Innovation in the services sector is one of the new challenges that is generating more interest in the field of developed economies. In such economies, the services sector is clearly showing increasing prominence. In this scenario, remaining competitive is not enough as it is necessary to improve constantly in competitiveness to avoid being displaced by others in the market. Innovation in the services sector introduces a new dimension of knowledge generation which is a theoretical support for the activity of the firms in this area of economy. This article proposes a methodological approach based on a new innovation framework model that includes that new dimension, to which tools for innovation may be applied. The model presented in this article is defended by means of four tools that, historically, have been applied differently to the tertiary sector.