Developing a Service Science, Management and Engineering (SSME) Program at SJSU

1. Developing a Service Science, Managementand Engineering (SSME)Program at SJSU Lou Freund, Ph.D. Chair, Industrial & Systems Engineering College of Engineering Stephen K. Kwan, Ph.D. Professor College of Business 2008

2. Background • Industrial & Systems Engineering and Hospitality Management have both offered Service Operations courses • Some research history and interest • Met Jim Spohrer, Director of Almaden Services Research at IBM • Invited him and Paul Maglioto SJSU for presentation • Set up project team to discuss opportunity • Met Jim again – some common interests • Many overlaps within interested community • Prepared proposal

3. Impetus for Project • The service sector is a major part of the US economy, the same trend is becoming global and particularly true in emerging economies • Interest and expertise on campus, industry and community • Fits well with CoB’s and ISE’s missions • Puts SJSU in the forefront of other CSU campuses - Jon Iwata

4. What kinds of skills should a service scientist have? Academic disciplines evolving to combine technology, business, and social-organization 1990-2004 1900-1960 Technology 14 28 21 18 10 3 11 5 13 2 7 17 8 1 6 4 12 15 16 27 22 9 25 24 19 Business 23 20 Social- Organizational 26 Before 1900 1960-1990

5. Service Operations Marketing Management Quality Supply Chain Human Factors Design Innovation Engineering Systems Computing Economics Arts Science “Service Science is just ___<name your discipline>____” General Systems Theory A Service System is Complex OR/IE MS Information Science (i-schools) MIS Economics & Law Game Theory Anthropology & Psychology Organization Theory CS/AI Multiagent Systems

6. What is SSME?(Services Sciences, Management, and Engineering) • The application of scientific, management, and engineering disciplines to tasks that one organization beneficially performs for and with another (‘services’) • Science is a way to create knowledge • Engineering is a way to apply knowledge and create new value • Business Model is a way to apply knowledge and capture value • Management improves the process of creating and capturing value

7. Where science and engineering demand is growing… Ten Nations Total 50% of World Wide Labor A = Agriculture, G = Goods, S = Services US Employment History & Trends 2005 1980-2005 PC Age United States (A) Agriculture: Value from harvesting nature (G) Goods: Value from making products (S) Services: Value from enhancing the capabilities of things (customizing, distributing, etc.) and interactions between things The largest labor force migration in human history is underway, driven by global communications, business and technology growth, urbanization and low cost labor International Labor Organization cf. Figure 1.2 in text

9. http://www.usnews.com/usnews/edu/grad/articles/brief/gbeng_brief_2.phphttp://www.usnews.com/usnews/edu/grad/articles/brief/gbeng_brief_2.php

10. http://www.ilo.org/public/english/region/asro/bangkok/public/releases/yr2007/pr07_02sa.htmhttp://www.ilo.org/public/english/region/asro/bangkok/public/releases/yr2007/pr07_02sa.htm

11. “America Competes Act” Public Law 110-69 110th Congress “To invest in innovation through research and development, and to improve the competitiveness of the United States.” SEC. 1005. STUDY OF SERVICE SCIENCE. (a) Sense of Congress.--It is the sense of Congress that, in order to strengthen the competitiveness of United States enterprises and institutions and to prepare the people of the United States for high-wage, high-skill employment, the Federal Government should better understand and respond strategically to the emerging management and learning discipline known as service science. (b) Study. No later than 1 year after the date of the enactment of this of Sciences, conduct a study and report to Congress on how the Federal Government should support, through research, education, and training, the emerging management and learning discipline known as service science. (c) Outside Resources.--In conducting the study under subsection (b), the National Academy of Sciences shall consult with leaders from 2- and 4-year institutions of higher education, as defined in section 101(a) of the Higher Education Act of 1965 (20 U.S.C. 1001(a)), leaders from corporations, and other relevant parties. (d) Service Science Defined.--In this section, the term “service science” means curricula, training, and research programs [[Page 121 STAT. 578]]that are designed to teach individuals to apply scientific, engineering, and management disciplines that integrate elements of computer science, operations research, industrial engineering, business strategy, management sciences, and social and legal sciences, in order to encourage innovation in how organizations create value for customers and shareholders that could not be achieved through such disciplines working in isolation. http://thomas.loc.gov/cgi-bin/bdquery/z?d110:HR02272:@@@T

12. Note: This is not an endorsement

14. Barriers for Trade in Services? re: Page 7 in text

15. Industry says: “We need to hire more T people!” Develop New Knowledge with SSME Research Broaden With SSME Educational program In-depth knowledge of a specific discipline Academia says: “We need to hire more T faculty!”

18. Proposal to IBM • Inter-disciplinary Graduate Curriculum – Business, Engineering, Computer Science, Hospitality Management • Concentration for various degrees • Case Study Development • Research Agenda Development • Community Development

19. In Good Company

20. SSME Core Courses Service Strategy Service Quality Service Engineering & Management Projects in SSME Service Innovation

21. Undergraduate & GraduateDegree Programs Computer Science Degree Business Degrees Health Care Management Degree Engineering Degrees SSME Inter-Disciplinary Degree

22. Offered Fall 2007 Undergrad Grad Industrial & Systems Engineering 142 / 242“Service Engineering and Management” • Introduction to services / experiential economy and role of systems engineering • Goal: Introduce students to applications of ISE concepts and methodologies in the services environment • Text: Service Management – Fitzsimmons and Fitzsimmons, McGraw-Hill • Cases to illustrate concepts and strategies • Guest speakers • Teaching experience will form basis for future program design Offered Spring 2008 MBA 297D“Service Systems Management” Undergraduate BUS4 118S Offered Fall 2008

23. Include Practical Examples & Guest Speakers