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A conceptual framework for implementing virtual and value co-creation

service roadmapping for Thailand R&D firm

Pornprom Ateetanana,b,c, Kunio Shirahadaa, aJapan Advanced Institute of Science and Technology, Japan

Sasiporn Usanavasinb bSirindhorn International Institute of Technology, Thammasat University, Thailand

Thepchai Supnithic, Wantanee Phantachatc cNational Electronics and Computer Technology Center, Thailand

August 5, 2016

7th International Research Symposium in Service Management, IRSSM-7 2016, 2-6 August 2016, Mahidol University International College, Nakhon Pathom, Thailand

2 Photo - http://cloud4good.com/wp-content/uploads/2015/01/Road-Map.jpg, https://andybacon.com/2016/01/21/five-signs-that-its-time-to-ditch-your-it-roadmap/

Technology Roadmap (TRM)

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ROADMAPPING PROCESS

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Roadmapping by Multi-Stakeholders & Disciplinary

Visual communication

Photo from Roadmapping for strategy and innovation, Robert Phaal, Centre for Technology Management, Institute for Manufacturing, University of Cambridge, March 2015

Roadmapping Process: T-Plan 'fast start' technology roadmapping process

• Developed by The University of Cambridge, Centre for Technology Management

• T-Plan process supports rapid initiation of roadmapping in the firm, identifying market and business drivers, future product features and potential technological solutions.

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The process comprises 4 facilitated workshops, with multidisciplinary participation from both commercial and technical functions.

Limitation of Traditional roadmapping process

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It is face to face workshop-based, need experts/stakeholders are in same time and same place.

ARCHITECTURE

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Architecture of Technology Roadmap

9 *Institute for Manufacturing, University of Cambridge

Evolution of Technology Service Roadmap Architecture

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*Kameoka, JAIST, 2006

*Cho, C. and S. Lee (2014), Ajou University

a service-integrated technology roadmap/roadmapping, which involves a new concept of functions, "requiring functions" and "supplying functions" to fill the gaps between the market and service layers, as well as the service and products layers

Product–service integrated roadmaps (Application industry for ICT and Healthcare)

Limitation: Problem of Traditional TRM

From literature review, there are empirical obstacles in roadmapping process either in manufacturing or service firms

1) the limitation of the participation of stakeholders in term of space and time

2) the promotion of engagement of stakeholders and

3) the shortening of the duration of roadmapping process

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To solve the Limitation: Discussing Points

There have been some attempts, demanding and discussing on

1) the virtual arrangement and real-time online tools to support the physical workshop are being explored as mechanisms to facilitating the roadmapping process,

2) the approach to adopt the value co-creation from stakeholders’ perspective into roadmapping process and

3) the investigation of different facilitation approaches of roadmap development stage

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Research Questions

1. What is the effective potential approach to promote value co-creation service roadmapping?

2. How virtual arrangement and online tools enhance the communication and collaboration among stakeholders in roadmapping process?

3. What applications of social media can be involved in roadmapping process as collaborative tools?

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Response to Research Questions (RQ) RQ Way to response RQ

1. What is the effective potential approach to promote value co-creation service roadmapping?

we conducted a literature review to identify the important characteristics for conducting virtual arrangement: based on which we propose ‘blended workshop’ as a mechanism for roadmapping process. We investigated the contemporary of e-Collaboration and social media applications.

2. How virtual arrangement and online tools enhance the communication and collaboration among stakeholders in roadmapping process?

we suggest a categorization of types of social media applications that can be selectively used in practice, and describe the distinctive characteristics of each stage of roadmapping process, and corresponding implications.

