Add to ORKGInternational audienceThis article examines the question of innovation in a particular group of services, namely ‘assembled’ services, such as hotels, retailing and distribution, hospitals, theme parks, etc. These are complex services produced by combining a variable number of other constituent services. Drawing on findings from the economics of services and the economics of innovation, we begin by developing a simple framework for analysing the output of services that are ‘assembled’ in nature, in which the main service provided is integrated into a complex system of other constituent services that call on various types of technologies and competences. This framework is then used to highlight the various principles driving innovation in th...