“…Although, initially, innovation in services has focused on sectors with high economic relevance (such as banking and telecommunications), the study of innovation processes in other sectors (such as in higher education sector, tourism, health and food industry) is only more recent (Consoli and Mina, ; Castro‐Martínez, ; Mäkimattila et al ., ). For instance, researchers contend that we know little about the type of firm characteristics required to promote collaboration between firms and external entities (Belso‐Martínez, ), and there is a paucity of research on the motivations to innovate within service providers such as universities and technology centres (Zhang and Li, ). Similarly, a high trust environment appears to be critical given two context‐specific environments such as the university laboratory and the commercial market (Lee, ).…”