INFO 210 : The Information and Service Economy

Administrivia

Teaching Team 

Professor Robert Glushko

Office Hours: Monday 12:00pm-1:00pm Tuesday 11:00am-12:00pm 313 South Hall

Professor AnnaLee Saxenian

Email: anno@ischool.berkeley.edu

Website: http://www.ischool.berkeley.edu/~anno

Office number: 102 South Hall

Course Description

An introduction to "service science" - a new, interdisciplinary field that combines social science, business, and engineering knowledge needed for organizations (private, public, or nonprofit) to succeed in the shift to the service and information-based economy. A survey of (1) the historical, economic, and theoretical foundations of the rise of the service economy, (2) the analysis and design of services and service systems, (3) the technology and implementation of services, and (4) the delivery of services.

Course Information

School of Information INFO 210

Course Dates: August 27 to December 10, 2007

Lecture Schedule: Monday 2:00pm-3:30pm Wednesday 2:00pm-3:30pm in 110 South Hall

Units: 3

Grading Option: Letter Grade only

Course Work

August 27 : Monday

Course Introduction [GLUSHKO/SAXENIAN] 

Resources

Lecture Notes

Required Reading

Peter F. Drucker "The Age of Social Transformation" The Atlantic Monthly (May 1994)

Joseph Schumpeter “The Process of Creative Destruction” Capitalism, Socialism, and Democracy, Ch. VII, pp. 81-86 (1942)

Roland T. Rust & Carol Mui “What Academic Research Tells Us About Service” Communications of the ACM. July 2006

August 29 : Wednesday

September 5 : Wednesday

The Emergence of the ISE [1] [SAXENIAN] 

Resources

Lecture Notes

Required Reading

Robert J. Glushko & Tim McGrath "How Models and Patterns Evolve” Ch 5, Document Engineering MIT Press, 2005.

Erik Brynjolfsson, Yu “Jeffrey” Hu & Michael D. Smith “From Niches to Riches: Anatomy of the Long Tail” MIT Sloan Management Revie, Summer 2006

September 10 : Monday

The Emergence of the ISE [2] [SAXENIAN] 

Resources

Lecture Notes

Required Reading

Stephen Vargo & Robert Lusch. Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17, January 2004.

Anita Wolfl. The Service Economy in OECD Countries. DSTI/DOC(2005) 3. pp. 1-33.

September 12 : Wednesday

Service Systems [1] [GLUSHKO] 

Resources

Lecture Notes

Required Reading

Spohrer, J., Maglio, P., Bailey, J. & Gruhl, D. “Steps Toward a Science of Service Systems.” IEEE Computer. Volume 40, Issue 1. (2007), p. 71-77.

Mills, Peter K. and Dennis J. Moberg. “Perspectives on the Technology of Service Operations,” The Academy of Management Review, Vol. 7, No. 3. (Jul., 1982), pp. 467-478

Heskett, J.L., Jones, T.O., Loverman, G.W., Sasser Jr., W.E., & Schlesinger, L.A. “Putting the Service-Profit Chain to Work.” Harvard Business Review. 1994.

September 17 : Monday

Service Systems [2] [GLUSHKO] 

Resources

Lecture Notes

Required Reading

R. Oliva & J. D. Sterman "Cutting corners and working overtime: Quality erosion in the service industry". Management Science 47 (7) (2001)

September 19 : Wednesday

Service Systems [3] [GLUSHKO] 

September 24 : Monday

Service Systems [4] [GLUSHKO] 

Resources

Lecture Notes

Required Reading

Shapiro, Benson P., V. Kasturi Rangan, & John J. Sviokla. "Staple yourself to an order" Harvard Business Review (1992).

Adomavicius, G. & Tuzhulin, A. Personalization Technologies: A Process-Oriented Perspective. Communications of the ACM, 48(10), October 2005.

September 26 : Wednesday

Service System Examples [1] [GLUSHKO/SAXENIAN] 

Resources

Lecture Notes

October 1 : Monday

Service System Examples [2] [GLUSHKO/SAXENIAN] 

Resources

Lecture Notes

October 3 : Wednesday

The Organization of Economic Activity [1] [SAXENIAN] 

Resources

Lecture Notes

Required Reading

Adam Smith "Of the division of labour (Chapter 1)" An Inquiry into the Nature and Causes of the Wealth of Nations (1776)

Ronald Coase "The nature of the firm" Economica (1937)

Karl Marx Capital: A Critique of Political Economy, pp. 44-60 (1867)

Frederick Taylor "Scientific Management” pp. 30-48, 57-60 (1924)

