The Service-Dominant Ecosystem: Mapping a Service Dominant ...
The 2009 Naples Forum on Service Service Dominant Logic, Service Science and Network Theories
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Sergio Barile – Francesco Polese The 2009 Naples Forum on Service Service Dominant Logic, Service Science and Network Theories Service Dominant Logic and Service Science: a contribute deriving from network theories Prof. Sergio Barile University of Roma “La Sapienza” [email protected] Prof. Francesco Polese University of Cassino [email protected] 1
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The 2009 Naples Forum on Service Service Dominant Logic, Service Science and Network Theories. Service Dominant Logic and Service Science: a contribute deriving from network theories. Prof. Sergio Barile University of Roma “La Sapienza” [email protected]. Prof. Francesco Polese - PowerPoint PPT Presentation
Transcript of The 2009 Naples Forum on Service Service Dominant Logic, Service Science and Network Theories
Sergio Barile – Francesco PoleseThe 2009 Naples Forum on Service Service Dominant Logic, Service Science and Network Theories
Service Dominant Logic and Service Science:a contribute deriving from network theories
Prof. Sergio BarileUniversity of Roma “La Sapienza”[email protected]
Prof. Francesco PoleseUniversity of [email protected] 1
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This paper has these purposes:To present the viable system approach (vSa) in an international discussion, since it is a theory until now confined in last decade within Italian national research context.
To verify the compatibility between the vSa and the emerging theories on service, and specifically S-D logic and Service Science.
Work Purpose
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The Viable System Approach (vSa) is a systemic theory grounded on interdisciplinary basis, an interpretation key and a methodological approach useful to address management theories and business administration.
…about the vSa
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The enterprise is an open system, aimed, organic, autopoiethic, cognitive, cybernetic
It is a complex system of interacting elements rationally connected (Parsons, 1965; von Bertalanffy, 1968; Luhmann, 1990)
Enterprise as an open system, immersed in the environment, with which it interacts exchanging information, matter and energy von Bertalanffy (1956)
The enterprise is a system with its purpose and it aims to survival(Beer, 1972)
It is characterized by a life cycle similar to that of living organisms, which pursues own survival in a selective environment (Hannan & Freeman, 1977)
From biology: the environment is complex (full of knowledge, resources and activities), in which the enterprise is encouraged to selective mechanisms to increase its complexity and align it in an ordered and balanced structure (Maturana & Varela, 1980; Luhmann, 1990)
The cognitive approach suggests that the main source of value creation lies in knowledge and stresses the importance of learning mechanisms (Clark, 1994)
From cybernetics it comes the idea to interpret the enterprise as a system capable of homeostatic self control (Beer, 1972)
vSa – Firm concept
Sergio Barile – Francesco Polese
Resources valorization
External resources access
Harmonic behaviour
The accomplishment of a viable behavior depends on the characteristics of the interaction between components/systems.
Sergio Barile – Francesco Polese
Overlapping research domain
value
competitive
ness 2. Service Dominant logic
3. Viable system approach
1. Service Science
resources
com
plex
i ty
Viablesystems
Service
Service systems
adaptation
inte
racti
ons
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?
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several overlapping issues…
Value - Competitiveness RelationshipsResourcesComplexityInteractionsAdaptations
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Viability of the system seems in line with the long lasting win-win relation of System increasing, as well as successful value experiences within service logic.
Value/competitiveness
S-D logic Service Science
Viable System Approach
FP4: operant resources are fundamental source of competitive advantage
Value proposition based on interaction mechanisms
Viability throughout consonance and resonance processes
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Relationships according to the viable system approach are crucial since they should render a wise valorisation of internal resources (sub-systems) and a satisfactory exchange of external ones (possessed by over-systems).
Relationships
S-D logic Service Science
Viable System Approach
FP8: Service centered view is inheritable customer oriented and relational
Systems’ interactions
Relation are crucial for viability
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Resources are non proprietary, but disposable upon consonant and resonant behaviour (this imply an active role of government): since viable systems need resources to perform sustainable behaviour, critical resources are needed, and therefore determine the external systems’ importance and relevance for viability.
Resources
S-D logic Service Science Viable System Approach
FP4: operant resources…: active role
Everything useful Resources are determinant to over-systems qualification
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S-D logic starting from equilibrium systems in good dominant, going to dynamic systems in the “transition” logics, defines competitive business as “complex adaptive systems”.
From structure to systems.
Adaptation
S-D logic Service Science
Viable System Approach
FP9: all economic actors are resources’ integrators
Reconfigurable, “smart”
Open systems: dynamic
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…non concliuding remarks…
We found there were strong compatibilities between service theories and the Viable System Approach. We believe that service theories could benefit from vSa proposals; in facta) Service Science deals with service systems.b) Service dominant logic has overcome marketing and now is directing towards a service culture affecting many disciplines, such as management, strategy, etc.c) The vSa simply is broader than these, since it is an interpretation key of complex phenomena such as competitive arena, businesses, networks, communities, consumers, individuals, etc.
