Source: Fundamentals of service science
Paul P. Maglio & Jim Spohrer
Published: 24 July 2007 - Academy of Marketing Science 2007

The article tries to apply scientific understanding to design and improve service systems. It

define service wonderfully as "Service is the application of competences for the benefit of

another (Vargo and Lusch 2004)". Many disciplines are involved in service systems such as

economics, marketing, engineering,law etc. Thus, the writer support to have a shared

perspective and vocabulary in order to integrate between such a briad range of disciplines.
The article also explains the main aim of service business. According to it, service science

combine organization and human understanding with business and technology. Main aim is to solve

problems by investing optimally. Service business creates its own professionals. Service

proffessionals have close contact with customer. They have specialized on some important

topics.
IBM IT outsourcing business is given as a case. IBM shifts from a manufacturing-dominant company to service-dominant company. It has specialized consultants. They hire talented employoees on service business.

107604229 Murat Nadastepe