Service research

Service Research based on value co-‐crea3on

Yuriko Sawatani, JST

Service Research Frasca3 Manual version6 （OECD 2002）

•  Research and experimental development (R&D) – Research and experimental development (R&D) comprise crea3ve work undertaken on a systema3c basis in order to increase the stock of knowledge, including knowledge of man, culture and society, and the use of this stock of knowledge to devise new applica3ons.” (OECD 2002 p.20)

social sciences and humani3es

•  For the social sciences and humani3es, an appreciable element of novelty or a resolu3on of scien3fic/technological uncertainty is again a useful criterion for defining the boundary between R&D and related (rou3ne) scien3fic ac3vi3es. This element may be related to the conceptual, methodological or empirical part of the project concerned. Related ac3vi3es of a rou3ne nature can only be included in R&D if they are undertaken as an integral part of a specific research project or undertaken for the benefit of a specific research project. Therefore, projects of a rou3ne nature, in which social scien3sts bring established methodologies, principles and models of the social sciences to bear on a par3cular problem, cannot be classified as research. (OECD 2002 p.48)

Why difficult to iden3fy service R&D

•  Defining the boundaries of R&D in service ac3vi3es is difficult, for two main reasons: –  first, it is difficult to iden3fy projects involving R&D; and, –  second, the line between R&D and other innova3ve ac3vi3es which

are not R&D is a tenuous one. …. •  Iden3fying R&D is more difficult in service ac3vi3es than in

manufacturing because it is not necessarily “specialised”. It covers several areas: technology-‐related R&D, R&D in the social sciences and humani3es, including R&D rela3ng to the knowledge of behaviour and organisa3ons. ….

•  Also, in service companies, R&D is not always organised as formally as in manufacturing companies (i.e. with a dedicated R&D department, researchers or research engineers iden3fied as such in the establishment’s personnel list, etc.).

How to iden3fy service R&D

•  “The following are among the criteria that can help to iden3fy the presence of R&D in service ac3vi3es: –  Links with public research laboratories. –  The involvement of staff with PhDs, or PhD students. –  The publica3on of research findings in scien3fic journals, organisa3on of scien3fic conferences or involvement in scien3fic reviews.

–  The construc3on of prototypes or pilot plants (subject to the reserva3ons noted in Sec3on 2.3.4).” (OECD 2002 p.48-‐49)

Background: Service innova3on research

  Shid to Service Economy   transforming social structure affects to research and development

(R&D) organiza3on

 Macro level surveys on service innova3on do not capture R&D reality

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R&D management Service marke1ng & management (1980-‐)

Focused industry

Product based industry Service industry

Research New Product

Development (NPD) New Service Development

(NSD)

Innova3on source

Technology trajectory Service professional

trajectory

Outcomes Product and process

innova3on Process and knowledge/organiza3onal innova3on

Service Innova3on Process Research

7

  Service innova3on process by companies and customers collabora3on   Facili3es, Transforma3on, Usage (Moeller 2008)

Customer Focused Product Innova3on Research

•  R&D and marke3ng collabora3on –  Effect to func3on expansion of product, reduc3on of product development period

•  User innova3on research (von Hippel 1994) –  Informa3on s3ckiness based

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R&D Marke3ng Customer

Product Innova3on

Company

R&D Customer

Company

User Innova3on

Products・toolkits

Service Research Model for Value co-‐crea3on

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New service system crea3on

Value co-‐crea3on

New research theme crea3on

Site Sphere

R&D ac3vi3es Mutual

understanding of R&D and site

Site knowledge

R&D Sphere

Value co-‐crea3on Sphere


10


Value co-‐crea3on


Site Sphere

R&D ac3vi3es Mutual


Site knowledge

R&D Sphere


Management System


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Value co-‐crea3on


Site Sphere

R&D ac3vi3es Mutual


Site knowledge

R&D Sphere



12


Value co-‐crea3on


Site Sphere

R&D ac3vi3es Mutual


Site knowledge

R&D Sphere


Case study

•  On Demand Innova3on Service (IBM) •  RISTEX (JST)

Service quality

Business modeling

Social modeling

Examples of Service Science Research Themes

Text mining

Mathema3cal science Informa3on technology Data science

Op3miza3on

Network analysis

Site knowledge

Quality analysis

Business strategy

CRM

Risk analysis

Business evalua3on methods

Service system modeling

Research management

Behavior analysis

Voice

CSAT analysis

Sodware enquiring

System sodware

Psychology

SCM

Simula3on

R&D outputs

New research theme

Brand analysis

Service provider support Environment/traffic simula3on

Natural language processing

Service value evalua3on methods

Problem determina3on

SOCIETY S&T

Ageing popula1on

Urban vs. rural areas

S&T governance, ins1tu1onal constraints

Safety and security risk management

Environment

Human capital Labor

Industrial compe11veness

Requests & needs

Government

NPO

Business

Adop1on

Contribu1on to the general public/society

Implementa1on of research output to society

Solicita(on and selec(on of project proposals, regular mee(ngs, on-‐site visits, expanding networks…

R&D projects Building research system with various stakeholders, surveying & analyzing the condi(ons on the ground, hypothesis forma(on

Proposing solu3ons Experimenta3on

in society

R&D Focus Areas

PDCA cycle

Ⅲ. Promo'ng R&D

Workshops, forums

specific ideas for focus areas Literat

ure

search,

interviews,

workshops

Ⅱ. Determining R&D focus areas

Ⅴ. Assis'ng the applica'on of “proto-‐types” to wider areas

Implementa1on Support Program

Global warming & environmental degrada1on

Public safety and security

S&T in the humani1es

S&T’s impact on IT

R&D Focus Areas

Collabora(on of social and natural sciences, Par(cipa(on of government, industry, academia and ci(zens

