Administrivia
Professor Robert Glushko
Email: glushko@ischool.berkeley.edu
Website: http://www.ischool.berkeley.edu/~glushko/
Office number: +1-510-6432754
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
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
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
Resources
Required Reading
Peter Hill, "Tangibles, intangibles and services: A new taxonomy for the classification of output," Canadian Journal of Economics (April 1999)
Uday Apte, Uday Karmakar, & Hiranya Nath, “Information Services in the US Economy: Value, Jobs and Management Implications,” UC Berkeley – Tekes Innovation in Services Conference (April 26-28, 2007
Roland T. Rust & Carol Mui “What Academic Research Tells Us About Service” Communications of the ACM. July 2006
September 5 : Wednesday
The Emergence of the ISE [1] [SAXENIAN]
Resources
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
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
Resources
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
Resources
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
Resources
Service System Examples -- Team Instructions
Required Reading
Brenda Dietrich & Terry Harrison "Serving the Services" OR/MS Today 33(3) (June 2006)
N Gans, G Koole, & A Mandelbaum. Telephone Call Centers: Tutorial, Review, and Research Prospects- Manufacturing & Service Operations Management, 2003.
September 24 : Monday
Resources
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.
October 3 : Wednesday
The Organization of Economic Activity [1] [SAXENIAN]
Resources
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
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
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
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
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
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
October 29 : Monday
Service Innovation [2] [SAXENIAN]
Resources
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
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
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
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
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
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
Resources
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
Resources
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
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
Resources
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
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)
last updated on Fall 2007 by RJG
