The topic of innovation has not been explicitly and systematically analysed in papers on Service-Dominant Logic (S-D logic), despite the emphasis placed on the capability of firms to satisfy customers through the continuous offer of goods and services. This paper analyses the concept
of “innovation” in the context of business-to-business (B2B) relationships (in both manufacturing and in services) with a view to applying the S-D logic to value innovation, learning, and creativity. In terms of S-D logic, the paper posits innovation as the development of innovative
value propositions in which complete solutions to customers' needs are provided through an integrated combination of goods, services, systems, processes, and technologies. Following a comprehensive review of the literature and the development of a conceptual framework, the study presents the
findings of case studies of six firms involved in B2B activities in services and manufacturing. The findings of the case studies are discussed in detail in the context of the conceptual framework. The paper concludes with a summary of the findings, managerial implications, and suggestions
for future research.