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Many of todaypsilas service analysis and design techniques rely on ad-hoc and experience-based identification of value-creating business services and implicitly assume a ldquogreen-fieldrdquo situation focusing on the development of completely new services while offering very limited support for discovering candidate services from pre-existing software assets. In this article, we introduce a novel business service engineering methodology that identifies and conceptualizes business services in a business domain. Our approach takes into account a realistic scenario, in which pre-existing enterprise assets are considered for the reuse to implement fragments of the newly conceived business services.