Dr. Stephen K. KwanProfessor, Service Science

Management Information SystemsCollege of Business AdministrationSan 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, ChinaMay 24-26, 2012

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

An MBA courseon Service Innovation

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Undergraduate & GraduateDegree Programs

BusinessDegrees

Inter-DisciplinaryDegree

EngineeringDegrees

SSME

ComputerScienceDegree

HealthCare

ManagementDegree

MIS

MBA

SCM

Marketing

MTMTarget Grad Degrees

Target UndergradConcentrations

MSISE:Service Systems

Engineering

Target Grad Degree

Requires “Strategies for Service Innovation”A Business Course

SJSU SSME PROGRAM TARGETS

Hospitality Management

✔✔ ✔

✔✔

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Service Engineering &Management

ServiceStrategy

Projectsin

SSME

ServiceQuality

ServiceInnovation

SSME CORE COURSES

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

✔

Some Essential Elements of Service Systems Modeling & Design

Conception

Design

EngineeringDevelopment

Operation

Discovery

• Service Thinking• Systems Thinking• Design Thinking• Business Thinking• Engineering Discipline• Development Discipline• Operations Management

Sharing the Canvas

Kwan 2012 6

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The Topics Covered in the Course

Service Management, Operattions,Strategy, Information Technology

Fitzsimmons & FitzsimmonsHenry Chesbrough

Open Services Innovation

TextBooks

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Service System Life Cycle

Effective Information and Knowledge Management in the Life Cycle stages of a Service System.

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Conception

Design

EngineeringDevelopment

Operation

Discovery

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Incorporating Multiple Perspectives in Modeling

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Conception

Design

EngineeringDevelopment

Operation

Discovery

External or Internal Forces create impetus for Change

CompetitionStrategy

CustomersRegulations

ObsolescenceTechnologyInnovation

…….

J. Bradford Jensen

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Incorporating Multiple Perspectives in Modeling

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Conception

Design

EngineeringDevelopment

Operation

Discovery

Service Thinkingfor example:

ServitizationPlatformitization

Open Service Innovation

(S-D) Logic -Service Dominant Logic

Vargo & Lusch

and many more!

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Incorporating Multiple Perspectives in Modeling

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Conception

Design

EngineeringDevelopment

Operation

Discovery

Systems Thinking

Marcel D. Dekker“Systems Thinking about the Society”

for example:

C. West Churchman Russell L. Ackoff

and many more!

Kwan, 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.

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Incorporating Multiple Perspectives in Modeling

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Conception

Design

EngineeringDevelopment

Operation

Discovery Design Thinking“A human-centered innovation

process that emphasizes observation, collaboration, fast learning, visualization of ideas,

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.

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Design Thinking – some resources

© Cockayne and Carleton

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Incorporating Multiple Perspectives in Modeling

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Conception

Design

EngineeringDevelopment

Operation

Discovery

Business Thinking

ServiceExperience

ServiceProviderCustomer

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.

Service System Worldview1

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ServiceExperience

ServiceProviderCustomer

Society

Community

Competition

Partners

Service System

Employees &Stockholders

Service System Worldview

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ServiceExperience

ServiceProviderCustomer

Society

Community

Competition

Partners

Employees &Stockholders

Service System Worldview

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MarketSegmentation

ServiceConceptRealized

CustomerFlow &ServiceDelivery

OperatingStrategy

FacilityLocation& Design

Capacity& Manpower

Planning,Training

CompetitiveStrategy

SocialNetworking

Kwan 2011

Service ManagementFitzsimmons & Fitzsimmons

ServiceExperience

ServiceProviderCustomer

Society

Community

Competition

Partners

Service System

Employees &Stockholders

Value

Value

Governance

Value

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Value

Value Co-Creation Through Value Propositions

Kwan 2011

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Constructing a Value Proposition

Metrics

Rules

Schema

Quality

Probability of Success

Costs

Benefits

Service Experience

The Customer have a lot of VP’s

to choose from

Service Level Agreement?

Kwan 2012

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

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Customer Driven Service Value Network

Customer’sSocial

Network

Customer

ServiceExperience

ServiceProvider

Value Proposition

FocalRelationship

Value Proposition

Provider PartnerNetwork

Value Proposition

Kwan & Müller-Gorchs 2011Kwan & Müller-Gorchs 2011

Foresight and Innovation Method

Service System Framework& Service System Networks

Value Propositions& Service Patterns

© Cockayne and Carleton

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22Kwan & Müller-Gorchs 2011 22Kwan & Müller-Gorchs 2011

Foresight and Innovation Method

BPMN

UML – Use Cases

Story Boards

UI Prototyping

Service Blueprint

MANGA

WorkSystem

Service System Framework& Service System Networks

Value Propositions& Service Patterns

© Cockayne and Carleton

ProcessChainNetworkDiagram

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Using the Foresight Method

Kwan 2011

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Sample Project from SJSU MBA Students

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Service Summer 2010Karlsruhe, Germany

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In-depth knowledge of a specific discipline

Complex Communications Across FieldsAcross industriesAcross cultures

Across functionsAcross disciplines

=More experienced

More adaptiveMore collaborative

BroadenWith

GlobalEducational

program

“We need to hire more T-shaped people!”Industry says:

“We need to hire more T–shaped faculty!”Academia says:

DevelopNew

KnowledgeWith

ResearchBased on slides byJean Paul Jacob

of IBM

T-shaped People (1)

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Paul Harris, “Help Wanted: ‘T-Shaped’ Skills to meet 21st Century Needs”, T&D, September 2009

T-shaped People (2)

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We need T-shaped PeopleWho can work together as a Team

TTT

T

T

TTT

TT T

Using Design Thinking as the basis of Project-based Team Building

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Trending – Design Thinking for Business

Some Business Schools teaching Design Thinking:TorontoNorthwesternMaastrichtBerkeleyVirginia ……….

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Design Thinking for Managers

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T-shaped People (3)

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