vii 1 resource service system

AConceptualModelofServiceExchangeinService‐DominantLogic

GeertPoelsFacultyofEconomicsandBusinessAdministraBon,GhentUniversity

19‐2‐2010 1IESS1.0Geneva17‐19February2010

Outline

•  Service‐DominantLogic•  ServiceSystem

•  Servicesystemmodelling=businessmodelling

•  TheResource‐Event‐Agentconceptualmodel

•  TheResource‐Service‐Systemconceptualmodel

•  Openissues,challenges,futureresearch


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


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.


ServiceSystem

•  DefiniBon(Maglio,Vargo,Caswell,Spohrer)‘’anopensystem(1)capableofimprovingthestateofanothersystemthroughsharingorapplyingitsresources(i.e.,theothersystemdeterminesandagreesthattheinteracBonhasvalue),and(2)capableofimprovingitsownstatebyacquiringexternalresources(i.e.,thesystemitselfseesvalueinitsinteracBonwithothersystems)’’


•  KeycharacterisBcs–  AservicesystemisaconfiguraBonofresources,ofwhichatleastoneoperantresource•  physicalresourceswithlegalrights(people)•  conceptualresourceswithlegalrights(organizaBons)•  conceptualresourcestreatedasproperty(sharedinformaBon)•  physicalresourcestreatedasproperty(technology)

–  ServiceistheapplicaBonorsharingofresourcesforthebenefitofanothersystem•  Atleastoneoperantresourcethatembodiescompetencesisappliedorshared

–  ServiceentailsaninteracBonwithanotherservicesystem•  Serviceisco‐creaBonofvalueratherthanproducBonbyoneparty•  Theotherpartyneedstobringinormakeaccessibleitsresources

–  ThereisaneconomicmoBveforservicesystemstointeract•  Aserviceleadstoanotherservicethatbenefitstheservicesystem

19‐2‐2010 IESS1.0Geneva17‐19February2010 6

Servicesystemmodelling=businessmodelling

•  Service‐DominantLogicassumesaneconomiccontextforserviceexchanges–  Enterprisesareamajorcategoryofservicesystem–  Thebusinesslogicofanenterpriseisexpressedinabusinessmodel

→modellinganenterpriseasaservicesystem,emphasizingtheapplicaBonofitsresourcesforthebenefitofanothersysteminthecontextofeconomicexchange,isbusinessmodelling

•  Businessmodellingknowledgehasbeenspecifiedandformalizedinbusinessmodelontologies,whichofferconceptsintermsofwhichbusinessmodelscanbearBculated


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


Example:acarchangeoilservice

Economicresources Economicevent Economicagents


Resource‐Service‐SystemModel(1)

InaService‐DominantLogicinterpretaConofREA,servicemapstoeconomicevent,nottoeconomicresource


BasicResource/Service/SystemConstellaCon

Examplerevisitedagain

OperandResources Service Servicesystems

OperantResource




ServiceExchangeView



ServiceSystemComposiConView



ServiceAccountabilityView

Futureresearch

•  Extendconceptualmodeltoaccommodate– Processstructureofservice:servicelifecyclemodel

– Service(system)componentstructure:servicecomposiBonmodel

•  ModeltesBng

•  Ontologydevelopment

•  Ontologyalignment


Auxiliaryslides


MoBvaBon–ServiceScience

•  New,disBnctfieldbasedonaninterdisciplinaryapproachtoresearch

•  IniBaBvelaunchedin2004byIBM,intendingtointegrateseparateserviceresearchareas

•  DefiniBons(Maglioetal.)–  ‘’ServicescienceisthestudyoftheapplicaBonoftheresourcesofoneormoresystemsforthebenefitofanothersystemineconomicexchange.’’

–  ‘’NormaCveservicescienceisthestudyofhowonesystemcanandshouldapplyitsresourcesforthemutualbenefitofanothersystemandofthesystemitself.’’

–  ‘’Servicescience,management,andengineering(SSME)istheapplicaBonofnormaBveservicescience.’’


PRINCIPLES:‐ServicesystemsinteracCnginaservicetakeonproviderorclientroles‐TheprovidertakesresponsibilityfortransformingoroperaCngonaservicetargetthatisownedbytheclient‐TheinteracConofbothsystemsisrequiredtocreatevaluefortheclient19‐2‐2010 21IESS1.0Geneva17‐19February2010

Theneedformodellingservicesystems

•  ModelinghelpsstudyingservicesystemsandtheirinteracBons

•  ArecommendaBonforresearchmadeattheCambridgeSSMEsymposium(July2007)–  ‘’createmodellingandsimulaBontoolsforservicesystems’’

•  AchallengeforServiceScienceresearch–  ‘’Chiefamongthechallengesthatlayaheadisthechallengeofdevelopingasharedvocabularythatcanbeusedacrossdisciplinestodescribethegreatvarietyofservicesystems.’’


Theneedformodellingservicesystems–citaBonsfromServiceScienceliterature

•  ‘’somedayservicescienBstsmayworkwithformalmodelsofservicesystems”

•  “ModelsandanalyBcalmethodsforservicesystemswillallowustofindopportuniBesforefficiencygainsandtocreatenewinformaBon‐basedservices.”

•  ‘’understandingserviceandserviceinnovaBonrequiresnewwaysofthinking(worldviewsorlogics)andnewabstracBons’’

•  ‘’Perhapsmorethananyothersubjects,advancementinServiceSciencedependsonmodelsandsimulaBonsofalternaBveservicesystemsdesigns.’’

•  “FormalrepresentaBonandmeasurementofworkinservicesystemsisagrandchallengefortheserviceseconomy”


IndependentviewREAmodel


REA‐Basedserviceontologies



Examplerevisited

FoundaBonalOntologyforServiceScience

•  ‘’ItseemslegiBmatetoassumethatgoodsareobjects(endurants,inDOLCE’sterms),whileservicesareevents(perdurants)’’

⇒ ConformwithService‐DominantLogic(‘serviceasaprocess’)

⇒ Aserviceisnottransferable⇒ ThedisBncBonbetweenaserviceeconomicresourceandaservice(transfer)economiceventisnotsupported




ServiceProcessView

vii 1 resource service system

Education

valueis valueinexchange

futureresearch1922010