Frontiers in Service 2011 was held at Ohio state university from June 30 to July 3. At the 20th conference, the new formation has been announced. From now, Frontiers is organized by AMA SERVSIG Ray Fisk and INFORMS. One of the most exiting events in Frontiers in service 2011 was the plenary session by Valarie Zeithaml, Roland T. Rust, Mary Jo Bitner, and Ray Fisk on 7/3. Four of them told the future research in service marketing.
The first, Valarie talks about Service infusion (def: The development and offering of services in products-dominant firms, largely as a growth, or profit strategy) as an interesting topic to study. Products-dominant firms can learn from service firms as well as service marketing knowledge.
This topic is what I am studying based on IBM research transformation to service, and was interesting. I would like to add one to Valarie's point, which is not only product-dominant firms learn from service marketing, but also service marketing can learn from technology based innovation study. At this moment, R&D is not defined well in the area of service activities in a firm, however, it could drive service innovation if the organization transform properly.
The second, Roland talks about technology based marketing.
The third, Mary talks about the paper in JSR Jan 2010, which covers the future research in service science. She messaged like IBM research always said that Do something that matters. The following shows the research framework in the paper.
Lastly Ray talks about Service art, and behavior change due to service. Providing service, receiving service, and co-creation value through service make us transform our behavior more service way, caring providers/customers, which is not logical, but emotional. Service economy may enhance our way of living.
In the QA session, Jim pointed out that education is the important area to study in service marketing. Mary mentioned that US has started initiative focusing on education, and the report will come in 3Q/2011.
This panel session concludes 20th anniversary of Frontiers in service.
The other sessions interested to me are:
"Customer Participation in Context: An Investigation of Context Complexity, Information Sharing, and Interactional Control in Value Co-Creation" by Si Wang, ASU
"Service Infusion in Product-Dominant Companies: Findings from a Multi-Company Study and an Agenda for Future Research" by Valarie A. Zeithaml, University of North Carolina
"Strategic Partnership Productivity of Services Public Private Partnership Fostering Service Productivity" by Walter Ganz, Fraunhofer
Adding to these session, S3FIRE related following research projects are presented:
"Context Management Approach to Value Co-Creation: Process Model of Customer as Value Co-Creator" by Y. Fujikawa, S. Akutsu, and J. Ono
"Innovation for Service Space Communication by Voice Tweets in Nursing and Caring: Concept and Approach in Japanese National Project" by N. Uchihira (Toshiba Corp.)
"How to measure Service Science Research Projects Success?: Service Research Management Based on Value Co-Creation" by me
With Jim Spohrer, Tor, Oliver and attendee from Japan
The Ohio State Univ is huge and beautiful place, but nothing around there. That's why we just focused on service research topics in these days.
Conference at Ohio Univ
at Art Museum at Columbus
Columbus downdown
The first, Valarie talks about Service infusion (def: The development and offering of services in products-dominant firms, largely as a growth, or profit strategy) as an interesting topic to study. Products-dominant firms can learn from service firms as well as service marketing knowledge.
This topic is what I am studying based on IBM research transformation to service, and was interesting. I would like to add one to Valarie's point, which is not only product-dominant firms learn from service marketing, but also service marketing can learn from technology based innovation study. At this moment, R&D is not defined well in the area of service activities in a firm, however, it could drive service innovation if the organization transform properly.
The second, Roland talks about technology based marketing.
The third, Mary talks about the paper in JSR Jan 2010, which covers the future research in service science. She messaged like IBM research always said that Do something that matters. The following shows the research framework in the paper.
Lastly Ray talks about Service art, and behavior change due to service. Providing service, receiving service, and co-creation value through service make us transform our behavior more service way, caring providers/customers, which is not logical, but emotional. Service economy may enhance our way of living.
In the QA session, Jim pointed out that education is the important area to study in service marketing. Mary mentioned that US has started initiative focusing on education, and the report will come in 3Q/2011.
This panel session concludes 20th anniversary of Frontiers in service.
The other sessions interested to me are:
"Customer Participation in Context: An Investigation of Context Complexity, Information Sharing, and Interactional Control in Value Co-Creation" by Si Wang, ASU
"Service Infusion in Product-Dominant Companies: Findings from a Multi-Company Study and an Agenda for Future Research" by Valarie A. Zeithaml, University of North Carolina
"Strategic Partnership Productivity of Services Public Private Partnership Fostering Service Productivity" by Walter Ganz, Fraunhofer
Adding to these session, S3FIRE related following research projects are presented:
"Context Management Approach to Value Co-Creation: Process Model of Customer as Value Co-Creator" by Y. Fujikawa, S. Akutsu, and J. Ono
"Innovation for Service Space Communication by Voice Tweets in Nursing and Caring: Concept and Approach in Japanese National Project" by N. Uchihira (Toshiba Corp.)
"How to measure Service Science Research Projects Success?: Service Research Management Based on Value Co-Creation" by me
The Ohio State Univ is huge and beautiful place, but nothing around there. That's why we just focused on service research topics in these days.
