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Establishing SSME as a new academic discipline: Thought Leadership Workshop
Thought Leadership Workshop Manchester 17-18 September 2008
‘Establishing SSME as new academic discipline’
Thought Leadership Workshop
Services Science Management and Engineering (SSME Workshop) Centre for Service Research Manchester Business School, Oxford Road, Manchester
11.30 Parallel sessions – For those interested in recruiting SSME graduates: A session to agree on
their collective requirements in terms of outcomes and graduate capabilities
– For educators: To learn from each other what courses, teaching materials, resources already exist
– For those who are not so familiar with the SSME agenda: Leading SSME advocates from business will brief participants on the key strategic issues, after the briefing participants will join the main parallel sessions.
Thought Leadership Workshop Manchester 17-18 September 2008
Background & Context
A New Discipline – Services Science – to provide a framework for understanding and improving service delivery..
High Calibre Personnel who not only have in-depth expertise in a key area of service delivery, but also a broad general knowledge of the range of skills needed to design and deliver new, innovative services
Most current graduate and post-graduate education is focussed on producing highly trained experts in a relatively narrow field of knowledge
A key issue for companies is how to train or recruit people with the wide general skills needed to deliver high-quality services – the horizontal of the T.
Increasing Recognition of need to for new mix of skills
Core Field of Study
Interactional Expertise Across Other Fields
Across industriesAcross culturesAcross functionsAcross disciplines=More experiencedMore adaptiveMore collaborative
Technical breath
Tech
nica
l dep
th
Architect
Speci
alis
t VersatilistVersatilist
Increasing Economic Significance of Services
The “Versatilist” – Gartner Group 2005The ‘T shaped person’ – IBM 200x
Thought Leadership Workshop Manchester 17-18 September 2008
Key Goal - Improved Graduate Capability
..to perform in Services Business..
Social Science (People)
Management(Business)
Engineering (Technology)
Core Field of Study
Interactional Expertise Across Other Fields
Tower of Babel“Biggest problem in businessis people don’t know how to talk to other people in the language they understand.”Charles Holliday, CEO Dupont
Across industriesAcross culturesAcross functionsAcross disciplines=More experiencedMore adaptiveMore collaborative
Together
Higher skilled workers to compete Adaptive workers who change
with the business– who can lead market innovation,
technology innovation, and /or business model innovation to compete
– who can cope with/exploit the accelerating pace of technological and societal change
Thought Leadership Workshop Manchester 17-18 September 2008
Key Attributes of people working in Service Science
Adaptive Innovator / Versatilist – managing across a broad set of business and technical disciplines
Consider – Business objectives– IT & Technology – People - Cultural and Human system dynamics
Analyse large and/or complex processes – across private & public sectors
Demonstrate customer interaction skills equivalent to a business consultant– ideas, recommendations and knowledge among individuals from varying backgrounds
Ability to Articulate, Understand Key Concepts & make trade-offs across – engineering, project management, business management, marketing, finance, design, computer
science, systems engineering, information management, and the social or behavioural sciences
Working knowledge of Service Concepts – front-stage, back-stage, service “mind-set”, service innovation, service dominant logic, – co-creation of value, service productivity, service science, and service systems.
KNOWLEDGE – Working knowledge of Services (, Service Systems & Services Concepts)
– Public & Private Sector
– Understand & articulate the rich environment of different Sources of Value
– in Multi-Stakeholder Systems
– Business Model,
– Quality management, front-stage, back-stage, service “mind-set”, service innovation, service dominant logic,
– co-creation of value, service productivity, service science, and service systems
– Recognise difference Strategy v Operation
Analyse, model & predict large complex service systems / processes
Understanding of Key Concepts
– Business (public & private sector)
– IT & Technology
– People
CAPABILITY - Handle Variability: operate in a variable environment and understand variability Customer Interaction: Demonstrate customer interaction skills equivalent to a business consultant
– ideas, recommendations and knowledge among individuals from varying backgrounds
– Time management, passionate …
Empathy with / Appreciation of Customer Perspective: Eg: Value of experience, value of intangibles, Adaptive
– Understand & communicate need & importance of change & be able to change
Innovator / Versatilist – managing across a broad set of business and technical disciplines
Design & build Services – Value Propositions, Customer Mindset .. Ability to Articulate, Understand Key Services Concepts & make trade-offs across multiple ill defined pieces Benchmark, Assess, Deploy, Operationalise & Management
Thought Leadership Workshop Manchester 17-18 September 2008
Content: Service Systems: a type of complex system
“People-Oriented, Services-Intensive, Market-Facing Complex Systems – complex systems and services – are very similar areas
around which we are framing the very complicated problems of business and societal systems that we are trying to understand.”
