Given the recent resurgence of interest in the economics of language, this paper develops an original model addressing the issue of services role in knowledge transfer by merging economic literature regarding services and technology transfer with linguistic and semiotic theories. The heuristic virtues of the model are then tested by analyzing the case of the Innovation Relay Centre (IRC) of the Apulian region in Southern Italy. This choice was due both to the strong presence in the region of small and medium sized enterprises, and to the well known lack of social capital among local firms. The model has proved to be effective in explaining IRC activity. Moreover it has allowed for the identification of strengths and weaknesses which could be useful for the elaboration of future innovation policies.