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The Service Ecosystem

Universidad Torcuato di Tella. Mid Sweden University. Università di Cassino. The Service Ecosystem. Reflections upon Systems Theories and Service Research

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The Service Ecosystem

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  1. Universidad Torcuato di Tella Mid Sweden University Università di Cassino The Service Ecosystem Reflections upon Systems Theories and Service Research Robert F. Lusch Muzzy Chair in Entrepreneurship & Innovation University of Arizona Stephen L. Vargo Shidler Distinguished Professor of Marketing University of Hawaii June 9, 2010 Naples, Italy

  2. Exchange Systems …

  3. G-D Logic: A Logic of Separation Producer Consumer Separation

  4. S-D Logic: A Logic of Togetherness Cocreating Firm Customer Cocreating

  5. Evolving Marketing Thought Marketing With Marketing To To Market Web 2.0 Co-Create Web 1.0 Retrieve & Read Web Plumbing

  6. Alexa Global Traffic Rankings Ranking as of: (1) 12/31/05; (2) 11/24/08; (3) 5/16/10 Source: AlexaGlobal Traffic Rankings

  7. Emergent, Co-created, Resource Integrating, Dynamic

  8. Service Ecosystems A service ecosystem is a spontaneously sensing and responding spatial and temporal structure of largely loosely coupled value proposing resource integrating social and economic actors interacting through institutions, technology and language to: • Co-produce service offerings • Exchange service offerings • Co-create value

  9. EMERGENCE OF INTERNET

  10. Phase Transition A phase transition is a process where the characteristics of a given medium with given properties is transformed into a medium with new properties.

  11. PHASE TRANSITION

  12. LONG AND SMALL VIEW Universe expanding from an extremely dense and hot state.

  13. CAMBRIAN EXPLOSION HUMAN ARTIFACTS INTERNET

  14. Driving the Phase Transition

  15. Flows Phase Transition to Ecosystems States Hierarchical Control Rigid Structures Centralized Management Defined Boundaries Secretive Closed Systems Produce & Store Optimizing Planning Grounded Control Flexible Structure Distributed Management Fuzzy Boundaries Transparent Open System On-Demand Adaptive & Learning Improvising

  16. Phase Transition STATES FLOWS

  17. Phase Transition PUSH PULL STATES FLOWS GOODS SERVICE

  18. Phase Transition to Ecosystems:What it Means for Organizations Pull and S-D logic Push and G-D logic

  19. No B2B, B2C, C2B, etc…..

  20. Resource Integrating Actors (RIA)

  21. Resource Integration & 3 C’s Calculation Language Behavior Communication Coordination Meaning Signs Thoughts Signifiers Source: Loebler & Lusch

  22. Resource Integrating Platforms

  23. Universidad Torcuato di Tella Mid Sweden University Thank You! • 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: svargo@sdlogic.net Bob Lusch: rlusch@sdlogic.net

  24. Some Definitions System = set of interacting or interdependent entities forming an integrated whole. Service = application of resources for the benefit of another actor (Vargo and Lusch 2004) Service System = A dynamic value co-creation configuration of resources, including people, organizations, shared information (language, laws, measures, methods) and technology, all connected internally and externally to other service systems by value propositions. (Spohrer et al.2007) Ecosystem = a system formed by the interaction of a community of actors in an environment that these actors through interaction create.

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