課程資訊
課程名稱
服務科學與創新
Service Science and Innovation 
開課學期
106-1 
授課對象
管理學院  商學研究所  
授課教師
陳鴻基 
課號
MBA8015 
課程識別碼
741 D3410 
班次
 
學分
3.0 
全/半年
半年 
必/選修
選修 
上課時間
星期二2,3,4(9:10~12:10) 
上課地點
管一204 
備註
限本系所學生(含輔系、雙修生) 且 限博士班
總人數上限:10人 
Ceiba 課程網頁
http://ceiba.ntu.edu.tw/1061MBA8015_ 
課程簡介影片
 
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課程概述

http://www.management.ntu.edu.tw/BA/course/phdcourse 

課程目標
This course focuses on business process innovation, business intelligence, and technology innovation and entrepreneurship and consists of three main foci: technology, business, and social-organizational foci. Important topics covered include: business process modeling and management, service design development, technology innovation, business intelligence, organizational culture, consumer behavior, business relationship management, and knowledge management.

The course will be taught through a combination of lectures, paper & case discussion, student presentations, and research projects. Lectures will focus on providing frameworks and theoretical foundation for analyzing and recognizing service innovation opportunities and issues resulting from the application of the relevant service science and innovation principles. The course will involve a significant amount of readings, discussion, and research proposal write-up.

Major topics are as follow
1. Service system fundamentals: value, life cycle
2. Service Science
3. Service Design
4. Service Delivery
5. Service Science Model and Theory
6. Service innovation
7. Service value and quality
8. Service marketing
9. Innovation, Globalization and Commoditization
 
課程要求
This is a phd seminar course so that students are expected to have basic business research knowledge and skill including quantitative and qualitative methodology training. 
預期每週課後學習時數
 
Office Hours
每週二 11:00~13:00 
參考書目
1. Lusch, Robert and Stephen Vargo, Service-Dominant Logic-Premises, Perspectives, Possibilities, Cambridge, 2014
2. Maglio, Paul P.; Kieliszewski, Cheryl A.; Spohrer, James C. (Eds.), Handbook of Service Science, Springer, 2010. ISBN: 978-1-4419-1627-3. (http://www.springer.com/business+%26+management/operations+research/book/978-1-4419-1627-3)
3. Lusch, Robert and Stephen Vargo, The Service-Dominant Logic of Marketing, Me. Sharpe, 2006
4. Osterwalder, Alex, Yves Pigneur, Greg Barnarda, and Alan Smith, Value proposition design, Wiley, 2014
5. Tom Kelley and Jonathan Littman, The Ten Faces of Innovation, Currency &Doubleday. 2005. (中譯本:決定未來的十種人,大塊文化)
6. Thomas S. Kuhn, The Structure of Scientific Revolutions. 3rd ed. Chicago, IL: University of Chicago Press, 1996. (ISBN. 978-0226458083) (中譯本:科學革命的結構,遠流出版)
7. IBM Service Science Initiative, https://www.ibm.com/developerworks/mydeveloperworks/groups/service/html/communityview?communityUuid=d433e517-1ebc-410d-bdc3-cc2b4c1952fc
8. Open Learning Resource of Service Science, http://wiki.service-science.ctm.nthu.edu.tw/index.php/Main_Page

 
指定閱讀
1. James L. Heskett and W. Earl Sasser, Jr., “The Service Profit Chain: From Satisfaction to Ownership”, Maglio, P. P., Kieliszewski, C. A. &Spohrer, J. C. (2010). Handbook of Service Science, Springer New York.
2. Benjamin Schneider and David E. Bowen, “Winning the Service Game: Revisiting the Rules by Which People Co-Create Value “, Maglio, P. P., Kieliszewski, C. A. &Spohrer, J. C. (2010). Handbook of Service Science, Springer New York.
3. Roland Rust and Gaurav Bhalla, ”Customer Equity: Driving the Value of the Firm by Increasing the Values of Customers,” Maglio, P. P., Kieliszewski, C. A. &Spohrer, J. C. (2010). Handbook of Service Science, Springer New York


