A global alliance of leading companies and universities established to develop new understanding and approaches to complex service systems

Grand Challenge in Services Week - 2011

Understanding Complex Service Systems through Different Lenses

Academic Conference, 22-23 September 2011, Cambridge, UK

The 2011 Cambridge Service Alliance (CSA) Grand Challenge in Service conference was aimed at exploring, analysing and evaluating complex service systems through different approaches to thinking about complex service, and this paper provides an overview of complex service thinking and summaries the key themes. The key themes include value co-creation, systems, technology and complexity. Contributions on value co-creation provided a variety of insights, based mainly on empirical research, including the importance of better understanding collaboration within value co-creation. Contributions on the system perspective, considered to arise from networks of value co-creation, included efforts to understand the implications of the interactions within service systems, as well as their interactions with social systems, to co-create value.

Contributions within the technological sphere, which is achieving ever-greater connectivity between entities, focused on the creation of new value constellations and new demand being fulfilled through hybrid offerings of physical assets, information and people. Contributions on complexity, arising from the value co-creation networks of technology-enabled service systems, focused on the challenges of understanding, managing and analysing these complex service systems. We also considered insights into the case scenario of delivering on the perception of safety in the London Borough of Sutton, which provided a common context to link contributions. Overall, the theory and applications, existing and potential, demonstrate the importance of understanding service for the future.

Furthering the 'Understanding of Complex Service Systems through Different Lenses' was the subject of a conference at the University of Cambridge on 22-23 September 2011.  The conference formed part of the Cambridge Service Alliance annual Service Week and was organised by Professor Irene Ng Chair of Marketing and Service Systems at WMG, University of Warwick. The conference drew on global experts from across industry and academia. The design, management and delivery of complex service systems suggest the need to fully understand the configuration of resources contributed by people, complex equipment, technology and processes to achieve service excellence and economic viability. There is therefore a need to understand the theory and practice in complex service systems as well as the value propositions that connect them. With a dynamic and rapidly changing business environment, organisations are confronted by many challenges as they try to develop their capabilities in complex service solutions and deliver on the promises inherent in new business models.

Unique to this conference was the provision of a requirement for participants to include a connecting section linking insights and the relevance of their contribution to a common given case scenario. The case scenario was that of The Safer Sutton Partnership Service (SSPS)', a complex public-sector local authority attempting to deliver an outcome 'the perception of safety' in a region of South London.  A 31-page case study and 291 pages of supporting documentation were provided to all participants to examine and link to their findings. The conference was opened by Warren Shadbolt, the Executive Head of Community Safety & Youth Engagement, the London Borough of Sutton, who was ultimately charged with delivery of the complex SSPS provision.

Leaders in the field created an expert panel of service systems' thinkers, who provided presentations to begin each day. The conference was then divided into nine sessions or panels. The panels included Value Co-creation; Information Systems; Systems Theory; New Technologies and Innovation; Networks and Systems; Performance Management; Collaborative Approaches; Complexity; and Case Study Applications. The papers featured in this volume represent a core selection of those papers presented within panel sessions of the conference. Each was subject to initial expert critique by a panel of experts before acceptance and also subsequent to presentation, followed by open discussion among the authors of the papers, review panel members, and the audience.

Best Paper Awards

'The Components of a Complex Service System' Bard Tronvoll1,2, Bo Edvardsson1
1Karlstad University, Karlstad, Sweden; 2Hedmark University College, Rena, Norway.

'On Modeling Value Constellations to Understand Complex Service System Interactions' Cheryl Kieliszewski, Paul Maglio, Melissa Cefkin, IBM Research - Almaden, San Jose, CA, USA.

'Discretion and Complexity in Customer Focused Environments' Jannis Angelis2,1, Glenn Parry3, Mairi Macintyre1
1Warwick University, Coventry, UK; 2Stockholm University, Stockholm, Sweden; 3University of the West of England, Bristol, UK. 

Keynote Presentation

'The London Borough of Sutton - The Last 5 Years' Warren Shadbolt, Executive Head of Community Safety & Youth Engagement, London Borough of Sutton.

'Crises and the Advancement of Service Systems Economies', Professor Irene Ng, Conference Academic Lead, Cambridge Service Alliance, Professor of Marketing & Service Systems, WMG, University of Warwick.

