1. Centre for Service Research System as a Fundamental Abstraction of Service Science Dr Liping Zhao School of Computer Science & Centre for Service Research The University of Manchester European Workshop on Service Systems (EWOSS) November 9 2009 Eindhoven, The Netherlands

2. Centre for Service Research 2 Workshop Aims To bring like-minded people together to discuss research and practice of service systems; To have an in-depth discussion of knowledge-intensive service systems; To decide on actions that will help us to move forward.

3. Centre for Service Research 3 Agenda 9.00amWelcome 9.10am Presentation 1: Introduction to Knowledge-Intensive Service Systems SRII Special Interest Group Linda Macaulay 9.30amDiscussion 1: Knowledge-Intensive Service Systems Chair: Ian Miles 11.00am Presentation 2: Customers as an intrinsic part of the service system: Customer dynamics in service contracts, customer lifetime value, and marketing Christoph Heitz, Andreas Ruckstuhl and Marcel Dettling 11.20am Discussion 2: Service Value Chain and Value Proposition Chair: Giles Hindle 11.40amPresentation 3: Supporting the Innovation of Service Systems: Reflections from an Action Research Programme using Soft Systems Methodology Giles Hindle 12.00pmDiscussion 3: Service Research Methodologies and Frameworks Chair: Christoph Heitz 2.00pmKeynote: Knowledge Intensive Business Services: Sectors, Firms and Systems Ian Miles 3.00pm Presentation 4: Model for Trans-sector Digital Interoperability António Madureira, Frank den Hartog, Eduardo Silva and Nico Baken 3.20pm Discussion 4: The Internet of Services Chair: Nikolay Mehandjiev 4.00pm Actions Chair: Linda Macaulay, Ian Miles and Liping Zhao

4. Centre for Service Research 4 Discussion 1: Knowledge-Intensive Service Systems What is knowledge-intensive service system (KISS)? What is knowledge-based service system (KBSS)? What is knowledge-driven service system (KDSS)? KISS sectors? –Health care –Education –Government –Business

5. Centre for Service Research 5 Discussion 2: Value Co-creation and Value Proposition Is value co-creation a positive outcome of interactions between service suppliers and consumers? Value = Benefits – Costs – Risks Involving customers directly in the creation of value involves risks for both customers and producers Kambil, Friesen and Sundaram have identified the following 6 risks (http://www.accenture.com/Global/Research_and_Insights/Outlook/By_Alphabet/CocreationValue.htm): –Privacy –Legal –Brand –Goal divergence –Effort –Equity of returns How to manage the risks? –Define objectives –Select the right co-creators –Be Clear About Rights and Expectations –Control the Channels –Outsource Co-Creation –Provide Capabilities for Co-Creation –Manage Incentives

6. Centre for Service Research 6 Discussion 3: Research Methodologies and Frameworks for Service Systems What are suitable research methodologies and frameworks for service systems? –Soft Systems Methodology (SSM) –Complex Adaptive System Theory (CAS) –Viable System Model (VSM) –Software System Development Methods

7. Centre for Service Research 7 Discussion 4: The Internet of Services New business models? New business processes?