In today’s rapid changing environment innovation is necessary to keep up with competitors or one step ahead. At first sight it seems irrelevant to stress the importance of continuous innovation, since innovation is assumed as being a familiar business element already. The real world is actually disappointing, most service firms are not ready for innovation yet (Preissl, 2000), which is a problem for both firms, as well as the socio economic development of the netherlands. Service are of great relevance to our economy and workforce, as well as, our export activities. According to the Dutch Minister of Economic Affairs (2009), Service innovation is necessary to generate more jobs and growth, since the service industry keeps the Dutch economy running.