In today’s competitive arena, competent responsible decision-makers have a core role in monitoring environmental needs, trends and expectations and dealing with interactive relationships in the wider service ecosystem. As there has been a shift in perspective from products to services, new research agendas focus on encouraging and guiding managers towards an appropriate approach to service systems Our paper – combining both a traditional analytical approach (focus on the parts) and holistic approach (focus on the whole) – privileges a relational perspective and suggests an innovative methodology whereby system dynamics prevail over structural components in order to analyze service systems for value co-creation. In line with the aims of the present study, we argue that VSA is a coherent approach justifying the logical shift in the pathway from a Service Dominant Logic (SDL) to Service Science (SS) and culminating in a process of General Systems Theory (GST). This framework illustrates how value is co-created through interaction. In substance, our paper explains how the dynamics of service co-creation evolves by means of an approach grounded on a series of postulates inherent to VSA, SS and SDL. In this respect, the structure and system dichotomy clarifies the statics and dynamics relative to products and services respectively.
The evolving dynamics of service co-creation in a viable systems perspective
Bassano C
2010-01-01
Abstract
In today’s competitive arena, competent responsible decision-makers have a core role in monitoring environmental needs, trends and expectations and dealing with interactive relationships in the wider service ecosystem. As there has been a shift in perspective from products to services, new research agendas focus on encouraging and guiding managers towards an appropriate approach to service systems Our paper – combining both a traditional analytical approach (focus on the parts) and holistic approach (focus on the whole) – privileges a relational perspective and suggests an innovative methodology whereby system dynamics prevail over structural components in order to analyze service systems for value co-creation. In line with the aims of the present study, we argue that VSA is a coherent approach justifying the logical shift in the pathway from a Service Dominant Logic (SDL) to Service Science (SS) and culminating in a process of General Systems Theory (GST). This framework illustrates how value is co-created through interaction. In substance, our paper explains how the dynamics of service co-creation evolves by means of an approach grounded on a series of postulates inherent to VSA, SS and SDL. In this respect, the structure and system dichotomy clarifies the statics and dynamics relative to products and services respectively.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
