This document provides an overview of an MBA course on Service Innovation taught by Dr. Stephen K. Kwan at San José State University. The course targets graduate degrees in business administration, management information systems, and supply chain management. It covers topics such as service management, operations, strategy, and information technology. The course incorporates perspectives from fields including systems thinking, design thinking, business thinking, and engineering. It teaches frameworks for service systems modeling and design thinking.

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, 2012
Download these slides at: http://www.slideshare.net/StephenKwan

2. SJSU SSME PROGRAM TARGETS
✔ MTM
Undergraduate & 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. SSME CORE COURSES
Service
Strategy
Service Service Projects
Engineering& Quality in
Management SSME
Service
Innovation
3

4. ✔
http://www.engr.sjsu.edu/ise/msise/msise-service.pdf
4

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 Management
Sharing the Canvas

6. Kwan 2012 6

7. The Topics Covered in the Course
Text
Books
Service Management, Operattions,
Strategy, Information Technology Henry Chesbrough
Fitzsimmons & Fitzsimmons Open Services Innovation
Kwan 2012 7

8. Service System Life Cycle
Effective Information and Knowledge Management in
the Life Cycle stages of a Service System.
Discovery Conception
Operation Design
Development Engineering
8 Kwan 2012 8

9. Incorporating Multiple
Perspectives in Modeling
Competition
External or Internal Forces Strategy
create impetus for Change Customers
Regulations
Discovery Conception Obsolescence
Technology
Operation Design Innovation
…….
Development Engineering
J. Bradford Jensen
9 Kwan 2012 9

10. Incorporating Multiple
Perspectives in Modeling
for example:
Service Thinking Servitization
Platformitization
Discovery Conception Open Service Innovation
Operation Design
Development Engineering
(S-D) Logic -
Service Dominant Logic
Vargo & Lusch
10
and many more!
Kwan 2012 10

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. Dekker
Presented at the International Conference on Service Science, Beijing, China, April 17-18. “Systems Thinking about the Society”
11 Kwan 2012 11

12. Incorporating Multiple
Perspectives in Modeling
Design Thinking
Discovery 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. Design Thinking – some resources
© Cockayne and Carleton
Kwan 2012 13

14. Incorporating Multiple
Perspectives in Modeling
Discovery Conception
Operation Design Business Thinking
Development Engineering
14 Kwan 2012 14

15. Service System Worldview1
Service
Customer
Provider
Service
Experience
A Service System and Its Entities
1Kwan, 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. Service System Worldview
Employees &
Stockholders
Community
Service
Customer
Provider
Service
Partners
Experience
Service System Competition
Society
Kwan 2011 16

17. Service System Worldview
Service Management
Fitzsimmons & Fitzsimmons Employees & Capacity
Stockholders & Manpower
Planning,
Community Training
Service
Customer Facility
Location
Provider
& Design
Service
Partners
Experience
Social
Networking Competition
Competitive
Market Customer Service Strategy
Society Segmentation Flow & Concept Operating
Service Realized Strategy
Delivery
Kwan 2011 17

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. Constructing a Value Proposition
The Customer
have 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. Customer Driven Service Value Network
Value Proposition
Focal Service
Customer Relationship Provider
Value
Value
Proposition
Proposition
Provider
Service Partner
Customer’s Experience
Social Network
Network
Kwan 2012 20

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. 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. Using the Foresight Method
Kwan 2011 23

24. Sample Project from SJSU MBA Students
Kwan 2011 24

25. Service Summer 2010
Karlsruhe, Germany
Kwan
25 2011

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 Research
Based 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. T-shaped People (2)
Paul Harris, “Help Wanted: „T-Shaped‟ Skills to meet 21st Century
Needs”, T&D, September 2009
Kwan 2012 27

28. We need T-shaped People
Who can work together as a Team
Using Design Thinking as the basis of Project-based Team Building
28
Kwan 2011 28

29. Trending – Design Thinking for Business
Some Business Schools
teaching Design Thinking:
Toronto
Northwestern
Maastricht
Berkeley
Virginia ……….
Kwan 2012 29

30. Design Thinking for Managers
Kwan 2012 30

31. T-shaped People (3)
Download these slides at: http://www.slideshare.net/StephenKwan
Kwan 2012 31