TU-E2013 - Service Operations Management D, Lecture, 17.1.2024-10.4.2024

Osion kuvaus

• MODULE 2: VALUE CREATION BY SERVICE
  The second module investigates service-based value creation. A large number of industrial companies are increasing the share of services in their business operations to find new sources of profitability and competitiveness. However, service-based value creation differs in many ways from product-based value creation. For instance, providing novel services and forming performance-based contracts requires explicit demonstration of the value-in-use of the service.
  
  The learning goal of this module is to understand how individual and organizational goals drive actions, how service providers and users communicate about their expectations, how the parties reach their goals by co-producing value propositions, and how the value propositions are designed "outside-in" by analyzing customer's business process.
  

  • Valitse aktiviteetti Wed 31.1.2024: Value propositionsThis session disc...

    Saatavilla vasta, kun: You are a(n) Opiskelija

    Wed 31.1.2024: Value propositions

    
    

    This session discusses 1) how goals drive value creation, 2) how value-creating relationships are initiated by value propositions, 3) how value propositions are built by customer value research, and 4) how the supplier's and users' activity systems are integrated by a service.

    Before the session:

    1. Watch the two short video lectures: 

    • How industrial firms communicate value, and 
    • How goals drive change and decision making. 
      
      

    2. Read and review the article:

    • Eggert, Ulaga, Frow Payne 2018 Conceptualizing and communicating value in business markets - From value in exchange to value in use.pdf
      The article identifies distinct stages of conceptualizing customer value and articulating customer value propositions, emphasizing resource integration and value in use. (The article review is presented by the group of students assigned to this task. The rest of us are supposed to be prepared to discuss the article after the presentation.)
      
      

    Lecture material:

    • TU-E2013-M2-Session1-ValuePropositions-Töytäri.pdf
      
      

    After the session:

    • Take the M2 Session 1 Quiz - Value Creation by Service (DL 2.2.2024 at 16.00)
    • Submit your M2 Session 1 Participation Self-assessment (DL 2.2.2024 at 16.00) 

    
    

  • Valitse aktiviteetti M2 Session 1 Quiz - Value Creation by Service

    

    M2 Session 1 Quiz - Value Creation by Service Quiz -tehtävä

    Suoritus

    Opiskelijoiden täytyy

    

    Vaatii arvosanan
  • Valitse aktiviteetti M2 Session 1 Participation Self-assessment

    Saatavilla vasta, kun: You are a(n) Opiskelija

    

    M2 Session 1 Participation Self-assessment Quiz -tehtävä
  • Valitse aktiviteetti Wed 7.2.2024: Value realizationThis session focuse...

    Saatavilla vasta, kun: You are a(n) Opiskelija

    Wed 7.2.2024: Value realization

    This session focuses on service implementation and value-in-use. To implement value co-creation in practice, service providers and users need to collaborate to establish and reach shared goals. Hence, service-based value creation requires high level of coordination, cooperation, information sharing, joint learning, and organizing that makes all this possible. For firms that have traditionally kept their suppliers at arms length distance, value co-production is difficult.

    Before the session:

    1. Read the article:

    • Bettencourt Ulwick 2008 HBR The customer-centered innovation map.pdf
      The article discusses how to innovate for products and services to get things done within the organization.
      
      

    2. Review the articles:

    • Sandström, Edvardsson, Kristensson Magnusson 2008 Value in use through service experience.pdf
      The article proposes a framework for analyzing the total service experience and how the service experience is connected to the customer's value experience. (The article review is presented by the group of students assigned to this task. The rest of us are supposed to be prepared to discuss the article after the presentation.)
      
      
    • Macdonald, Wilson, Martinez Toossi 2011 Assessing value-in-use - A conceptual framework and exploratory study.pdf
      The article proposes a conceptual framework for assessing value-in-use in the context of a maintenance service provider. (The article review is presented by the group of students assigned to this task. The rest of us are supposed to be prepared to discuss the article after the presentation.)
      
      

    Lecture material:

    • [The material will be shared here during or after the session]
      
      

    After the session:

    • Take the M2 Session 2 Quiz - Value Creation by Service (DL 9.2.2024 at 16.00)
      
      
    • Submit your M2 Session 2 Participation Self-assessment (DL 9.2.2024 at 16.00)
      
      
    • Submit your M2 Learning Diary: Value Creation by Service (DL 14.2.2024 at 9.30)
      In the diary, summarize and explain your key learnings of the module.

    
    

  • Valitse aktiviteetti M2 Session 2 Quiz - Value Creation by Service

    

    M2 Session 2 Quiz - Value Creation by Service Quiz -tehtävä

    Suoritus

    Opiskelijoiden täytyy

    

    Vaatii arvosanan
  • Valitse aktiviteetti M2 Session 2 Participation Self-assessment

    Saatavilla vasta, kun: You are a(n) Opiskelija

    

    M2 Session 2 Participation Self-assessment Quiz -tehtävä
  • Valitse aktiviteetti M2 Learning Diary: Value Creation by Service

    Saatavilla vasta, kun: You are a(n) Opiskelija

    

    M2 Learning Diary: Value Creation by Service Tehtävä