Service Systems and Value Modeling from       an Appreciative System Perspective                Gil Regev (EPFL, Itecor), ...
Basic Question    !   How do people and organizations value a service?2
Example: iPod and iTunes                               Why did my kids buy iPods?           Source: Wikipedia             ...
Service System and Value in Service Science    !   Service Systems are interactive configurations of mutual        exchang...
Value in Exchange and Value in Use    !   Value in Exchange       !   depends on the customer’s ability to use the product...
Value and Survival in Service Science    !   “Value depends on the capabilities a system has to        survive and accompl...
Sir Geoffrey Vickers                           Regulation vs. Goals                           Stability vs. Change        ...
Vickers’s Appreciative System            input                              output                          Regulated     ...
Systems and Survival    !   Observer defines identity (survival) of system                Observer                        ...
System Processes      Environment       System                                 Service                                 Rel...
Example: iPod and iTunes                                Why did my kids buy iPods?            Source: Wikipedia           ...
iPod Value in Exchange                    Readiness                    to See                                      Readine...
iPod Value in Exchange     Metabolic     Relations                                          Readiness                     ...
iPod Value in Use14
iPod Value in Use15
Future Steps     !   Combine Value in Exchange and Value in Use        !   Capiltalize on their combination     !   Model ...
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Service systems and value modeling from an appreciative system perspective

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Gil Regev and Alain Wegmann

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Service systems and value modeling from an appreciative system perspective

  1. 1. Service Systems and Value Modeling from an Appreciative System Perspective Gil Regev (EPFL, Itecor), Olivier Hayard (Itecor), Alain Wegmann (EPFL)1
  2. 2. Basic Question !   How do people and organizations value a service?2
  3. 3. Example: iPod and iTunes Why did my kids buy iPods? Source: Wikipedia Source: Wikipedia3
  4. 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.”4
  5. 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 customer5
  6. 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)6
  7. 7. Sir Geoffrey Vickers Regulation vs. Goals Stability vs. Change Appreciative System Source: Wikipedia7
  8. 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 Act8
  9. 9. Systems and Survival !   Observer defines identity (survival) of system Observer Reality Norms Universe of Discourse Tacit Norms Entities9
  10. 10. System Processes Environment System Service Relations (external) Metabolic Relations (internal)10
  11. 11. Example: iPod and iTunes Why did my kids buy iPods? Source: Wikipedia Source: Wikipedia11
  12. 12. iPod Value in Exchange Readiness to See Readiness to Value Metabolic Relations12
  13. 13. iPod Value in Exchange Metabolic Relations Readiness to Value Readiness13 to See
  14. 14. iPod Value in Use14
  15. 15. iPod Value in Use15
  16. 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 creativity16

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