Open Access

Gerrit Hoeborn, Agustin Gonzalez

• The way companies create service-oriented value is changing as organizational boundaries blur towards value creation in ecosystems. To position themselves strategically, practitioners need to understand the different roles in service-oriented value creation systems (SOVCS). Still, there is no evidence if existing role models can be applied for SOVCS. This paper analyses the adequacy of existing strategic role models for service-oriented business ecosystems. The suitability of the role models is evaluated using central aspects of the Service-Dominant Logic. We demonstrate that the existing central strategic role models cannot be transferred to a SOVCS and outline the research need for an adequate strategic role model. Scholars will find an overview of existing role models and use the conducted evaluation as a foundation for further service science research. Based on the identified inaccessibility, a comprehensive strategic positioning model can be developed.