– Irving Wladawsky-Berger, IBM VP Innovation (Oct. 9, 2006)
Unravelling and understanding complex systems is a foundation stone for SSME, from whichbetter services concepts, implementation and management models and tools can be developed.
Thought Leadership Workshop Manchester 17-18 September 2008
Teaching the Framework (3) – Case Studies
etc
ENG
OM
HR
MKT
IT
.. Bridging Knowledge
Multi Disciplinary
Explicit connections between subject areas
Contemporary Case Studies
'If you want a motorcycle, go to Chongqing … Although this dusty central Chinese city of drab office buildings and perpetually grey skies is better known as the gateway to the enormous Three Gorges Dam, it is also the two-wheeler capital of the world. Led by the region's pioneers, China now makes half the world's motorcycles. But more important than the numbers produced is the way these motorcycles are made—especially the way designers, suppliers and manufacturers have organised themselves into a dynamic and entrepreneurial network.
Unlike state-run firms, the city's private-sector upstarts, such as Longxin and Zongshen, do not have big foreign partners like Honda or Suzuki with deep pockets and proven designs. So they came up with a different business model, one that was simpler and more flexible. Instead of dictating every detail of the parts they want from their suppliers, the motorcycle-makers specify only the important features, like size and weight, and let outside designers improvise.
This so-called “localised modularisation” approach has been very successful and delivered big cost reductions and quality improvements, says John Seely Brown, an innovation expert who used to head the legendary Xerox PARC research centre. It is one example of the sort of business-model innovation which he insists is far more radical than conventional product or process innovation'
Thought Leadership Workshop Manchester 17-18 September 2008
The SSME Whitepaper - Topics
4 Topic Areas –1. Business2. Technology 3. People 4. Information
Individual topics– Architecture and designed systems (1,2,3,4)– Behavioural sciences and education (3, 4)– Cognitive science and psychology (1,2,3,4)– Complex adaptive systems theory (1,2,3,4)– Computer science and AI/web services (2,4)– Computer supported cooperative work
(1,2,3,4)– Economics and law (1,3,4)– Engineering economics and management (2)– Experience design, theatre and arts (3)– Financial and value engineering (1,2,3,4)– Game theory and mechanism design (3,4)– Human resource management (1,3)– Industrial engineering (IE) and systems
(1,2,3,4)– Industrial and process automation (1,2,3,4)– International trade (1)– Knowledge management (1,2,3,4)
– Management of information systems (1,2,3,4)– Management of technology & innovation
(1,2,3,4)– Marketing and customer knowledge (1,2,3,4)– Mathematics and non-linear dynamics (1,2,3,4)– Operations management (OM) (1,2,3,4)– Operations research (OR) (1,2,3,4)– Organisation theory and learning (1,2,3,4)– Political science (1,3)– Product and software architecture (2)– Project management (1,2,3,4)– Queuing theory (1,2,3,4)– Simulation, modelling visualization (1,2,3,4)– Sociology and anthropology (1,2,3,4)– Software metrics and development (2)– Statistical control theory (2,4)– Strategy and finance (1,2,3,4)– Supply chain management (1,2,4)– Systems dynamics theory and design (1,2,3,4)– Total quality management, lean, six sigma
Thought Leadership Workshop Manchester 17-18 September 2008
The SSME Whitepaper - People
4 Topic Areas –1. Business2. Technology
3. People 4. Information
Individual topics– Architecture and designed systems (1,2,3,4)
– Behavioural sciences and education (3, 4)– Cognitive science and psychology (1,2,3,4)– Complex adaptive systems theory (1,2,3,4)– Computer science and AI/web services (2,4)– Computer supported cooperative work (1,2,3,4)– Economics and law (1,3,4)– Engineering economics and management (2)
– Experience design, theatre and arts (3)– Financial and value engineering (1,2,3,4)
