Call for Papers RESER Conference 2020

30th RESER International Congress

»Co-creation and Innovation in the New Service Economy«


Joint RESER-COVAL Final Conference:
»Value Co-creation, Innovation and Digital Transformation in Public Services«

International workshop On Servitization, Smart Services and Industry 4.0

Summer School on »Service Innovation«

More information, templates and registration on the conference website:

The RESER International Congress is in collaboration with:


The joint RESER-COVAL final Conference is supported by:


The Summer School is in collaboration

Call for Papers

Research in services is moving from a sector and supply approach to an activity and demand perspective, where services generate value in any social and economic activity, with users playing a leading role. Any company, industry, sector, city, region, or country can generate business, economic, or social value when integrating new or improved services. Services generate value by building on new forms of interaction between users and providers, organizations and individuals, the public, business, and the third sector. These interactions increasingly involve co-creation and innovation, for which new technologies are of the utmost importance. This is the case with servitization processes, smart services, Industry 4.0 and digital transformation in public services.

The 30th RESER Congress, which will take place on June 18-19th in Alcalá de Henares (Madrid, Spain), focuses on value co-creation and innovation as new dynamics shaping services today and aimed at improving the transformative power of services in modern societies: new avenues for a new services world.

The RESER Congress includes several activities, before and during the Congress days, related to public and private services. Particular mention has to be made to the joint RESER-COVAL conference on Value co-creation, innovation and digital transformation in public services, on Thursday, June 18th, the international workshop on servitization, smart services and industry 4.0 that will take place before the conference, on Wednesday, June 17, and the summer school on services innovation on Monday, June 15th and Tuesday, June 16th, 2020.

Call for papers on Value Co-creation, Innovation and Digital Transformation in Public Services

The challenges that the public sector needs to address in the 21st century include providing efficient and high-quality public services, as well as improving the public sector’s ability to deal with societal demands. Oftentimes, designing public services following the internal logic of government does not meet the changing needs of citizens. Public sector transformation requires thinking of inclusive ways of citizen engagement. The traditional view of top-down and supply-driven public administrations is no longer appropriate for the creation of public value. There is a need for a demand-driven design of public services that incorporates the opportunities, provided by new technologies, for the effective engagement of citizens and organizations. A key element for a public sector transformation is a paradigm shift from designing and delivering services solely based on the internal logic of public administrations to an external, open and collaborative logic. 

An understanding of participatory value creation and innovation promotes a new paradigm of service provision: One that integrates the co-production and multiagent perspectives with an emerging new public service logic. This can be aligned with the on-going work on digital transformation through the use of ICT. The new paradigm fosters technological and non-technological innovation based on changing organizational procedures. Moreover, it demands a mentality open to innovation and user participation in the development of public goods and services.

Value is increasingly co-created through the involvement of all stakeholders in multiple phases of the service process: Co-planning, co-design, co-implementation, co-delivery and co-evaluation. This process can transform public administrations. Thus, a new research agenda is needed in order to help unlock this transformative power. 

This conference builds on the work undertaken by the H2020 research project Co-VAL ( on value co-creation and innovation in European public administrations. The project goals are to i) provide a comprehensive and holistic theoretical framework, ii) measure and monitor transformative innovations in the public sector, iii) deliver research outcomes on four areas of public service transformation (digital transformation, service design, living-labs and public-private networks for social innovation), and iv) build practical tools and a tracking system for helping policy design, monitoring and evaluation of existing initiatives to support public service transformation. 

RESER is the European Association for Research on Services. The 30th RESER Conference merges with the international Co-VAL conference in an effort to create synergies between the two communities in order to understand the latest trends in public service research towards an authentic transformation of public administration in Europe and worldwide. 

The 30th International RESER Congress & Co-VAL Conference will be organized around the main subjects organized around the following tracks: 

Research Tracks

TRACK 1: Value co-creation in public services
CHAIR: Stephen Osborne and Kirsty Strokosch, University of Edinburgh, UK

  • New theoretical approaches on value co-creation
  • New Public Governance and Public Sector Logic
  • Co-creation of public value and citizen participation
  • New dynamics and challenges for value co-creation in public services

TRACK 1b: Value co-creation in private services
CHAIR: Marie Chistine Monnoyer, University of Toulouse and Javier Reynoso, EGADE Business School, Monterrey

  • New theoretical approaches on value co-creation
  • Service Vision, Leadership and Strategy for Value Creation
  • New developments in services marketing and services management
  • New dynamics and challenges for value co-creation in services

TRACK 2: Service innovation and innovation ecosystems in services
CHAIR: Faiz Gallouj, Lille University, France

  • Service innovation for public services
  • Service innovation for private firms and smart services
  • Multiagent frameworks for innovation
  • Public-private networks for social innovation
  • Third sector and social innovation services

TRACK 3: Digital transformation in public services
CHAIR: Ines Mergel, University of Konstanz, Germany

