1. Three frameworks for service research: exploring multilevel governance in nested, networked systems The 2011 Naples Forum on Service - Service Dominant logic, Network & System Theory and Service Science: integrating three perspectives for a new service agenda Capri, June 14-17, 2010 James Spohrer, Paolo Piciocchi and Clara Bassano spohrer@almaden.ibm.com, p.piciocchi@unisa.it, clara.bassano@uniparthenope.it

3. Are some entity architectures (Є N ) better than others? Complex social system frameworks (FN) provide professionals with ways to delineate innovative entity architectures (ЄN) Are some frameworks (F N ) better than others?

5. The SSME+D framework Service Systems exist for value co-creation  Holistic Service Systems

7. The VSA conceptual framework Golinelli & Barile VSA is a model for observing and interpreting the viability of complex business and social phenomena through general interpretative patterns New levels of complexity require new types of decision making based not on stochastic methods but on the VSA Informative Variety Model (Barile, 2009) Value Categories Interpretative Patterns Value Categories Interpretative Patterns Consonance between Value Categories Consonance between Interpretative patterns Informative Units Informative Units Variety of Viable System (a) Variety of Viable System (b)

8. The viability of a system depends on its capability for compacting and compressing (synthesizing) the pressures deriving from the structural and functional variety of its synergic components (consonance) The viability of complex social systems Governance for consonance has to interpret , mediate and synthesize to guarantee the efficiency, adequacy and equi-finality of related systems

11. Findings: Entity Architectures (ЄN) Frameworks (FN) Entity architectures (Є N ) broadly speaking are nested, network systems which can be envisaged as holistic service systems (HSS) (SSME +D) (VSA) (IAD) e.g. nations, states, cities, universities, remote research outposts, hospitals, luxury hotels, cruise ships, family homes, and even space craft and space stations are complex social system frameworks (FN) for analyzing the provision of Whole Service (WS) by Holistic Service Systems (HSS) at multiple levels

12. Value is co-created through multilevel governance interaction If value derives from shared aims (consonance), then improving consonance means maximizing value co-creation (resonance) of integrated HSS Findings: By merging SSME+D, VSA and IAD Frameworks The capability to co-create service value depends on the capability of multilevel governance (government and/or top decision makers and/or policy makers) to interpret, mediate and synthesize contexts in a “ Whole Service” (WS) perspective Multilevel governance can be conceived as a directional evolving process which facilitates value co-creation for new knowledge and innovation (Spohrer, Piciocchi & Bassano, 2012, forthcoming)

15. NETWORKS AND SYSTEMS IN MARKETING & SERVICE Thanks to Evert Gummesson for suggesting we study Ostrom's work