Theorising change and stability in service ecosystems: a morphogenetic approach

Service scholars are recognising the complex, adapting, and dynamic nature of value creating service systems. There remains an opportunity to explore the dynamic properties of these multilevel systems and build explanations of how these complex systems change and stabilise providing the context for value creation. This paper builds on the continuing work and use of sociological theory in these efforts and argues for an alternative meta-theoretical approach and accompanying framework. Together this contribution provides a basis for building midrange theory to address the stabilising (morphostatic) and change inducing (morphogenetic) mechanisms in service ecosystems.