  • Digital transformation, e-government and e-governance
  • User centered digital services and open governance
  • Disruptive technologies for public administration: AI and machine learning, big data and the application of block chains in public services

TRACK 4: Measuring value co-creation and innovation in services
CHAIR: Anthony Arundel, Maastricht University, Netherlands

  • New metrics for public sector co-creation and innovation
  • New metrics for business innovation and services
  • Indicators for policy use
  • Use of big data to measure innovation
  • Evaluation of public policies

TRACK 5: Service design and co-creation methods for services
CHAIR: Maria Røhnebæk and Rolf Rønning, Inland Norway University of Applied Sciences, Norway

  • Service Design
  • Design thinking for co-creation
  • Co-creation techniques: AGILE, SCRUM, LEAN, etc.

TRACK 6. Living-labs and co-creation spaces for services
CHAIR: Lars Fuglsang, Roskilde University, Denmark

  • Living labs: Design, implementation and evaluation
  • Smart cities and local services
  • Geography and location of public services
  • Sustainability and the circular economy

TRACK 7: Servitization, smart services and industry 4.0
Chair: Walter Ganz, Fraunhofer-Institute, Germany

  • Value co-creation and co-innovation in private services
  • Servitization
  • Living labs and co-design in private sector
  • Service marketing, management and service science
  • Digitalization for new services
  • Smart services

TRACK 8: Services globalization and trade
Chair: Nano Mulder, ECLAC, United Nations, Chile

  • International trade and FDI in services
  • Globalization of services and competitiveness
  • Services challenges for developing economies
  • Public sector reforms in developing economies

TRACK 8b. Economic geography of services
CHAIR: Pedro Costa, ISCTE – University Institute of Lisbon

  • Urban challenges and cities of services
  • Regional transformation from services
  • Services worlds

TRACK 9: New paths in services research: digitalization and jobs
CHAIR: Marja Toivonen, Aalto University, Finland

  • Digitalization
  • Social implications of the new digital revolution
  • Services, employment and jobs
  • Economics, regulation and competition in services
  • Other topics on services research

Practitioners Tracks

TRACK 10: Policy actions and cases for public sector transformation
CHAIR: David Osimo and Francesco Mureddu, Lisbon Council, Belgium

  • Policy strategies for public sector transformation
  • Case stories of public sector transformation
  • Policies for transforming the public sector
  • Public living labs
  • Digital agendas and strategies
  • Citizens participation, participatory budgets and public consultations

Contributions can be conceptual, empirical, methodological, or policy-based. The authors must specify to which track they are submitting their papers/presentations in the registration form. This call welcomes both research papers (tracks 1-9) and cases provided by practitioners (track 10).

Summer School on Service Innovation (Business and Public Innovation)

Young researchers, PhD students and practitioners interested in innovation training (on business innovation and public innovation, including training on artificial intelligence, management and marketing strategy for value creation, public innovation and much more), are encouraged to participate in the summer school that will take place days previous to the conference. There will be courses in English and courses in Spanish. The courses in English will be:

Public Innovation

  • Tuesday 16th of June. 9.00-17.00. Course »New dynamics of Innovation in Public Services« (by Paul Windrum, University of Nottingham, Faiz Gallouj, University of Lille, Anne Vorre Hansen, Roskilde University, Manuel García Goñi, UCM, Oscar Montes, UAH)

Business Innovation

  • Monday 15th of June. 9.00-17.00. Course »Service Vision, Leadership and Strategy for Value Creation« (by Prof. Javier Reynoso, Service marketing and service management, EGADE Business School, Tecnológico de Monterrey, Mexico)
  • Tuesday 16th of June. 9.00-17.00. Course »Artificial intelligence for business innovation« (by professors at the Polytechnique School, UAH, and keynote by Varun Gupta on »Block chains in business and beyond«)

International Workshop on Servitization, Smart Services and Industry 4.0
June 17th 2020

Researchers and practitioners interested the role of services in new business developments are invited to participate on the international workshop on servitization, smart services and industry 4.0, the day before the conference, on Wednesday 17th June 2020. 

Competitiveness of industries is more and more based on the services they provide. Many manufacturing firms has become into firms that deliver services in which goods are just one element, thus, to study servitization is essential in order to create a greater costumer-orientation and co-creation with costumers that improves competitiveness. On the other hand, Industry 4.0 is the technological side of the servitization process that implies a new way of organizing services-oriented production. The future of business growth, both in manufacturing and services, is largely depending on the smart use of services and integration of servitization in new business models.

