Purpose – The adoption of service dominant logic suggests inter-organizational collaboration and interdependencies also during the development of service. This paper promotes the value of various stakeholders in developing services. This paper discusses how to approach multiparty-collaboration and to achieve actor-to-actor interaction. The purpose of the paper is to identify methods to integrate stakeholders in service development.

Design/Methodology/approach – This is a research-based paper. This paper examines direct multi-party stakeholder collaboration methods. A-two case research method was used to investigate participatory development activities. Action research approach was applied. Also observation was conducted during the workshops to investigate the stakeholder integration.

Findings – The framework of integrating stakeholders is described. We found that despite the limited time, the service was developed through collaborative methods. Through the collaboration, the service was not only understood more extensively but also further developed. The experiences from multi-party stakeholder collaboration in service development were positive. The experimental evidence supports the use of direct interaction and workshop methods.

Research limitations/implications – The research was conducted in two case companies. The analysis shown in this paper provides a foundation for further development.

Practical implications – The practitioners will understand the power of direct multiple stakeholder interaction. They also learn new practices to engage their stakeholders into service development.

Originality/value – For academics, the paper provides advancements in integrative engagement approaches in developing service and of its managerial consequences.