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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
22
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
✔✔ ✔
✔✔
3
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
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
9
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
10
Incorporating Multiple Perspectives in Modeling
10Kwan 2012
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
11Kwan 2012
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.
12
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.
13Kwan 2012
Design Thinking – some resources
© Cockayne and Carleton
14
Incorporating Multiple Perspectives in Modeling
14Kwan 2012
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
15Kwan 2011
ServiceExperience
ServiceProviderCustomer
Society
Community
Competition
Partners
Service System
Employees &Stockholders
Service System Worldview
16Kwan 2011
ServiceExperience
ServiceProviderCustomer
Society
Community
Competition
Partners
Employees &Stockholders
Service System Worldview
17
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
Kwan 2012 20
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
24Kwan 2011
25Kwan 2011
Service Summer 2010Karlsruhe, Germany
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)
27Kwan 2012
Paul Harris, “Help Wanted: ‘T-Shaped’ Skills to meet 21st Century Needs”, T&D, September 2009
T-shaped People (2)
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
29Kwan 2012
Trending – Design Thinking for Business
Some Business Schools teaching Design Thinking:TorontoNorthwesternMaastrichtBerkeleyVirginia ……….
30Kwan 2012
Design Thinking for Managers
31Kwan 2012
T-shaped People (3)
Download these slides at: http://www.slideshare.net/StephenKwan