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Creating Knowledge Structure for Service Science
Yuriko Sawatani @ Waseda University, JapanPICMET 2013
Agenda
• Introduction• Service R&D• Communication tools for Service Science• Applying communication tools to R&D projects• Survey and results• Discussions
13/07/30 2
Service Science in Japan• “Innovate America” (Palmisano Report) 2004/12
– “Services science can begin to address major questions at the heart of 21st century innovation”• The Third Science and Technology Basic Plan2006/3
– Need to address emerging & interdisciplinary field of research• Outline of the Economic Growth Strategy (METI) 2006/7
– Innovation in service industry• Establishment of Service Productivity & Innovation for Growth (SPRING, 2007/5)• Establishment of Service Engineering Research Center (AIST, 2008/4)
• Innovation 25 2007/6– Service Innovation
• Service Innovation Human Resource Development Promotion Program (MEXT)– 6 universities (2007), 7 universities (2008)
• Act on Enhancement of Research and Development Capacity (Article 47) 2008– Research focusing on applying national sciences to social science and management engineering
• Commission on Promotion of Service Science and Engineering (MEXT) 2008• Feasibility Study for the program planning (JST) 2009• Service Science, Solutions and Foundation Integrated Research program 2010/4• The New Growth Strategy (Basic Policies) Toward a Radiant Japan 2010/6
Objectives of S3FIRE(Service Science, Solutions and Foundation Integrated Research program)
1. Create new SSME knowledge for performance/quality improvement and a new service model targeting on various service systems
– Establish scientific foundation for SSME
– Contribute to the society by utilizing and deploying research outcomes
2. Build community of researchers and practitioners in the field of SSME
This is the first service science research program aiming the fusion of arts and sciences supported by the management team of the program.The program is facilitated by social technology funding agency.
04/10/2023 Japan Science and Technology/RISTEX 4
Research Type A. Research on Soution-Development
Research Type B. Research on Scientific Element of Service Science
S3FIRE Program
Specific and Latent Needs of SocietyGovernment & Public
PolicyMedical, Healthcare & Social welfare Services Learning &
Education
Sustainability Transportation
Management
Research & Development Management
Fundamental Disciplines and MethodologiesNatural Sciences Social Sciences
Complexity simulation,Emergency Medicine, Operations Research, Pharmaceutical Sciences, Multiple Classification Analysis, etc.
Cognitive Science,Social Psychology, Educational Psychology,Ethnography, Environmental Economics, etc.
Management Engineering, Human Engineering, Quality Engineering,etc.
Value co-creation management
Research impact
•Research plan (total, yearly)•Site visits (a few times / year)
•Research plan (total, yearly)•Research report (total, yearly)•Review meeting
Project progress monitoring•Dashboard•IP, Information, Fund operation
New service system creation
Value co-creation
New research theme creation
Site Sphere
R&D activities Mutual understanding of
R&D and site
Site knowledge
R&D Sphere
Value co-creation Sphere
Service systemsResearch elements Service ScienceKnowledge
Industrial forumin & out reach Community
Program
Scientific Social ImpactsKnowledge
Economic Social ImpactsIndustrializationProject
Agenda
• Introduction• Service R&D• Communication tools for Service Science• Applying communication tools to R&D projects• Survey and results• Discussions
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Service Research Frascati Manual version6 （ OECD 2002 ） • Research and experimental development
(R&D)– Research and experimental development (R&D)
comprise creative work undertaken on a systematic 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 applications.” (OECD 2002 p.20)
social sciences and humanities
• For the social sciences and humanities, an appreciable element of novelty or a resolution of scientific/technological uncertainty is again a useful criterion for defining the boundary between R&D and related (routine) scientific activities. This element may be related to the conceptual, methodological or empirical part of the project concerned. Related activities of a routine 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 routine nature, in which social scientists bring established methodologies, principles and models of the social sciences to bear on a particular problem, cannot be classified as research. (OECD 2002 p.48)
Why difficult to identify service R&D
• Defining the boundaries of R&D in service activities is difficult, for two main reasons: – first, it is difficult to identify projects involving R&D; and, – second, the line between R&D and other innovative activities which are not
R&D is a tenuous one. …. • Identifying R&D is more difficult in service activities than in
manufacturing because it is not necessarily “specialised”. It covers several areas: technology-related R&D, R&D in the social sciences and humanities, including R&D relating to the knowledge of behaviour and organisations. ….
• 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 identified as such in the establishment’s personnel list, etc.).
How to identify service R&D
• “The following are among the criteria that can help to identify the presence of R&D in service activities:– Links with public research laboratories.– The involvement of staff with PhDs, or PhD students.– The publication of research findings in scientific journals,
organisation of scientific conferences or involvement in scientific reviews.
