Serviceology 2013: Fundamental Concepts and Premises of Service Science
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The document discusses the development of Service Science from SSME to including design, art, and public policy. It proposes a set of 10 Fundamental Concepts of Service Science like ecology, entities, and outcomes to facilitate communication across disciplines studying services. A preliminary set of Fundamental Premises is presented to allow reasoning about interactions between the concepts. The developments are reflected upon pioneering work in Service-Dominant Logic and its Fundamental Premises. There is seen to be a convergence between Service Science and Service-Dominant Logic with more work needed in the area of networks and systems.
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Serviceology 2013: Fundamental Concepts and Premises of Service Science
- 1. Jim Spohrer Director, IBM University Programs World-Wide IBM Almaden Research Center San José, CA, USA Stephen K. Kwan Associate Dean (Interim) Lucas Graduate School of Business San José State University San José, CA, USA spohrer@us.ibm.com stephen.kwan@sjsu.edu Presented at 1st International Conference on Serviceology (ICServ 2013) October 16-18, 2013, Tokyo, Japan 1
- 2. Service Science is an emerging transdiscipline that draws on a great breadth of existing academic disciplines without replacing them. Thanks to the intellectual contributions from the research community of various disciplines, Service Science has progressed from SSME, to SSME+D (Design), and expanded to SSME+DAPP (Design, Art and Public Policy). With this expansion, there is a need to develop a set of Fundamental Concepts of Service Science to facilitate the creation of a trading zone (big tent) to invite individuals from different background with different vocabularies to communicate, share ideas, and facilitate their engagement in mutually productive interactions. The Fundamental Concepts of Service Science are identified as ecology, entity, interactions, outcomes, value propositions, governance mechanisms, resources, access rights, stakeholders, and measures. A preliminary set of Fundamental Premises of Service Science will be presented that would allow reasoning assertions to be made about the behavior and interaction among the Fundamental Concepts. We will also reflect these developments upon the pioneering work of Service-Dominant Logic and its Fundamental Premises. 2
- 3. 3
- 5. Integrating Three Perspectives For a new Service Agenda Three Pillars or Three Silos? 5
- 6. Spohrer, JC, Kwan, SK & Fisk, R (2013, forthcoming) “Marketing: A Service Science and Arts Perspective,” in RT Rust & MH Huang (eds.) Handbook of Service Marketing Research, Cheltenham, UK: Edward Elgar Publishers. Spohrer, JC, Kwan, SK &Demirkan, H (2013) “Service Science, On Reflection”. In L. Cinquini, A. Di Minin, R. Varaldo (eds.), New Business Models and Value Creation: A Service Science Perspective. Sxi 8, DOI 10.1007/978-88-470-2838-8_1, Springer-Verlag Italia. Spohrer, JC & H Demirkan, H (2013, manuscript). “Understanding Value Co-Creations and Service Innovations in Time and Space Complexity: The Abstract-Entity-Interaction-Outcome-Universals (AEIOU) Theory”. 6
- 7. Building Blocks Instantiation & Attributes Spohrer, Kwan & Fisk 2013 7
- 8. Allow reasoning assertions to be made about the behavior and interaction among the Fundamental Concepts. 8
- 9. Service Systems Ecology Entities Value Propositions Governance Stakeholder Mechanism Roles Interaction Access Rights Measures Outcomes Resources Laws, Rules & Regulations Authorities 9
- 10. A Complementary View - Service System World View and Value Co-Creation Through Value Propositions Employees & Value Stockholders Community Value Customer Value Service Provider Value Service Experience Service System Partners Competition Society Kwan, S. K. & Min, J. H. (2008) “An Evolutionary Framework of Service Systems”. Presented at the International Conference on Service Science, Beijing, China, April 17-18. 10
- 11. Foundational Premises of Service Dominant Logic 11
- 12. Service Science and Service Dominant Logic Service Dominant Logic FP 6 - 10 FP 1 - 5 SS-FC 2 - 10 SS-FC 1 SS-FP 1 - 6 Service Science 12
- 13. Service Dominant Logic – Some More Perspectives (forthcoming) The Four “Axioms” of SD-Logic All others can be derived 13
- 14. Service Science and Service Dominant Logic (Revised) Service Dominant Logic FP 6, 9, 10 FP 1 SS-FC 2 - 10 SS-FC 1 SS-FP 1 - 6 Service Science 14
- 15. Service Dominant Logic – Some More Perspectives (forthcoming) THE CONTEXTUAL NATURE OF VALUE CREATION: THE STRUCTURATED WORLD OF S-D LOGIC The importance of “Value-in-Context” “A service ecosystem is a relatively self-contained, self-adjusting system of resource-integrating actors that are connected by shared institutional logics and mutual value creation through service exchange.” 15
- 16. Conclusion and Future Research We are seeing a convergence of the worlds of Service Science and SD-Logic. More to be done with the “Networks and Systems” pillar, esp. with the “Viable Systems” literature. Let’s carry on the conversation with other disciplines. Maybe we will be less blind and found out there is no elephant. 16
- 17. Jim Spohrer University Relations, Global IBM Almaden Labs San José, CA, USA Stephen K. Kwan College of Business San José State University San José, CA, USA jim.spohrer@ibm.com stephen.kwan@sjsu.edu Presented at 1st International Conference on Serviceology (ICServ 2013) October 16-18, 2013, Tokyo, Japan 17
Editor's Notes
- Service is the application of competences (knowledge and skills) for the benefit of another entity or the entity itselfA premise is a statement that an argument claims will induce or justify a conclusion.An axiom, or postulate, is a premise or starting point of reasoning. As classically conceived, an axiom is a premise so evident as to be accepted as true without controversy.
- The theory of structuration is a social theory of the creation and reproduction of social systems that is based in the analysis of both structure and agents (see structure and agency), without giving primacy to either. Structuration theory posits a duality: human actors act within the social rules (institutions) norms and collective meanings that are part of the structure within which they exist; however, the structures are formed and reformed by these same actors as they enact practices that enhance and modify these structures in the process of creating value for themselves and others Essentially, the micro actions of actors and actor-to-actor interactions help to create the environment that is the playing field for their future actions. Thus, structures both enable and constrain actors and actors both act within and create structures.
- The theory of structuration is a social theory of the creation and reproduction of social systems that is based in the analysis of both structure and agents (see structure and agency), without giving primacy to either. Structuration theory posits a duality: human actors act within the social rules (institutions) norms and collective meanings that are part of the structure within which they exist; however, the structures are formed and reformed by these same actors as they enact practices that enhance and modify these structures in the process of creating value for themselves and others Essentially, the micro actions of actors and actor-to-actor interactions help to create the environment that is the playing field for their future actions. Thus, structures both enable and constrain actors and actors both act within and create structures.
- The theory of structuration is a social theory of the creation and reproduction of social systems that is based in the analysis of both structure and agents (see structure and agency), without giving primacy to either. Structuration theory posits a duality: human actors act within the social rules (institutions) norms and collective meanings that are part of the structure within which they exist; however, the structures are formed and reformed by these same actors as they enact practices that enhance and modify these structures in the process of creating value for themselves and others Essentially, the micro actions of actors and actor-to-actor interactions help to create the environment that is the playing field for their future actions. Thus, structures both enable and constrain actors and actors both act within and create structures.