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AConceptualModelofServiceExchangeinService‐DominantLogic
GeertPoelsFacultyofEconomicsandBusinessAdministraBon,GhentUniversity
19‐2‐2010 1IESS1.0Geneva17‐19February2010
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Outline
• Service‐DominantLogic• ServiceSystem
• Servicesystemmodelling=businessmodelling
• TheResource‐Event‐Agentconceptualmodel
• TheResource‐Service‐Systemconceptualmodel
• Openissues,challenges,futureresearch
19‐2‐2010 2IESS1.0Geneva17‐19February2010
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Service‐DominantLogic• Service‐DominantLogic(Vargo&Lusch)‘’ServiceScienceembracestheworldviewoftheservice‐dominantlogic.’’(CambridgeSSMEsymposium,July2007)
• Mainideas– ServiceistheapplicaBonofcompetences(skills,knowledge)forthe
benefitofanotherparty– Alleconomicexchangesareserviceexchanges:serviceisexchanged
forserviceonthebasisofvoluntaryeconomicreciprocity– Goodsareinvolvedinthisprocessasappliancesforserviceprovision:
theyareconveyorsofcompetences– SDLrepresentsashi\inthinkingaboutvalueintermsof
• Operandresources(‘D‐resources’):passiveresourcesthatrequireacBontomakethemvaluable
to• Operantresources(‘T‐resources’):acBveresourcesthatembodycompetences
andthatcanactonotherresourcestomakethemvaluable
19‐2‐2010 3IESS1.0Geneva17‐19February2010
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Comparingthe‘new’and‘old’logics
• Goods‐DominantLogic– Servicesareseenasunits
ofoutput– Valueinexchange:valueis
createdthroughtransferofresources
– Onepartyproducestheservicesandanotherpartyconsumestheservices
• Service‐DominantLogic– Serviceisseenasaprocess– Valueinuse:valueis
createdthroughresourcesacBnguponotherresources
– EachpartybringsinormakesaccessibleitsownresourcesandbothparBesco‐createvaluefortheservicebeneficiary
Service‐DominantLogicrepresentsashi<inlogicofexchange,notjustashi<intypeofproductthatisunderinvesCgaCon.
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ServiceSystem
• DefiniBon(Maglio,Vargo,Caswell,Spohrer)‘’anopensystem(1)capableofimprovingthestateofanothersystemthroughsharingorapplyingitsresources(i.e.,theothersystemdeterminesandagreesthattheinteracBonhasvalue),and(2)capableofimprovingitsownstatebyacquiringexternalresources(i.e.,thesystemitselfseesvalueinitsinteracBonwithothersystems)’’
19‐2‐2010 5IESS1.0Geneva17‐19February2010
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• KeycharacterisBcs– AservicesystemisaconfiguraBonofresources,ofwhichatleastoneoperantresource• physicalresourceswithlegalrights(people)• conceptualresourceswithlegalrights(organizaBons)• conceptualresourcestreatedasproperty(sharedinformaBon)• physicalresourcestreatedasproperty(technology)
– ServiceistheapplicaBonorsharingofresourcesforthebenefitofanothersystem• Atleastoneoperantresourcethatembodiescompetencesisappliedorshared
– ServiceentailsaninteracBonwithanotherservicesystem• Serviceisco‐creaBonofvalueratherthanproducBonbyoneparty• Theotherpartyneedstobringinormakeaccessibleitsresources
– ThereisaneconomicmoBveforservicesystemstointeract• Aserviceleadstoanotherservicethatbenefitstheservicesystem
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Servicesystemmodelling=businessmodelling
• Service‐DominantLogicassumesaneconomiccontextforserviceexchanges– Enterprisesareamajorcategoryofservicesystem– Thebusinesslogicofanenterpriseisexpressedinabusinessmodel
→modellinganenterpriseasaservicesystem,emphasizingtheapplicaBonofitsresourcesforthebenefitofanothersysteminthecontextofeconomicexchange,isbusinessmodelling
• Businessmodellingknowledgehasbeenspecifiedandformalizedinbusinessmodelontologies,whichofferconceptsintermsofwhichbusinessmodelscanbearBculated
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REAtakesaGoods‐DominantLogicperspecCveoneconomicexchangeasservicesareasubtypeofEconomicResource
• Servicesareeconomicresourcesthatcanbetransferred,i.e.controlovertheservicescanbetransferedfromonepersontoanother.
