IJCSS 2012 Work Shop - An MBA Course on Service Innovation
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Transcript of IJCSS 2012 Work Shop - An MBA Course on Service Innovation
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Dr. Stephen K. KwanProfessor, Service Science
Management Information SystemsCollege of Business AdministrationSan José State University, CA, USA
http://www.sjsu.edu/ssme
Contact: [email protected]
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
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4http://www.engr.sjsu.edu/ise/msise/msise-service.pdf
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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
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Kwan 2012 6
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Kwan 2012 7
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.
8Kwan 2012
Conception
Design
EngineeringDevelopment
Operation
Discovery
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Incorporating Multiple Perspectives in Modeling
9Kwan 2012
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
12Kwan 2012
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
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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
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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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Kwan 2012 20
Customer Driven Service Value Network
Customer’sSocial
Network
Customer
ServiceExperience
ServiceProvider
Value Proposition
FocalRelationship
Value Proposition
Provider PartnerNetwork
Value Proposition
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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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25Kwan 2011
Service Summer 2010Karlsruhe, Germany
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26Kwan 2011
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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27Kwan 2012
Paul Harris, “Help Wanted: ‘T-Shaped’ Skills to meet 21st Century Needs”, T&D, September 2009
T-shaped People (2)
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28Kwan 201128
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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30Kwan 2012
Design Thinking for Managers
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31Kwan 2012
T-shaped People (3)
Download these slides at: http://www.slideshare.net/StephenKwan