environmental, or exogenous, to marketing systems, whereas in S-D logic they are seen actor-generated and endogenous to service ecosystems (Vargo and Lusch, 2016). Narrative The five axioms and the service ecosystems perspective help to communicate an S-D logic narrative of value cocreation – the central focus of this alternative worldview. This narrative is recursive over time, as actors integrate resources, provide reciprocal-service and cocreate value through "holistic, meaning-laden experiences in nested and overlapping service ecosystems, governed and evaluated through their institutional arrangements" (Vargo and Lusch 2016, p. 7) Service platforms It is a modular structure that encompasses tangible and intangible components and facilitates the interaction of actors and resources. They exploit the liquefaction of resources and improve their density. They serve and are present in the daily exchanges of services between the actors. There are two important aspects in service platforms: Modular Layered Architecture and Resource Density: A united set of skills and specialized knowledge that easily connect with heterogeneous products. The protocols or rules of exchange are a set of rules for the exchange of service and integration of resources in a service platform which affect the extent or the capacity to innovate in services and define which exchanges and which resources are valid. (Satish Nambisan, s.f.) New service development Fitzsimmons describes innovation in two ways, the first as the process of creating something new and the second the result or the product of that process, which can be an improvement or a modification in an existing service. Service innovations fall into two categories: Radical innovations: which are the services, systems or proposals that did not exist before. Incremental innovations: are improvements and changes in existing services. The new service development cycle (NSD) is divided into two: the planning phase and the implementation phase. In the planning phase enters what we know as: development and analysis while in the execution phase enters the design and launch. The elements of the Services design are like a detailed blueprint that communicate customers with employees so they are aware of what is expected to be given and received. (Fitzsimmons, 2006) Applications S-D logic was quickly adopted throughout the world of marketing and services research, and also many related research domains. For a complete overview of the dissemination and institutionalisation of S-D logic in research, see Ehrenthal, Gruen and Hofstetter (2021). Within marketing, S-D logic has been applied to virtually all of its