IJCSS 2012 Work Shop - An MBA Course on Service Innovation


Published on

Published in: Business, Education
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

IJCSS 2012 Work Shop - An MBA Course on Service Innovation

  1. 1. An MBA course on Service Innovation Dr. Stephen K. Kwan Professor, Service Science Management Information Systems College of Business Administration San José State University, CA, USA http://www.sjsu.edu/ssme Contact: stephen.kwan@sjsu.edu Presented at the Workshop of the International Joint Conference of Service Sciences Fudan University, Shanghai, China May 24-26, 2012Download these slides at: http://www.slideshare.net/StephenKwan
  2. 2. SJSU SSME PROGRAM TARGETS ✔ MTMUndergraduate & Graduate Target Grad Degrees MBA ✔ Degree Programs Computer ✔ Marketing Science Business MIS Degree Degrees SCM Target Undergrad Health Concentrations Care Management Engineering Degree Degrees SSME Target Grad Degree ✔ ✔ Inter-Disciplinary MSISE: Service Systems Hospitality Degree Engineering Management Requires “Strategies for Service Innovation” A Business Course 2 2
  3. 3. SSME CORE COURSES Service Strategy Service Service ProjectsEngineering& Quality inManagement SSME Service Innovation 3
  4. 4. ✔http://www.engr.sjsu.edu/ise/msise/msise-service.pdf 4
  5. 5. Some Essential Elements of Service Systems Modeling & Design Discovery Conception Operation Design • Service Thinking • Systems Thinking • Design Thinking Development Engineering • Business Thinking • Engineering Discipline • Development Discipline • Operations ManagementSharing the Canvas
  6. 6. Kwan 2012 6
  7. 7. The Topics Covered in the Course TextBooks Service Management, Operattions, Strategy, Information Technology Henry Chesbrough Fitzsimmons & Fitzsimmons Open Services Innovation Kwan 2012 7
  8. 8. Service System Life CycleEffective Information and Knowledge Management in the Life Cycle stages of a Service System. Discovery Conception Operation Design Development Engineering 8 Kwan 2012 8
  9. 9. Incorporating Multiple Perspectives in Modeling CompetitionExternal or Internal Forces Strategycreate impetus for Change Customers Regulations Discovery Conception Obsolescence Technology Operation Design Innovation ……. Development Engineering J. Bradford Jensen 9 Kwan 2012 9
  10. 10. Incorporating Multiple Perspectives in Modeling for example: Service Thinking Servitization PlatformitizationDiscovery Conception Open Service Innovation Operation Design Development Engineering (S-D) Logic - Service Dominant Logic Vargo & Lusch 10 and many more! Kwan 2012 10
  11. 11. Incorporating Multiple Perspectives in Modeling for example: Systems Thinking Discovery Conception Operation Design C. West Churchman Russell L. Ackoff Development Engineering and many more!Kwan, S. K. & Min, J. H. (2008) “An Evolutionary Framework of Service Systems”. Marcel D. DekkerPresented at the International Conference on Service Science, Beijing, China, April 17-18. “Systems Thinking about the Society” 11 Kwan 2012 11
  12. 12. Incorporating Multiple Perspectives in Modeling Design ThinkingDiscovery Conception “A human-centered innovation Design process that emphasizes Operation observation, collaboration, fast learning, visualization of ideas, Development Engineering rapid prototyping, and concurrent business analysis, which ultimately influences innovation and business strategy.” * * Lockwood, T. (editor) Design Thinking – Integrating Innovation, Customer Experience and Brand Value, Allworth Press, 2010. 12 Kwan 2012 12
  13. 13. Design Thinking – some resources © Cockayne and Carleton Kwan 2012 13
  14. 14. Incorporating Multiple Perspectives in ModelingDiscovery Conception Operation Design Business Thinking Development Engineering 14 Kwan 2012 14
  15. 15. Service System Worldview1 Service Customer Provider Service Experience A Service System and Its Entities1Kwan, 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. Kwan 2011 15
  16. 16. Service System Worldview Employees & Stockholders Community Service Customer Provider Service Partners Experience Service System CompetitionSociety Kwan 2011 16
  17. 17. Service System Worldview Service Management Fitzsimmons & Fitzsimmons Employees & Capacity Stockholders & Manpower Planning, Community Training Service Customer Facility Location Provider & Design Service Partners Experience SocialNetworking Competition Competitive Market Customer Service StrategySociety Segmentation Flow & Concept Operating Service Realized Strategy Delivery Kwan 2011 17
  18. 18. Value Co-Creation Through Value Propositions Employees & Value Stockholders Community Value Service Value Customer Provider Value Service Partners Experience Service System Competition Society Kwan 2011 18
  19. 19. Constructing a Value Proposition The Customerhave a lot of VP’s to choose from Service Level Agreement?Kwan, S.K., Muller-Gorchs, M. (2011). "Constructing Effective Value Propositions for Stakeholders in Service System Networks," Proceedings >Proceedings of SIGSVC Workshop . Sprouts: Working Papers on Information Systems, 11(160). http://sprouts.aisnet.org/11-160 Kwan 2012 19
  20. 20. Customer Driven Service Value Network Value Proposition Focal Service Customer Relationship Provider Value Value PropositionProposition Provider Service Partner Customer’s Experience Social Network Network Kwan 2012 20
  21. 21. Service System Framework& Service System Networks Foresight and Innovation Method Value Propositions & Service Patterns © Cockayne and Carleton Kwan & Müller-Gorchs 2011 &Müller-Gorchs 21
  22. 22. Service System Framework& Service System Networks Foresight and Innovation Method © Cockayne and Carleton Process Chain Network Diagram UI Prototyping UML – Use Value Propositions Cases & Service Patterns BPMN Work System MANGA Story Service Blueprint Boards Kwan & Müller-Gorchs 2011 &Müller-Gorchs 22
  23. 23. Using the Foresight Method Kwan 2011 23
  24. 24. Sample Project from SJSU MBA Students Kwan 2011 24
  25. 25. Service Summer 2010Karlsruhe, Germany Kwan 25 2011
  26. 26. T-shaped People (1) Industry says: “We need to hire more T-shaped people!” Across industries Complex Communications Across Fields Across cultures Across functions Across disciplines = More experienced Develop More adaptive New More collaborative Knowledge Broaden In-depth With With knowledge ResearchBased on slides by Global Jean Paul Jacob of IBM of a specific Educational discipline program Academia says: “We need to hire more T–shaped faculty!” Kwan 2011 26
  27. 27. T-shaped People (2)Paul Harris, “Help Wanted: „T-Shaped‟ Skills to meet 21st Century Needs”, T&D, September 2009 Kwan 2012 27
  28. 28. We need T-shaped People Who can work together as a TeamUsing Design Thinking as the basis of Project-based Team Building 28 Kwan 2011 28
  29. 29. Trending – Design Thinking for Business Some Business Schools teaching Design Thinking: Toronto Northwestern Maastricht Berkeley Virginia ………. Kwan 2012 29
  30. 30. Design Thinking for Managers Kwan 2012 30
  31. 31. T-shaped People (3)Download these slides at: http://www.slideshare.net/StephenKwan Kwan 2012 31