The article "Service Research Priorities in a Rapidly Changing Context" by Ostrom et al. (2015) addresses the evolving landscape of service delivery and consumption, driven by technological advancements, particularly information technology. The authors conducted an international and interdisciplinary research effort to identify key research priorities that can advance the service field and benefit customers, organizations, and society. Through roundtable discussions and an online survey, they identified 12 broad research priorities, including stimulating service innovation, facilitating servitization and service infusion, understanding organization and employee issues, developing service networks and systems, leveraging service design, using big data to advance service, understanding value creation, enhancing the service experience, and addressing global and technological challenges. The priorities are categorized into strategic, design/delivery, value creation, outcome, and cross-cutting areas. Each category includes specific subtopics that researchers identified as important for future study. For example, in the strategic priorities, the focus is on how service processes and systems are conceptualized, while in the design/delivery priorities, the emphasis is on how service is configured and rendered. The value creation priorities highlight the importance of understanding how value is perceived by customers and how it is created through cocreation. The authors also discuss the challenges and opportunities in advancing the service field, emphasizing the need for interdisciplinary research and multidisciplinary partnerships. They conclude by highlighting the dynamic nature of the service domain and the importance of ongoing research to keep pace with technological and market changes.The article "Service Research Priorities in a Rapidly Changing Context" by Ostrom et al. (2015) addresses the evolving landscape of service delivery and consumption, driven by technological advancements, particularly information technology. The authors conducted an international and interdisciplinary research effort to identify key research priorities that can advance the service field and benefit customers, organizations, and society. Through roundtable discussions and an online survey, they identified 12 broad research priorities, including stimulating service innovation, facilitating servitization and service infusion, understanding organization and employee issues, developing service networks and systems, leveraging service design, using big data to advance service, understanding value creation, enhancing the service experience, and addressing global and technological challenges. The priorities are categorized into strategic, design/delivery, value creation, outcome, and cross-cutting areas. Each category includes specific subtopics that researchers identified as important for future study. For example, in the strategic priorities, the focus is on how service processes and systems are conceptualized, while in the design/delivery priorities, the emphasis is on how service is configured and rendered. The value creation priorities highlight the importance of understanding how value is perceived by customers and how it is created through cocreation. The authors also discuss the challenges and opportunities in advancing the service field, emphasizing the need for interdisciplinary research and multidisciplinary partnerships. They conclude by highlighting the dynamic nature of the service domain and the importance of ongoing research to keep pace with technological and market changes.