Premises
4. Lusch, Robert and Stephen Vargo, “Chapter 1: Service-Dominant Mindset,” in Service-Dominant Logic-Premises, Perspectives, Possibilities, Cambridge, 2014
5. Lusch, Robert and Stephen Vargo, “Chapter 2: Roots and heritage,” in Service-Dominant Logic-Premises, Perspectives, Possibilities, Cambridge, 2014
6. Lusch, Robert and Stephen Vargo, “Chapter 3: Axioms and Foundational Premises,” in Service-Dominant Logic-Premises, Perspectives, Possibilities, Cambridge, 2014
7. Lusch, Robert and Stephen Vargo, “Chapter 4: Service as Guiding Framework,” in Service-Dominant Logic-Premises, Perspectives, Possibilities, Cambridge, 2014

Theory
8. Scott E. Sampson, “The Unified Service Theory: A Paradigm for Service Science”, Maglio, P. P., Kieliszewski, C. A. &Spohrer, J. C. (2010). Handbook of Service Science, Springer New York.
9. James C. Spohrer and Paul P. Maglio, “Toward a Science of Service Systems: Value and Symbols,” Maglio, P. P., Kieliszewski, C. A. &Spohrer, J. C. (2010). Handbook of Service Science, Springer New York.
10. Stephen Vargo, Robert Lusch and Melissa Akaka, “Advancing Service Science with Service-Dominant Logic: Clarifications and Conceptual Development,” Maglio, P. P., Kieliszewski, C. A. &Spohrer, J. C. (2010). Handbook of Service Science, Springer New York

Perspectives
11. Lusch, Robert and Stephen Vargo, “Chapter 5: It’s All Actor-to-actor,” in Service-Dominant Logic-Premises, Perspectives, Possibilities, Cambridge, 2014
12. Lusch, Robert and Stephen Vargo, “Chapter 7: Collaboration,” in Service-Dominant Logic-Premises, Perspectives, Possibilities, Cambridge, 2014
13. Lusch, Robert and Stephen Vargo, “Chapter 8: Service Ecosystems,” in Service-Dominant Logic-Premises, Perspectives, Possibilities, Cambridge, 2014

Research and Practice: Design
14. Brown, Tim (2008). Design Thinking, Harvard Business Review, 85-92.
15. Zomerdijk, Leonieke & Christopher, V. (2010). Service Design for Experience-Centric Services, Journal of Service Research, 13 (1), 67-82.
16. T Mary Jo Bitner, Valarie A. Zeithaml, and Dwayne D. Gremler , “Technology’s Impact on the Gaps Model of Service Quality,” Maglio, P. P., Kieliszewski, C. A. &Spohrer, J. C. (2010). Handbook of Service Science, Springer New York.
17. Robert J. Glushko, “Seven Contexts for Service System Design,” Maglio, P. P., Kieliszewski, C. A. &Spohrer, J. C. (2010). Handbook of Service Science, Springer New York.

Research and Practice: Operations
18. Eng K. Chew, “Service Science: A Reflection from Telecommunications Service Perspective,” Maglio, P. P., Kieliszewski, C. A. &Spohrer, J. C. (2010). Handbook of Service Science, Springer New York.
19. Gerhard Gudergan, “Service Engineering: Multiperspective and Interdisciplinary Framework for New Solution Design,” Maglio, P. P., Kieliszewski, C. A. &Spohrer, J. C. (2010). Handbook of Service Science, Springer New York.
20. Bettencourt, L. A., A. L. Ostrom, et al. (2002). "Client Co-Production in Knowledge-Intensive Business Services." California Management Review 44(4): 100-128.

Research and Practice: Innovation
21. Ian Miles, “Service Innovation,” Maglio, P. P., Kieliszewski, C. A. &Spohrer, J. C. (2010). Handbook of Service Science, Springer New York.
22. Henry Chesbrough and Andrew Davies, “Advancing Services Innovation: Five Key Concepts,” Maglio, P. P., Kieliszewski, C. A. &Spohrer, J. C. (2010). Handbook of Service Science, Springer New York.
23. Paswan, D. & Zolfagharian, M. A. (2009). Towards a Contextually Anchored Service Innovation Typology, Decision Sciences, 40(3), 513-540
24. Cook, L.S., Bowen, D.E., Chase, R.B., Dasu, S., Stewart, D.M. & Tansik, D.A. (2002). Human issues in service innovation, Journal of Operations Management, 20, 159-174.

