Upload
tranthuy
View
247
Download
2
Embed Size (px)
Citation preview
© 2005 IBM Corporation1 © 2008 IBM Corporation
Introducción a Service Science Management and
Engineering
Jordi Busquets
IBM Innovation Center Barcelona
Jornada INEC Junio 2009
Service Science,
Management, and Engineering (and Design)
(and Art)
© 2005 IBM Corporation2 © 2008 IBM Corporation
Today, SSME is a call for
academia, industry, and governments to focus on becoming more systematic about innovation in the service sector, which is the largest sector of the economy in
most industrialized nations, and
is fast becoming the largest sector in developing nations as
well. SSME is also a proposed
academic discipline and
research area that would complement – rather than
replace – the many disciplines
that contribute to knowledge about service.
What is Service Science or SSME(D)?
© 2005 IBM Corporation3 © 2008 IBM Corporation
What is Service Science or SSME(D)?
Service Science, Management,
and Engineering (SSME) is a
term introduced by IBM to describe Service Science, an
interdisciplinary approach to the
study, design, and implementation of services
systems – complex systems in
which specific arrangements of
people and technologies take actions that provide value for
others. More precisely, SSME has been defined as the application of science, management, and engineering disciplines to tasks that one organization beneficially performs for and with another.
© 2005 IBM Corporation4 © 2008 IBM Corporation
53%66303.4Spain
30%261163Bangladesh
30%201070Nigeria
40%70255Japan
38%652312Russia
20%532423Brazil
35%391645Indonesia
21%70273U.S.
28%231760India
191%351550China
ServiceGrowth
S%
G%
A %
Nation
Ten NationsTotal 50% of World Wide Labor
A = Agriculture, G = Goods, S = Services 1980-2005
PC Age2005
United States
The largest labor force migration in human
history is underway, driven by global
communications, business and technology
growth, urbanization and low cost labor
(A) Agriculture:Value from
harvesting nature
(G) Goods:Value from
making products
(S) Services:Value from enhancing the
capabilities of things (customizing,
distributing, etc.) and interactions between things
Global Service Economy
International Labor Organization
US Employment History & Trends
© 2005 IBM Corporation5 © 2008 IBM Corporation
Where the growth is…
Services
Material
Information
& Organization
11%
9%
30%
50%
Products
-Based on Uday Karmarkar, UCLA(Apte & Karmarkar, 2006)
US Gross Domestic Product
© 2005 IBM Corporation6 © 2008 IBM Corporation
Service sector employment
In 2006 the service sector’s
share of global employment
overtook agriculture for the
first time, increasing from 39.5% to 40%. Agriculture
decreased from 39.7% to
38.7%. The industry sector
accounted for 21.3% of total employment.
- International Labour Organization
http://www.ilo.org/public/english/region/asro/bangkok/
public/releases/yr2007/pr07_02sa.htm
Fitzsimmons & Fitzsimmons (2008)
© 2005 IBM Corporation7 © 2008 IBM Corporation
0
20
40
60
80
100
1982 1988 1994 1998 2004 2006 2007
Year
Rev
en
ue (
$B
) Services
Software
Systems
Financing
IBM’s business
Revenue Growth by Segment
© 2005 IBM Corporation8 © 2008 IBM Corporation
Not just IBM…
© 2005 IBM Corporation9 © 2008 IBM Corporation
Why innovation in services matter?
© 2005 IBM Corporation10 © 2008 IBM Corporation
Something about services
� Value co-creation
� “Servitization” of products
� Front-office/Back-office
� Customer experience
� Complex systems / Service Systems
© 2005 IBM Corporation11 © 2008 IBM Corporation
Value co-creation
James Teboul, “Services is Front Stage. We are all
in services… more or less” (2007)
© 2005 IBM Corporation12 © 2008 IBM Corporation
New view of value-creation processes
Preparations
Process
InfrastructureOutput
Outcome Value
PRODUCTIONSYSTEM
CONSUMPTIONSYSTEM
Exchange
Behavioralresponse
Preparations
Process Co-production
Outcome
PRODUCTIONSYSTEM
CONSUMPTIONSYSTEM
Contract
Interactions
Paul Lillrank, “An event-based approach to services,”
Presented at Frontiers in Service Conference, October 2008
Service-dominant logic view
Goods-dominant logic view
With service processes, the
customer provides significant
inputs into the production process.
-Sampson & Froehle (2006)
The customer is always a
co-producer.
