Governance and Nation-Building in Nigeria: Some Reflections on Options for Po...
Lecture in the iMinds-SMIT VUB Service Science Lecture Series
1. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management May 13, 2014
Understanding Service Science
through Conceptual Modeling
Geert Poels
Professor of Management Information Systems
Academic member of the Center for Service Intelligence
2. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 2
Contents
The context
Purpose and principles of
The problem
How to conceptualize service to facilitate inter-disciplinary
research?
How to achieve a shared of service
concepts?
The solution approach
of service concepts based on
descriptive theories of service system
3. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 3
Context: Service Science
Why is it needed?
What is it (and what is it not)?
How is it different from other service research
disciplines?
Let’s start with creating a common
understanding of the topic of interest..
4. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 4
Growing importance of service sector
Agriculture -> Manufacturing -> Services
Shift in % of GDP
Shift in % of employment
Both developed and developing countries (though
generally slower for the latter)
+ many services in disguise in industry/construction
(= ‘servitization’)
E.g., from producing/selling jet engines to
operating/maintaining the engines and charging airlines
for propulsion usage (= ‘propulsion as a service’ )
5. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 5
6. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 6
7. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 7
Need for service (system) innovation
Increasing scale, complexity, and connectedness of
service systems
Globalisation and technology drivers
Urbanisation and aging population
Environmental awareness and sustainability
Increasing demand for service quality/productivity
Rising demand for service innovation
How to invest in service systems to sustainably improve
key performance indicators?
How to develop new service offerings, together with
creative value propositions and improved service systems?
8. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 8
Knowledge to inform service innovation
Better understanding of service systems is required
What are the architectures of service systems?
How can service systems be understood in terms of a small number
of building blocks that get combined to reflect the observed
variety?
How might architectures and building blocks help us understand
the origins, lifecycles and sustainability of service systems?
How can service systems be optimised to interact and co-create
value?
Why do interactions within and between service systems lead to
particular outcomes?
9. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 9
Need for service research
Service research (& development) is lagging behind
Until early 80ties research dominated by product-centric
concepts and theories
Despite service sector accounts for > 2/3 GDP and jobs,
investment in services < 1/3 R&D spending
Service research is strongly fragmented
Service marketing
Service operations
Service management
Service HRM
Service sourcing
Service pricing
Service economics
Service engineering
Service design
Service computing
Service innovation
Service business models
Healthcare services
Nursing services
Hospitality services
Human services
Transformative services
…
10. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 10
11. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 11
Product over service
Illustration: Business Eng. studies @UGent
Product(ion)-related courses
• Production Technology, Operations Management,
Materials Science, Advanced Production Management,
Supply Chain Management, Total Quality Management,
…
Service-related courses
• Managing Service Organizations
12. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 12
Need for a systemic view
Without a clear understanding of the domain and
how it relates to existing theories, knowledge will
continue to be fragmented
Specialisation remains important, but one shortcoming is
that each discipline tends to focus on particular
configurations of resources
The key to understanding service systems is not just to
examine one aspect of service but rather to consider
service as a system of interacting parts
The hard work of creating an integrated theory that spans
many disciplines has not been done.
13. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 13
Distinctive object of study
Structure
•Service System
Behaviour
•Value Co-Creation
“The service system is the basic abstraction of
Service Science.”
“Service Science is the study of value co-creation
phenomena.”
14. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 14
Landmarks in history of Service Science
2004 IBM calls for systematic approach to service
research and education
Driven by its own transformation from a hardware
manufacturer to a service business (offering ‘solutions’
instead of technology)
Driven by expected future shortage of adaptive innovators,
i.e., professionals with knowledge and skills required for
service innovation (= ‘T-shaped professional’)
2007 launch of SSME at Cambridge symposium
2012
15. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 15
Need for knowledge integration
Service Science, Management, and Engineering
(SSME) is an integrative service research discipline
Distinct field looking for a deeper level of knowledge
integration
We have pieces of knowledge today, but they are not
integrated into a unified whole. Service Science provides
motivation, methods and skills for integration.
