Figure 2
The diagram illustrates the role-based evaluative logics of customer-perceived innovativeness in a B2B service context. It is divided into three main sections: Partners/Complementors, Digital Platforms, and Governance & Institutional Norms. The diagram identifies three roles: Co-implementer, Co-designer, and Initiator, each with specific evaluative logics. The Co-implementer focuses on operational evaluation logic, emphasizing responsiveness under disruption, reliability and continuity, and efficiency enhancing responsibility. The Co-designer emphasizes collaborative learning, including knowledge integration, joint problem framing, and transparency and openness. The Initiator focuses on anticipatory and strategic logic, highlighting anticipatory capability and foresight, strategic customization, and future ready alignment with transformation. The diagram indicates that customer evaluations draw on signals from multiple ecosystem actors.Customer-perceived innovativeness across the co-creation continuum in a B2B service ecosystem