Cloud computing is a newly emerged computing infrastructure that builds on the latest achievements of diverse research areas, such as Grid computing, Service-oriented computing, business process management and virtualization. An important characteristic of Cloud-based services is the provision of non-functional guarantees in the form of Service Level Agreements (SLAs), such as guarantees on execution time or price. However, due to system malfunctions, changing workload conditions, hard-and software failures, established SLAs can be violated. In order to avoid costly SLA violations, flexible and adaptive SLA attainment strategies are needed. In this paper we present a self-manageable architecture for SLA-based service virtualization that provides a way to ease interoperable service executions in a diverse, heterogeneous, distributed and virtualized world of services. We demonstrate in the paper that the combination of negotiation, brokering and deployment using SLA-aware extensions and autonomic computing principles are required for achieving reliable and efficient service operation in distributed environments.