The identification of innovation in service firms is problematic since there is no consensus of opinion on its conceptualization. Recent papers suggest both distinctive features of innovation in services and distinctive types of service innovation. This article reviews and evaluates these findings from a Schumpeterian perspective. The evaluation justifies conceptualizing service innovation as a specific case of service development with a reference to Schumpeter, but not as strict as proposed by Drejer (2004) [Drejer, I. (2004) Identifying Innovation in Surveys of Services: A Schumpeterian Perspective. Research Policy, 33, 551–562]. Despite the simultaneity of production and consumption in services, this article claims that the distinction between product innovation and process innovation should be preferred to other ways of classifying innovation in service firms. Finally, changes in the denomination of services are advanced as a key to the identification of development and innovation in service firms.