Purpose - In order to respond to the industrial trend towards service design and delivery, research must address a vast area partially related to value creation, marketing and network theories. However, compared to the space to be explored, there is little insight available. Thus, this paper, as a first step, proposes a way to frame such research.

Design/Methodology/Approach - An extensive literature review is performed of over 100 articles on PSS (Product/Service System) in general, service design, innovation, and business models in a broad view. Then, the analysis from the authors´ viewpoint is carried out to give a frame.

Findings - The authors present three crucial dimensions for service-orientation research, i.e. an offer dimension representing products and services, a provider dimension, and a customer/user dimension. In addition, three research targets are proposed; PSS-offer modelling, PSS development, and PSS potential. Furthermore, several promising future research directions are identified. These include evaluating economic consequences or environmental benefits, establishing terminology, organizational issues, and developing methods and tools to support designers.

Research limitations/implications - The boundaries to other research fields are getting blurry and many aspects of other professionalisms must be taken into account. Thus, there is especially need in future research to open towards other research areas.

Practical implications - For practitians, the presented three dimensions are especially useful to explorer the possibilities of improving or innovating their business.

Originality/value - The article presents a way of viewing research for service orientation, which contributes especially to further research in this area.