S&T “seeds” (from basic research)

Ⅰ. Iden'fying social problems

Constantly COLLABORATING

Diffusion

NPO Business

Researcher

Requests & needs

informa3on service/ u3lizing networks

research conference interviews

workshops searches

fora/ symposia

Redesigning Communi1es for Aged Society

Solu1ons and Founda1on research program for Service Science, Management and Engineering program

ＰＯ

R&D Program Community-‐based Ac1ons against Global Warming

and Environmental Degrada1on

Area Director

R&D Program

Science and Technology

Literacy in the 21st

プログラム

21世紀の

R&D Program Science

Technology and Humanity

Advisory Council Evaluation Committee Director-General

Area Director

Redesigning Communi1es for Aged Society

R&D Focus area

Science Technology and

Humanity R&D Focus

Area

Special Advisor to the Director

Fellows Department of Management Director, Department of Planning and Management

Planning and Promotion Group Administration and Support Group Investigation and coordination group

Implementa1on Program

aar

Protec1ng Children from

Crime R&D Focus Area

R&D Program

Protec1ng Children from

Crime

Launched 2007

Area Director

Informa1on and technology

R&D Focus Area

R&D Program

Governance in

Ubiquitous Society

Challenge in Identifying the Vulnerabilities in Our Hidden Sophisticated Information Science and

Exploring Solutions

R&D Program Redesigning Communi1es

for Aged Society

Launched 2010

Service Science, Solu1ons and Founda1on Integrated Research program

ＰＯ

Launched 2010

Area Director Area Director

Launched 2010

Launched 2007

Community-‐based Ac1ons against Global Warming

and Environmental Degrada1on

R&D Focus area

Launched 2010 Launched 2010

2010 RISTEX Organiza3on

Research Type A. Research on Soution-Development

Research Type B. Research on Scientific Element of Service Science

Service Science, Solutions and Foundation 　　　　　　　 Integrated Research Program

Specific and Latent Needs of Society Government & Public Policy

Medical, Healthcare & Social welfare Services Learning & Education

Sustainability Transportation

Management

Research & Development Management

Fundamental Disciplines and Methodologies Natural Sciences Social Sciences

Complexity simulation,Emergency Medicine, Operations Research, Pharmaceutical Sciences, Multiple Classification Analysis, etc.

Cognitive Science,Social Psychology, Educational Psychology,Ethnography, Environmental Economics, etc.

Management Engineering, Human Engineering, Quality Engineering,etc.

Research program inputs, ac3vi3es, outputs and outcomes

• Research area • Research fund • Management staffs

Input Resources

• Research area crea3on • Research impacts • Social impacts • Community crea3on among R&D, site people and the other stakeholders

Ac3vi3es

• Management system (project selec3on, monitoring, management, promo3on)

• Projects execu3on (plan, do, see/report)

Outputs

• Community crea3on • Research system crea3on for the research area

• Projects: Research impacts • Projects: Social impacts

Outcomes

• Establishment and growth of community and research system

• Con3nuous prac3cal use at a site • Feedback to research area

Evalua3on

• Process (management system, projects)

• Research area (maturity, social linkage, management staffs)

• Impacts (research and social impacts, research system, community)

Social impacts

Value co-‐crea3on management

Research impact

Project Management Ac3vi3es

• Research plan (total, yearly) • Site visits (a few 3mes / year)

• Research plan (total, yearly) • Research report (total, yearly) • Review mee3ng

Project progress monitoring • Dashboard • IP, Informa3on, Fund opera3on


Value co-‐crea3on


Site Sphere

R&D ac3vi3es

Mutual understanding of R&D and site

Site knowledge

R&D Sphere


Research Program Goals

Mid-‐term Program Assessment Summary

Findings from RISTEX programs

•  The research maturity, such as exis3ng academic socie3es, affects research project selec3on as well as poroolio management.

•  When the research maturity is low, then a research program tends to focus on social issues. As the result, the research project poroolio is managed from problem-‐solving viewpoints.

•  Even though the research maturity is low, ac3vi3es to link research projects led by the management system has a good poten3al to influence posi3vely to create strategic research theme from the boqom-‐up research projects.

backup

12.3.28 Copyright 2002-2009 Naoki Shibata All Rights Reserved. 24

Only clusters whose #papers ≧ 400 were named.

#1, management, 1,818papers, 2003.0

#2, medical care, 1,681papers, 2002.7

#3, mental health care, 1,314papers, 2000.8

#4, ecosystem, 914papers, 2004.1

#5, QOS, 906papers, 2002.7

#6, public service, 866papers, 2002.2

#7, public medical care, 632papers, 2001.8

#8, IT & Web, 459papers, 2003.4

Academic Landscape of SSME (Service Science, Management and Engineering )

Ref: Ichiro Sakata, Naoki Shibata, “A Network Analysis of Japanese Innovation Clusters”

SSME paper sub-‐cluster label analysis (early study)

Emergence of Service Science

Ecosystem valua3on

Ecosystem resilience

Ecosystem management

Web service Process management

Human resource management

Opera3on management Knowledge management Service quality, TQM

BPR

Industry & ecosystem: Healthcare services Financial services

Public services, SCM Environment

Walter, mountain

Service innova3on

Ecosystem service

Early study result – Confidential -

Existing research themes

Value co-creation

Technology

Site knowledge New service system Technology extension

Project completion

Existing research themes

Value co-creation

Technology

Site knowledge

Integrated / design methods

Project completion

New research theme

New research issues

New service system

Integrated / design methods

Technology extension

Documents

Service research