課程資訊
課程名稱
服務科學與創新
Service Science and Innovation 
開課學期
101-1 
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
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
管一401 
備註
本課程中文授課,使用英文教科書。
限博士班
總人數上限:10人 
Ceiba 課程網頁
http://ceiba.ntu.edu.tw/1011741D3410 
課程簡介影片
 
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課程概述

A service, in general, is an inter-organizational business process, which not only demands a seamless and end-to-end concatenation of business actions, but also allows flexible and speedy redefinition of role playing in the process in order to meet constantly changing demands. How to balance the business process integration and flexibility becomes essential in service oriented business processes. Service science and innovation is the study of service systems, and it aims at improving service systems (particularly those involved in complex, IT-enabled services) in terms of the application of scientific, management, and engineering disciplines. Service science and innovation has the goal of making productivity, quality, performance, compliance, growth, and learning improvements more predictable in work -sharing and risk-sharing (co-production) relationships.

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.Theory of Innovation
10.Innovation, Globalization and Commoditization 

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. 
課程要求
Reading
REFERENCE MATERIALS
 
預期每週課後學習時數
 
Office Hours
 
參考書目
1.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)
2.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)
3.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)
4.IBM Service Science Initiative, https://www.ibm.com/developerworks/mydeveloperworks/groups/service/html/communityview?communityUuid=d433e517-1ebc-410d-bdc3-cc2b4c1952fc
5.Open Learning Resource of Service Science, http://wiki.service-science.ctm.nthu.edu.tw/index.php/Main_Page
6.服務體驗工程指引(上下冊)資策會
7.顧客洞察者的田野手冊,資策會
8.Paradigm shift http://en.wikipedia.org/wiki/Paradigm_shift
9.Reference Journals and Conferences
(1)SSME Minitrack of HICSS (Hawaii International Conference on System Sciences) (http://www.hicss.hawaii.edu)
(2)A list of relevant conferences can be found at http://almaden.ibm.com/asr/SSME/index.shtml

Design thinking
Tim Brown, Innovation through design thinking (http://mitworld.mit.edu/video/357/)
Institute of Design at Stanford (http://dschool.stanford.edu/)

Web service and Cloud computing
IBM GTS, Getting cloud computing right, 2011
IBM, Academy of Technology Survey, Cloud computing insights from 110 implementation projects, 2010.
SOA (http://en.wikipedia.org/wiki/Service-oriented_architecture)
(http://www-304.ibm.com/jct09002c/university/scholars/skills/soa/index.html)
ITIL (http://www.itil-officialsite.com/home/home.asp) 
指定閱讀
Paradigm Shift
1.Linda Dailey Paulson, Services Science: A new field for today's economy. IEEE Computer Magazine (August 2006).
2.Maglio, P. P. et al. (2006). Service systems, service scientists, SSME, and innovation, Communications of the ACM, 49, 81-85.

Service system
3.Frei, F. X. (2008). The four things a service business must get right, Harvard business review, 86, 70-80.

Toward service science
4.Paul Maglio, Savitha Srinivasan, Jeffery T. Kreulen, and Jim Spohrer, Service systems, service scientists, SSME and Innovation, Communication of ACM, Vol. 49, No. 7, July 2006.

Origins
5.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.
6.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.

Theory
7.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.
8.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.

Research and Practice: Design
9.Brown, Tim (2008). Design Thinking, Harvard Business Review, 85-92.
10.Spohrer, J., P. P. Maglio, J. Bailey, and D. Gruhl (2007) “Steps Toward a Science of Service. Systems,” IEEE Computer 40, No. 1, pp. 71-77
11.Zomerdijk, Leonieke & Christopher, V. (2010). Service Design for Experience-Centric Services, Journal of Service Research, 13 (1), 67-82.
12.T Mary Jo Bitner, Valarie A. Zeithaml, and Dwayne D. Gremler , “echnology’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.
13.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.
14.Reijers, H. A., Limam, S. & van der Aalst, W. M. P. (2003). Product-based workflow design, Journal of Management Information Systems, 20, ME Sharpe, 229-262.
15.Bryson, J. R. & Daniels, P. W. (1999). Methodological Problems and Economic Geography: The Case of Business Services, The Service Industries Journal, 19(4), 1-16.

