The document summarizes a presentation on transforming lean service approaches to green service approaches in line with sustainable development goals. It provides an overview of service management frameworks and the evolution from a focus on efficiency ("lean") to sustainability ("green"). The presentation argues for changing attitudes to create environmentally and socially responsible ("green") services. It outlines the UN's 17 sustainable development goals and provides examples of green initiatives at Malaysian hotels to conserve resources, reduce waste, and support local communities and farming.

1. The 2nd International Workshop
of IELP Meeting
10th-11th December 2015
Graduate School of Environmental Studies
Tohoku University, Sendai, Japan

2. Transformation From Lean Service
to Green Service
MOHD SYAIFUL RIZAL and B.C.Chew
Faculty of Technology Management & Technopreneurship (FPTT),
UTeM, Malaysia
The 2nd IELP SPECIAL SEMINAR 2015, TOHUKU UNIVERSITY.

3. Outline of Talk
Service
Management
Framework
Service
Management
Lean Service
as Service
Strategy
What is SDG?
Why Green
Service?
Potential
Contributions
from
Academics

4. 1 – Service Management Overview
• Definition: service
• A means of delivering value to customers by
facilitating outcomes customers want to
achieve without the ownership of specific
costs and risks.
• Definition: service management
• A set of specialized organizational capabilities
for providing value to customers in the form of
services.
Source: ITIL, 2012

5. Service management
Corporation
(2010)
Set capability of
organizations for
providing value
to customers in
form of services
Cannon &
Wheeldon (2007)
Set of specialized
organizational
capabilities for
providing value to
customers in the
form of services.
Gronroos
(1990)
Understanding the utility or
value customers receive by
consuming or using the
offering of the organization and
how services alone or together
with physical goods or other
kinds of tangibles contribute to
this utility that is, to understand
how total quality is perceived
in customer relationships and
how it changes over time

6. Service Management Cont’d
Source: ITIL, 2012

7. Source: ITIL, 2012

8. Service organizations: challenged by fierce global
competition, new technology and changing customer
demands.

9. EVOLUTION OF BUSINESS TRENDS
Bititci et al. (2008) suggest hat there are four eras describing the
evolution of business trends from the industrial revolution to the
present. These eras are:
(1) Just-in-Case Era
During this period most of the wealth was produced by manufacturing
companies, which were producing a limited range of products and
primarily focused on efficiency. The companies made stock, just in case
it was needed. The social and business changes were slow, incremental
and predictable and thus companies could plan for the future.
(2) Lean Era
This was a period of consolidation and rationalization by focusing on
strategic priorities and removal of anything that did not add value
towards the achievement of the strategic objectives. The
responsibility of managers was shifted to delivering these objectives, so
the managerial work itself was becoming more complex. During this
period, more flexible and more cost effective systems developed. The
production processes became more complex, as everything was
tight and lean.

10. EVOLUTION OF BUSINESS TRENDS
(3) Agile Era
During this period, organizations continued to focus on value- adding
activities and started to minimize the distraction of other peripheral
activities. These encompass competencies and capabilities, which took the
lean principles to another level by organizations focusing on their core
competencies and outsourcing their non-core activities.
(4) Networking Era
This period can be seen as the focus shifting from competition to
collaboration, where a new type of work emerges that is different from
both the manual-work and knowledge-work. The organizing principle is
fast moving towards netocracy, with flexible, flat and ever emerging
trans-organisational networks where small organizations, and even
individuals, are forming and reforming global collaborative networks to
deliver innovative value propositions to global markets and customers.

