Service Science

For example, TMFauthor (2004, 24) states “a key input to the service strategy arises from the enterprise’s market and product portfolio strategy and forecasts” suggesting a somewhat “subordinate” role of service to product.

From aservice system perspective, this is a value co-creationvalue cocreation between the client (telecom service provider or telecom carrier) service system entity and the provider (the equipment supplier) service system entity. Telecom network design and construction activities are often collaboratively performed between the telecom service provider’s engineers and the network equipment supplier’s engineers. It is their collaborative competence that co-creates the new network capabilities (value to the service provider). From a service system standpoint, broadly speaking, this is represented by the integration of the provider’s (supplier) ‘soft’ Intellectual Property (engineers) and ‘hard’ IPintellectual property (equipment) operant resources with the client’s (telecom carrier) ‘soft’ IP (engineers) and ‘hard’ IP (the network to which the new equipment will be integrated). The client’s (carrier)service experience will be determined by both the actual capabilities (functionality and flexibility etc) of the network equipment and the knowledge, technical and social skills of the supplier’s engineers – across the whole end-to-end spectrum of network development lifecycle.

Plus the above two capabilities plus organizational learning capability and market orientation-innovativeness capability (Madhavaramauthor and Huntauthor 2008).

This term, which is a G-D logic view of customer value proposition, is used by Nortonauthor and Kaplanauthor (2004).

Product has been modeled by eTOM as a superordinate to service; that is service arises from, and as a part of, product – a G-D logic worldview (Vargoauthor and Luschauthor, 2004).

Supply chain is also viewed from a G-D dominant logic perspective.

It becomes visible when the customer is co-opted to collaborate with the provider to co-create the service offering.

Dynamically configuring ‘componentized’ capabilities into groups of higher level service capabilities is analogous to Madhavaramauthor and Huntauthor’s (2008) organization of the intangible and dynamic operant resources into composite or interconnected operant resources.

For instance, a multimedia conference capability that can be established on any device, anywhere and anytime.

For instance, the knowledge and skills and responsive behaviors of the customer care agents and the simplicity and ease of use of thetelecom service.

Adaptation of the G-D logic based model to S-D logicservice-dominant logic based to fully align with the S-D logic is for future research.