3. What applications of social media can be involved in roadmapping process as collaborative tools?

We did ‘Test run’ in our lab and then implement with Case study ‘Service roadmap of Assisted Living Technology for The elderly’ with Institute of Technology for the Disabilities and Elderlies’ of NECTEC 14

Research method: Proposed Approach (1)

• We elaborated an approach from both theoretical & practical perspectives and analyzed papers devoted to the

1) technology roadmap for product-service integration

2) service roadmap

3) e-Collaboration

4) open innovation

5) social media for online value co-creation

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Research method: Proposed Approach (2)

• three main analysis phases:

1) Stages of service roadmapping implementation

2) Processes of service roadmapping

3) Tools in roadmapping

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1. Preparation

1.1 To introduce Roadmap to firm and set theme/objectives/scope

1.2 To form a cross-functional team (owner, provider, receiver, facilitator)

1.3 To develop research project’s official communication platform

1.4 To select stakeholder segment and analyze the stakeholder requirements

2. Development

2.1 To launch a full scale roadmap implementation with Virtual & Face to face Roadmapping workshops

2.2 To observe the stakeholders’ behavior

3. Action

3.1 To Roll-out

3.1 To Follow-up

3.2 To maintain as an ongoing process

Stakeholders’ Value Co-Creation: To observe and survey stakeholder’s behavior & Co-Created Value

Plan Do Check, Act

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Stages of Service roadmapping implementation

V-Plan

What is V-Plan?

• V (Virtual & Value co-creation & Victory)-Plan is blended (virtual and face to face) workshop-based which service organization can use as a strategic planning

• V-Plan aims to

– resolve the limitation of the participation in term of space and time

– increase multi-stakeholders’ engagement

–decrease the duration of roadmapping process

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V (Virtual & Value Co-Creation & Victory)-Plan roadmapping process

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Face to face collaboration

Operation/Decision room, wall displays, e-Meeting system,

brainstorming

Ongoing/Continuous task

War-room, team-room,

large displays, shift work, post-it, Polling, Voting

Remote collaboration Video/Web Conference,

instant messaging, Telephoning, e-mail, Chat

Communication & Coordination

E-meeting system, Blogs, Workflow, email, bulletin boards, forum

Collaboration Matrix

20 Adapt from Computer Supported Cooperative Work (CSCW) Matrix

Same time synchronous

Different time asynchronous

Sam

e p

lace

co

loca

ted

D

iffe

ren

t p

lace

re

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Collaboration tools

Application Selected online & social media tools Using for

Knowledge repository and collaborative portal https://serviceroadmap.wordpress.com/

Information & Knowledge Sharing

Web conference for real time workshop (JAIST PC Video conference: MeetingPlaza) https://dlc-mp.jaist.ac.jp/confmgr/enter.cgi Online meeting &

discussion

Skype Group call

Online form & spreadsheet for survey Online working sheet, Questionaire

Group - Practical discussion https://www.facebook.com/groups/478488352344693/

Information & Knowledge Sharing

Note – group discussion, Reminder, Motivation

• Short conversation • Reminder message • Landing platform

and link to project web

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Selection tools in V-Plan

Value Co-Creation Service Roadmap* in S-D Logic

22 *Shirahada, Ateetanan, JAIST, 2016

EXPERIMENT

Illustrate by Case study

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Test Run in lab (1)

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Test Run in lab (2)

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https://serviceroadmap.wordpress.com/

Case study: Service roadmap of ALT for the elderly

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Line Group

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Skype Group Video Call

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3-Hours Face to Face Workshop – Aug. 3

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Discussion / Conclusion

• Issues

– The Identification of Co-Created value among each stakeholder

– The digital literacy of stakeholders

– The application of

• Virtual or Face to Face (F2F) session

• Kick off workshop in Virtual or F2F

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Future research 1. To continue

1) conduct ‘V-Plan Service roadmapping of Assisted Living Technology for the elderly’ with Institute of Technology for Disabilities person and the Elderly: ITDE of NECTEC and

2) Promote this ‘V-Plan’ as mechanism for ITDE to planning for ‘Thailand Silver economy’

2. To evaluate the V-Plan roadmapping process with stakeholders and case owner under Value Co-Creation Approach

3. To extend V-Plan for R&D Firm to service sector firm

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Acknowledgements

Thank you very much

Pornprom ATEETANAN

pornprom@jaist.ac.jp

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