• Theprovider‘produces’theservices(i.e.createsvalue)andthereceiver‘consumes’theservices(i.e.destroysvalue)
• Thevalueoftheservicesisdeterminedthroughtheeconomicexchange,usuallyintermsofwhatisbeingpaidforthem
• Tomodelthetransferaneconomiceventisneeded,e.g.aservicestransfer,provisionordeliveryevent.
Resource‐Event‐AgentModel
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Example:acarchangeoilservice
Economicresources Economicevent Economicagents
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Resource‐Service‐SystemModel(1)
InaService‐DominantLogicinterpretaConofREA,servicemapstoeconomicevent,nottoeconomicresource
19‐2‐2010 11IESS1.0Geneva17‐19February2010
BasicResource/Service/SystemConstellaCon
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Examplerevisitedagain
OperandResources Service Servicesystems
OperantResource
19‐2‐2010 12IESS1.0Geneva17‐19February2010
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Resource‐Service‐SystemModel(2)
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ServiceExchangeView
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Resource‐Service‐SystemModel(3)
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ServiceSystemComposiConView
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Resource‐Service‐SystemModel(4)
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ServiceAccountabilityView
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Futureresearch
• Extendconceptualmodeltoaccommodate– Processstructureofservice:servicelifecyclemodel
– Service(system)componentstructure:servicecomposiBonmodel
• ModeltesBng
• Ontologydevelopment
• Ontologyalignment
19‐2‐2010 18IESS1.0Geneva17‐19February2010
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Auxiliaryslides
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MoBvaBon–ServiceScience
• New,disBnctfieldbasedonaninterdisciplinaryapproachtoresearch
• IniBaBvelaunchedin2004byIBM,intendingtointegrateseparateserviceresearchareas
• DefiniBons(Maglioetal.)– ‘’ServicescienceisthestudyoftheapplicaBonoftheresourcesofoneormoresystemsforthebenefitofanothersystemineconomicexchange.’’
– ‘’NormaCveservicescienceisthestudyofhowonesystemcanandshouldapplyitsresourcesforthemutualbenefitofanothersystemandofthesystemitself.’’
– ‘’Servicescience,management,andengineering(SSME)istheapplicaBonofnormaBveservicescience.’’
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PRINCIPLES:‐ServicesystemsinteracCnginaservicetakeonproviderorclientroles‐TheprovidertakesresponsibilityfortransformingoroperaCngonaservicetargetthatisownedbytheclient‐TheinteracConofbothsystemsisrequiredtocreatevaluefortheclient19‐2‐2010 21IESS1.0Geneva17‐19February2010
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Theneedformodellingservicesystems
• ModelinghelpsstudyingservicesystemsandtheirinteracBons
• ArecommendaBonforresearchmadeattheCambridgeSSMEsymposium(July2007)– ‘’createmodellingandsimulaBontoolsforservicesystems’’
• AchallengeforServiceScienceresearch– ‘’Chiefamongthechallengesthatlayaheadisthechallengeofdevelopingasharedvocabularythatcanbeusedacrossdisciplinestodescribethegreatvarietyofservicesystems.’’
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Theneedformodellingservicesystems–citaBonsfromServiceScienceliterature
• ‘’somedayservicescienBstsmayworkwithformalmodelsofservicesystems”
• “ModelsandanalyBcalmethodsforservicesystemswillallowustofindopportuniBesforefficiencygainsandtocreatenewinformaBon‐basedservices.”
• ‘’understandingserviceandserviceinnovaBonrequiresnewwaysofthinking(worldviewsorlogics)andnewabstracBons’’
• ‘’Perhapsmorethananyothersubjects,advancementinServiceSciencedependsonmodelsandsimulaBonsofalternaBveservicesystemsdesigns.’’
• “FormalrepresentaBonandmeasurementofworkinservicesystemsisagrandchallengefortheserviceseconomy”
19‐2‐2010 23IESS1.0Geneva17‐19February2010
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IndependentviewREAmodel
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REA‐Basedserviceontologies
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Examplerevisited
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FoundaBonalOntologyforServiceScience
• ‘’ItseemslegiBmatetoassumethatgoodsareobjects(endurants,inDOLCE’sterms),whileservicesareevents(perdurants)’’
⇒ ConformwithService‐DominantLogic(‘serviceasaprocess’)
⇒ Aserviceisnottransferable⇒ ThedisBncBonbetweenaserviceeconomicresourceandaservice(transfer)economiceventisnotsupported
19‐2‐2010 27IESS1.0Geneva17‐19February2010
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Resource‐Service‐SystemModel(5)
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ServiceProcessView