Abstract
Service organizations increasingly organize themselves and operate on a value chain level. This creates important challenges and opportunities, which call for a realignment of strategic focuses, in particular with respect to the impact of technovation on service creation and services modus operandi, their resulting service classification, and the restructuring amongst different service value chain industries. This research builds on a recently developed classification scheme, referred to as the Services Cubicle, that transcends current industry boundaries and includes upcoming service business trends in technovation. The paper subsequently illustrates a variety of service industry examples in order to clarify the resulting service classifications, taking into account deployment of varying degrees of technovation in that industry.