Introduction to Services Sciences, Management, and Engineering … · 2008. 1. 18. · facilitating...

Toronto Lab Centre for Advanced Studies

© 2007 IBM Corporation

Introduction to Services Sciences, Management, and Engineering (SSME)

Kelly Lyons, PhDIBM Toronto Lab Centre for Advanced StudiesAdjunct Professor, York University [email protected]


© 2007 IBM Corporation2

Introduction to Services Science, Management, and Engineering

Motivation: Why is this an important topic?

Definition: What are Services

What is “SSME”?

Debate: Is there a Science of Services?



Motivation: Here are the facts…

All national economies are shifting to services– major industrialized nations are >75% services, developing nations are close behind

To better study, manage, and engineer service systems, new skills are needed – combination of business, organization, technology skills – soft skills enhance hard skills

Educational system is slowly shifting toward services– service management, operations, marketing, and engineering courses and programs exist

At national level, governments can draw investment toward service innovation by– bootstrapping investment in research and education through targeted programs– focusing attention on intellectual property protection for service innovation



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Motivation: Rise of the Service Economy

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Motivation: Unprecedented Shift“Services account for more than 80 percent of the U.S. gross

domestic product, employ a large and growing share of the science and engineering workforce, and are the primary users of information technology. […] Nevertheless, the academic research enterprise has not focused on or been organized to meet the needs of service businesses.”– National Academy of Engineering (2003). "The Impact of Academic Research

on Industrial Performance"

“The opportunity to innovate in services, to realize business andsocietal value from knowledge about service, to research, develop, and deliver new information services and business services, has never been greater.”

J. Spohrer, D. Riecken, Guest Editors, CACM, July 2006.



Motivation: SSME Skills

“Classic” Engineering

Services Sciences (SSME)

Technology

Products

Applications

Business






What is “SSME”?




Definition: So what are Services?

In economics and marketing, a service is the non-material equivalent of a good. Service provision has been defined as an economic activity that does not result in ownership, and this is what differentiates it from providing physical goods. It is claimed to be a process that creates benefits by facilitating either a change in customers, a change in their physical possessions, or a change in their intangible assets.

By supplying some level of skill, ingenuity, and experience, providers of a service participate in an economy without the restrictions of carrying stock(inventory) or the need to concern themselves with bulky raw materials. On the other hand, their investment in expertise does require marketing and upgrading in the face of competition which has equally few physical restrictions.

- from Wikipedia, see http://en.wikipedia.org/wiki/Services



Definition: What really defines Services?

Deed, act, or performance

– Berry (1980)

An activity or series of activities… provided as solution to customer problems

– Gronroos (1990)

All economic activity whose output is not physical product or construction

– Brian et al (1987)

A time-perishable, intangible experience performed for a customer acting as co-producer

– Fitzsimmons & Fitzsimmons (2001)

A change in condition or state of an economic entity (or thing) caused by another

– Hill (1977)

Deeds, processes, performances

– Zeithaml & Bitner (1996)

Application of specialized competences through deeds, processes, and performances to benefit another

– Vargo & Lusch (2004)



Another Definition of Services: As systems of relationships

A. Service Provider

- Individual- Organization- Technology

owned by A

C. Service Target: The reality to be transformed or operated on by A, for the sake of B

-People, dimensions of-Business, dimensions of-Products, technology artifacts & env.-Information, codified knowledge

B. Service Client

- Individual- Organization- Public or Private

Forms ofService Relationship

Forms ofOwnership Relationship

(B on C)

(A & B co-create value)

Forms ofResponsibility Relationship

(A on C)

Forms ofService Interventions

(A on C, B on C)

- based on Gadrey (2002)- based on Gadrey (2002)






What is “SSME”?




What is Service Science, Management and Engineering (SSME)?

The application of scientific, management, and engineering disciplines to tasks that one organization beneficially performsfor and with another (‘services’) – Services are anything of [economic] value that cannot be dropped

on your foot.

– The key to service value is in actions, performed now or promised for the future. Services often create mutual interdependencies.

– Especially complex organization to organization services – business to business, nation to nation, organization to population



Service Science, Management, and Engineering (SSME)

Requires innovation that combinespeople, technology, value and clients

Business Models &

Processes

Science &

Technology

People&

Culture

SSMESSME



http://www.ibm.com/university/ssmehttp://www.ibm.com/university/ssme



IBM and SSME: What is SSME, really?

An urgent “call to action”– To become more systematic about innovation in services– Complements product and process innovation methods– To develop “a science of services”

A proposed academic discipline– Draws on many existing disciplines– Aims to integrate them into a new specialty

A proposed research area– Service systems are designed (computer systems)– Service systems evolve (linguistic and social systems)– Service systems have scale-emergent properties (economic systems)



SSME: Communications of the ACM, July 2006



Service Research and Innovation Initiative






What is “SSME”?




Debate: Can there really be a science of services?

“Wherever there are phenomena, there can be a science to describe and explain those phenomena. Thus, the simplest (and correct) answer to “What is botany?” is, “Botany is the study of plants.” And zoology is the study of animals, astronomy the study of stars, and so on. Phenomena breed sciences.”

- Newell, A., Perlis, A. & Simon, H. A. (1967). Computer Science, Science, 157, 1373-1374.



Possible Objections… to Computer Science

Only natural phenomena breed sciences

The term “computer” is not well defined

Computer Science is the study of algorithms, not computers

Computers are instruments, not phenomena

Computer Science is a branch of another science

Computers belong to engineering, not science

- Newell, Perlis, & Simon (1967)



Possible Objections… to Service Science

Only natural phenomena breed sciences

The term “service” is not well defined

Service Science is the study of work, not services

Services are performances, not phenomena

Service Science is a branch of another science

Services belong to engineering (or management), not science

- with apologies to Newell, Perlis, & Simon (1967)



Some Thoughts:

Services depend critically on people, technology, and co-creation of value

People work together and with technology to provide value for clients

So a service system is a complex socio-techno-economic system

Growth requires innovation that combines people, technology, value, clients

Science & Engineering

Business &Management

Social & CognitiveSciences

Economics & Markets

BusinessInnovation

TechnologyInnovation

SocialInnovation

DemandInnovation



Where do you Study SSME?

“Classic” Engineering

Services Sciences (SSME)

Technology

Products

Applications

Business



Questions?

Introduction to Services Sciences, Management, and Engineering … · 2008. 1. 18. · facilitating...

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