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In order to respond to the industrial trend towards service design and delivery, research must address a vast area partially related to value creation, marketing and network theories. However, compared to the space to be explored, there is little insight available. Thus, the purpose of this paper, as a first step, is to propose a way to frame such research.

An extensive literature review is performed of over 100 articles on product/service system (PSS) in general, service design, innovation, and business models in a broad view. Then, the analysis from the authors' viewpoint is carried out to give a frame.

The paper presents three crucial dimensions for service‐orientation research, i.e. an offer dimension representing products and services, a provider dimension, and a customer/user dimension. In addition, three research targets are proposed: PSS‐offer modelling, PSS development and PSS potential. Furthermore, several promising future research directions are identified. These include evaluating economic consequences or environmental benefits, establishing terminology, organizational issues, and developing methods and tools to support designers.

The paper presents a way of viewing research for service orientation, which contributes especially to further research in this area.

The purpose of this paper is to explore the driving forces for taking environmental considerations to a higher level in a project involving radical innovation.

This qualitative case study is based on ten in‐depth interviews with respondents from the development team for the DryQ project at ABB.

In order to achieve substantial environmental benefits, radical product development is essential. Radical product development has attributes that differ from those of incremental product development. It is important that these differences be acknowledged when preparing to manage environmental challenges in development projects. In radical product development, environmental considerations should be taken into account very early on, at the strategic level of the design process. Setting challenging environmental targets and rewarding environmental improvements was crucial to the outcome of the project presented in this paper.

The research presented here describes one case in one manufacturing company. Readers can, however, learn from this case and apply the insights gained to their own research or use the findings to promote new thinking in their own organisation.

Suggestions are made about how to manage environmental considerations in radical product development.

Few studies combine ecodesign and radical innovation theories, as is done here. Yet this is not a theoretical paper but an industry‐based study of eco‐innovation, from which researchers and practitioners can learn.