October 8 : Monday

The Organization of Economic Activity [2] [SAXENIAN] 

Resources

Lecture Notes

Required Reading

Henry Ford "Mass Production" (1926)

Alfred Chandler The Visible Hand: The Managerial Revolution in American Business Introduction, pp. 1-14, Harvard U Press (1977)

Woody W. Powell “Neither Market nor Hierarchy: Network Forms of Organization" Research in Organizational Behavior 12 (1990)

October 10 : Wednesday

The Reorganization of Production [1] [SAXENIAN] 

Resources

Lecture Notes

Required Reading

Eric Brynjolfsson & Lorin M. Hitt “Beyond Computation: IT, Organizational Transformation and Business Performance” pp. 23-30 (only) Journal of Economic Perspectives 2000

Corliss Baldwin & Kim Clark “Managing in an Age of Modularity” Harvard Business Review, 1997

Marco Iansiti & Roy Levien, “Strategy as Ecology” Harvard Business Review, March 2004.

October 15 : Monday

The Reorganization of Production [2] [SAXENIAN] 

Resources

Lecture Notes

Required Reading

Lowell Bryan & Claudia Joyce “Better strategy through organizational design” The McKinsey Quarterly (2007)

Eric D. Beinhocker, The Question: How is wealth created? Ch. 1, pp. 3-20, The Origin of Wealth : Evolution, Complexity, and the Radical Remaking of Economics HBS Press, 2006

October 17 : Wednesday

Global Service Delivery - History & Context [SAXENIAN] 

Resources

Lecture Notes

Required Reading

Thomas Friedman “It’s a Flat World, After All” The New York Times, April 3, 2005

Ben Bernanke, Global Economic Integration: What’s New, and What’s Not? 2006

Pankaj Ghemawat, “Why the World Isn’t Flat” Foreign Policy, Mar/April 2007

Richard Florida “The World is Spiky” The Atlantic Monthly 2005

Anno Saxenian, “Introduction” and “Surprising Successes” (Ch. 1) The New Argonauts: Regional Advantage in a Global Economy, Harvard U Press, 2006

October 22 : Monday

Global Service Delivery - Design & Implementation [SAXENIAN] 

Resources

Lecture Notes

Required Reading

Samuel Palmisano, "The Globally Integrated Enterprise," Foreign Affairs, May/June 2006

Uday M. Apte and Richard O. Mason (1995). “Global Disaggregation of Information-Intensive Services.” Management Science, Vol. 41, No. 7. (Jul., 1995), pp. 1250-1262.

Alan Blinder, “Offshoring: The Next Industrial Revolution?” Foreign Affairs, March/April 2006.

William Aspray, Frank Mayadas, & Moshe Y. Vardi, Editors. Globalization and Offshoring of Software: A Report of the ACM Job Migration Task Force, 2006

October 24 : Wednesday

Service Innovation [1] [SAXENIAN] 

Resources

Lecture Notes

Required Reading

Henry Chesbrough, Introduction & Chapter 1 Open Innovation HBS Press, 2003

Eric von Hippel, Chs. 2, 7 & 9 Democratizing Innovation MIT Press 2005

October 29 : Monday

Service Innovation [2] [SAXENIAN] 

Resources

Lecture Notes

Required Reading

Leonard L. Berry et.al. “Creating New Markets through Service Innovation” MIT Sloan Management Review, Winter 2006

David Gann & Ammon Salter “Innovation in project-based, service–enhanced firms: the construction of complex products and systems”, Research Policy (2000)

Chris Voss and Leonieke Zomerdijk, “Innovation in Experiential Services – An Empirical View” Ch. 4, Innovation in Services, DTI occasional paper, June 2007

October 31 : Wednesday

Service Oriented Computing [1] [GLUSHKO] 

Resources

Lecture Notes

Required Reading

"Patterns: Service-Oriented Architecture and Web Services" Ch 2. April 2004

L. Cherbakov, G. Galambos, R. Harishankar, S. Kalyana, and G. Rackham "Impact of service orientation at the business level" IBM Systems Journal 44(4) 2005

Ulrich Homann, Michael Rill, and Andreas Wimmer “Flexible Value Structures in Banking”. CACM, 47(5), May 2004.

November 5 : Monday

Service Oriented Computing [2] [GLUSHKO] 

Resources

Lecture Notes

Required Reading

Dean Jacobs "Enterprise Software as Service" ACM Queue July/August 2005

Abhijit Dubey and Dilip Wagle, “Delivering Software as a Service,” The McKinsey Quarterly, May 2007.

