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Article History

Received: 16 December 2022

Accepted: 28 November 2024

First Online: 7 January 2025

Competing interests

: The authors declare no competing interests.

: This study adhered to Brazilian research ethics regulations, as established by the National Health Council (CNS) in <b>Resolution CNS n° 510/2016</b>, which governs research in the Humanities and Social Sciences. According to <b>Article 1, Sole Paragraph, Item VII</b>, research that aims to deepen the theoretical understanding of situations arising spontaneously and contingently in professional practice, provided no identifiable data is disclosed, is exempt from ethics committee review. This provision aligns with the focus of our study on the development and evaluation of a theoretical model for service innovation. The study involved no invasive procedures, sensitive personal data, or engagement with vulnerable populations. All data collected were strictly technical and professional, addressing organizational practices without disclosing any identifiable information. Participants were assured that all data would be treated with strict confidentiality and anonymity, and they were informed of their right to withdraw from the research at any time. Consequently, complete anonymity was guaranteed throughout the research process. Additionally, the study adhered to the principles of the <b>Declaration of Helsinki</b>, which emphasize the importance of balancing risks and benefits in ethical research practices (<b>Paragraphs 16, 17, and 23</b>). As the research posed no physical or psychological risks to participants and prioritized their privacy, anonymity, and voluntary participation, it qualifies as minimal-risk research. Based on these considerations and in full compliance with applicable regulations and ethical principles, formal ethics committee review was not required by the university and the Brazilian government instances.

: Informed consent was obtained from all participants in this study. Focus group participants were informed about the research objectives and assured of anonymity, providing oral consent before participation. Case study consultants were briefed on the study’s context and objectives, with anonymity guaranteed and oral consent provided. Interviewed specialists were informed of the study’s purpose, data usage, and anonymity assurance, with explicit consent recorded during each interview. Participants were assured their contributions would be used solely for research purposes, with no identifiable risks or incentives involved, ensuring compliance with ethical standards.