1. Service science in Denmark Anders Henten, CMI Aalborg University Jon Sundbo, CSS, Roskilde University

2. Service science Service is important – more than 70% of GNP Service a research topic in many countries (particularly USA, Scandinavia, France, UK) Service is under-researched in Denmark Generic aspects of all services

3. Generic aspects Macro service research: The service economy Micro service research: Service management and marketing (encounter) New approaches (USA, Germany): 1. Service dominant logic 2. Service engineering/design/science 3. Focus on technology, particularly ICT

4. Innovation in services An important issue (UK, France, Denmark, Finland, Netherlands) Service innovation behavioral and (increasingly ) technological Service firms have become more innovative Innovation in services unsystematic, practice/user based (no R&D)

5. Service science Emphasising: Systematic innovation Systematic design of production and delivery Use of ICT Still the customer encounter Industrialisation or individual customer focus or modulisation/mass customisation?

6. Service Science Multidisciplinarity (economics, management, sociology, data science, engineering science etc.) Generic (all service sectors – knowledge, manual and personal services; private and public) New educations

7. What happens? Abroad: USA: service science (IBM), Germany: service engineering, Finland: large programs Denmark: Increasing focus (service committee, organisations emphasizing service, however, lack of political understanding)

8. Suggestions Permanent network for service science Research projects New (academic) educations