Service systems and value modeling from an appreciative system perspective
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Service Systems and Value Modeling from an Appreciative System Perspective
Gil Regev (EPFL, Itecor), Olivier Hayard (Itecor), Alain Wegmann (EPFL)
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Basic Question
! How do people and organizations value a service?
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Example: iPod and iTunes
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Source: Wikipedia
Source: Wikipedia
Why did my kids buy iPods?
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Service System and Value in Service Science
! Service Systems are interactive configurations of mutual exchange in which value is created collaboratively.
! Value is “an improvement in system well-being” and is measured in terms of “system’s adaptiveness or ability to fit in its environment.”
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Value in Exchange and Value in Use
! Value in Exchange ! depends on the customer’s ability to use the product, resell it or
transfer it to others
! Value in Use ! co-creation of value jointly by the supplier and the customer
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Value and Survival in Service Science
! “Value depends on the capabilities a system has to survive and accomplish other goals in its environment.”
! “When value creation is seen from a service systems perspective, the producer–consumer distinction disappears and all participants contribute to the creation of value for themselves and for others.”
! Source: Vargo, S.L., Maglio, P.P., Akaka, M.A.: On value and value co-creation: A service systems and service logic perspective. European Management Journal 26:3, 145–152, (2008)
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Sir Geoffrey Vickers
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Stability vs. Change
Regulation vs. Goals
Appreciative System
Source: Wikipedia
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Vickers’s Appreciative System
! Readiness to See
! Readiness to Value
! Readiness to Act
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Action Judgment
Reality Judgment
Value Judgment
Regulatedprocess
Comparison andgeneration of
correction
output
interpreted statecorrection
input
desired state
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! Observer defines identity (survival) of system
Systems and Survival
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Observer
Norms
Tacit Norms
Entities
Universe of Discourse
Reality
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System Processes
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Environment
System
Service Relations (external)
Metabolic Relations (internal)
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Example: iPod and iTunes
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Source: Wikipedia
Source: Wikipedia
Why did my kids buy iPods?
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iPod Value in Exchange
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Readiness to Value
Readiness to See
Metabolic Relations
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iPod Value in Exchange
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Readiness to Value
Readiness to See
Metabolic Relations
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iPod Value in Use
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iPod Value in Use
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Future Steps
! Combine Value in Exchange and Value in Use ! Capiltalize on their combination
! Model Readiness to Act ! Comparison between alternatives
! Extend the Readiness to See, Value and Act ! Innovation and creativity
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