Presented at at Tokyo Institute of Technology's Social Brain Forum, as part of the Symposium on Service Oriented Management and Growth of Human Resources. Please note: this slideshow is in Japanese. The concept of service has been often characterized in contrast with the goods-oriented economy, where the focus is placed on the efficient production of goods that are embedded with value through a change in form during the manufacturing process. However, there has not been much debate as to how to approach issues of knowledge and skills for innovative services. In an attempt to introduce a framework for approaching such issues, we suggest that treating a service as a complex set of activities and gaining close understanding of knowledge practically managed as part of actual service activities is a fruitful way of conceptualizing the relationship between service activities, value co-creation, and knowledge management. This presentation also introduces some of PARC's past ethnographic case studies in this framework to demonstrate both the validity of this framework, as well as the strength of ethnographic studies to study knowledge in service practices.

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• Intangibility
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• Co‐crea>on of value
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Not just output but process
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(Lusch, R. F. and Vargo, S.
L., Eds. 2006)
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ethnography
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ethnos +
graphein
people or culture
wri>ng
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Ethnographic and Document and
in-situ interviewing Observation
tool analysis
Ar5facts for ordering,
coordina>ng and
represen>ng work
Get their “ques5ons” not What they do is not the
only their answers to your same as what they tell
ques>ons. you
Video Analysis Participation Co‐analysis
Conduct repeated, detailed,
rigorous reviews
Facilitate prac55oners to
reflect on their prac5ces,
Experience the work first hand leverage their knowledge,
and put yourself in rela>onship invited them to par>cipate in
with others the design
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Xerox
(1)Eureka:
(2)
Phil:
MagiU:
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18. (1)Eureka:
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19. Eureka:
Ethnography with by Xerox engineers
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20. Eureka:
Ethnography with by Xerox engineers
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21. Eureka: a community system (s>ll very ac>ve!)
Eureka system
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22. (2)
Phil:
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Phased Interac>ve Learning (PhIL)
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– PhIL Xerox
– Xerox $1 M
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26. Magitti:
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27. MagiU:
Features Content Interaction Venue database Activity type
Form-factor Functions style classification prediction
Identity Social factors Planning Coordination Leisure activity Leisure activity
Information in leisure Transportation venue types type timing &
sources Knowledge popularity probability
of locale Technology use
Fashion Information Media Leisure activity Leisure activity type
desired use Leisure activity types type locations frequency
Correlating
Classifying Coding Counting
Observation 370 activity, time & 3000 activity &
reminders Practices Needs Priorities Problems location reports time reports
Survey Time Time
responses Diary
1000’s of Photos Notes 40 Transcripts 670 Responses 10 Transcripts Location entries
Observation
In-depth Surveys
Focus Groups
Activity Mobile-phone
interviews
Sampling
Diaries
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28. MagiU:
Recommenda>on Service
Infer Ac>vity
Filter and Rank
Model Preferences
Informa>on Items
Context: Time,
Loca>on, etc. Restaurants, stores,
events, etc. :
Preferences:
Sushi, Bookstores, etc. •
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Device
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Local Area
Consumer •
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