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S-D Logic
Service(s) Science Rationale(s)
Presentation for the Cambridge Service Science (SSME) Symposium July 14, 2007
Stephen L. VargoShidler Distinguished ProfessorAssociate Professor of MarketingShidler College of BusinessUniversity of Hawai’i at Manoa
S-D Logic
Service Sciences Management and Engineering
The Apparent Problem Why Now?
Increasing shift to a services economy creating need for increased need for understanding services innovation and production
Research Problem How to achieve interdisciplinary integration of “economics” knowledge from
Service marketing Service operations management Information technology Etc
Stakeholders Partly revealed in the title
Science? Technology (engineering) Application (management)
Implies alternative stakeholders Academics Design and Production Firm
How to apply production knowledge to making services
S-D Logic
Service Science for Service Systems
The Meta Problem? Why Needed?
“Shift to service economy” does not capture Real problem is that we have:
Increased separation of knowledge and matter/people (“liquification”) Increase specialization (“unbundling”) Leads to more flexible recombination's (“density”)
Goods-centered economic-science foundation is flawed Thus, integration of economic-science-derivative knowledge will not solve
The research Problem How to develop a new, more robust service-centered foundation for understanding
economic exchange (i.e., a true service science) Must be goods relevant Normative application rests on positive foundation
Stakeholders Same as above, plus ALL OTHER SERVICE SYSTEMS
Customers and customer networks Value networks and partners Cities, States, Nations Etc.
How to understand and apply value co-creation processes among service systems
S-D Logic
For More Information on S-D Logic visit:
sdlogic.net
We encourage your comments and input. Will also post:• Working papers
• Teaching material• Related Links
Steve Vargo: [email protected] Bob Lusch: [email protected]
Thank You!
