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Value co-creation R&D model

Value co-creation R&D model

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Service research Service research Presentation Transcript

  • Service  Research  based  on     value  co-­‐crea3on Yuriko  Sawatani,  JST
  • Service  Research     Frasca3  Manual  version6 (OECD  2002) •  Research  and  experimental  development   (R&D)   –  Research  and  experimental  development  (R&D)   comprise  crea3ve  work  undertaken  on  a   systema3c  basis  in  order  to  increase  the  stock  of   knowledge,  including  knowledge  of  man,  culture   and  society,  and  the  use  of  this  stock  of   knowledge  to  devise  new  applica3ons.”  (OECD   2002  p.20)  
  •  social  sciences  and  humani3es   •  For  the  social  sciences  and  humani3es,  an  appreciable   element  of  novelty  or  a  resolu3on  of  scien3fic/ technological  uncertainty  is  again  a  useful  criterion  for   defining  the  boundary  between  R&D  and  related  (rou3ne)   scien3fic  ac3vi3es.  This  element  may  be  related  to  the   conceptual,  methodological  or  empirical  part  of  the  project   concerned.  Related  ac3vi3es  of  a  rou3ne  nature  can  only   be  included  in  R&D  if  they  are  undertaken  as  an  integral   part  of  a  specific  research  project  or  undertaken  for  the   benefit  of  a  specific  research  project.  Therefore,  projects  of   a  rou3ne  nature,  in  which  social  scien3sts  bring  established   methodologies,  principles  and  models  of  the  social  sciences   to  bear  on  a  par3cular  problem,  cannot  be  classified  as   research.  (OECD  2002  p.48)
  • Why  difficult  to  iden3fy  service  R&D •  Defining  the  boundaries  of  R&D  in  service  ac3vi3es  is  difficult,  for   two  main  reasons:     –  first,  it  is  difficult  to  iden3fy  projects  involving  R&D;  and,     –  second,  the  line  between  R&D  and  other  innova3ve  ac3vi3es  which   are  not  R&D  is  a  tenuous  one.    ….    •  Iden3fying  R&D  is  more  difficult  in  service  ac3vi3es  than  in   manufacturing  because  it  is  not  necessarily  “specialised”.  It  covers   several  areas:  technology-­‐related  R&D,  R&D  in  the  social  sciences   and  humani3es,  including  R&D  rela3ng  to  the  knowledge  of   behaviour  and  organisa3ons.  ….   •  Also,  in  service  companies,  R&D  is  not  always  organised  as  formally   as  in  manufacturing  companies  (i.e.  with  a  dedicated  R&D   department,  researchers  or  research  engineers  iden3fied  as  such  in   the  establishment’s  personnel  list,  etc.).    
  • How  to  iden3fy  service  R&D •   “ The  following  are  among  the  criteria  that  can   help  to  iden3fy  the  presence  of  R&D  in  service   ac3vi3es: –  Links  with  public  research  laboratories. –  The  involvement  of  staff  with  PhDs,  or  PhD  students. –  The  publica3on  of  research  findings  in  scien3fic   journals,  organisa3on  of  scien3fic  conferences  or   involvement  in  scien3fic  reviews. –  The  construc3on  of  prototypes  or  pilot  plants  (subject   to  the  reserva3ons  noted  in  Sec3on  2.3.4).”  (OECD   2002  p.48-­‐49)
  • Background:  Service  innova3on  research   Shid  to  Service  Economy     transforming  social  structure  affects  to  research  and  development   (R&D)  organiza3on    Macro  level  surveys  on  service  innova3on  do  not  capture  R&D   reality   Service  marke1ng  &   R&D  management   management  (1980-­‐)   Focused   Product  based  industry   Service  industry   industry New  Product   New  Service  Development   Research Development  (NPD)   (NSD)   Innova3on   Service  professional   Technology  trajectory     source trajectory Product  and  process     Process  and  knowledge/ Outcomes innova3on organiza3onal  innova3on 6  
  • Service  Innova3on  Process  Research   Service  innova3on  process  by  companies  and  customers  collabora3on    Facili3es,  Transforma3on,  Usage  (Moeller  2008) 7  
  • Customer  Focused  Product  Innova3on  Research •  R&D  and  marke3ng  collabora3on   –  Effect  to  func3on  expansion  of  product,  reduc3on  of   product  development  period   Company R&D Marke3ng Customer Product  Innova3on •  User  innova3on  research  (von  Hippel  1994)   –  Informa3on  s3ckiness  based   Company Products・toolkits R&D Customer User  Innova3on 8  
  • Service  Research  Model  for  Value  co-­‐crea3on R&D   Value  co-­‐ crea3on   Site   Sphere Sphere   Sphere New  research   New  service   theme   system   crea3on crea3on   Value  co-­‐ crea3on   R&D   ac3vi3es Mutual   Site  knowledge   understanding   of  R&D  and  site   9  
  • Service  Research  Model  for  Value  co-­‐crea3on R&D   Value  co-­‐ crea3on   Site   Sphere Sphere   Sphere New  research   New  service   theme   system   crea3on crea3on   Value  co-­‐ crea3on   R&D   ac3vi3es Mutual   Site  knowledge   understanding   of  R&D  and  site   Management  System 10  
