slides spohrer piciocchi bassano def 14 june 2011 v2
TRANSCRIPT
Three frameworks for service research: Three frameworks for service research: exploring multilevel governance in exploring multilevel governance in
nested, nested, networked systemsnetworked systems
The 2011 Naples Forum on Service - Service Dominant logic, The 2011 Naples Forum on Service - Service Dominant logic, Network & System Theory and Service Science: integrating Network & System Theory and Service Science: integrating
three perspectives for a new service agendathree perspectives for a new service agenda
Capri, June 14-17, 2010 Capri, June 14-17, 2010
James Spohrer, Paolo Piciocchi and Clara BassanoJames Spohrer, Paolo Piciocchi and Clara Bassano
[email protected], [email protected], [email protected] [email protected], [email protected], [email protected]
Why and How Multilevel Governance?
Policy-makers, business consultants, and service researchers try to envision better systems of rules (Ostrom, 2005; Williamson, 1996)
to solve political and business problems (Sterman, 2000; Friedman, 2008)
Better frameworks for crossing disciplines, systems and cultures are needed, as real world problems rarely respect
discipline boundaries (IfM and IBM, 2008)
Purpose
Integration of the three frameworks to expand awareness in the service research community of multilevel governance or a shared system of
rules in complex social systems*
* nations, states, cities, universities, hospitals, hotels, homes, or nested,network Holistic Service Systems (HSS)
Are some entity architectures (ЄN) better than others?
Complex social system frameworks (FN) provide Complex social system frameworks (FN) provide professionals with ways to delineate innovative professionals with ways to delineate innovative
entity architectures (ЄN) entity architectures (ЄN)
Are some frameworks (FN) better than others?
Frameworks (FN) and Entity Architectures (ЄN)Frameworks (FN) and Entity Architectures (ЄN)
SSME + D(Spohrer & Maglio)
All refer to integrated multi-disciplinary perspectives
all emphasize the importance of governance mechanisms, government, and rules
all illustrate how value is co-created through governance interaction
VSA(Golinelli & Barile)
IAD(Ostrom)
Holistic Service System
& Whole Service
Viable
System
Polycentric
System
The SSME+D frameworkThe SSME+D framework
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How entities (service systems) interactIncentives & Rules
Ecology(Populations & Diversity)
Entities(Service Systems)
Interactions(Service Networks)
Outcomes(Value Changes)
Value PropositionBased Interactions (Incentives)
Governance MechanismBased Interactions (Rules)
Access Rights(Relationships)
Measures(Rankings of Entities)
Resources(Roles in Processes)
Stakeholders(Perspectives)
win-win
lose-lose win-lose
lose-win win-win
lose-lose win-lose
lose-win
Identity(Aspirations/Lifecycle)
Reputation(Opportunities/Variety)
Resources: People, Technology, Information, OrganizationsStakeholders: Customers, Providers, Authorities, CompetitorsMeasures: Quality, Productivity, Compliance, Sustainable InnovationAccess Rights: Own, Lease, Shared, Privileged
Service Systems exist for value co-creation Holistic Service Systems
Both can be represented in terms of multilevel governance and component interaction
Overall value co-creation depends on the capability of governance to produce shared competence for the development of Whole Service
Whole Service (WS) integrates the value propositions of Holistic Service Systems (HSS) through multilevel governance mechanisms
Multilevel Governance
Entity architectures include a shared
system of rules
Regional
Components
Based on shared socio-economic
and cultural planning
Overall Value Co-Creation
Governance of related capability
to produce shared competences
for
the development of
Whole Service
Holistic Services Systems (HSS) integrated Holistic Services Systems (HSS) integrated within a Whole Service (WS) perspectivewithin a Whole Service (WS) perspective
The VSA The VSA conceptual frameworkconceptual framework Golinelli & Barile
VSA is a model for observing and interpreting the viability of complex business and social phenomena through general interpretative
patterns