-Vargo & Lush (2004)
© 2005 IBM Corporation13 © 2008 IBM Corporation
“Servitization” of goods
© 2005 IBM Corporation14 © 2008 IBM Corporation
Front-office / Back-office
InformationSystems
Channel Delivery Technology
Customer FacingSales Force
&
Channels
Client
Front Stage Back Stage
Product fullfilment
Integrated Product/Service design
Products offeringService mix offering
Service demandProduct request
Value
Co-creation
© 2005 IBM Corporation15 © 2008 IBM Corporation
Mairi McIntyre, Univ. of Warwick
© 2005 IBM Corporation16 © 2008 IBM Corporation
© 2005 IBM Corporation17 © 2008 IBM Corporation
© 2005 IBM Corporation18 © 2008 IBM Corporation
© 2005 IBM Corporation19 © 2008 IBM Corporation
Understanding service systems
� Service Science
� Service science is the systematic study of service and service systems
� SSME
� SSME is a discipline that brings together scientific understanding, engineering principles, and management practices to design, create, and deliver service systems
� Service
� Service is the application of competences for the benefit of another entity
� Service System
� Value co-creation configurations of integrated resources: people, organizations, shared information and technology
© 2005 IBM Corporation20 © 2008 IBM Corporation
Something about services… more
� Value co-creation� “Servitization” of products� Front-office/Back-office� Customer experience� Complex systems / Service Systems� But many more aspects…
� Business Service Modelling / Simulation
� Stock, capacity and demand management
� Services Quality
� Service Design
� Service Innovation
� Resources management
� ….
© 2005 IBM Corporation21 © 2008 IBM Corporation
One Answer to the Need for Curricula Change: Service Science, Management & Engineering (SSME)
The marketplace requires innovation that combinespeople, technology, value and clients
Business Models &
Processes
Science &
Technology
People&
Culture
SSMESSME
© 2005 IBM Corporation22 © 2008 IBM Corporation
What should a service scientist know?
� I. Theoretical & Practical Foundations�1. Concepts & Questions
�2. Tools & Methods
� II. Disciplines�3. History & Evolution: Economics & Law
�4. Customer: Quality Measure & Marketing
�5. Provider: Productivity Measure & Operations
�6. Authority: Compliance Measure & Governance
�7. Competitor: Sustainable Innovation Measure & Strategy
�8. Privileged Access: People Resources & S Schools
�9. Owned Outright: Tech Resources & E Schools
�10. Shared Access: Information Resources & I Schools
�11. Leased/Contract: Organization Resources & B Schools
�12. Future & Investment: Project & Innovation Management
� III. Professions�13. Scientists, Entrepreneurs, and Designers
�14. Engineers, Managers, Consultants, Practitioners
For a service science outline and 200+ annotated references, refer to:
http://www.cob.sjsu.edu/ssme/refmenu.asp
A service scientist is a T-shaped professional, with deep, expert,
contributory expertise in at least one of these areas, and broad, complex
communications, and articulatory
expertise across them all (Collins and Kusch 1999; Levy and Murnane
2004).complex communication
expert th
inkin
g
Courtesy of Jean Paul Jacob
© 2005 IBM Corporation23 © 2008 IBM Corporation
Service ScienceDiscipline Classification System
A. General1. Service Science Education2. Research in Service Science3. Service Science Policy4. History of Services5. Case Studies6. Miscellaneous
B. Service Foundations1. Service Theory2. Service Philosophy3. Economics of Services4. Theoretical Models of Services5. Mathematical Models of Services6. Service Complexity Theory 7. Service Innovation Theory8. Service Foundations Education
C. Service Engineering1. Service Engineering Theory2. Service Operations 3. Service Standards4. Service Optimization 5. Service Systems Engineering 6. Service Supply Chains7. Service Engineering Management8. Service Systems Performance9. Service Quality Engineering 10. New Services Engineering11. Computer Services12. Information Technology Services13. Service Engineering Education
D. Service Management1. Service Marketing2. Service Operations 3. Service Management 4. Service Lifecycle 5. Service Innovation Management6. Service Quality7. Human Resources Management 8. Customer Relationship Management 9. Services Sourcing10. Services Law11. Globalization of Services12. Service Business Education
E. Human Aspects of Services1. Service Systems Evolution2. Behavioral Models of Services3. Decision Making in Services4. People in Service Systems5. Organizational Change in Services6. Social Aspects of Services7. Cognitive Aspects of Services8. Customer Psychology9. Education in Human Aspects of Services
F. Service Design1. Service Design Theory 2. Service Design Methodology 3. Service Representation 4. Aesthetics of Services5. Service Design Education
G.Service Arts 1. Service Arts Theory 2. Traditional Service Arts3. Performance Arts4. History of Service Arts5. Service Arts Education
H.Service Industries*1. The Service Industry2. Utilities3. Wholesale Trade4. Retail Trade5. Transportation and Warehousing6. Information Services7. Finance and Insurance8. Real Estate and Rental9. Professional and Technical Services10. Management Services11. Administrative and Support Services12. Educational Services13. Health Care and Social Assistance14. Arts, Entertainment, and Recreation15. Accommodation and Food Services16. Public Administration Services17. Other Service Industries
Claudio Pinhanez & Paul Kontogiorgis, “A proposal for a service science discipline classification systems,”
Presented at Frontiers in Service Conference, October 2008
© 2005 IBM Corporation24 © 2008 IBM Corporation
What Kinds Of Skills Should A Service Scientist Have?What Kinds Of Skills Should A Service Scientist Have?