– Game theory and mechanism design (3,4)– Human resource management (1,3)– Industrial engineering (IE) and systems (1,2,3,4)– Industrial and process automation (1,2,3,4)– International trade (1)– Knowledge management (1,2,3,4)
– Management of information systems (1,2,3,4)– Management of technology & innovation
(1,2,3,4)– Marketing and customer knowledge (1,2,3,4)– Mathematics and non-linear dynamics (1,2,3,4)– Operations management (OM) (1,2,3,4)– Operations research (OR) (1,2,3,4)– Organisation theory and learning (1,2,3,4)
– Political science (1,3)– Product and software architecture (2)– Project management (1,2,3,4)– Queuing theory (1,2,3,4)– Simulation, modelling visualization (1,2,3,4)– Sociology and anthropology (1,2,3,4)– Software metrics and development (2)– Statistical control theory (2,4)– Strategy and finance (1,2,3,4)– Supply chain management (1,2,4)– Systems dynamics theory and design (1,2,3,4)– Total quality management, lean, six sigma
Thought Leadership Workshop Manchester 17-18 September 2008
The SSME Whitepaper - Business
4 Topic Areas –1. Business2. Technology 3. People 4. Information
Individual topics– Architecture and designed systems (1,2,3,4)– Behavioural sciences and education (3, 4)– Cognitive science and psychology (1,2,3,4)– Complex adaptive systems theory (1,2,3,4)– Computer science and AI/web services (2,4)– Computer supported cooperative work
(1,2,3,4)– Economics and law (1,3,4)– Engineering economics and management (2)– Experience design, theatre and arts (3)– Financial and value engineering (1,2,3,4)– Game theory and mechanism design (3,4)– Human resource management (1,3)– Industrial engineering (IE) and systems
(1,2,3,4)– Industrial and process automation (1,2,3,4)– International trade (1)– Knowledge management (1,2,3,4)
– Management of information systems (1,2,3,4)– Management of technology & innovation
(1,2,3,4)– Marketing and customer knowledge (1,2,3,4)– Mathematics and non-linear dynamics (1,2,3,4)– Operations management (OM) (1,2,3,4)– Operations research (OR) (1,2,3,4)– Organisation theory and learning (1,2,3,4)– Political science (1,3)– Product and software architecture (2)– Project management (1,2,3,4)– Queuing theory (1,2,3,4)– Simulation, modelling visualization (1,2,3,4)– Sociology and anthropology (1,2,3,4)– Software metrics and development (2)– Statistical control theory (2,4)– Strategy and finance (1,2,3,4)– Supply chain management (1,2,4)– Systems dynamics theory and design (1,2,3,4)– Total quality management, lean, six sigma
Thought Leadership Workshop Manchester 17-18 September 2008
The SSME Whitepaper - Technology
4 Topic Areas –1. Business2. Technology 3. People 4. Information
Individual topics– Architecture and designed systems (1,2,3,4)– Behavioural sciences and education (3, 4)– Cognitive science and psychology (1,2,3,4)– Complex adaptive systems theory (1,2,3,4)– Computer science and AI/web services (2,4)– Computer supported cooperative work (1,2,3,4)– Economics and law (1,3,4)– Engineering economics and management (2)– Experience design, theatre and arts (3)– Financial and value engineering (1,2,3,4)– Game theory and mechanism design (3,4)– Human resource management (1,3)– Industrial engineering (IE) and systems (1,2,3,4)– Industrial and process automation (1,2,3,4)– International trade (1)– Knowledge management (1,2,3,4)
– Management of information systems (1,2,3,4)– Management of technology & innovation (1,2,3,4)– Marketing and customer knowledge (1,2,3,4)– Mathematics and non-linear dynamics (1,2,3,4)– Operations management (OM) (1,2,3,4)– Operations research (OR) (1,2,3,4)– Organisation theory and learning (1,2,3,4)– Political science (1,3)– Product and software architecture (2)– Project management (1,2,3,4)– Queuing theory (1,2,3,4)– Simulation, modelling visualization (1,2,3,4)– Sociology and anthropology (1,2,3,4)– Software metrics and development (2)– Statistical control theory (2,4)– Strategy and finance (1,2,3,4)– Supply chain management (1,2,4)– Systems dynamics theory and design (1,2,3,4)– Total quality management, lean, six sigma