The service industries are characterized by the involvement of stakeholders in the innovation process. The aim of this study is to understand how, in the context of business-to-business services, the interplay between operational and strategic activities of an organization can be managed across the network of actors to achieve value co-creation. Based on a qualitative investigation, two propositions, which summarize the main findings, are developed. In the first proposition it is outlined how processes of business model innovation within support services require a certain degree of openness to manage interactions between internal and external stakeholders of the organization they serve. The second proposition, on the other hand, depicts how business model innovators manage the interplay between strategic and operational activities by allocating responsibilities among internal and external stakeholders.