper uses a narrative synthesis framework combining existing literature (by textual narrative technique) with expert opinion, based on search of Science-Direct and ProQuest academic databases. Findings A total of 114 top-cited and high relevant references were deeply reviewed. Nine principle dimensions were evolved from the final review to construct a comprehensive definition of service innovation. Then, the narrative synthesis helped us to bring forward a new approach to service innovation and applied it in the form of a conceptual model, as the literature was previously established on certain approaches. In the final stage, a comprehensive model of service innovation was designed to introduce the holographic approach to the existing literature. Research limitations/implications This paper reviewed top-cited and high relevant references published in English that were indexed in Science-Direct and ProQuest. The authors did not search any grey literature and other language publications, and hand-search any journals. Practical implications This research highlights how managers must consider service innovation as a whole. Originality/value This is the first critical review published in the peer-reviewed literature that explores the principle dimensions of service innovation and provide a new approach to the literature.