Sean McGrath and Fergal Murray "E-Government Architecture in Ireland" XML 2004 Conference

November 7 : Wednesday

Service Design & Delivery [1] [GLUSHKO] 

Resources

Lecture Notes

Required Reading

Bitner, Ostrom and Morgan: Service Blueprinting: A Practical Tool for Service Innovation

Marc Beaujean, Jonathan Davidson, & Stacey Madge. “The ‘Moment of Truth’ in Customer Service” The McKinsey Quarterly, 2006(1).

Robert J. Glushko & Tim McGrath "Introduction to Document Engineering” Ch 1, Document Engineering MIT Press, 2005

November 14 : Wednesday

Service Design & Delivery [2] [GLUSHKO] 

Resources

Lecture Notes

Required Reading

R. Glushko & L. Tabas, “Bridging the ‘Front Stage’ and ‘Back Stage’ in Service System Design

Mary Jo Bitner, Stephen W. Brown, & Matthew Meuter. "Technology Infusion in Service Encounters” Journal of the Academy of Marketing Science 28(1) 2000

Edgar Dunn & Company “Future Directions in Building Customer Loyalty: Creating a Rewarding Customer Experience.” March 2007.

November 19 : Monday

The Transition from Products to Services [GLUSHKO] 

Resources

Lecture Notes

Required Reading

R. Oliva & R. Kallenberg (2003) ‘Managing the transition from products to services’ International Journal of Service Industry Management, Vol. 14, No. 2, pp. 160–72.

Richard Wise & Peter Baumgartner “Go Downstream: The New Profit Imperative in Manufacturing” Harvard Business Review, 1999.

G. Allmendinger & R. Lombreglia “Four strategies in the age of smart services” Harvard Business Review, 2005.

Denish Shah, Roland T. Rust, A. Parasuraman, Richard Staelin &George S. Day. The Path to Customer Centricity. Journal of Service Research 2006; 9; 113

November 21 : Wednesday

Service Quality [1] [GLUSHKO] 

Resources

Lecture Notes

Required Reading

Valerie A., Zeithaml, Leonard L. Berry, & A. Parasuraman. “Communication and Control Processes in Delivery of Service Quality” Journal of Marketing 52 (April 1988), pp. 35-48

Frei, F. X. “Breaking the Trade-Off Between Efficiency and Service.” Harvard Business Review. Nov. 2006.

November 26 : Monday

Service Quality [2] [GLUSHKO] 

Resources

Lecture Notes

Required Reading

Matthew L. Meuter, Amy L. Ostrom, Robert I. Roundtree, and Mary Jo Bitner “Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters,” Journal of Marketing, 64 (3), July 2000, pp. 50-64.

Betsy Holloway & Sharon Beatty “Service Failure in Online Retailing: A Recovery Opportunity” Journal of Service Research, 2003.

November 28 : Wednesday

Jobs and the Future of Work [SAXENIAN] 

Resources

Lecture Notes

Required Reading

Stephen Brown, Amy Ostrom, Lance Bettencourt, Robert Roundtree “Client Co-production in Knowledge-Intensive Business Services” California Management Review, 44(4), Summer 2002.

Y. Naveh, Y. Richter, Y. Altshuler, D. L. Gresh, D. P. Connors. “Workforce optimization: Identification and assignment of professional workers using constraint programming” IBM Journal of Research and Development, 51(3/4), 2007.

S. Herzenberg, J. Alic, and H. Wial “Reorganizing Work: Using Knowledge and Skill to Improve Economic Performance” Chapter 5, New Rules for a New Economy Cornell U Press, 1998

December 3 : Monday

Service Quality [3] [GLUSHKO] 

Resources

Lecture Notes

Required Reading

Saud Al Shamsi, Service Quality in the Physical and Virtual Marketplace

Rul Sousa & Christopher A. Voss (2006). “Service Quality in Multichannel Services Employing Virtual Channels”. Journal of Service Research 8(4) May 2006

December 5 : Wednesday

Law, Accounting & Finance in the ISE [GLUSHKO] 

Resources

Lecture Notes

Required Reading

Yochai Benkler "The Networked Information Economy & Some Basic Economics of Information Production and Innovation” pp 29-58, The Wealth of Networks, 2006

L.C. Hunter, Elizabeth Webster, and Anne Wyatt "Measuring Intangible Investment" Australian Accounting Review (2005)

December 10 :

Course Review & Wrap-Up [GLUSHKO/SAXENIAN] 

Resources

last updated on Fall 2007 by RJG