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The purpose of this paper is to combine service-dominant logic premises with ecosystem characteristics in the base of the pyramid (BoP) environment, aiming to establish the foundations of a new service ecosystem framework for BoP contexts.

This conceptual paper is developed by connecting service logic with an ecosystem perspective, developing theoretical propositions for sustainable service ecosystems at the BoP, and identifying future research direction using this new framework.

The paper first highlights main challenges faced in the BoP environment. It then constructs an ecosystem framework for BoP contexts composed by four theoretical propositions: first, need to shift from a top-down to a multi-actor BoP approach; second, need of social embeddedness for successful BoP initiatives; third, service co-creation for and with local communities with actors playing multiple social roles; and fourth, multi-actor and multi-dimensional value creation. Future research directions are identified related to these propositions.

Theoretical propositions integrating the service ecosystem framework need further exploration and confirmation with additional empirical studies.

Proposed framework and propositions provide useful insights for practitioners from different types of organizations aiming to participate in BoP markets.

Understanding the need to integrate a service ecosystem perspective in BoP contexts is fundamental to better address the needs of all actors involved.

The conceptual framework proposed offers a comprehensive, multi-dimensional, and multi-actor perspective on how to understand, and better address services in BoP contexts. Future research avenues identified offer a more inclusive agenda for increasing service knowledge at the BoP.

The purpose of this paper is to provide insights into indigenous, solution-based business models and their relevance for inclusive service innovation within specific social contexts in emerging economies, with particular emphasis on the role of culture and technology.

A proposed framework illustrates four factors that nurture socially driven service innovation in emerging economies: solution, inclusion, culture, and technology. Extant literature from studies in India, Latin America, and China illustrates distinct indigenous innovations and service relationships that exist at the base of the pyramid (BoP), which provides a foundation for a better understanding of socially inclusive service innovations.

A conceptual model of inclusive service innovation reflects an integrated, virtuous cycle, composed of service relationships that stem from the BoP at various levels of analysis across different income segments. These findings suggest notable research directions.

This study reinforces the importance of a solution orientation as a competitive business model to gain customer engagement.

Researchers and practitioners in emerging and advanced economies can use the approach suggested by this paper in their efforts to build sustainable business cultures and improve the well-being of society.

Previous research has not addressed the social or communal roles of service innovation; this study proposes an innovative switch from a traditional strategy of selling services toward a proactive approach that involves low-income customers as active resources to co-create social and business value.

The article aims to combine research priorities in the service domain with the emerging topic of service management for the base of the pyramid (BoP). This combination allows us to construct an agenda for service research at the BoP.

The paper uses bibliographic methods for structuring the BoP contributions, and a literature review for the current research priorities in the service domain.

First, the paper highlights the main topics in the emerging BoP debate. Second, the paper constructs a research agenda for service management at the BoP. This agenda can guide service researchers in the selection of feasible empirical fields, support them in finding appropriate research designs, and finally, help them to develop suitable theoretical perspectives.

Limitations arise from the literature review and bibliographic methods themselves.

Service research on the BoP provides new ideas for practitioners interested in learning about BoP markets, strategies, and entrepreneurial initiatives.

Understanding the need to explore BoP activities is fundamental to working with a huge segment of society, not only as passive consumers, but also as genuine entrepreneurs capable of creating and managing “inclusive” innovations.

The research agenda for future service management offers a relevant source of ideas and guidance for interested researchers to rethink their empirical fields, research approaches, and theoretical perspectives.

The purpose of this paper is to create awareness on the need for lifting up the level of analysis in service research by focusing on systems, networks, and ecosystems to contribute to the research expansion of the traditionally narrow view of service.

This conceptual paper is built upon three blocks. First, the viable systems approach is revised to highlight the survival, viability, and complexity of service systems. Second, the dynamics of service networks is discussed using an ecological view of service with a nested, networked configuration. Third, these two previous perspectives are integrated using the fundamentals of ecosystems thinking.

This paper outlines a novel, tri-level approach reorienting and reframing our thinking around systems, networks, and ecosystems. Some research challenges and directions that could expand the body of knowledge in service research are also discussed.

The tri-level approach proposed in this conceptual paper could be enriched with other theoretical perspectives and empirical explorations.

Lifting the level of analysis by focussing on service systems, service networks, and service ecosystems would allow practitioners to expand their business perspective to better face the challenges of complex business settings, enabling them to co-create value for all their stakeholders.

The paper contributes to set the foundation for the next stage of service research by going beyond dyadic interactions to address dynamic systems, networks, and ecosystems across different interaction patterns in complex business configurations.