Research and Practice: Operations
16.Richard Metters, ” The Neglect of Service Science in the Operations Management Field,” Maglio, P. P., Kieliszewski, C. A. &Spohrer, J. C. (2010). Handbook of Service Science, Springer New York.
17.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.
18.R. C. Basole, and W. B. Rouse, “Complexity of service value networks: Conceptualization and empirical investigation”, IBM Systems Journal, Vol. 47, No. 1, January 2008.

Research and Practice: Delivery
19.Uday S. Karmarkar, “The Industrialization of Information Intensive Services,” Maglio, P. P., Kieliszewski, C. A. &Spohrer, J. C. (2010). Handbook of Service Science, Springer New York.
20.Guruduth Banavar, Alan Hartman, Lakshmish Ramaswamy, and Anatoly Zherebtsov, “A Formal Model of Service Delivery,” Maglio, P. P., Kieliszewski, C. A. &Spohrer, J. C. (2010). Handbook of Service Science, Springer New York.
21.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
22.Ian Miles, “Service Innovation,” Maglio, P. P., Kieliszewski, C. A. &Spohrer, J. C. (2010). Handbook of Service Science, Springer New York.
23.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.
24.Paswan, D. & Zolfagharian, M. A. (2009). Towards a Contextually Anchored Service Innovation Typology, Decision Sciences, 40(3), 513-540
25.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.
26.Spohrer, J. and Maglio, P. P. (2008) “The emergence of service science: Toward systematic service innovations to accelerate co-creation of value.” Production and Operations Management. 17(3), 238-246

Service value and quality
27.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.
28.Kettinger, W.J., and Lee, C.C., Zones of tolerance: alternative scales fro measuring information systems service quality, MIS Quarterly, 29(4):607-623, 2005.

Marketing perspective
29.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
30.Vargo, Stephen and Robert Lusch, “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing, 68(1) 2004, pp.1-17

Future
31.Evert Gummesson, “The Future of Service Is Long Overdue,” Maglio, P. P., Kieliszewski, C. A. &Spohrer, J. C. (2010). Handbook of Service Science, Springer New York.
32.Raymond P. Fisk and Stephen J. Grove, “The Evolution and Future of Service: Building and Broadening a Multidisciplinary Field,” Maglio, P. P., Kieliszewski, C. A. &Spohrer, J. C. (2010). Handbook of Service Science, Springer New York.

Innovation
33.Chapter 3: Theories of Innovation, from Managing Technological Innovation by Ettlie, John, Wiely, 2000
34.Chapter 2: Understanding Innovation from Global Innovation Management by Westland, Chris, Palgrave Macmillan, 2008
35.Chapter 10: Communities, Networks and Reputation, from Global Innovation Management by Westland, Chris, Palgrave Macmillan, 2008 
評量方式
(僅供參考)
 
No.
項目
百分比
說明
1. 
Material presentation 
40% 
 
2. 
Classroom discussion 
30% 
 
3. 
Final project 
30% 
 
 
課程進度
週次
日期
單元主題
第1週
9/11  Introduction
lecture note 
第2週
9/18  Paradigm shift
#1, #2, #3 
第3週
9/25  Origins
#4, #5, #6 
第4週
10/02  Theory #7, #8 
第5週
10/09  Service Design(1)
#9, #10, #11 
第6週
10/16  Service Design (2)
#12, #13 
第7週
10/23  Service Design (3)
#14, #15 
第8週
10/30  Operation
#16, #17 
第9週
11/06  Operation & Delivery
#18, #19 
第10週
11/13  Delivery
#20, #21 
第11週
11/20  Service Innovation (1)
#22, #23 
第12週
11/27  Service Innovation(2)
#24, #25, #26 
第13週
12/04  Service Value and Quality
#27, #28 
第14週
12/11  Service Marketing
#29, #30 
第15週
12/18  Future
#31, #32 
第16週
12/25  Innovation
#33, #34, #35 
第17週
1/01  No class 
第18週
1/08  Final proposal presentation