Papers Accepted for Presentation:

  • 'The Role of Electronic Services in Transformational Government: A Unified Services Theory Perspective and Implications for Trust', Luciano Batista, The Open University, Milton Keynes, UK.
  • 'The Complex Services Case: A  Doctoral View', Alan Aitken, Driton Sahiti, Sean Wise, Javier Yanez, Robert Paton, University of Glasgow, Scotland, UK.
  • 'Solving the Paradoxes of Service Infusion: A Multiple Case Study of a Value Network', Nina Löfberg1, Lars Witell1, Anders Gustafsson1, Stephen Brown2
    1Service Research Center, Karlstad University, Karlstad, Sweden; 2Center for Services Leadership, Arizona State University, Phoenix, Arizona, USA.
  • 'Collaborative Innovation in Complex Service Systems - The Case of the Swedish New Start Offices', Martin Fransson, Johan Quist, CTF, Service Research Center, Karlstad, Sweden.
  • 'Decision-making and Information Framework for Complex Services Systems', Jiahui Zhu, SelecGen Ltd, Stowmarket, Suffolk, UK.
  • 'Some Empirical Evidence of Service Innovation Within a Service Supply Network', Javier Yanez-Arenas1,2
    1University of Glasgow Business School, Glasgow, UK; 2Universidad de los Andes School of Management, Bogota, Colombia.
  • 'Informing and Modernising Care in a Substance Misuse Treatment Community: Linking Policy, Strategy, Management and Practice', Kevin Haines1, Sam Wright2, Mark Liddle1, Chris Tofts1
    1Swansea University, Swansea, UK; 2ARCS, Cambridge, UK.
  • 'Value Co-creation in Service Separation: A Value Network Perspective', Lei Guo,  National University of Singapore, Singapore, Singapore.
  • 'An Examination of Fuzzy Control Systems in Multi-Agent Networks', Ralph Badinelli, Virginia Tech, Blacksburg, Virginia, USA.
  • 'Exploring the Implications of IT-enabled Relational Structures on Service Performance', Noel Carroll1, Eoin Whelan2, Ita Richardson1
    1University of Limerick, Limerick, Ireland; 2Kemmy Business School, University of Limerick, Limerick, Ireland.
  • 'Adaptive Replication: The Reutilization of Knowledge Assets in Fast Changing Environments', Stefano Miraglia1, Andrea Prencipe2, Andrew Davies1
    1Imperial College Business School, London, UK; 2University G. d'Annunzio, Pescara, Italy.
  • 'Discretion and Complexity in Customer Focused Environments', Jannis Angelis2,1, Glenn Parry3, Mairi Macintyre1
    1Warwick University, Coventry, UK; 2Stockholm University, Stockholm, Sweden; 3University of the West of England, Bristol, UK.
  • 'Generic Commitments, Specific Contracts and Quality Criteria in Service Systems: An Ontological Analysis', Roberta Ferrario, Nicola Guarino, CNR- Institute for Cognitive Sciences and Technologies, Trento, Italy.
  • 'Rigorous Service System Foundation', Peter Geczy, Noriaki Izumi, Koiti Hasida, AIST, Tokyo, Japan.
  • 'Shifting Perspectives in Service Engineering', Wil Janssen, Timber Haaker, Lianne Bodenstaff, René van Buuren, Novay, Enschede, The Netherlands.
  • 'Analyzing a Complex Service Enterprise', Glenn Parry1, John Mills2, Valerie Purchase3
    1UWE, Bristol, UK; 2University of Ulster, Belfast, UK; 3University of Cambridge, Cambridge, UK.
  • 'Constructing Effective Value Propositions for Stakeholders in Service System Networks', Stephen Kwan1, Mercè Müller-Gorchs2
    1San Jose State University, San Jose, California, USA; 2Karlsruhe Institute of Technology, Karlsruhe, Germany.
  • 'Collaborating on Value Creation and Innovation in a Complex Service System -Sustainability Business Cases from European Public Transit Services', Samuel Petros Sebhatu1, Mikael Johnson1, Heiko Gebauer1, Bo Enquist1
    1SAMOT - Service And Market Oriented Transport Research, Karlstad University,, Karlstad, Sweden; 2Innovation Research in Utility Sectors (Cirus), Eawag,Swiss Federal Institute of Aquatic Science and Technology, Dübendorf, Switzerland.
