1. A method, comprising: receiving, at a service node in a network environment, service path identifiers from a central controller in the network; receiving, at the service node, policies and rules specific to services provided by the service node; configuring, by the service node according to the service path identifiers, the policies and the rules, a first service chain comprising a first sequence of service nodes providing a first of network services and a second service chain comprising a second sequence of service nodes providing a second set of network services; analyzing a data packet according to the policies and rules, wherein the data packet is assigned to the first service chain by the central controller; selecting, by the service node the second service chain based on the analysis; and associating the data packet with the selected second service chain.