This paper discusses the role of initiatives in dynamic collaborative processes of services innovation and evolution in the organizational context of an enterprise. The research is based on the current state of the art on modeling initiatives and services and studies phenomena of innovation and evolution for supporting services. Within our approach, we propose definitions for the key concepts related to modeling processes of services innovation and evolution, and define their main characteristics, stakeholders and roles. Furthermore, we introduce our services-oriented approach for initiatives management and show how it could be used for the process of services innovation through knowledge actionalizing. This theoretical founding is then discussed from the implementation viewpoint: we introduce a trans-disciplinary collaboration platform, Cross-Pollination Space, and briefly describe its framework. We conclude with the scope of current work and identify some context limitations of this research and reposition them as perspectives for our future work.