  • 'Values Resonance as a Basis for Values-based Service Business', Bo Enquist, Bo Edvardsson, Samuel Petros Sebhatu, CTF - Service Research Centre, Karlstad University, Karlstad, Sweden.
  • 'Value Co-creation in Networks of Customers - The Student Volunteer Army's Service Provision to Community Members after a Major Disaster', Jörg Finsterwalder, 1University of Canterbury, Christchurch, New Zealand.
  • 'The Compentents of a Complex Service System', Bard Tronvoll1,2, Bo Edvardsson1
    1Karlstad University, Karlstad, Sweden; 2Hedmark University College, Rena, Norway.
  • 'Context, Contextual Variety, Contextual Invariance & Value Co-creation in PSS Design for Non-Durable Consumer Products', Susan Wakenshaw, 1University of Exeter, Exeter, UK.
  • 'Information Requirements for Complex Service Systems: A study of the London Borough of Sutton', Rachel Cuthbert, Duncan McFarlane, Institute for Manufacturing, University of Cambridge, Cambridge, UK.
  • 'Visual Representation of Complex Public Sector Service Provision', John Mills1, Valerie Purchase2, Glenn Parry3
    1University of Cambridge, Cambridge, UK; 2University of Ulster, Newtownabbey, UK; 3University of the West of England, Bristol, UK.
  • 'Analysing Complex Service Systems as Wicked Problems', Phil Godsiff,  University of Exeter, Exeter, UK.
  • 'Towards Cloud Computing: Conceptualizing the Transformation of Complex Service Ecosystems', Ning Su, Richard Ivey School of Business, London, Ontario, Canada.
  • 'On Modeling Value Constellations to Understand Complex Service System Interactions', Cheryl Kieliszewski, Paul Maglio, Melissa Cefkin  1IBM Research - Almaden, San Jose, CA, USA.
  • 'Knowledge-Intensive Business Services in Emerging Economies: (Co)-Creation of their Value in Russia' Marina Doroshenko1, Dmitri Vinogradov2
    1Institute of Statistical Studies and Economics of Knowledge, Research University – Higher School of Economics, Moscow, Russia; 2Essex Business School, University of Essex, Colchester, UK.
  • 'Fundamentals of a Productivity Model for Service Systems', Fabian Howahl1, Peter Hottum
    1Karlsruhe Institute of Technology (KIT), Karlsruhe, Germany.
  • 'Service Modularity and Business Model Design of ICT-intensive Services', Risto Rajala1, Virpi Kristiina Tuunainen1, Harold Cassab2
    1Aalto University, School of Economics, Helsinki, Finland; 2The University of Auckland Business School, Auckland, New Zealand.
  • 'Redefining Socially Responsible Designing to Assist Collaborative Approaches to Community Engagement', Pratik Vyas, Robert Young, Northumbria University, Newcastle upon Tyne, UK.
  • 'Managing Customer Co-production with PCN Analysis', Scott Sampson, Brigham Young University, Provo, Utah, USA.
  • 'Service Innovations through Social Media in Banking', Xavier Busquets, ESADE, Barcelona, Spain.
  • 'Perceived Safety Index in a Complex Service System: A Conceptual Framework', Luisa Andreu1, Martina González-Gallarza1, Francisco Arteaga2
    1University of Valencia, Valencia, Spain; 2Universidad Católica de Valencia, Valencia, Spain.
  • 'An Evolved Performance Measurement System for Complex Service Systems', Raul Rodriguez-Rodriguez1, Juan-Jose Alfaro-Saiz1, Luisa Andreu2
    1Universitat Politecnica de Valencia, Valencia, Spain; 2Universitat de Valencia, Valencia, Spain.
  • 'Drawing Boundaries in Complex Service Systems. A Viable Systems Perspective', S Barile, Francesco Polese, M Saviano, P Di Nauta  University of Cassino, Cassino (FR), Italy.
  • 'Value Inhibiting Systems Within Systems: Understanding Residents' Perception of Fear Within a Community', Jan Brown, Liverpool Hope University, Liverpool, UK.