The service sector accounts for the lion¿s share of economic activity within developed economies (e.g. over 70% of UK GDP). This is a fact that seems to be largely lost in the vast majority of management of innovation textbooks, where at best, a single chapter is appended to cover the distinctiveness of innovation in the service sector. This textbook focuses exclusively on the management and shaping of service innovation. Through reference to academic studies and real-world cases, the text explores the ways in which innovation is managed and shaped across the diversity of services offered in the private, public, and third sectors; from financial to education services and health to leisure services. Final year management undergraduates and masters level students in service management, innovation management and in services marketing will find this to be an excellent tool in completing their studies.