  • Service  Research  Model  for  Value  co-­‐crea3on R&D   Value  co-­‐ crea3on   Site   Sphere Sphere   Sphere New  research   New  service   theme   system   crea3on crea3on   Value  co-­‐ crea3on   R&D   ac3vi3es Mutual   Site  knowledge   understanding   of  R&D  and  site   11  
  • Service  Research  Model  for  Value  co-­‐crea3on R&D   Value  co-­‐ crea3on   Site   Sphere Sphere   Sphere New  research   New  service   theme   system   crea3on crea3on   Value  co-­‐ crea3on   R&D   ac3vi3es Mutual   Site  knowledge   understanding   of  R&D  and  site   12  
  • Case  study •  On  Demand  Innova3on  Service  (IBM)  •  RISTEX  (JST)
  • Examples  of  Service  Science  Research  Themes Site  knowledge Business  strategy SCM Business  modeling Research  management Business  evalua3on  methods CRM Service  value  evalua3on  methods Quality  analysis Service  system  modeling Environment/traffic  simula3on Service  provider  support Risk  analysis Service  quality   Social  modeling Problem  determina3on Op3miza3on Brand  analysis Behavior  analysis CSAT  analysis Psychology Voice   Network  analysis Text  mining Sodware  enquiring   Simula3on Natural  language  processing   System  sodware   R&D  outputs Data  science Informa3on  technology   Mathema3cal  science   New  research   theme
  • Ⅰ.  Idenfying   Ⅱ.  Determining  R&D  focus   social  problems   ture   areas W specific  ideas  for   Litera orks s , earch s,   focus  areas forum hops,   iew s interv ops   Collabora(on  of  social  and  natural  sciences,     h works Par(cipa(on  of  government,  industry,  academia  and  ci(zens Ageing  popula1on Environment Safety  and  security   risk  management Industrial     NPO Business compe11veness Ⅲ.  Promong  R&D Researcher Urban  vs.  rural  areas Human  capital   R&D  Focus  Areas S&T  governance,   Labor   S&T  “seeds”     ins1tu1onal  constraints   (from  basic  research) Solicita(on  and  selec(on  of  project   proposals,  regular  mee(ngs,  on-­‐site   visits,  expanding  networks… research     interviews  conference R&D  projects workshops   searches   SOCIET Constantly   Building  research  system  with  various   fora/  symposia   Y COLLABORATING S&T stakeholders,  surveying  &  analyzing  the   condi(ons  on  the  ground,  hypothesis   forma(on PDCA   Proposing  solu3ons Requests  & Contribu1on  to  the     cycle Experimenta3on   general  public/society in  society inform a3o u3lizin n  service/     R&D  Focus  Areas g  netw orks eeds  n NPO Adop1on Global  warming  &   Requests    environmental     Business Government &   degrada1on needs Diffusion Public  safety     and  security   Implementa1on  of  research   output  to  society S&T  in  the     humani1es Solu1ons  and   Founda1on  research   S&T’s  impact  on  IT Ⅴ.  Assisng  the  applicaon  of   program  for  Service   “proto-­‐types”  to  wider  areas Science, Redesigning  Communi1es  for  Aged  Society Management  and   Implementa1on  Support  Program Engineering  program
  • 2010  RISTEX  Organiza3on   Director-General Evaluation Committee Advisory Council Special Advisor to the Director Redesigning   Community-­‐based   Protec1ng   Science   Informa1on  and   Implementa1on   Service  Science,  Solu1ons   Ac1ons  against   Technology  and   technology   Program Communi1es  for   Global  Warming   Children  from   and  Founda1on   Aged  Society   and  Environmental   Crime   Humanity   R&D  Focus  Area   Integrated  Research   R&D  Focus  area     Degrada1on   R&D  Focus  Area R&D  Focus   program R&D  Focus  area     Area   Area Director Area Director Area Director Area Director Area Director PO PO R&D   R&D  Program   R&D  Program   Program   R&D  Program   R&D  Program   Community-­‐based   Science   Governance   Redesigning   Ac1ons  against   Technology   in   Communi1es   Global  Warming   Protec1ng   and  Humanity   Ubiquitous   Launched  2010  for  Aged  Society   and   Environmental   aar Children  from   Launched  2007 Society Launched  2010   Launched  2010   Degrada1on   Crime   R&D Program Challenge in Launched    2010   Science and Identifying the Launched    2010   Launched  2007 Technology Vulnerabilities in Our Hidden Literacy in the Sophisticated 21st Information プログラム Science and 21世紀の Exploring Solutions Director, Department of Planning and Management Department of Management Fellows Planning and Promotion Group Administration and Support Group Investigation and coordination group
  • Specific and Latent Needs of Society Government & Public Policy Sustainability Research & Development Management Medical, Healthcare & Social welfare Services Transportation Learning & Education ManagementService Science, Solutions and Foundation        Integrated Research Program Research Type A. Research on Soution-Development Research Type B. Research on Scientific Element of Service Science Fundamental Disciplines and Methodologies Natural Sciences Social SciencesComplexity simulation,Emergency Medicine, ManagementOperations Research, Pharmaceutical Engineering, Human Cognitive Science,Social Psychology,Sciences, Multiple Classification Analysis, Engineering, Quality Educational Psychology,Ethnography,etc. Engineering,etc. Environmental Economics, etc.
