Firms have been modifying their innovation management processes to generate,
implement and exploit new technological knowledge. A gradual shift from a closed to
an open model of innovation has been the recurring pattern of this change. Firms have
to revise their overall strategic orientation to adapt their managerial procedures
according to the Open Innovation (OI) paradigm. The New Service-Dominant (S-D)
Logic can offer a useful guideline to firms in the implementation of an OI model. This
paper presents the bases of the OI paradigm by means of the S-D Logic mindset. For
each of the premises characterizing the S-D Logic, instances of firms that have
implicitly adopted the OI paradigm are provided. We discuss how the S-D Logic can be
put in practice within the context of the OI model
