AEIOU Framework:Towards “Laws of Service” Across Time-Space-Scale

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This article proposes a systematic framework - Abstract-Entity-Interaction-Outcome-Universals (AEIOU) - for conceptualizing the evolution of value co-creation interactions between complex adaptive service systems within an ecology of nested, networked systems as a new way to describe the innovation processes of service-producing entities instead of following traditional “bricks-and-mortar product development processes and platforms.” AEIOU framework defines service separation as customer's absence from service production, which denotes the spatial separations between service production, distribution, consumption and recycling in time, space and scale complexity. Service systems collaborate and compete, explicitly or implicitly, to co-create and co-capture value. With AEIOU framework, organizations can co-create services more efficiently and effectively.