The document discusses the development of Service Science from SSME to including design, art, and public policy. It proposes a set of 10 Fundamental Concepts of Service Science like ecology, entities, and outcomes to facilitate communication across disciplines studying services. A preliminary set of Fundamental Premises is presented to allow reasoning about interactions between the concepts. The developments are reflected upon pioneering work in Service-Dominant Logic and its Fundamental Premises. There is seen to be a convergence between Service Science and Service-Dominant Logic with more work needed in the area of networks and systems.

1. Jim Spohrer
Director, IBM University
Programs World-Wide
IBM Almaden Research Center
San José, CA, USA
Stephen K. Kwan
Associate Dean (Interim)
Lucas Graduate School of Business
San José State University
San José, CA, USA
spohrer@us.ibm.com
stephen.kwan@sjsu.edu
Presented at
1st International Conference on Serviceology (ICServ 2013)
October 16-18, 2013, Tokyo, Japan
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2. Service Science is an emerging transdiscipline that draws on a great breadth of
existing academic disciplines without replacing them. Thanks to the intellectual
contributions from the research community of various disciplines, Service
Science has progressed from SSME, to SSME+D (Design), and expanded to
SSME+DAPP (Design, Art and Public Policy). With this expansion, there is a
need to develop a set of Fundamental Concepts of Service Science to facilitate
the creation of a trading zone (big tent) to invite individuals from different
background with different vocabularies to communicate, share ideas, and
facilitate their engagement in mutually productive interactions. The
Fundamental Concepts of Service Science are identified as ecology, entity,
interactions, outcomes, value propositions, governance mechanisms,
resources, access rights, stakeholders, and measures. A preliminary set of
Fundamental Premises of Service Science will be presented that would allow
reasoning assertions to be made about the behavior and interaction among the
Fundamental Concepts. We will also reflect these developments upon the
pioneering work of Service-Dominant Logic and its Fundamental Premises.
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3. 3

4. 2013
Ischia, Napoli
Italy
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5. Integrating
Three
Perspectives
For a new
Service
Agenda
Three Pillars
or
Three Silos?
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6. Spohrer, JC, Kwan, SK & Fisk, R (2013, forthcoming) “Marketing: A
Service Science and Arts Perspective,” in RT Rust & MH Huang (eds.)
Handbook of Service Marketing Research, Cheltenham, UK: Edward
Elgar Publishers.
Spohrer, JC, Kwan, SK &Demirkan, H (2013) “Service Science, On
Reflection”. In L. Cinquini, A. Di Minin, R. Varaldo (eds.), New Business
Models and Value Creation: A Service Science Perspective. Sxi 8, DOI
10.1007/978-88-470-2838-8_1, Springer-Verlag Italia.
Spohrer, JC & H Demirkan, H (2013, manuscript). “Understanding
Value Co-Creations and Service Innovations in Time and Space
Complexity: The Abstract-Entity-Interaction-Outcome-Universals
(AEIOU) Theory”.
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7. Building
Blocks
Instantiation
&
Attributes
Spohrer, Kwan & Fisk
2013
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8. Allow reasoning assertions to be made about the behavior
and interaction among the Fundamental Concepts.
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9. Service
Systems
Ecology
Entities
Value
Propositions
Governance
Stakeholder Mechanism
Roles
Interaction
Access
Rights
Measures
Outcomes
Resources
Laws, Rules & Regulations
Authorities
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10. A Complementary View - Service System World View
and Value Co-Creation Through Value Propositions
Employees & Value
Stockholders
Community
Value
Customer
Value
Service
Provider
Value
Service
Experience
Service System
Partners
Competition
Society
Kwan, S. K. & Min, J. H. (2008) “An Evolutionary Framework of Service Systems”.
Presented at the International Conference on Service Science, Beijing, China, April 17-18.
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11. Foundational Premises of Service Dominant Logic
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12. Service Science and Service Dominant Logic
Service Dominant Logic
FP 6 - 10
FP 1 - 5
SS-FC 2 - 10
SS-FC 1
SS-FP 1 - 6
Service Science
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13. Service Dominant Logic – Some More Perspectives
(forthcoming)
The Four “Axioms” of SD-Logic
All others can be derived
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14. Service Science and Service Dominant Logic
(Revised)
Service Dominant Logic
FP 6, 9, 10
FP 1
SS-FC 2 - 10
SS-FC 1
SS-FP 1 - 6
Service Science
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15. Service Dominant Logic – Some More Perspectives
(forthcoming)
THE CONTEXTUAL NATURE OF VALUE
CREATION:
THE STRUCTURATED WORLD OF
S-D LOGIC
The importance of “Value-in-Context”
“A service ecosystem is a
relatively self-contained,
self-adjusting system of
resource-integrating actors
that are connected by
shared institutional logics
and mutual value creation
through service exchange.”
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16. Conclusion and Future Research
We are seeing a convergence of the
worlds of Service Science and SD-Logic.
More to be done with the “Networks and
Systems” pillar, esp. with the “Viable
Systems” literature.
Let’s carry on the conversation with other
disciplines. Maybe we will be less blind
and found out there is no elephant.
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17. Jim Spohrer
University Relations, Global
IBM Almaden Labs
San José, CA, USA
Stephen K. Kwan
College of Business
San José State University
San José, CA, USA
jim.spohrer@ibm.com
stephen.kwan@sjsu.edu
Presented at
1st International Conference on Serviceology (ICServ 2013)
October 16-18, 2013, Tokyo, Japan
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