Holism instead of reductionism in the approach to study
service
=> Service Science as a specialisation of Systems Science
16. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 16
Looking for a foundational theory
Creating a truly integrated theory of service systems
Developing a normative view on how service systems can
be described and their behaviour explained
Discovering underlying principles of complex service
systems and the value propositions that interconnect them
Address grand research challenges that span multiple
disciplines
Providing structure and rigour for building a widely
accepted and coherent body of knowledge to support
innovation in service systems
17. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 17
Fundamental and applied research
Nature of Service Science theory?
Descriptive
Explanatory (and predictive)
Prescriptive (and applicable)
18. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 18
Not just a fancy name for..
Given its foundational principles, Service Science is
not
Service-Oriented Computing (SOC), Service-Oriented
Architecture (SOA), Service-Oriented Software Engineering
(SOSE)
Service-Oriented Business Architecture (SOBA), Service-
Oriented Enterprise Engineering (SOEE)
• i.e., the application of SOC, SOA and SOSE to business and
organisational design (similar to the design of IT infrastructures
and software applications)
Multidisciplinary research in service management
19. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 19
“As a distinct interdisciplinary field, Service Science
needs an idiosyncratic and unifying paradigm to
provide identity and discriminate it from its many
contributing but separate service research disciplines”
“Chief among the challenges that lay ahead is the
challenge of developing a shared vocabulary that can
be used across disciplines to describe the great variety
of service systems”
The problem: common understanding
20. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 20
Underlying worldview
Service-
Dominant
Logic
Systems
thinking
Study of value
co-creation
phenomena in
service
systems
21. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 21
Common understanding?
Service
System
Worldview
Service
Dominant
Logic
Service
Quality
Gap
Model
Unified
Services
Theory
Service
System
Framework
Work
System
Theory
General
Service
Model
DEFINITION
OF
CONCEPTS?
RELEVANCE
OF
CONCEPTS?
COMPLETENESS
OF CONCEPTS?
22. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 22
But what is service?
“An act or performance that one party can offer to another that
is essentially intangible and does not result in the ownership of
anything.”
“A provider-client interaction that creates and captures value.”
“Value-creating support to another party’s practices.”
“The application of specialized competences (knowledge and
skills) through deeds, processes and performances for the
benefit of another entity or the entity itself.”
“Acts performed for the benefit of others.”
23. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 23
“A change in the condition of a person, or a good belonging to
some economic entity, brought about as a result of some other
entity, with the approval of the first person or economic entity.”
“A time-perishable, intangible experience performed for a
customer acting in the role of a co-producer.”
“A simultaneous or near-simultaneous exchange of production
and consumption transformation in the experience and value
that customers receive from engagement with providers, and
intangibility in that goods are not exchanged.”
24. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 24
“A service is an economic resource as it is viewed as valuable by
some agent and can be transferred between agents”
“Service is a complex temporal entity consisting of a service
commitment and a service process”
“A service is generally implemented as a course-grained,
discoverable software entity that exists as a single instance and
interacts with applications and other services through a loosely
coupled (often asynchronous), message-based communication
model.”
25. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 25
Other confusion
Service system
Services are exchanged between service systems
Services are exchanged within service systems
Value co-creation
Co-production based on individual customer inputs
Overlap in time/space of provider and customer activities
Provider facilitates value creation by customer
Service exchange
Benefits for one party, reciprocity in the exchange
Benefits for both parties within same service
26. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 26
A solution approach: conceptual modeling
Conceptual model
Model of the concepts and their relations pertaining to
some domain of interest
As a representation of the domain a conceptual model
serves the purposes of abstraction and visualisation
It helps in understanding and analysing the domain (and
can act as a design for socially constructed domains)
Our thesis: conceptual modelling helps clarifying
definitions of Service Science concepts and show
how they are interrelated
27. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 27
Towards a conceptual framework
Clarify concepts using descriptive theories that offer
a comprehensive view of service
Build a conceptual model (for the moment just as a
concept map) that includes and combines concepts
from the different theories, and identifies cross-
theoretical relations between concepts, but without
integrating the theories themselves
“Instead of assuming that particular definitions are right or
wrong, it is more useful to assume each definition makes
sense from a particular viewpoint or in a particular context”
28. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 28
Nature of theory (Gregor, MISQ 2006)
(I) Theory for
analyzing
(IV) Theory for
explaining and predic ng
(EP theory)
(V) Theory for design
and ac on
(III) Theory for
predic ng
(II) Theory for
explaining
29. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 29
Theories of service
Service-Dominant Logic
Marketing / philosophical basis of Service Science
Focus on customer benefits creation
Unified Services Theory
Operations Management
Analyzing efficiency and quality of service production
process
30. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 30
Work system metamodel (Work System Theory)
Information Systems (but transdisciplinary)
Systemic view of service within organisational context
Operational model for analyzing form, function and
environment (from systems engineering perspective)
Resource-Service-System model (based on REA
ontology)
Accounting (Information Systems)
Focus on economic exchange of service
Analyzing various business aspects of service systems
31. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 31
Service-Dominant Logic
IHIP characterization of services, providing basis for
separate service research disciplines, is deficient
Service-Dominant Logic = counter-movement
All economic exchange is exchange of service for service
Service is application of competences for benefit of
someone else
Both goods and services (in traditional sense) can be used
in this act
Benefits are determined by the service beneficiary in
terms of value-in-use and value-in-context
32. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 32
Foundational premises of Service-Dominant Logic
FP1: Service is the fundamental basis of exchange.
