Material products today have the ability to be interconnected and enable the customer to achieve integrated and more complex outcomes which are often not determined or controlled by any firm or individual but instead, are co-created, collaborative and emergent. The resources to achieve complex customer outcomes are enabled by material products, human interactions and customer engagement, resulting in a co-creation of value within a (socio-technical) service system.
Complex service-systems for value co-creation are reshaping traditional organisational business models. As the Service Systems Group at WMG, we aim to advance the knowledge of value-created service systems to help you to innovate, compete and make better decisions in the design and management of your value propositions to co-create value.
We develop frameworks and models that place the customer in an active role to co-create value with – instead of being passively ‘served’ by – provider firms. We also believe that research in service systems needs to include models that demonstrate the interactive effects at the level of large ‘wholes’, whether these be individual companies or across multi-entity networks.
We take a multi-disciplinary approach towards our research, focusing on co-producing knowledge on how best value can be co-created within systems for various stakeholders. We look at the need to transform businesses and integrate the appropriate insights from all disciplines, be it marketing, psychology, sociology, operations management, human resources, engineering, strategy or information technology.
Service Systems Research News
Service Systems Research in the News