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Service InnovationAugmenting the Potential to Act
ISSIP Service Innovation Weekly Speaker Series
February, 17th 2016
Mauricio Manhaes, Dr.
SCAD
Foundational Premises
Service-Dominant LogicFoundational premise Explanation and comment
FP1 Service is the fundamental basis of exchange.The application of operant resources (knowledge and skills), "service," as defined in S-D logic, is the basis for all exchange. Service is exchanged for service.
FP2Indirect exchange masks the fundamental basis of exchange.
Because service is provided through complex combinations of goods, money, and institutions, the service basis of exchange is not always apparent.
FP3Goods are a distribution mechanism for service provision.
Goods (both durable and non-durable) derive their value through use – the service they provide.
FP4Operant resources are the fundamental source of competitive advantage.
The comparative ability to cause desired change drives competition.
FP5 All economies are service economies.Service (singular) is only now becoming more apparent with increased specialization and outsourcing.
FP6 The customer is always a cocreator of value. Implies value creation is interactional.
FP7The enterprise cannot deliver value, but only offer value propositions.
Enterprises can offer their applied resources for value creation and collaboratively (interactively) create value following acceptance of value propositions, but can not create and/or deliver value independently.
FP8A service-centered view is inherently customer oriented and relational
Because service is defined in terms of customer-determined benefit and co-created it is inherently customer oriented and relational.
FP9All social and economic actors are resource integrators.
Implies the context of value creation is networks of networks (resource integrators).
FP10Value is always uniquely and phenomenologically determined by the beneficiary
Value is idiosyncratic, experiential, contextual, and meaning-laden.
Mauricio Manhaes, Dr. – Service Design / SCAD
Serves for… open cans, unpin wooden
boards, mix dye, scratching your backs,
kill, unscrew, etc…
Mauricio Manhaes, Dr. – Service Design / SCAD
What is “service”?What purpose service serves for?
To augment the potential to act
Mauricio Manhaes, Dr. – Service Design / SCAD
What is “service”?What purpose service serves for?
To augment the potential to act
Mauricio Manhaes, Dr. – Service Design / SCAD
Knowledge: potential to act
Knowledge is power!
Power to act, to make things happen...
Mauricio Manhaes, Dr. – Service Design / SCAD
Service is what augments the potential to act
Service provision is a process ofKnowledge creation.
Mauricio Manhaes, Dr. – Service Design / SCAD
“First, since we are dealing with a process whose every element takes considerable time in revealing its true features and ultimate effects, there is no point in appraising the performance of that process ex visu of a given point of time; we must judge its performance over time, as it unfolds through decades or centuries.”
About Innovation
Joseph Schumpeter
Mauricio Manhaes, Dr. – Service Design / SCAD
Blind Variation and Selective Retention*
Charles Robert Darwin(12 February 1809 – 19 April 1882)
*Campbell and Simonton
Mauricio Manhaes, Dr. – Service Design / SCAD
“Open Innovation is about
design and design thinking. But
if I had used the word “design,”
the book would end up on Art
shelves of libraries. And
“corporative people” would not have bought it. ”
Dr. Henry Chesbrough
(2011)
Open Innovation
Design
Mauricio Manhaes, Dr. – Service Design / SCAD
Image from: “Mike Lai creating organizational change v2”
Mauricio Manhaes, Dr. – Service Design / SCAD
Solution
Problem
Solution
Problem
Solution
ProblemTime
Design: Co-Evolution
Mauricio Manhaes, Dr. – Service Design / SCAD
(Dorst and Cross, 2001)
Service Design
serves
to create new forms of
augmenting the potential to
act of people and
organizations
Definition
Service
Mauricio Manhaes, Dr. – Service Design / SCAD
Service Design does
not serve
to beautify traditional
forms of pampering
people…
Definition
Service
Mauricio Manhaes, Dr. – Service Design / SCAD
Service Design Taxonomy
http://www.servicedesigntaxonomy.org/
Mauricio Manhaes, Dr. – Service Design / SCAD