Service value and quality
25. Parasuraman A., Zeithaml, V. A., and Berry, L.L. SERVQUAL: A multiple-item scale for measuring consumer perception of service quality, Journal of Retailing, 64(1): 12-40, 1988.

Marketing perspective
26. Lovelock, Chrit and Evert Gummesson, “Wither Services Marketing? In search of a new paradigm and fresh perspectives,” Journal of Service Research, 7(1), 2004, pp.20-41
27. Vargo, Stephen and Robert Lusch, “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing, 68(1) 2004, pp.1-17
28. Hunt and Madhavaram, “The Service-Dominant Logic of Marketing- theoretical foundations, Pedagogy, and Resource-Advantage Theory,”

Co-producing
29. Oliver, “Co-producers and Co-participants in the Satisfaction Process,” in Lusch, Robert and Stephen Vargo (Editors), The Service-Dominant Logic of Marketing, Me. Sharpe, 2006
30. Etgar, “Co-production of services,” in Lusch, Robert and Stephen Vargo (Editors), The Service-Dominant Logic of Marketing, Me. Sharpe, 2006
31. Kalaignanam and Varadarajan, “Customers as Co-producers,” in Lusch, Robert and Stephen Vargo (Editors), The Service-Dominant Logic of Marketing, Me. Sharpe, 2006
32. Lusch and Vargo, “Service-Dominant Logic as a Foundation for a General Theory,” in Lusch, Robert and Stephen Vargo (Editors), The Service-Dominant Logic of Marketing, Me. Sharpe, 2006

Analytics
33. Chen, Hsinchun, Roger H. L. Chiang, Veda C. Storey, “BUSINESS INTELLIGENCE AND ANALYTICS: FROM BIG DATA TO BIG IMPACT”, MIS Quarterly, 36(4), 2012, pp.1165-1188
34. Zheng Xiang, Zvi Schwartz, John H. Gerdes Jr., Muzaffer Uysal, “What can big data and text analytics tell us about hotel guest experience and satisfaction?” International Journal of Hospitality Management, 44, 2015, pp.120-130

Social Media and Technology
35. Cross, Rob, Tim Laseter, Andrew Parker, Guillermo Velasquez, “Using Social Network Analysis to Improve Communities of Practice,” California Management Review, 49(1), 2006, pp.32-60
36. William Y.C.Wang , HingKaiChan, “Virtual organization for supply chain integration: Two cases in the textile and fashion retailing industry,” International Journal of Production Economics, 127, 2010, pp.333-342
37. Namjoo Choi, Kuang-Yuan Huang, Aaron Palmer and Lenore Horowitz “Web 2.0 Use and Knowledge Transfer: How Social Media Technologies Can Lead to Organizational Innovation,” Electronic Journal of Knowledge Management , 12(3), pp176- 186
 
評量方式
(僅供參考)
 
No.
項目
百分比
說明
1. 
1. Readings presentation 
40% 
 
2. 
2. Classroom Discussion 
25% 
 
3. 
3. Case study 
10% 
 
4. 
4. Final Project 
25% 
 
 
課程進度
週次
日期
單元主題
第1週
9/12  Course outline, Service Science lecture notes 
第2週
9/19  Service science lecture
Paradigm shift I #1,
 
第3週
9/26  Paradigm shift II #2,
Case: New York Times Paywall
 
第4週
10/03  Premises #4, #5 
第5週
10/10  no class (holiday)  
第6週
10/17  Premises #6, #7 
第7週
10/24  no class make up calss on 11/3  
第8週
10/31  Theory #8, #10 
第9週
11/07  Perspectives #12, #13 
第10週
11/14  Mid report presentation  
第11週
11/21  Design #15, #17 
第12週
11/28  Marketing #26, #27  
第13週
12/05  Analytics #33, #34 
第14週
12/12  Social Media and Technology #35, #36 
第15週
12/19  Quality #25, #16 
第16週
12/26  Co-producing #29, #32 
第17週
1/02  Final project presentation 
第18週
1/09  Final project presentation