Tsring-hua University Workshop File 2 of 2 12/07/12
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Tsring-hua University Workshop File 2 of 2 12/07/12

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 Tsring-hua University Workshop File 2 of 2 12/07/12 Tsring-hua University Workshop File 2 of 2 12/07/12 Presentation Transcript

  • Service Systems, Value Propositions, and 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 National Tsing-hua University December 7th, 2012, Taiwan Download these slides at: http://www.slideshare.net/StephenKwan
  • Some DefinitionsService Science is short for Service Science, Management,Engineering and Design (SSMED1).Service Science is concerned with the study of Service Systems. cf. Computer Science is concerned with the study of Computer Systems.Service Systems are man-made complex systems designed toimprove the quality of life by co-creating value through valuepropositions among the stake-holders. 1 Spohrer, J., Kwan, S.K. “Service Science, Management, Engineering, and Design (SSMED): An Emerging Discipline – Outline and References”, International Journal of Information Systems in the Service Sector, 1(3), 2009. Kwan 2012 2
  • 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 2012 3
  • A Service System Network Service Service Interactions System A Service System B Service ServiceSystem E System C Service System D Service System F Kwan 2012 4
  • Service System Worldview Employees & Stockholders Community Service Customer Provider Service Partners Experience Service System CompetitionSociety Kwan 2012 5
  • Value Co-Creation Through Value Propositions Employees & Value Stockholders Community Value Service Value Customer Provider Value Service Partners Experience Service System Competition Society Kwan 2012 6
  • Service Systems, Computing, and IT Services1 Service Provider’s Back Stage Support Back Stage Processes Information Technology Platform Front StageFront Stage Processes ITSM – Management of the Processes Service Computing and Infrastructure of IT Services (e.g., SOA) 1 Kwan, S. K. & Hefley, B., “Service Systems”, 2008. Kwan 2012 7
  • Stages in Customer Empowerment in Value Co-Creation Stage 1: Value Chain Value Proposition Focal Service Customer Relationship Provider Service Experience5 Kwan, S. K. & Yuan, S. T. ”Customer-Driven Value Co-Creation in Service Networks”, to appear in Demirkan, H.,Spohrer, J.C. and Krishna, V. ed., The Science of Service Systems, volume in Service Science: Research and Innovation(SSRI) in the Service Economy series, Springer, 2010. Kwan 2012 8
  • Stage 2: Traditional Service Value Network Value Proposition Focal Service Customer Relationship Provider Provider Service Partner Experience Network Value Proposition cf. ICT-enabled service networks, mobile applications, etc. Kwan 2012 9
  • Stage 3 – Improved Value Chain Value Proposition Focal Service Customer Relationship Provider ValueProposition Service Customer’s Experience Social Network Kwan 2012 10
  • Stage 4: Customer Driven Service Value Network Value Proposition Focal Service Customer Relationship Provider Value Value PropositionProposition Provider Service Partner Customer’s Experience Social Network Network cf. “Resource Integrators” in Service Dominant Logic literature Kwan 2012 11
  • Variety of Value Propositions Maslow’s Hierarchy Of NeedsService Provider Society Hedonic Stakeholders Spiritual Community Cultural Corporal Employees Emotional Intellectual Stockholders Familial…. Partners A point in this 3-D space is a potential Customers Value Proposition e.g. Service Provider / Society / Environmental Kwan 2012 12
  • Disposable Income & Desire for Services Needs vs. WantsKwan 2012 13
  • Value Systems and Value Dimensions Provider’s Value System             Opportunities for   Value Co-Creation  Customer’s ★ Value System ★ ★ ★ ★ ★ ★ ★ Kwan, S.K., Hottom, P., Kieliszewski, C. “Moving from B2X to B2X2Y Value Propositions in Service System Networks”, 1st International Conference on Human Side of ServiceHis Customer’s Value System Engineering, HSSE 2012, San Francisco, 24 July, 2012. Kwan 2012 14
  • Constructing a Value Proposition ** Expected ** VPj = [SE,B,C,P,Q,Sc,R,M]j Service Performance Experience Metrics Benefits Stakeholder Roles Costs Quality The Customer will will will Probability Schema for Datahave a lot of VP’s do not do of Success to choose from for +$ do Exchange 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 15
  • Innovation혁신創新 Innovation resides at the intersection of invention and insight, leading to the创新 creation of social and economic value.革新 National Innovation Initiative CREATING Innovation can happenSOMETHING anywhere on the Value Chain! (business model, organization, NEW environment, process, technology, etc.) Kwan 2010 16
  • How the Framework could complement the Foresight Method applied to ServicesDivergent ConvergeThinking nt Thinking © Cockayne and Carleton Kwan 2010 17
  • How the Framework could complement the Foresight Method applied to Services Business Models & Value PropositionsService System Thinking © Cockayne and Carleton Kwan 2010 18
  • Example of how the Framework could complement an Innovation Method applied to Services BPMN UML – Use Cases Service Blueprint Story Boards UI Prototyping MANGA textbooks etc. Kwan 2010 19
  • Teaching MBA Class at Sogang University Kwan 2010 20
  • Using the Foresight Method Kwan 2010 21
  • Sample Project from SJSU MBA Students Kwan 2010 22
  • Teaching the method for“Service Made in ?country?” Taiwan? Kwan 2012 23
  • Fall 2012 SJSU MBA Class Semester Team Projects:Innovative Service Systems of the Future• 3-D printing as a Service• Enhancing a Dining Experience• Concierge Services for Two-Income Families • Improving Grain Distribution in India Kwan 2012 24
  • Service Systems, Value Propositions, and 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 Fin Presented at National Tsing-hua University December 7th, 2012, Taiwan Download these slides at: http://www.slideshare.net/StephenKwan