  • Andreas Schroeder, The Advance Services Group, Aston University, UK; 
  • Takeshi Takenaka, National Institute of Advance Industrial Science and Technology (AIST) / Society of Serviceology (SfS), Japan
  • Marja Toivonen, Aalto University, Finland
  • Walter Ganz, director IAO, Fraunhofer Institute, Germany

Submission Guidelines


All submissions should be done by using the following formats (templates are provided in the Congress website):

  • Abstract template:
    Abstract proposal should not exceed 400 words and must be sent according to the Abstract_Template.doc
  • Extended abstract template and/or full paper template:
    Full paper submission is not compulsory: It is also possible to submit an extended abstract/executive summary of about 1500-2500 words.
    In case full paper is preferred, the Full Paper should not exceed ca. 9000 words (including tables, notes and references), and must be due according to the template Abstract submission deadline: February 15th 2020, extended to Marchth 2020 Notification of acceptance: up to March 27th 2020 (abstracts submitted before will be notified before)
    Full paper or extended abstract submission deadline: June 7th 2020


  • Practitioners Track
    Practitioners do not need to prepare any paper nor abstract. However, they should submit a short description of their case story that should not exceed 400 words and take the format in the Template. It includes just a title and a short description of the case. 
  • Deadlines:
    Practitioners should send their contribution to the Congress before March 22nd  2020.

Scientific Committee

RESER Community

  • Markus Scheuer, Essen, Germany
  • Estibaliz Hernandez, Mondragon University, Spain
  • Marie-Christine Monnoyer, University of Toulouse, France
  • Alexander Schletz, Fraunhofer IAO, Germany
  • Jose Luis Navarro Espigares, University Hospital Virgen de las Nieves, Spain
  • Luna Leoni, University of Rome, Italy
  • Pedro Costa, University Institute of Lisbon, Portugal
  • Ida Gremyr, Chalmers University of Technology, Sweden
  • Tiziana Russo Spena, University of Naples Federico II, Italy
  • Liudmila Bagdonienė, Kaunas University of technology, Lithuania
  • Veronika Belousova, Moscow National Research University, Russia
  • Patrik Ström, University of Gothenburg, Sweden
  • Metka Stare, University of Ljubljana, Slovenia

Co-VAL Community:

  • Stephen Osborne, University of Edinburgh, UK
  • Kirsty Strokosch, University of Edinburgh, UK
  • Greta Nasi, Bocconi University, Italy
  • Anthony Arundel, Maastricht University, Netherlands
  • Nordine Es-Sadki, Maastricht University, Netherlands
  • Ines Mergel, University of Konstanz, Germany
  • Maria Røhnebæk, Inland Norway University of Applied Sciences, Norway
  • Rolf Rønning, Inland Norway University of Applied Sciences, Norway
  • Lars Fuglsang, Roskilde University, Denmark
  • Anne Vorre Hansen, Roskilde University, Denmark
  • Ada Scupola, Roskilde University, Denmark
  • Giorgio Garbasso, PricewaterhouseCoopers, UK
  • Faiz Gallouj, Lille University, France
  • Céline Merlin-Brogniart, Lille University, France
  • Francesco Mureddu, Lisbon Council, Belgium
  • Luis Rubalcaba, University of Alcalá, Spain
  • Javier Carrillo, University of Alcalá, Spain
  • Jose Manuel Gómez Pulido, University of Alcalá, Spain
  • Cristina Suarez, University of Alcalá, Spain
  • Manuel García Goñi, Universidad Complutense de Madrid, Spain
  • Gyorgy Drótos György Corvinius, University of Budapest, Hungary
  • David Osimo, Lisbon Council, Belgium
  • Anna Triantafillou, Athens Technology Center SA, Greece

Other members

  • Walter Ganz, Fraunhofer Institute, Germany
  • Christiane Hipp, Brandenburg University of Technology Cottbus, Germany
  • Nanno Mulder, ECLAC, United Nations, Chile
  • John Bryson, University of Birmingham, UK
  • John Sundbo, Roskilde University, Denmark
  • Paul Windrum, University of Nottingham, UK
  • Pim den Hertog, Dialogic, The Netherlands
  • Javier Reynoso, TEC Monterrey, Mexico
  • Diego Aboal, CINVE, Uruguay
  • Marja Toivonen, Aalto University, Finland
  • Jari Kuusisto, Vaasa University, Finland
  • Mario Mezzanzanica, Universita degli Study Biccoca, Milan, Italy
  • José Antonio Camacho, University of Granada, Spain
  • Xavier Vence, Universidad of Santiago de Compostela, Spain
  • Francisco Rojas, NovaGob, Spain
  • Paz Sánchez, Andalusian Institute for Public Administration, Spain
  • Concepción Campos, Network Localis, Spain
  • Mercedes Rodríguez, Universidad de Granada, Spain
  • Annaflavia Bianchi, ASTER, Italy
  • Fernando Merino de Lucas, University of Murcia, Spain

Organizing Committee

  • Luis Rubalcaba (president)
  • Irmante Jackute (head of secretariat)
  • Javier Carrillo
  • José Manuel Gómez Pulido
  • Cristina Suarez
  • Elena Mañas
  • Oscar Montes
  • David Gago
  • Héctor Javier Lagunes
  • Alberto Peralta
  • Klaudia Goralczyk.