1. Service-oriented new economy paradigm (change in perspective)

2. Luca Carrubbo – Brno 2013 A new concept of “service” may support to identify a shift in perspective in which goods no longer represent the only object of transaction, but rather, an element instrumental (an appliance) to service provision, considered the effective protagonist of inter-part relations and agreements. Research Focus Everything that exists is configured as a system, or as part of a system. Systems are in nature, society, science, in computer tools, in economics, are inside the human mind, organizations, etc. Studies on the characteristics of the system are useful for understanding and then trying to manage complex phenomena of various kinds (including those relating to the service). 2

3. Luca Carrubbo – Brno 2013 3

4. Directs Products (output) Goods (tangibles) Indirects (Goods) Services (Processes and applied competences) Services (Intangibles) Service-oriented new economy paradigm (change in perspective) 4

5. Luca Carrubbo – Brno 2013 Value from supply chain Value from co-production SupplierProducerConsumer Value co-creation Value destroying Service-oriented new economy paradigm (change in perspective) 5

6. Luca Carrubbo – Brno 2013 From the Market With the Market To the Market “Matter in Motion” Client Management & Market Management Collaboration with customer Service-oriented new economy paradigm (change in perspective) M AIN R EFERENCES ABOUT THE THEME : V ARGO, S.L., L USCH, R.F. (2004; 2006; 2008 6

7. Luca Carrubbo – Brno 2013 G-D LogicTransitioning conceptsS-D Logic GoodsServicesService ProductsSuppliesExperiences FeaturesUsefulnessSolutions Value addedCo-productionCo-creation ProfitsFinancial engineeringFinancial Feedback PriceValue deliveryValue proposition System balanceSystem dynamicsSystem adaptation Supply chainValue chainValue networks PromotionCommunicationDialogue To the MarketFrom the MarketWith the Market Product orientedMarket orientedService oriented Service-oriented new economy paradigm (change in perspective) 7

8. Luca Carrubbo – Brno 2013 TopicG-D LogicS-D Logic Unit of exchange Good are exchanged within the market Exchange origins from applied competences Goods role All product are goods, it is important to compare space and time Goods are resource contributing to the solutions proposition Consumer role To catch the customer needs there is a 4’ps marketing The consumer is an actor, operating actively in a value co-creation process (concept of prosumer) Value conceptThe value is defined by producer Value is perceived by consumers respect on the consumption on it (value in use) Interaction The relationship is based on transactions The main obejective is the relational exchange Resources Usefulness derives from resources exchange Sustainability derives from the knowledge improve Service-oriented new economy paradigm (change in perspective) 8

9. Luca Carrubbo – Brno 2013 Elements for decisions IN OUT 9

10. Luca Carrubbo – Brno 2013 Service-oriented new economy paradigm (change in perspective) 10

11. Luca Carrubbo – Brno 2013 New possible economy paradigm 11