Chapter 3: A Critical Insight on Innovation Theories: Introducing Responsible Jobs to Be Done Theory

This chapter explores the concept of innovation, focusing on its diverse definitions and classifications, with a particular emphasis on its application within the service sector. It examines key innovation theories, including Schumpeter’s theory of economic development, Christensen’s Disruptive Innovation Theory, and the Jobs to Be Done Theory. Recognising the limitations of traditional JTBD in addressing ethical and societal concerns, the chapter introduces ‘Responsible JTBD Theory’, which emphasises the importance of integrating stakeholder well-being, transparency, and long-term value creation into the innovation process. By examining real-world examples and outlining implications for both service providers and researchers, this chapter argues that a responsible approach to innovation is crucial for ensuring sustainable and ethical growth in the service industry.