  • Research  program  inputs,  ac3vi3es,   outputs  and  outcomes   Input   Ac3vi3es Outputs Outcomes Resources • Community   • Management   crea3on   • Establishment   system  (project   • Research   and  growth  of   • Research  area   selec3on,   system   community  and  • Research   crea3on   monitoring,   crea3on  for   research  system  area   • Research  impacts   management,   the  research    • Research   • Social  impacts   promo3on)   area  fund   • Community  • Manageme crea3on  among  nt  staffs   R&D,  site  people   • Projects:   • Con3nuous   and  the  other   • Projects   Research   prac3cal  use  at   stakeholders execu3on  (plan,   impacts   a  site   do,  see/report)   • Projects:   • Feedback  to   Social  impacts   research  area   Social  impacts Evalua3on • Research  area  (maturity,  social   • Process  (management  system,   • Impacts  (research  and  social  impacts,  linkage,  management  staffs) projects) research  system,    community)
  • Project  Management  Ac3vi3es R&D   Value  co-­‐ crea3on   Site   Sphere Sphere Sphere   Research   impact   New  research   New  service  • Research  plan   theme   system  (total,  yearly)   crea3on  • Research  report   crea3on (total,  yearly)  • Review  mee3ng   Value  co-­‐ crea3on   R&D   Mutual   Site  knowledge   ac3vi3es understanding   of  R&D  and  site   Project  progress  monitoring   Value  co-­‐crea3on  management   • Dashboard   • Research  plan  (total,  yearly)   • IP,  Informa3on,  Fund  opera3on   • Site  visits  (a  few  3mes  /  year)  
  • Research  Program  Goals
  • Mid-­‐term  Program  Assessment   Summary
  • Findings  from  RISTEX  programs •  The  research  maturity,  such  as  exis3ng  academic   socie3es,  affects  research  project  selec3on  as  well  as   poroolio  management.    •  When  the  research  maturity  is  low,  then  a  research   program  tends  to  focus  on  social  issues.  As  the  result,   the  research  project  poroolio  is  managed  from   problem-­‐solving  viewpoints.    •  Even  though  the  research  maturity  is  low,  ac3vi3es  to   link  research  projects  led  by  the  management  system   has  a  good  poten3al  to  influence  posi3vely  to  create   strategic  research  theme  from  the  boqom-­‐up  research   projects.  
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  • Academic Landscape of SSME (Service Science, Management and Engineering ) #8, IT & Web, 459papers, 2003.4#2, medical care, 1,681papers, 2002.7 #4, ecosystem, 914papers, 2004.1 #6, public service,#3, mental health care, 866papers, 2002.2 1,314papers, 2000.8 #7, public medical care, 632papers, 2001.8 #5, QOS, 906papers, 2002.7 #1, management, 1,818papers, 2003.0 Only clusters whose #papers ≧ 400 were named.12.3.28 Ref: Ichiro Sakata, Naoki Shibata, “A Network Analysis of Japanese Innovation Clusters” Copyright 2002-2009 Naoki Shibata All Rights Reserved. 24
  • SSME  paper  sub-­‐cluster  label  analysis   (early  study) Industry  &  ecosystem:   Healthcare  services   Financial  services   Ecosystem  service Public  services,  SCM   Environment   Ecosystem   Walter,  mountain   valua3on Web  service   Emergence  of   Ecosystem  Process  management Service  Science resilience Ecosystem   Human  resource   management management  Opera3on  management   Service  innova3on Knowledge  management   Service  quality,  TQM   BPR Early study result – Confidential -
  • Technology Integrated  /  design  methods Existing Value co- Project research creation completion themes Technology   Site  knowledge New  service  system extension New research theme New  research  issues Integrated  /  design  methods Technology Existing Value co- Project research creation completion themes Technology   Site  knowledge New  service  system extension