Different perspectives on service-oriented business models

For some time I have been interested in business models for services and service innovation (see also here) and service-oriented business models (see also here and here). However, understanding the business models of services requires first understanding what services are and there is little agreement on that in literature. Based on an extensive exploration of service marketing and, to a lesser extent, service operations literature, I came to the following five perspectives on service:

1. Service as non-product offering
2. Service as process
3. Service as benefits
4. Service as capabilities
5. Service as value logic

In the following weeks I will be posting on an exploration of service-oriented business models based on these perspectives. For each perspective I will explore firstly how they affect the different building blocks of the The Business Model Canvas, as described in Business Model Generation by Osterwalder and Pigneur (2010). Secondly, I will try to identify different business model patterns related to that perspective.