Services Science Rationales

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Service(s) Science Rationale(s)

• Presentation for the Cambridge Service Science
  (SSME) Symposium
• July 14, 2007
• Stephen L. Vargo
• Shidler Distinguished Professor
• Associate Professor of Marketing
• Shidler College of Business
• University of Hawaii at Manoa

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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

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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

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