FP2: Indirect exchange masks the fundamental basis of exchange.
FP3: Goods are a distribution mechanism for service provision.
FP4: Operant resources are the fundamental source of competitive advantage.
FP5: All economies are service economies.
FP6: The customer is always a co-creator of value.
FP7: The enterprise cannot deliver value, but only offer value propositions.
FP8: A service-centered view is inherently customer oriented and relational.
FP9: All social and economic actors are resource integrators.
FP10: Value is always uniquely and phenomenologically determined by the
beneficiary.
33. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 33
Concept map
34. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 34
Unified Services Theory
Focus on service production process
Distinguishes service and non-service production
processes (>< Service-Dominant Logic)
Service process is a production process in which each
individual consumer provides significant inputs
Operational implications address challenges unique
to service processes (due to presence of consumer
inputs)
Value extraction is performed by consumers in
consumption process
35. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 35
Concept map
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Department of Business Informatics and Operations Management 36
Integrated concept map
37. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 37
Work system metamodel
Work system
A system in which human participants and/or machines
perform work (processes and activities) using information,
technology, and other resources to produce specific
products/services for specific internal and/or external
customers
Service
An act performed to produce outcomes for the benefit of
others
Most work systems are service systems
38. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 38
Concept map
39. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 39
Integrated concept map
40. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 40
Resource-Service-System model
Service-Dominant Logic interpretation of the
Resource-Event-Agent (REA) model of economic
exchange
Economic exchange results from the economic reciprocal
actions (called economic events) of independent entities
(called economic agents) that provide each other the
resources that they control (called economic resources)
Economic resources = operant/operand resources
Economic event = service
Economic agent = service system entity
Reciprocity relation = service exchange
41. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 41
Concept map
42. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 42
Integrated concept map
43. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 43
Conceptual clarification?
Service
Service as process (SDL, WSM, RSS)
• Application of competences for benefit of others (SDL, RSS)
• Operant resources acting upon operand resources
(SDL, RSS)
• Acts to produce outcomes for benefit of others (WSM)
Service production process
• Individual consumer inputs required (UST)
44. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 44
Value co-creation
Overlap in time/space of provider and consumer
activities (WSM) – optional for service
Integration of provided resources (SDL, RSS)
• Required for service
• But, does not imply overlapping activities
Co-production in service process / service system
activities
Customer participant - optional (WSM)
Consumer input to process required, but must not be
consumer himself (UST)
45. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 45
Service system
Everything needed to perform service (WSM)
Contains service process (UST) consisting of activities
(WSM, RSS)
Employed by service system entity, which can be a
resource controlled by a service supra-system (RSS)
Service Exchange
In scope (SDL, RSS) versus out scope (WSM, UST)
Intention of mutually beneficial value co-creation (RSS)
46. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management May 13, 2014
Back-up slides
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48. UGentMIS research group (http://www.mis.ugent.be)
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49. UGentMIS research group (http://www.mis.ugent.be)
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50. UGentMIS research group (http://www.mis.ugent.be)
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T-shaped professional
51. UGentMIS research group (http://www.mis.ugent.be)
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Principle of interdisciplinary research
SSME accepts disciplinary barriers between academic
fields and service research disciplines, but aims at
building bridges between them
52. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 52
Not by multidisciplinary research aimed at embracing all
relevant service research disciplines
53. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 53
Not by multidisciplinary research focused on a selected set
of core elements of existing service research disciplines
54. UGentMIS research group (http://www.mis.ugent.be)
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But by interdisciplinary research attempting to create new
knowledge to bridge existing service research disciplines,
based on transdisciplinary and crossdisciplinary
collaboration.
55. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 55
concept definition
multidisciplinary Creation of new knowledge that adds to multiple existing
disciplines, where the knowledge of individual disciplines is seen
as separate and additive to each other
interdisciplinary Creation of new knowledge that bridges, connects, or integrates
individual disciplines
transdisciplinary Transcending or extending beyond the knowledge of existing
disciplines
crossdisciplinary Knowledge of one discipline is used as a lens through which
another discipline is studied
56. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 56
The Service System worldview
• Service System Entity
• Resource
• Focal resource
• Access Right
• Service System Ecology
• Interaction
• Value proposition based
• Governance mechanism based
• Outcome
• Measure
• Stakeholder
57. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 57
believe that the graphical model already helps in better understanding the service
system worldview as it shows how different concepts (should) relate to each other.
Therefore, we will explain the service system conceptualization on which the
ontology is based via the graphical conceptual model that we developed.
Fig. 2. Service system conceptual model
The diagram is overlaid with four coloured areas that further categorize the service
system concepts, mainly in function of their relationship with the service process, as
modelled in our ISPAR-based service process model [reference hidden for reviewers
- will be added in case of paper acceptance]. Core concepts are those that play a role
58. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 58
Useful for framing research challenges
How to represent work in service systems and measure
quality, productivity, compliance and innovation?
believe that the graphical model already helps in better understanding the service
system worldview as it shows how different concepts (should) relate to each other.
Therefore, we will explain the service system conceptualization on which the
ontology is based via the graphical conceptual model that we developed.
Fig. 2. Service system conceptual model
The diagram is overlaid with four coloured areas that further categorize the service
system concepts, mainly in function of their relationship with the service process, as
modelled in our ISPAR-based service process model [reference hidden for reviewers
- will be added in case of paper acceptance]. Core concepts are those that play a role
59. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 59
How does an ecology of service system entities evolve
to remain efficient, effective and viable?
What are the dynamics and laws that govern
networks of service system entities?
believe that the graphical model already helps in better understanding the service
system worldview as it shows how different concepts (should) relate to each other.
Therefore, we will explain the service system conceptualization on which the
ontology is based via the graphical conceptual model that we developed.
Fig. 2. Service system conceptual model
The diagram is overlaid with four coloured areas that further categorize the service
system concepts, mainly in function of their relationship with the service process, as
modelled in our ISPAR-based service process model [reference hidden for reviewers
- will be added in case of paper acceptance]. Core concepts are those that play a role
60. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 60
Which interaction episodes result in the favourable
outcome of mutual value co-creation?
How to design service processes in order to minimize
the chance of unfavourable outcomes?
believe that the graphical model already helps in better understanding the service
system worldview as it shows how different concepts (should) relate to each other.
Therefore, we will explain the service system conceptualization on which the
ontology is based via the graphical conceptual model that we developed.
Fig. 2. Service system conceptual model
The diagram is overlaid with four coloured areas that further categorize the service
system concepts, mainly in function of their relationship with the service process, as
modelled in our ISPAR-based service process model [reference hidden for reviewers
- will be added in case of paper acceptance]. Core concepts are those that play a role
61. UGentMIS research group (http://www.mis.ugent.be)
Department of Business Informatics and Operations Management 61
How to design profitable and sustainable service business models?
How to strategically source the right resources for such business models?
How to develop the right service culture and mindset for successful service business?
believe that the graphical model already helps in better understanding the service
system worldview as it shows how different concepts (should) relate to each other.
Therefore, we will explain the service system conceptualization on which the
ontology is based via the graphical conceptual model that we developed.
Fig. 2. Service system conceptual model
The diagram is overlaid with four coloured areas that further categorize the service
system concepts, mainly in function of their relationship with the service process, as
modelled in our ISPAR-based service process model [reference hidden for reviewers
- will be added in case of paper acceptance]. Core concepts are those that play a role