– The construction of prototypes or pilot plants (subject to the reservations noted in Section 2.3.4).” (OECD 2002 p.48-49)
Service innovation researchShift to Service Economy
transforming social structure affects to research and development (R&D) organization
Macro level surveys on service innovation do not capture R&D reality
12
R&D management Service marketing & management (1980-)
Focused industry Product based industry Service industry
Research New Product Development (NPD)
New Service Development (NSD)
Innovation source Technology trajectory Service professional
trajectory
Outcomes Product and process innovation
Process and knowledge/organizational
innovation
Customer Focused Product Innovation Research
• R&D and marketing collaboration– Effect to function expansion of product, reduction of
product development period
• User innovation research (von Hippel 1994)
– Information stickiness based
13
R&D Marketing Customer
Product Innovation
Company
R&D Customer
Company
User Innovation
Products ・ toolkits
Service Innovation Process Research
14
Service innovation process by companies and customers collaborationFacilities, Transformation, Usage (Moeller 2008)
Service Research Model for Value co-creation
15
New service system
creation
Value co-creation
New research theme
creation
Site Sphere
R&D activities Mutual
understanding of R&D and site
Site knowledge
R&D Sphere
Value co-creation Sphere
Agenda
• Introduction• Service R&D• Communication tools for Service Science• Applying communication tools to R&D projects• Survey and results• Discussions
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Service Science related disciplinesBusiness & Organization
People
Information
TechnologyBehavioral sciences and education, Game theory and mechanism design
Cognitive science and psychologyComplex adaptive systems theoryComputer supported cooperative workFinancial and value engineeringIndustrial engineering (IE) and systemsIndustrial and process automationKnowledge managementManagement of information systemsManagement of technology & innovationMarketing and customer knowledge
Computer science and AI/web services
Statistical control theory
System design and software architecture
Economics and law
Engineering economics and management, Supply chain management
Experience design, theatre and arts
Human resource management
Political Science
International Trade
Mathematics and non-linear dynamicsOperations management (OM)Operational research (OR)Organization theory and learningProject managementQueuing theorySimulation, modeling visualizationSociology and anthropologyStrategy and financeSystems dynamics theory and designTotal quality management, lean, six sigma
Software metrics and development
Ref: “Succeeding through service innovation” http://www.ifm.eng.cam.ac.uk/ssme/
SP
A.ServiceProvider
B.ServiceReceiver
C.ServiceSet
Service interactions
Intervention of B on C
Ownership
Intervention of A on C
Content (People, Technology, Shared information)Channel (a method or system for communication or distribution)
Context
Research Areas
Receiver activities•Marketing•Behavior science•Kansei eng•Human modeling•Human management
Service provider environment•Human resource•Education•Building•IT infrastructure
Service value•Value eng•Knowledge eng•Macro/Micro economics
Provider activities•Design•System eng•OR/IE•Quality management•Cost management
Function realization•robotics•Requirement eng•SW eng, Informatics•Robotics
Organization science•Management science•System eng•Social science
Provider/Receiver interaction•consensus building•Interaction design
•Anthropology•Behavior science •Game theory
Service system management•Policy, Social system•Platform
Environmental factor•Politics, Society, Economy•Culture, Civilization
System layer X Context dependency
Micro view Macro viewSystem layer
low (structural)
Context dependencyhigh (ecological)
Behavior science
Social study
Law
Economics
Sustainability
Complex system
Service system management
Product Design
Robotics
Function realization
Service eng
PSS
OR/IE
Provider activities
Quality management Provider environment
Kansei eng
Human eng
Psychology
Receiver activities
Human modeling
Service marketing
R-P Interaction
Business process
management
Human network
Service value
Service management
Consensus buildingHuman management
Value co-creation
Business management
Organization science
Management science
Research Areas X SSME related discipline
20
Business & Organization
People
Information
Technology
Ref: “Succeeding through service innovation” http://www.ifm.eng.cam.ac.uk/ssme/
Value co-creationService value
Provider activities
Organization science
Service provider environment
Receiver activities
Function realization
Service system management
Provider/ReceiverInteraction
Research Areas X SSME related discipline
21
Business & Organization
People
Information
Technology
Ref: “Succeeding through service innovation” http://www.ifm.eng.cam.ac.uk/ssme/
Value co-creationService value
Provider activities
Organization science
Service provider environment
Receiver activities
Function realization
Service system management
Provider/ReceiverInteraction
2010-A22010-A2
2010-A12010-A1
2010-B12010-B1
2011-A22011-A2
2011-A12011-A1
2011-B12011-B1
2011-B32011-B3
2011-B22011-B2
2010-B2
2010-B2 2012-B12012-B1
2012-A22012-A2
2012-A32012-A3
2012-A42012-A4
2012-A12012-A1
Service system layer
Macro layer
Meso layer
Micro layer
• Social system• Policy making
• Organization strategy
• Collaborative behavior
• Person to person• Operation
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Research process
Concept model development
Classification, Systemization
Investigation
Hypothesis, Theorem
Experimentation, Design
Verification, Analysis
Mathematical model
Analysis, Classification
Research review, Case study review
Concept development
■ Deductive approach
■ Inductive approach
Data collection
Concept model
Technology development
Survey design
Verification, Analysis,
Adaptation
Formalization
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Agenda
• Introduction• Service R&D• Communication tools for Service Science• Applying communication tools to R&D
projects: Survey and results• Discussions
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project Service system layer Research area Industry
Service value,
Value co-creation
2011-B2
Micro Service valueRestaurant, Entertainment
