This document discusses service research based on value co-creation. It proposes a model for service research that involves three spheres - an R&D sphere, a value co-creation sphere between R&D and site staff, and a site sphere. In this model, new research themes and service systems are created through mutual understanding and value co-creation between the R&D and site spheres. Management systems are also important for enabling value co-creation between the spheres. Identifying service R&D is challenging but can be helped by criteria like links to public research, involvement of researchers, and publication of findings.

1. Service
Research
based
on
value
co-­‐crea3on
Yuriko
Sawatani,
JST

2. 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)

3. 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)

4. 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.).

5. 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)

6. 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

7. Service
Innova3on
Process
Research
 Service
innova3on
process
by
companies
and
customers
collabora3on
 Facili3es,
Transforma3on,
Usage
(Moeller
2008)
7

8. 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

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
9

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
Management
System
10

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
11

12. 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

13. Case
study
• On
Demand
Innova3on
Service
(IBM)
• RISTEX
(JST)

14. 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

15. Ⅰ.
Iden'fying
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.
Promo'ng
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.
Assis'ng
the
applica'on
of
program
for
Service
“proto-­‐types”
to
wider
areas
Science,
Redesigning
Communi1es
for
Aged
Society
Management
and
Implementa1on
Support
Program
Engineering
program

16. 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

17. Specific and Latent Needs of Society
Government & Public Policy Sustainability
Research & Development Management
Medical, Healthcare & Social welfare Services Transportation
Learning & Education Management
Service 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 Sciences
Complexity simulation,Emergency Medicine, Management
Operations Research, Pharmaceutical Engineering, Human Cognitive Science,Social Psychology,
Sciences, Multiple Classification Analysis, Engineering, Quality Educational Psychology,Ethnography,
etc. Engineering,etc. Environmental Economics, etc.

18. 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)

19. 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)

20. Research
Program
Goals

21. Mid-­‐term
Program
Assessment
Summary

22. 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.

23. backup

24. 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

25. 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 -

26. 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