1. San José State University 1 Developing a Service Science, Management and Engineering (SSME) Program at SJSU 2009 2009 Stephen K. Kwan, Ph.D. Professor, MIS College of Business Lou Freund, Ph.D. Chair, Industrial & Systems Engineering College of Engineering kwan_s@cob.sjsu.edu408-924-3514

2. San José State University 2 Background Industrial & Systems Engineering and Hospitality Management have both offered Service Operations coursesIndustrial & Systems Engineering and Hospitality Management have both offered Service Operations courses Some research history and interestSome research history and interest Met Jim Spohrer, Director of Almaden Service Research at IBMMet Jim Spohrer, Director of Almaden Service Research at IBM Invited him and Paul Maglio to SJSU for presentationInvited him and Paul Maglio to SJSU for presentation Set up project team to discuss opportunitySet up project team to discuss opportunity Met Jim again – some common interestsMet Jim again – some common interests Many overlaps within interested communityMany overlaps within interested community Prepared proposalPrepared proposal

3. San José State University 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 economiesThe 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 communityInterest and expertise on campus, industry and community Fits well with CoB’s and ISE’s missionsFits well with CoB’s and ISE’s missions Puts SJSU in the forefront of other CSU campuses - Jon Iwata, SVP Marketing and Communications, IBMPuts SJSU in the forefront of other CSU campuses - Jon Iwata, SVP Marketing and Communications, IBM

4. San José State University 4 What kinds of skills should a service scientist have? Academic disciplines evolving to combine technology, business, and social-organization Technology Business Social- Organizational 5 1 9 25 27 14 28 10 26 24 8 4 1. Information Sci & Sys 2. Service Ops & Mgmt 3. Service Engineering 4. Service Marketing 5. Social Complexity 6. Agent-based comput- ational economics 7. Computational Organization Theory 14. Computer & Information Sciences 15. Human Capital Management (HCM) 16. Organization Theory 17. Operations Research 18. Systems Engineering 19. Management Science 20. Game Theory 21. Industrial Engineering 22. Marketing 23. Managerial Psychology 2 3 6 7 11 12 13 15 16 17 18 19 20 21 22 23 1990-2004 1960-1990 1900-1960 Before 1900 8. Management of Innovation & Tech (MoT) 9. Experimental Economics 10. AI & Games 11. Management of Information Systems 12. Computer Supported Collab. Work (CSCW) 13. Performance Support Systems In Business & Organization 24. Business Administration (MBA) 25. Economics 26. Law 27. Sociology 28. Education

5. San José State University 5 “ Service Science is just ___ ____” OR/IEMS CS/AI Multiagent Systems Economics & Law Game Theory MIS Anthropology & Psychology OrganizationTheory A Service System is Complex ServiceOperationsMarketingManagementQuality Supply Chain Human Factors DesignInnovationEngineeringSystemsComputingEconomicsArtsScience Information Science(i-schools) GeneralSystemsTheory

6. San José State University 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’)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 knowledgeScience is a way to create knowledge Engineering is a way to apply knowledge and create new valueEngineering is a way to apply knowledge and create new value Business Model is a way to apply knowledge and capture valueBusiness Model is a way to apply knowledge and capture value Management improves the process of creating and capturing valueManagement improves the process of creating and capturing value

7. San José State University Service Science is the study of Service Systems just as Computer Science is the study of Computer Systems

8. San José State University 8 NationLabor % A%A% G%G% S%S% Service Growth China21.0501535 191% India17.0601723 28% U.S. 4.8 32770 21% Indonesia 3.9451639 35% Brazil 3.0232453 20% Russia 2.5122365 38% Japan 2.4 52570 40% Nigeria 2.2701020 30% Bangladesh 2.2631126 30% Germany 1.4 33364 44% Ten Nations Total 50% of World Wide Labor A = Agriculture, G = Goods, S = Services 1980-2005 PC Age 2005 United States The largest labor force migration in human history is underway, driven by global communications, business and technology growth, urbanization and low cost labor (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 Where science and engineering demand is growing… International Labor Organization US Employment History & Trends cf. Figure 1.2 in text

9. San José State University Estimations based on Porat, M. (1977) Info Economy: Definitions and Measurement Estimated world (pre-1800) and then U.S. Labor Percentages by Sector The Origin of Wealth by Eric D. Beinhocker 2M years as hunting clans/bands 10K years as farm families 200 years as factory workers 60 years (so far) as knowledge workers in organizations and now digital networks Service Worlds: Economics and Social Science Information services is where recent growth is The Pursuit of Organizational Intelligence, By James G. March

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11. San José State University 11 http://www-03.ibm.com/press/us/en/attachment/25091.wss?fileId=ATTACH_FILE1&fileName=Podcast%20interview%20with%20SFSU.mp3