Meso Service valueMeso Service valueMeso Service system management
2010-A2Micro-Meso Providers and Receivers interaction
Public serviceMicro-Meso Service system management
2010-B2Meso Providers and Receivers interaction
Education, RetailsMicro Service valueMeso Service system management
Provider and Receiver interaction
2011-B1Micro Service value
HealthcareMeso Providers and Receivers interaction
2011-B3
Meso Service value
Public service
Micro Provider activitiesMeso Providers and Receivers interactionMeso Provider activitiesMeso Service valueMeso Provider activitiesMeso Service valueMeso Service value
Function realization toward value co-creation
2011-A1Meso-Macro Service system management
AgricultureMicro Function realization
2011-A2
Meso Service system management
Public serviceMicro Function realizationMeso Service valueMicro-Meso Receiver activities
2010-A1Micro Function realization
HealthcareMeso Service system management
2010-B1
Micro Function realization
Travel
Micro Providers and Receivers interactionMicro Service system managementMeso Service valueMeso Provider activitiesMeso Receiver activitiesMicro Receiver activities
SP
A.ServiceProvider
B.ServiceReceiver
C.ServiceSet
Service interactions
Intervention of B on C
Ownership
Intervention of A on C
Content (People, Technology, Shared information)Channel (a method or system for communication or distribution)
Context
Research Areas
Receiver activities•Marketing•Behavior science•Kansei eng•Human modeling•Human management
Service provider environment•Human resource•Education•Building•IT infrastructure
Service value•Value eng•Knowledge eng•Macro/Micro economics
Provider activities•Design•System eng•OR/IE•Quality management•Cost management
Function realization•robotics•Requirement eng•SW eng, Informatics•Robotics
Organization science•Management science•System eng•Social science
Provider/Receiver interaction•consensus building•Interaction design
•Anthropology•Behavior science •Game theory
Service system management•Policy, Social system•Platform
Environmental factor•Politics, Society, Economy•Culture, Civilization
Project focus (multiple selection)
Service system layer
Macro layer
Meso layer
Micro layer
• Social system• Policy making
• Organization strategy
• Collaborative behavior
• Person to person• Operation
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Most of projects
Research process
Concept model developmentClassificati
on, Systemization
Investigation
Hypothesis, Theorem
Experimentation, Design
Verification, Analysis
Mathematical model
Analysis, Classification
Research review, Case study review
Concept development
■ Deductive approach
■ Inductive approach
Data collection
Concept model
Technology development
Survey design
Verification, Analysis,
Adaptation
Formalization
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HCI （ Human Computer Interface ） , CSCW (Computer-Supported Cooperative Work)Text mining, network analysis, field test, simulation
Gamification, soft system method, business model canvas
SurveyResearch session and Research areas
Understanding research areasUnderstanding value co-creation sessionService system model is useful for research discussionUnderstanding provider and receiver interaction sessionUnderstanding function realization session
Communication toolsService system model is useful for research discussionResearch area is useful for research discussionResearch area is useful for understanding research issuesService system layer is useful for research discussionService system layer is useful for understanding research issuesService system layer is useful for understanding social deployment issues
For the future session settingFor deeper research discussion, which clusters are useful?a. Industry b. Research approach c. Research methods d. Research area e. Research processFor considering the research project deployment, which clusters are useful?a. Industry b. Research approach c. Research methods d. Research area e. Research process7/8/2013 Waseda University 29
ResultsResearch session and Research areas Mean SD
Understanding research area clustering 3.55 0.93 Understanding value co-creation session 4.02 1.09 Service system model is useful for research discussion 3.88 1.27 Understanding provider and receiver interaction session 4.02 1.07 Understanding function realization session 4.30 0.78
Communication tools Mean SDService system model is useful for research discussion 3.88 1.27 Research area is useful for research discussion 3.78 1.01 Research area is useful for understanding research issues 3.57 1.09 Service system layer is useful for research discussion 3.83 1.08 Service system layer is useful for understanding research issues 3.59 1.01 Service system layer is useful for understanding social issues 3.53 1.06
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Research session and Research areas
• New introduced research areas are not easy• Function realization, focusing on
engineering research approach is easier to recognize
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Understanding function realization session
Understanding value co-creation session
0 1 2 3 4 5
Mean
Communication tools
• Service system layer: research discussions• Research area: research discussions
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Research area is useful for research discussion
Research area is useful for understanding research issues
Service system layer is useful for research discussion
Service system layer is useful for understanding research issues
Service system layer is useful for understanding social issues
3.3 3.4 3.5 3.6 3.7 3.8 3.9
Mean
For the future session setting
• Research methods: research depth• Research approach: research depth and
deployment
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Industry
Research approach
Research methods
Research area
Research process
0 2 4 6 8 10 12 14 16 18 20
Research depthDeployment into society
Discussions
• Possibility to facilitate service science knowledge infrastructure applying these tools
• Answering a how question, research methods and approaches, is also required
• There are risks to reduce the research scopes by introducing these common frameworks
• Understand research methods and approaches discussion for Service science research as the next step
7/8/2013 Waseda University 34
Thank you!