Academic disciplines evolving to combine technology, business, aAcademic disciplines evolving to combine technology, business, and socialnd social--organizationorganization
Technology
BusinessSocial-
Organizational
5
1
9 2527
14
28
10
26
24
84
4. Service Marketing
5. Social Complexity
6. Agent-based comput-ational economics
7. Computational Organization Theory
3. Service Engineering
2. Service Ops & Mgmt
1. Information Sci & Sys14. Computer & Information Sciences
16. Organization Theory
15. Human Capital Management (HCM)
20. Game Theory
21. Industrial Engineering
22. Marketing
23. Managerial Psychology
19. Management Science
18. Systems Engineering
17. Operations Research
2
3
67
11
12
13
1516
17
18
1920
21
22
23
1990…
1960-1990
1900-1960
Before 1900
11. Management of Information Systems
8. Management of Innovation & Tech (MoT)
9. Experimental Economics
10. AI & Games
12. Computer Supported Collab. Work (CSCW)
13. Performance Support Systems In Business & Organization
24. Business Administration (MBA)
25. Economics
26. Law
27. Sociology
28. Education
© 2005 IBM Corporation25 © 2008 IBM Corporation
University Response
� More than 240 Universities in 42 countries are teaching SSME courses
� There are 102 degree programs in SSME worldwide
� 88 Masters degrees, 14 Bachelors
– 39 Technical degrees
– 38 Business degrees
– 25 MIS-type degrees
� Numerous SSME Workshops (e.g., Cambridge, GA Tech, Glasgow)
� 24 Service Research Centers Worldwide
© 2005 IBM Corporation26 © 2008 IBM Corporation
Some courses
© 2005 IBM Corporation27 © 2008 IBM Corporation
Some courses
© 2005 IBM Corporation28 © 2008 IBM Corporation
“Succeeding through Service Innovation”
Service Science is emerging as a distinct field. Its vision is to discover the underlying logic of complex service systems and to establish a common language and shared frameworks for service innovation. To this end, an interdisciplinary approach should be adopted for research and education on service systems.
http://www.ifm.eng.cam.ac.uk/ssme/
� For education: Enable graduates from various disciplines to become T-shaped
professionals or adaptive innovators; promote SSME education programmes and
qualifications; develop a modular template-based SSME curriculum in higher education
and extend to other levels of education; explore new teaching methods for SSME
education.
� For research: Develop an interdisciplinary and intercultural approach to service
research; build bridges between disciplines through grand research challenges; establish
service system and value proposition as foundational concepts; work with practitioners
to create data sets to understand the nature and behaviour of service systems create
modelling and simulation tools for service systems.
� For business: Establish employment policies and career paths for T-shaped
professionals; review existing approaches to service innovation and provide grand
challenges for service systems research; provide funding for service systems research;
develop appropriate organisational arrangements to enhance industry-academic
collaboration; work with stakeholders to include sustainability measures.
� For government: Promote service innovation and provide funding for SSME education
and research; demonstrate the value of Service Science to government agencies;
develop relevant measurements and reliable data on knowledge- intensive service
activities; make public service systems more comprehensive and citizen-responsive;
encourage public hearings, workshops and briefings with other stakeholders to develop
service innovation roadmaps.
© 2005 IBM Corporation29 © 2008 IBM Corporation
Government Response
� Germany - Funded Innovation with Service
� European Union - Networked European Software and Services Initiative (NESSI)
� China – Five Year Plan in Modern Services
� Japan - Funded Service Productivity
� US NSF Service Enterprise Engineering (SEE)
� US – America COMPETES Act
� National Innovation Roadmaps
� Australia, Netherlands, Korea STEP1.