12. San José State University 12 http://www.usnews.com/usnews/edu/grad/articles/brief/gbeng_brief_2.php

13. San José State University 13

14. San José State University 14 Barriers for Trade in Services? re: Page 7 in text

15. San José State University 15 “America Competes Act” Public Law 110-69 110 th 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 The Law

16. San José State University 16 Lobbying Lawmakers

17. San José State University 17 NudgingOSTP on Federal Study of ServiceScience

18. San José State University 18 http://www.ifm.eng.cam.ac.uk/ssme

19. San José State University 19 Proposal to IBM Inter-disciplinary Graduate Curriculum – Business, Engineering, Computer Science, Hospitality ManagementInter-disciplinary Graduate Curriculum – Business, Engineering, Computer Science, Hospitality Management Concentration for various degreesConcentration for various degrees Case Study DevelopmentCase Study Development Research Agenda DevelopmentResearch Agenda Development Community DevelopmentCommunity Development

20. San José State University 20 ServiceInnovation Enterprises Government Academia

21. San José State University 21 Over 200 Universities world-wide are engaged are engaged

22. San José State University 22 http://www.sjsu.edu/ssme/ 

23. San José State University 23 In-depth knowledge of a specific discipline Complex Communications Across Fields Across industries Across cultures Across functions Across disciplines = More experienced More adaptive More collaborative Broaden With SSME Educational program “We need to hire more T people!” Industry says: “We need to hire more T faculty!” Academia says: Develop New Knowledge with SSME Research Based on slides by Jean Paul Jacob of IBM

24. San José State University 24 SSME Core Courses Service Engineering & Management ServiceStrategy ProjectsinSSME ServiceQuality ServiceInnovation

25. San José State University 25 Undergraduate & Graduate Degree Programs BusinessDegrees Inter-DisciplinaryDegree EngineeringDegrees SSME ComputerScienceDegree HealthCareManagementDegree MIS MBA SCM Marketing MTM Target Grad Degrees Target Undergrad Concentrations MSISE: Service Systems Engineering Target Grad Degree Requires “Strategies for Service Innovation” A Business Course

26. San José State University 26 http://www.engr.sjsu.edu/ise/msise/msise-service.pdf

27. San José State University 27 MBA and undergraduate versions are being offered

28. San José State University 28 Incorporate Practical Examples & Guest Speakers

29. San José State University 29 CaseStudy

30. San José State University 30 Integrating the Curriculum with a Shared Service System Lab Characteristics of a Service System Lab Collaborative EnvironmentCollaborative Environment Hardware and Software SupportHardware and Software Support Front Stage/Back Stage Service SimulationFront Stage/Back Stage Service SimulationEnvironment Online Curriculum MaterialsOnline Curriculum Materials Simulation Software SystemsSimulation Software Systems Videos – cases and demonstrationsVideos – cases and demonstrations Support Social Networking appsSupport Social Networking apps Video Conferencing CapabilityVideo Conferencing Capability Support Virtual Interactive EnvironmentsSupport Virtual Interactive Environments University-wideSharing

31. San José State University 31 Service System Lab Layout

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33. San José State University 33 Healthcare Manufacturing Online Services Retail, …. Process Modeling Architecture Modeling Service Modeling Relationship Modeling Intelligent Service Supply Chain Modeling? Service System Lab Resources Prototyping Service Systems With Open Technology Industry Partnerships Data Modeling Collaboration Systems

34. San José State University TelePresence&VideoConferenceRooms Virtual Agents Simulation Role Playing Scenarios Role Playing Scenarios Remote Collaboration Remote Collaboration Remote Team Simulation Remote Team Simulation Remote Presentations Remote Presentations …….

35. San José State University 35 Industry Partnerships How do students use the lab? CollaborationHomework Case Study Analysis Research Industry Partner Sponsored Projects Innovative Service Systems of the Future Business Case DesignPrototypePresentation Challenge-Based Learning

36. San José State University 36 A Business Process Management Game from IBM

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41. San José State University 41 “... A service system lab network …, that could someday provide real, virtual, and simulated world experiences to educate and provide practical work experiences for future service scientists, and students of other disciplines seeking a better understanding of service systems as well.” Spohrer, J. and Kwan, S. K. "Service Science, Management, Engineering, and Design (SSMED): Outline & References"

42. San José State University Stage 1 of a Service System Design Lab Network ( SSMED-Net )?

43. San José State University 43 Current Goals: Develop a Service Systems Design Lab to support the Develop a Service Systems Design Lab to support the SSME Curriculum and Faculty Research – with Physical, Simulated, & Virtual environments Collaborate with NSF, industry and university partners in Collaborate with NSF, industry and university partners in implementing the concept Create a Consortium of Universities who are interested in Create a Consortium of Universities who are interested in implementing a Service Systems Design Lab Network Create and share a repository of Curriculum and Lab Create and share a repository of Curriculum and Labmaterials Disseminate the experience to other universities Disseminate the experience to other universities