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The Service Ecosystem

The Service Ecosystem. 19 th Annual Frontiers in Service Conference Karlstad, Sweden June 11-13, 2010 Robert F. Lusch Muzzy Chair in Entrepreneurship & Innovation University of Arizona Stephen L. Vargo Shidler Distinguished Professor of Marketing University of Hawaii.

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The Service Ecosystem

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  1. The Service Ecosystem 19th Annual Frontiers in Service Conference Karlstad, Sweden June 11-13, 2010 Robert F. Lusch Muzzy Chair in Entrepreneurship & Innovation University of Arizona Stephen L. Vargo Shidler Distinguished Professor of Marketing University of Hawaii

  2. Exchange Systems …

  3. Service Ecosystems 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

  4. Emergent, Co-created, Resource Integrating, Dynamic

  5. 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.

  6. PHASE TRANSITION

  7. LONG AND SMALL VIEW Universe expanding from an extremely dense and hot state.

  8. CAMBRIAN EXPLOSION HUMAN ARTIFACTS INTERNET

  9. Driving the Phase Transition

  10. Flows Phase Transition to Ecosystems States 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

  11. Phase Transition PUSH PULL STATES FLOWS GOODS SERVICE

  12. Phase Transition to Ecosystems:What it Means for Organizations Pull and S-D logic Push and G-D logic

  13. No B2B, B2C, C2B, etc…..

  14. Resource Integrating Actors (RIA)

  15. Resource Integration & 3 C’s Calculation Language Behavior Communication Coordination Meaning Signs Thoughts Signifiers Source: Loebler & Lusch

  16. Resource Integrating Platforms

  17. Thank You! • For More Information on S-D Logic visit: • sdlogic.net • We encourage your comments and input. Will also post: • Working papers • Teaching material • Related Links • Steve Vargo: svargo@sdlogic.net Bob Lusch: rlusch@sdlogic.net

  18. Some Definitions System = 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.

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