� Finland’s Serve Programme
� InSG Infocomm Singapore
� Thailand – National Science and Technology Department
� Malaysia - Innovation-led economy, IBM and 11 higher ed institutions
� Philippines - Commission on Information and Communications Technology
� Vietnam – MOU
� Egypt – MOU
� NYSTAR – NY State
� North Carolina Legislature 4/29
� Senator Richard Burr 5/19
� US Senate Committee on Commerce, Science & Transportation - Senator Inouye staff 1/7
© 2005 IBM Corporation30 © 2008 IBM Corporation
Industry Response: SRII - Service Research & Innovation Initiative
© 2005 IBM Corporation31 © 2008 IBM Corporation
Service Research Centers - New in 2008
� Bahcesehir and Northeastern (Turkey) Universities•
� Innovation University: Helsinki University of Technology (HUT)=Design Factory, Helsinki School of Economics HSE)= Service Factory and Helsinki University of Arts and Design (UAD)=Media
� India SP Jain Institute for Management SSME Center
� Karlshrue Service Research Center
� Shanghai Research Center (Charles King, Pund-IT)
� National Tsinghua Institute for Service Science
� University of Amsterdam and the VU University Amsterdam will launch one of the first European university centers for service innovation
� University Federal de Rio de Janeiro SSME Research Group
© 2005 IBM Corporation32 © 2008 IBM Corporation
External Ecosystem Beyond Universities
� SRII – Established SRIC, Grew Membership, New Conferences
� Center for Innovation Management Studies (CIMS) –Service Science Focus
� Conference Board – Service Innovation Interest
� American Society of Engineering Education –National Conference
� NESSI – SSME Workgroup
� Kauffman – Services Skills Initiative
� IEEE – SSME Skills Certification Workshop
� Extensive Government Involvement
© 2005 IBM Corporation33 © 2008 IBM Corporation
Six New Service Science Books Published in 2008
� Service Science, Management and Engineering: Education for the 21st Century; Hefley, Bill; Murphy, Wendy (Eds.) 2008 www.springer.com/business/book/978-0-387-76577-8
� Services Science: Fundamentals, Challenges and Future Developments; Stauss, B.; Engelmann, K.; Kremer, A.; Luhn, A. (Eds.) 2008, www.springer.com/business/book/978-3-540-74487-0
�
� Advances in Services Innovations; Spath, Dieter; Fähnrich, Klaus-Peter (Eds.); 2007, www.springer.com/engineering/production+eng/book/978-3-540-29858-8
� Competing in a Service Economy: How to Create a Competitive Advantage Through Service Development and Innovation, Michael D. Johnson, Anders Gustafsson
� New Service Development and Innovation in the New Economy Bo Edvardsson, Anders Gustafsson, Michael D. Johnson, Bodil Sanden
� Product Development for the Service Sector: Lessons from Market Leaders by Robert G. Cooper, Scott J. Edgett
© 2005 IBM Corporation34 © 2008 IBM Corporation
IBM Systems Journal Dedicated to SSME - 2008
© 2005 IBM Corporation35 © 2008 IBM Corporation
http://www.ibm.com/university/ssme
© 2005 IBM Corporation36 © 2008 IBM Corporation
thanks
© 2005 IBM Corporation37 © 2008 IBM Corporation
© 2005 IBM Corporation38 © 2008 IBM Corporation
Knowledge-Intensive Service Activities (KISA)
� More jobs require expert
thinking and complex
communication skills
� Specialization and
integration are both
important!
� Fission and fusion
-10
-5
0
5
10
15
1969 1974 1979 1984 1989 1994 1999
Expert Thinking
ComplexCommunication
Routine Manual
Routine Cognitive
Non-routineManual
Percentile change in skill descriptions 1969-1999Based on U.S. Department of Labor’sDictionary of Occupational Titles (DOT)
From Levy and Marnane (2004), Autor, Levy Marnane (2003)
© 2005 IBM Corporation39 © 2008 IBM Corporation
IBM has begun to systematically classify diverse service systemsindustry by industry, component by component, measure by measure…
CBM: Component Business Model
WBM and RUP: Work Practices & Processes
SOA: Technical Service-Oriented Architecture
Key Performance Indicators (KPIs)IBM IBV: Component Business ModelsIEEE Computer, Jan 2007