New levels of complexity require new types of decision making based not on stochastic methods but on the VSA Informative Variety Model (Barile, 2009)
Value
Categories
Interpretative Patterns
Value
Categories
Interpretative Patterns
Consonance between
Value Categories
Consonance between Interpretative patterns
Informative UnitsInformative Units
Variety of Viable System (a) Variety of Viable System (b)
The viability of a system depends on its capability for compacting and compressing (synthesizing) the
pressures deriving from the structural and functional variety of its synergic components (consonance)
The viability of The viability of complex social systemscomplex social systems
Governance for consonance has to interpret, mediate and synthesize to
guarantee the efficiency, adequacy and equi-finality of related systems
The Institutional Analysis The Institutional Analysis and Development and Development (IAD) framework(IAD) framework
(1) attributes of the physical world(2) attributes of a given community(3) rules that create incentives and constraints(4) Interactions with individuals
Cited in the 2009 Nobel Prize award in the area of economics(Ostrom, 2005) Analyzes:
The core concepts of this framework focus on the rules and the mutual influence of polycentric systems underpinning governance as a whole
In Ostrom’s view, the governance of polycentric systems depends on the capacity for structural change on the part of institutions
Service Science view,
the systems capacity to run-
transform-innovate
(Spohrer et al., 2009);
March’s terminology,
exploitation and
exploration
(March, 1991);
Viable Systems Approach language,
adaptation-transformation- restructuring
(Golinelli, 2010)
Capacity to ensure conditions of elasticity and
flexibility within the collective system
(Piciocchi & Bassano, 2009).
The Institutional Analysis The Institutional Analysis and Development and Development (IAD) core concepts(IAD) core concepts
Findings: Entity Architectures (ЄN)Findings: Entity Architectures (ЄN) Frameworks (FN)Frameworks (FN)
Entity architectures (ЄN) broadly speaking are nested, network systems which can be envisaged as holistic service systems (HSS)
(SSME +D)(VSA)(IAD)
e.g. nations, states, cities, universities, remote research outposts, hospitals,
luxury hotels, cruise ships, family homes, and even space craft and
space stations
are complex social system frameworks (FN) for analyzing the provision of
Whole Service (WS) by Holistic Service Systems (HSS) at multiple levels
Value is co-created through multilevel governance interaction
If value derives from shared aims (consonance), then improving consonance means maximizing value co-creation
(resonance) of integrated HSS
Findings: By merging SSME+D, VSA and IAD Findings: By merging SSME+D, VSA and IAD FrameworksFrameworks
The capability to co-create service value depends on the capability of multilevel governance (government and/or top decision makers and/or policy makers) to
interpret, mediate and synthesize contexts in a “Whole Service” (WS) perspective
Multilevel governance can be conceived as a directional evolving process which facilitates value co-creation for new knowledge and
innovation (Spohrer, Piciocchi & Bassano, 2012, forthcoming)
Service researchers can benefit from innovative frameworks to advance the understanding of complex
social systems that:
integrate disciplines, systems and cultures
improve multilevel shared governance
move beyond dyads to nested, networked systems
Practical implicationsPractical implications
The Smarter Planet The Smarter Planet ЄЄNN: FN(: FN(PRWPRW)→ {R)→ {RЄЄ}}
Innovated entity architectures (ЄN) for holistic service systems (HSS)
to provision “whole service”
Improvedframeworks (FN) for professionals
to analyze real-world problems (PRW)
Improvedmultilevel governancerecommendations {RЄ}
Our project commenced with:- the analysis of entity
architectures and frameworks- we merged ЄЄN and N and : FN(: FN(PRWPRW))
- in an attempt to - improve multilevel
governance recommendations - {R{RЄЄ}}
Our outcome being a “Smarter Planet” (i.e.
more environmentally and economically sustainable)
shared governance approach -ЄЄNN: FN(: FN(PRWPRW) → {R) → {RЄЄ}}
Thanks for your attention
15
E. Gummesson 2011
NETWORKS AND SYSTEMSIN MARKETING & SERVICE