11. SUSTAINABILITY AS AN ALTERNATIVE
DEVELOPMENT MODEL
2 – The Age of Sustainable Development

12. The Focus has changed from:
‘Lean’  ‘Green’ Approach
Sustainability Development
The THREE KEY PILLAR:

13. Towards the Global Goals for Sustainable
Development
Source: United Nation, 2015 released on 25 September

14. Source: Adapted from United Nation, 2015

15. From Lean to Green
Action
Mission
Vision
Needs improvement to achieve socio-environmental sustainability
especially in services - intangible assets.
Changing in attitude of customers, employees, suppliers and stakeholders
is needed to create a total green service.
What is
Lean?
Systematic techniques to identify and
eliminate all waste in processes
underlying on one-piece flow
(Powell, 2013)
What is
Green?
Product or service that is both
environmentally and socially
Responsible (Kreidler, N.B. and
Mathews. S.J, 2009)
Why need to
transform?
World is getting hotter by reason of
the disastrous environmental
pollution arisen from the activities of
industrial manufacturing (Chen, 2011)
Why Green Service?

16. What is sustainable development?
The Brundtland/World Commission of Environment and
Development (WCED) definition
 “… development that meets the needs of the present without
compromising the ability of future generations to meet their
own needs”
The sustainability model is a challenge to conventional forms
of development
 seeks to reconcile the ecological, social and economic
dimensions of development, now and into the future
 acknowledges biophysical limits to growth and prizes the
preservation of ecosystem services
 agenda of social justice within and across current and future
generations

17. 17
Goal 1. End poverty in all its forms everywhere
Goal 2. End hunger, achieve food security and improved
nutrition, and promote sustainable agriculture
Goal 3. Ensure healthy lives and promote well-being for all at
all ages
Goal 4. Ensure inclusive and equitable quality education and
promote life-long learning opportunities for all
Goal 5. Achieve gender equality and empower all women and
girls
Goal 6. Ensure availability and sustainable management of water and
sanitation for all
Goal 7. Ensure access to affordable, reliable, sustainable, and
modern energy for all
Goal 8. Promote sustained, inclusive and sustainable economic
growth, full and productive employment and decent work for all
Goal 9. Build resilient infrastructure, promote inclusive and sustainable
industrialization and foster innovation
Goal 10. Reduce inequality within and among countries
Goal 11. Make cities and human settlements inclusive, safe, resilient
and sustainable
Goal 12. Ensure sustainable consumption and production patterns
Goal 13. Take urgent action to combat climate change and its impacts
Goal 14. Conserve and sustainably use the oceans, seas and marine
resources for sustainable development
Goal 15. Protect, restore and promote sustainable use of terrestrial
ecosystems, sustainably manage forests, combat desertification, and
halt and reverse land degradation and halt biodiversity loss
Goal 16. Promote peaceful and inclusive societies for sustainable
development, provide access to justice for all and build effective,
accountable and inclusive institutions at all levels
Goal 17. Strengthen the means of implementation and revitalize the global partnership for sustainable development
17 Sustainable Development Goals – Forward Looking
SOME THOUGHTS FOR THE FUTURE

18. THE CASE OF GREEN HOTEL IN MALAYSIA

19. MARKETING

21. FOOD & BEVERAGE

22. HOUSEKEEPING

23. FRONT OFFICE

24. MAINTENANCE

25. MAINTENANCE

26. PURCHASING

27. OTHER PROJECTS DEVELOPMENTS & INISIATIVES

28. THE ENGAGEMENTS

32. HOTEL ENGAGEMENTS

33. ORGANICS AND SUSTAINABLE FARMING

34. ADOPT-A-FARMER

35. WASTE ITEMS INTO RECYCLED CREATIONS

36. WASTE ITEMS INTO RECYCLED CREATIONS

37. WASTE ITEMS INTO RECYCLED CREATIONS FOR FESTIVE SEASONDS

38. WASTE ITEMS INTO RECYCLED CREATIONS FOR FESTIVE SEASONDS

39. Thank you
Syaiful Rizal Abdul Hamid
Email: syaiful@utem.edu.my
My Primary Research Interests
a) Quality Technology Management
b) Sustainability Development
c) Service Management
Boon Cheong Chew
Email: bcchew@utem.edu.my
linkedIN: http://my.linkedin.com/in/bcchew
My Primary Research Interests
(a) Renewable Energy Development & Deployment
(b) Clean Technologies Innovation & Implementation
(c) Green & Sustainability Practices
(d) Human Technology Innovation & Introduction
• Please google BCChew to follow my work