 the existing service line such as extensions adding new menu items, new routes, and new courses Service Changes in features of services that are currently improvements offered Style changes Modest forms of visible changes that have an impact on customer perceptions, emotions, and attitudes, with style changes that do not change the service fundamentally, only its appearance Source: Adapted from Johnson, S. et al. 2000. New Service Development: Creating Memorable Experiences, Fitzsimmons, J. and Fitzsimmons, M. (Eds.), pp. 1-32. Thousand Oaks, CA: Sage Publications. Service Innovation for Electronic Services influencing service innovation: knowledge intensity, network basis, scale intensity, and supplier dominance. Especially the network-based innovations seem to match most electronic services due to their reliance on technological systems for informa- tion and communication processing. Menor et al. (2002), moreover, argue that the nature of electronic services especially benefit radical innovations (major innova- tion and start-up business). Barras (1990) argued that IT-based service innovation follows a pattern that is different from that found in manufacturing. He claims that in the early life-cycle phase of a service "technology push" is the main driving force whereas in the later phases incremental process innovation through "demand pull" is the driving force. In the latter phase pressures by users increasingly force service providers to differ- entiate themselves leading to differentiated products and product innovation. To account for this fact and the specifics of service industries, Barras proposed a reverse product life-cycle (RPC) model for services. The reverse product life-cycle model suggests that innovation takes place in three phases: improved efficiency, improved quality, and new services phase (Barras, 1990). Other articles also discuss the spe- cific influence of IT innovations on service innovation. Especially the process inno- vation aspects achieved through the use of IT in back-end service 