Copyright E. Gummesson 2012 ServDes 2012 Laurea, Espoo February 10 Professor Evert Gummesson Stockholm University School of Business DESIGNING A COMPLEX SERVICE SYSTEM: A CASE FROM STOCKHOLM

Copyright E. Gummesson 2012 Some basic concepts: service development and innovation design: esthetics fashion function engineering blueprinting flowcharting

Copyright E. Gummesson 2012 SOCIETY IS A NETWORK OF SERVICE SYSTEMS IN WHICH WE ARE ALL ACTIVELY INVOLVED

Copyright E. Gummesson 2012 They are all service systems!

Copyright E. Gummesson 2012 Service Science is the study of service systems, aiming to create a basis for service innovation and improvements by stressing value-in-use CREATE A SMARTER PLANET! International Business Machines: from office machines to data processing to information technology to computer science to service science SUPPLIER AND TECHNOLOGY CENTRIC CUSTOMER AND STAKEHOLDER CENTRIC

Copyright E. Gummesson 2012 The 3 research pillars of The Naples Forum on Service as a basis for a new approach to service

Copyright E. Gummesson 2012 Summary of the principles of the new service management and marketing: From goods and services delivered by a provider to service as perceived by customers The division in goods and services is irrelevant. The supplier offers value propositions Everything that is produced and sold should have the potential to create value and render service From the supplier as the active resource who adds value to passive resources (customers), to integration of resources where all involved add value and become active resources Value is thus created in co-operation between stakeholders in a network of relationships in which they interact: cocreation of value Customer-to-customer (C2C) interaction is an increasingly important resource and power factor

Copyright E. Gummesson 2012 Back to the building as a service systems case

Copyright E. Gummesson 2012 AULA MAGNA, STOCKHOLM UNIVERSITY ARCHITECT: RALPH ERSKINE

Copyright E. Gummesson 2012 THE PLANNED AULA MAGNA FOR THE KAROLINSKA UNIVERSITY HOSPITAL STOCKHOLM

Copyright E. Gummesson 2012

Physicist Stephen Hawking, University of Cambridge, lecturing

Copyright E. Gummesson 2012 The winners of the 2010 Nobel Prize in Physics, Andre Geim and Konstantin Novoselov, University of Manchester, UK (motivation:"for groundbreaking experiments regarding the two-dimensional material graphene” ) give their official Nobel Lecture at Aula Magna. Graphene transistors are predicted to be substantially faster than today’s silicon transistors and result in more efficient computers: transparent touch screens, light panels, and maybe even solar cells.

Copyright E. Gummesson 2012 Marketing Professor Philip Kotler lecturing

Copyright E. Gummesson 2012 Other prominent visitors to Aula Magna

Copyright E. Gummesson 2012 Swedish Prime Minister Fredrik Reinfeldt, graduate of the Stockholm University School of Business

Copyright E. Gummesson 2012 sound reflectors

Copyright E. Gummesson 2012

SERVICE QUALITIES OF AULA MAGNA Seats 1,200 people Perfects acustics, you hear from all seats equally well Visibility excellent from all seats Air-conditioning and temperature pleasant (not just chilly and draughty) Above ground: the auditorium (the Aula), smaller meeting rooms, reception areas etc. Below ground: environmetal station, delivery area, emergency eletricity power Friendly and inspiring environment Opens up for interaction Big but does not feel big Unexploited potential: a great tourist site

Copyright E. Gummesson 2012 SOCIETY IS NOT A CHAIR, A ROOM, A BUILDING, A STREET, A SHOPPING MALL, THE EUROPEAN UNION... It’s a NETWORK OF SERVICE SYSTEMS in which WE ARE ALL ACTIVELY INVOLVED

THE END Thanks for your attention!

Copyright E. Gummesson 2012

My own and closely related literature SELECTED BIBLIOGRAPHY

Copyright E. Gummesson Gummesson, E. (2004), ”Service Provision Calls for Partners Instead of Parties.” Commentary, Journal of Marketing, 68 (1), Lovelock, C. H. and Gummesson, E. (2004), “Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives,” Journal of Service Research, 6 (5), Gummesson, E. (2006), “Many-to-many marketing as grand theory: A Nordic School contribution.” In Lusch, R. L. and Vargo, S. L., eds., The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions. New York: M.E. Sharpe, von Friedrichs Grängsjö, Y. and Gummesson, E. (2006), “Hotel Networks and Social Capital in Destination Marketing,” Service Industry Management, 17 (1), Grönroos, C. (2006), “What Can a Service Logic Offer Marketing Theory?,” in R. F. Lusch and S. L. Vargo (eds.), The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions. New York: M.E. Sharpe, Grönroos, C. (2006), “Adopting a service logic for marketing.” Marketing Theory, 6 (3), Articles, books and book chapters:

Copyright E. Gummesson Vargo, S. L. and Lusch, R.F (2008), " Service-Dominant Logic: Continuing the Evolution," Journal of the Academy of Marketing Science, 36 (1),1-10. Ballantyne, D. and Varey, R.J. (2008), ”The service-dominant logic and the future of marketing,” Journal of the Academy of Marketing Science, 36 (1), Gummesson, E. (2008) “Extending the Service-Dominant Logic: From Customer Centricity to Balanced Centricity”, Journal of the Academy of Marketing Science, 36 (1), Maglio, P.P., & Spohrer, J. (2008). Fundamentals of service science. Journal of the Academy of Marketing Science, 36 (1), Payne, A. F, Storbacka, K. and Frow, P. (2008), “Managing the co-creation of value,” Journal of the Academy of Marketing Science, 36 (1), Gummesson, E. (2008), “Customer centricity: reality or a wild goose chase?”, European Business Reveiew, 20, (4), Gummesson, E. (2008), Total Relationship Marketing, Elsevier/Butterworth- Heinemann, Oxford, UK, 3rd revised edition.

Copyright E. Gummesson Gummesson, E. and Polese, F. (2009), “B2B is not and island!” The Journal of Business & Industrial Marketing, 24 (5-6), Maglio, P. P., Kieliszewski, C. A., & Spohrer, J. C., Eds. (2010). Handbook of Service Science, Springer, New York. Gummesson, E. (2010), “The Future of Service Is Long Overdue.” In Maglio, P. P., Kieliszewski, C. A., & Spohrer, J. C., Eds., Handbook of Service Science, Springer, New York, Gummesson, E., Lusch, R. F. and Vargo, S. L. (2010), “Transitioning From Service Management to Service-dominant Logic: Observations and Recommendations,” International Journal of Quality and Service Sciences (IJQSS), Special Issue of the 2009 Naples Forum on Service, 2, (1), Gummesson, E. (2010), “The new service marketing.” In Baker, M.J. and Saren, M., eds., Marketing Theory: A Student Text, 2nd ed., Sage, London, ,

Copyright E. Gummesson 2012 Gummesson, E. and Mele, C. (2010), “Marketing as value co-creation through network interaction and resource integration”, Journal of Business Market Management, no. 4, Mele, C., Pels, J., Polese, F. (2010) “A brief review of systems theories and their managerial applications”, in Journal of Service Science, 2 (1/2), Grönroos, C. (2010), ”Relationship Marketing as Promise Management,” in Maclaren, P., Saren, M., Stern, B. and Tadajewski, M., Eds., The Sage Handbook of Markeing Theory, Sage, London, Gummesson, E. (2011), ”2B or not to 2B: That is the question,” Industrial Marketing Management, 40 (2), pp Gummesson, E. (2012), Case Study Research In Business and Management. SAGE, London (forthcoming).