Service innovation in organizational contexts: An agent-oriented methodology

Service innovation is critical to today's businesses. Unfortunately, the formulation and development of innovative service concepts have been impeded by the "semantic gap" between abstract business strategies and specific organizational and informational structures. To address this challenge, this paper explores the intersecting territories of service innovation, strategic management, and agent-oriented organization modeling, and proposes an integrated methodology that can systematically guide the creation and concretization of new service strategy into agent- and service-oriented specifications. This methodology is illustrated with a real-life based case study, and evaluated with a small behavioral experiment.