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Dieter Spath, Walter Ganz
Future of Services
Preface
6
Content
10
Introduction
14
1. Forward-looking service research to serve the future serviceeconomy
14
2. MARS – International Monitoring on Activities and Researchin Services – a service-oriented research project
15
3. Service monitoring: Study design
20
4. References
26
I Service research:today and tomorrow
28
1 Perspectives of Knowledge Production:Institutionalisation Tendencies in the ‘Services’Field of Research and Development
30
1.1 Introduction
30
1.2 Institutionalisation in the Context of New Forms ofKnowledge Production
31
1.3 Current Trends and Developments
36
1.3.1 Degree of Perceivable Institutionalisation
38
1.3.2 Forms and Stakeholders of Institutionalisation
44
1.4 Challenges facing Service Research
46
1.5 References
48
2 Theory and Application Focus in ServicesResearch
50
2.1 Does Services Research Need a »Theory of Services«?
50
2.2 Selected Approaches to a Theory of Services
54
2.3 Theory of Services as a Basis for Applied Work
58
2.4 Conclusion
59
2.5 References
60
3 Trends in Business Statistics: The Challengeof Covering Services Better
62
3.1 Abstract
62
3.2 Introduction
62
3.3 Business demography
63
3.4 Factors of Business Success (FOBS)
65
3.5 Business Services
66
3.6 Demand for Services
69
3.7 International Sourcing
71
3.8 Entrepreneurship Indicators Project
72
3.9 Conclusion
73
4 Evolving Service Innovation Policy:Reflecting the Results from the InnovationPolicy Project in Services – IPPS2006-2007
76
4.1 Abstract
76
4.2 Introduction
77
4.2.1 Service innovation policy rationale – background for the work
78
4.3 Service innovation policy mapping studies
81
4.3.1 Carrying out the mapping studies in Member States and regions
82
4.4 Thematic analysis of the mapping study material
83
4.4.1 There is a need to develop long-term strategy for services andservice innovation
84
4.4.2 Service innovation policy needs to be build on horizontal policyapproach and coordination between the actors
85
4.4.3 Balanced mix of broad based service innovation policy - supply-,and demand-side measures
87
4.4.4 Developing service innovation policies by adjusting existingpolicies, or by introducing new policy measures?
89
4.4.5 Regional policy and cluster policies are often linked with servicerelated innovation policies
91
4.5 Conclusion
92
4.5.1 Identification of a challenge and the benefit of trans-nationalcooperation to address it
92
4.5.2 Type of activities to be developed at trans-national level
93
4.5.3 The next steps forward in developing the European serviceinnovation policy
95
4.6 Appendix 1SERVE technology programme an example of an innovationpolicy measure that is specifically targeting services
96
4.7 Appendix 2‘Innovation With Services’ as an example of an innovationpolicy measure targeting Services
97
4.8 Appendix 3
99
4.9 Appendix 4
100
5 Strategies of Service Innovation in the Asia-Pacific Region
104
5.1 Abstract
104
5.2 Country specific motivation in service innovation anddriving forces behind this effortHow service innovation is being driven
105
5.3 Government motivation behind service innovation
108
5.4 Focused short-term agendaIs there a focused short-term agenda (next 1-2 years) in thefield of service innovation research and development? Eitheron specific industry or on certain methodology?
113
5.5 Conclusion
115
5.6 References
116
6 Service Science, Management, Engineering,and Design (SSMED): Outline & References
120
6.1 Abstract
120
6.2 Theoretical and Practical Foundations
121
6.3 Concepts and Questions
124
6.4 Tools and Methods
130
6.5 Disciplines and Broad Interactional Expertise
133
6.6 History: Economic and Law Evolving41
135
6.7 Marketing and Quality Measure
138
6.8 Operations and Productivity Measure
140
6.9 Governance and Regulatory Compliance Measure
142
6.10 Design and Sustainable Innovation Measure
144
6.11 Anthropology and People Resources
146
6.12 Engineering and Technology & EnvironmentalResources
147
6.13 Computing and Information Resources
148
6.14 Sourcing and Organizations
150
6.15 Futures: Management and Strategy
152
6.16 Service Professionals & Deep Contributory Expertise
154
6.17 Mindset and Entrepreneurship
155
6.18 Science and Leadership
160
6.19 References & Selected Quotations
165
7 Broadening Service Marketing: Building aMultidisciplinary Field
246
7.1 Abstract
246
7.2 The first Era: Service Marketing
246
7.3 The Second Era: The Emergence of a MultidisciplinaryField
248
7.3.1 Making Tools
249
7.3.2 Creating Language
250
7.4 Building Community: The Future of the Service Field
250
7.4.1 Service Science, Management, and Engineering (SSME)
251
7.4.2 Service Arts
251
7.4.3 Service Performance
252
7.4.4 Memes for Building the Service Community
254
7.5 Conclusion
256
7.6 References
256
II Implications for tomorrowsservice economy:factors of success
258
8 Business transformation: Neworganizational and business models
260
8.1 Introduction
260
8.2 The topic in retrospect
260
8.3 Current trends and developments
262
8.3.1 New forms of added value
263
8.3.1.1 Integration of customers
263
8.3.1.2 Hybrid services
264
8.3.1.3 Immaterial values
265
8.3.2 New organizational and business models
266
8.3.2.1 New organizational models
267
8.3.2.2 New business models
268
8.3.3 Industrialization of the service economy
270
8.3.3.1 Industrialization and automation
270
8.3.3.2 Outsourcing and offshoring
271
8.3.3.3 The company
272
8.4 Challenges facing service research
274
8.5 References
275
9 Value Chains or Commodity Chainsas Production Projects and Tasks:Towards a Simple Theory of Production
278
9.1 Abstract
278
9.2 Manufacturing versus Service Economies
279
9.3 From Manufacturing to Service Economies?
283
9.4 From Services and Manufacturing to Hybrid Products
286
9.4.1 Hybrid products
287
9.4.2 Extended divisions of labour
289
9.5 Production Projects and Tasks
291
9.6 Conclusion
295
9.7 References
297
10 Human Resource Management
302
10.1 Introduction
302
10.2 The topic in retrospect
302
10.3 Current trends and developments
304
10.3.1 Service Interactions
304
10.3.2 Innovation in the services
306
10.3.3 Qualification for service
308
10.4 Challenges facing service research
309
10.5 References
310
11 Technology and services
312
11.1 Introduction
312
11.2 New technologies as a source of inspiration forservices
313
11.3 Services as a source of inspiration for technologicaldevelopment
318
11.4 Conclusion
319
11.5 References
320
12 Service innovation
322
12.1 Introduction
322
12.2 Trends and developments
324
12.2.1 Socioeconomic effects
325
12.2.2 Optimizing the innovation process
326
12.2.3 Anchoring services in the organization
327
12.2.4 Interlocking of product, software and service innovation
328
12.2.5 Simulation and testing tools
330
12.3 Challenges facing service research
331
12.4 References
333
13 Recommendations for Action in the‘Services’ Field of Research andDevelopment
334
13.1 Continuity and Innovation of Service Related Subjects
334
13.2 Quintessences from Key Topics
338
13.3 Fields of Growth and New Contents
339
13.4 Stakeholders and Challenges
343
13.5 References
345
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