S-D Logi c 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 Università di Cassino Mid Sweden University Universidad Torcuato di Tella
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S-D Logic The Service Ecosystem Reflections upon Systems Theories and Service Research Robert F. Lusch Muzzy Chair in Entrepreneurship & Innovation University.
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S-D Logic
The Service Ecosystem
Reflections upon Systems Theories and Service Research
Robert F. LuschMuzzy Chair in Entrepreneurship & InnovationUniversity of Arizona
Stephen L. VargoShidler Distinguished Professor of MarketingUniversity of Hawaii
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
Service Ecosystems
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EMERGENCE OF INTERNET
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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.
PHASE TRANSITION
LONG AND SMALL VIEWUniverse expanding from an extremely
dense and hot state.
CAMBRIAN EXPLOSION
HUMAN ARTIFACTSINTERNET
Inter-activity
Special-ization
Modularization
Ex-change
Transport
Commun-ication
Driving the
Phase Transitio
n
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Phase Transition to Ecosystems
States Flows 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
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Phase Transition
MarketPlace
ConversationDialogue
Organization
Ecosystem
STATES FLOWS
Phase Transition
MarketPlace
ConversationDialogue
Organization
Ecosystem
STATES FLOWS
GOODS
PUSH PULL
SERVICE
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Phase Transition to Ecosystems:What it Means for Organizations
Old New Bureaucracy Learning
Factory Production
Co-creation Platforms
R&D Labs Innovation Platforms
Marketing Channels
Integration Platforms
Push
and
G-D
log
ic P
ull a
nd S
-D lo
gic
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No B2B, B2C, C2B, etc…..
Resource
Integrating Actor
Resource
Integrating Actor
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Resource Integrating Actors (RIA)
Coordinate
Communicate
RIA
Calculate
Coordination
Communication
Calculation
Behavior
Meaning
Thoughts
Signifiers
Signs
Language
Resource Integration & 3
C’s
Source: Loebler & Lusch
RI Platform
s
Unified Communica
tion Platforms
CloudComputing Platforms
Mobility Platform
s
Coordination
Platforms
Resource Integrating Platforms
S-D Logic
For More Information on S-D Logic visit:
sdlogic.net
We encourage your comments and input. Will also post:• Working papers
Some DefinitionsSystem = 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.