Enable and orchestrate—How keystone actors shape institutions for smart service innovation in ecosystems

Abstract This study explores the role of keystone actors in shaping institutions to drive collaborative innovation within service ecosystems, focusing on smart services in industrial B2B settings. Smart services leverage data analytics for enhanced customer insights, marking a strategic shift for product-oriented companies. Transitioning to smart services involves adapting business models and fostering effective collaborations. Keystone actors facilitate this by promoting collaboration and aligning participants toward shared goals without exerting direct control. While previous research emphasizes understanding keystone actors in service ecosystems, how they shape institutions for collaboration is rarely investigated. This study aims to provide insights into driving smart service innovation, enhancing companies’ competitive advantage in the digital era. Using a multiple case study design, the research identifies two keystone actor types: the Orchestrator and the Enabler. The findings offer valuable insights into institution shaping and keystone actors’ influence, guiding practitioners in managing smart service innovation.