After the Introduction, this chapter consists of four sections where the first provides an overview of the evolution of service management research and practice. It includes the development of service from being understood as unproductive labor to service as a perspective on value creation. The chapter continues with a brief discussion of current challenges and opportunities, including a summary of service research priorities. Then, we discuss service as a perspective on value creation in service ecosystems by drawing on Service-Dominant (S-D) logic. Finally, we draw on our own ongoing research on platforms as part of the ecosystem. Platforms and digitalization offer multiple stakeholders new opportunities to manage service and value cocreation.