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 Ethnographic and                                                          Document and
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Copyright 2010 Palo Alto Research Center 
   Incorporated. All Rights reserved 
 
  Xerox                                

              (1)Eureka:
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(1)Eureka:




Copyright 2010 Palo Alto Research Center 
   Incorporated. All Rights reserved 
Eureka:  
Ethnography with by Xerox engineers 
          
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Eureka:  
Ethnography with by Xerox engineers 
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Eureka: a community system (s>ll very ac>ve!) 
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   Incorporated. All Rights reserved 
 
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   Incorporated. All Rights reserved 
MagiU: 
                                               
                                                      Features Con...
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Understanding service practices with ethnographic methods

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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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Understanding service practices with ethnographic methods

  1. 1.     2010 3 3   Palo Alto Research Center    Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  2. 2.   •   Intangibility  •   Inseparability  •   Co‐crea>on of value  –    •      Not just output but process  Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  3. 3.     •    •    Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  4. 4.             Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  5. 5.     •    •    Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  6. 6.   •    (Lusch, R. F.  and Vargo, S.  L., Eds. 2006)   ×   Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  7. 7.                   Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  8. 8.   •    •    •    –    Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  9. 9.             Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  10. 10.   •              Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  11. 11.   •              Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  12. 12.   •    •              Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  13. 13.   ethnography = ethnos  + graphein  people or culture wri>ng           Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  14. 14.   •    –    –      –    –    •  –  –  –  Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  15. 15.   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  Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  16. 16. Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  17. 17.     Xerox   (1)Eureka:    (2) Phil:   MagiU:   Copyright 2010 Palo Alto Research Center    Incorporated. All Rights reserved 
  18. 18. (1)Eureka: Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  19. 19. Eureka:   Ethnography with by Xerox engineers      •      •    Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  20. 20. Eureka:   Ethnography with by Xerox engineers    •  :   –  –  –  → → Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  21. 21. Eureka: a community system (s>ll very ac>ve!)  Eureka system •  •  •  Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  22. 22. (2) Phil: Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  23. 23.     •    –      •    •    •    –    –    –    –      52   Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  24. 24.     •    –    •    •    –    •    Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  25. 25.     •    –    –  Phased Interac>ve Learning (PhIL)   •    –  52 8   –  PhIL Xerox   –  Xerox $1 M    Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  26. 26. Magitti: Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  27. 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 Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 
  28. 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.  •    •  •    Mobile  •  Device  •    •  Local Area  Consumer  •    •  Copyright 2010 Palo Alto Research Center  Incorporated. All Rights reserved 

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