ABSTRACT
This chapter seeks to make a contribution in three areas of research in service innovation and development, which cover the extant and overlapping realms of International Business and Economic Geography. First, existing literature surrounding the emergence of new service innovations has neglected issues around emergence and the formation of new niche markets and their international market trajectories. The hotel industry is an example of both the dynamics and trajectory of the sector being shaped by new market entrants. Second, it has been shown that the role of serial entrepreneurs and the community of entrepreneurs can have a profound impact in delivering new innovative service offerings and crucially shaping new markets. Lastly, the spread of these new service concepts overseas has been outlined and explored through three different types of international diffusion models that have some similarities with wider service-led foreign direct investments models.
