Abstract
Drawing on the framing literature as well as according to the theoretical point of view, this paper develops an alternative framework for analyzing the process of framing strategies, which includes problem-structuring, logical argument, agenda-setting, roadmapping and blueprinting, scenario planning, foresight, metaphor and analogy, and story-telling. In this research, I not only discuss the background and meaning, but examine how leaders integrate the framing strategies to achieve strong effect. Empirically, in this research I use the naturalistic inquiry approach and examine the case of the creation of the service innovation model-manufacturing servitization and IT-enabled service of Industrial Technology Research Institute（ITRI）during 2000 to 2012. Base on the previous discussed strategies, I particularly focus on the practical method of ITRI in the promotion of service innovation. This paper concludes by discussing implications for theory, practice and future research.