Service systems and value modeling from an appreciative system perspective
1. Service Systems and Value Modeling from
an Appreciative System Perspective
Gil Regev (EPFL, Itecor),
Olivier Hayard (Itecor),
Alain Wegmann (EPFL)
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2. Basic Question
! How do people and organizations value a service?
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3. Example: iPod and iTunes
Why did my kids buy iPods?
Source: Wikipedia
Source: Wikipedia
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4. Service System and Value in Service Science
! Service Systems are interactive configurations of mutual
exchange in which value is created collaboratively.
! Value is “an improvement in system well-being” and is
measured in terms of “system’s adaptiveness or ability to
fit in its environment.”
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5. Value in Exchange and Value in Use
! Value in Exchange
! depends on the customer’s ability to use the product, resell it or
transfer it to others
! Value in Use
! co-creation of value jointly by the supplier and the customer
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6. Value and Survival in Service Science
! “Value depends on the capabilities a system has to
survive and accomplish other goals in its environment.”
! “When value creation is seen from a service systems
perspective, the producer–consumer distinction
disappears and all participants contribute to the creation
of value for themselves and for others.”
! Source: Vargo, S.L., Maglio, P.P., Akaka, M.A.: On value and value co-
creation: A service systems and service logic perspective. European
Management Journal 26:3, 145–152, (2008)
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7. Sir Geoffrey Vickers
Regulation vs. Goals
Stability vs. Change
Appreciative System
Source: Wikipedia
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8. Vickers’s Appreciative System
input output
Regulated
process
Reality Judgment
correction interpreted state
Value Judgment
Comparison and
generation of
correction
desired state Action Judgment
! Readiness to See
! Readiness to Value
! Readiness to Act
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9. Systems and Survival
! Observer defines identity (survival) of system
Observer
Reality
Norms
Universe of Discourse
Tacit Norms
Entities
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10. System Processes
Environment
System
Service
Relations
(external)
Metabolic
Relations
(internal)
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11. Example: iPod and iTunes
Why did my kids buy iPods?
Source: Wikipedia
Source: Wikipedia
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12. iPod Value in Exchange
Readiness
to See
Readiness
to Value
Metabolic
Relations
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13. iPod Value in Exchange
Metabolic
Relations
Readiness
to Value
Readiness
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to See
16. Future Steps
! Combine Value in Exchange and Value in Use
! Capiltalize on their combination
! Model Readiness to Act
! Comparison between alternatives
! Extend the Readiness to See, Value and Act
! Innovation and creativity
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