service systems and value modeling from an appreciative system perspective
DESCRIPTION
Gil Regev and Alain WegmannTRANSCRIPT
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?
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
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
! Observer defines identity (survival) of system
Systems and Survival
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Observer
Norms
Tacit Norms
Entities
Universe of Discourse
Reality
System Processes
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Environment
System
Service Relations (external)
Metabolic Relations (internal)
Example: iPod and iTunes
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Source: Wikipedia
Source: Wikipedia
Why did my kids buy iPods?
iPod Value in Exchange
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Readiness to Value
Readiness to See
Metabolic Relations
iPod Value in Exchange
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Readiness to Value
Readiness to See
Metabolic Relations
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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