With the increasing growth in popularity of web services, executing relevant ones becomes a significant challenge. The definition of intentional services is required to bridge the gap between technical software service descriptions and strategic expressions of business needs for services. In addition, existing approaches do not address service execution with a dynamic manner. This paper presents a synthesis of our thesis work in progress which consists of a methodological approach for the dynamic execution of services guided by goals. First of all, we present a number of related works and the raised issues. Secondly, we present the proposed approach and the achieved results.