Service Economics Community of Interest

| Mission | RFP | Models & Frameworks | Value and Value Propositions | Trade in Services | Resources


The key purpose Service Economics Group is to bring together a diverse team of individuals and organizations to help define and better understand current and desired future state economic tools, models, processes and technologies that would reduce inhibitors to current service innovation and to drive change that accelerate service innovation in the future. Ultimately the group would become an instigator / influencer of change to economic policies, economic and business metrics and accounting rules in support of the services economy.

This may include but is not limited to the following:

  • Create a center of knowledge and expertise around service economics
  • Use the COE (Center of Expertise ) to drive change that promotes service innovation, new education models, public policy and economic models.
  • Understand new forms of value creation
  • Customer Equity - Customers as an asset-beyond 'goodwill'
  • Value of Data ( big data, sensor data et al.)
  • Touchpoint value ( Twitter, Facebook,other social media that collects visits and views)
  • Research and education of both micro and macro-economic models of service(s)
  • Definition and valuations of non-tangible economic transactions
  • Create and disseminate intellectual property ( papers, books, presentations etc.) that create a better understanding of services related economics.

The Service Economy

Contributor: Doug Morse

Comments: The first presentation of the COI laying out the mission of the group and some potential discussion points.

(click picture on right to download slides)

Request for Participation

We are interested in collecting and sharing materials on Service Economics (both micro and macro levels), customer value, value propositions, different types of values, models, frameworks, etc. Examples from real life situation that illustrate these concepts are most welcome. We welcome your contributions to this repository.

All posted materials will be attributed to the contributors. Please see samples in the individual sections and submit materials together with this Contribution Form to Stephen Kwan or Doug Morse. Please make sure that you observe relevant copyrights and fair use guidelines.

Models & Frameworks


Adaptively Seeking Win-Win
Customer Relationships for the Digital Era

Contributor: Richard Reisman

Comments: Presented at the ISSIP SIG Education & Research Conference Call, October 14th, 2015



A 21st Century Enterprise Microarchitecture

Contributor: Doug McDavid

Comments: This expands on the 'all services perspective' I built for my BEP book: All Services All the Time.

This is aimed at the CIT/CTO/EA audience, positioning enterprise architecture as foundational for enterprise diagnostics and health-provoking services for enterprises.

What would really help me is if this would stimulate a few people to access the complimentary copy at Cutter Consortium -- to let Cutter know there are people actually interested in my point of view.

(click on picture at right to access report)

A 21st Century Enterprise Microarchitecture

Contributor: Doug McDavid

Comments: Presented at the COI meeting on October 16th, 2015


Value and Value Propositions


Value Pricing

Contributor: Doug Morse

Comments:Presented at the COI meeting October 30th, 2015


(click picture on right to download slides)


Using Analogy to Frame Value Propositions

Contributor: Stephen Kwan

Comments: Complements [2015-001]

(click picture on right to download slides)


Measuring Integration Service Quality Gap in a Service System Network

Contributor: Stephen Kwan

Comments: The original paper: Kwan, S. K. & Hottum, P. (2014). Maintaining Consistent Customer Experience in Service System Networks. Service Science, 6 (2), 136-147.

Slide 4 and 5 with a formulation of the structure of a Value Proposition and a narrative are shown below.

(click to expand each slide)


How to measure a College's Value

Contributor: Stephen Kwan

Comments: a university is a service provider; must provide a competitive value proposition among increasing competition from traditional and disruptive forces; see last sentence - great example of value co-creation.


Channel Conflict Example
Retrieved on 9/9/2015 from

Contributor: Stephen Kwan

Comments: Dell and HP used to see their products through Value Added Resellers (VARs) (B2B2C or B2B2B example in paper referenced in [2015-001]) with a particular type of value proposition. The VARs in turn sell to their customers with their own type of value proposition. In this case Dell and HP's business model is their own B2B or B2C bypassing the middle man.

(click on picture at right to see whole article)

Trade in Services


ISSIP Service Economics COI Presentation
US and World Trade in Services

Stephen Kwan, April 30, 2015



Editors: Ali Emrouznejad & Emilyn Cabanda (2014)
ISBN: 978-3-662-43436-9 (Print) 978-3-662-43437-6 (Online)

Contributor: Moira Scerri

Comments: Some of the chapters might be of interest.


Contributor: Stephen Kwan

Comments: Excellent reference or teaching book. Good coverage of Value Propositions. Associated website and tablet app.


Contributor: Stephen Kwan

Comments: Excellent reference or teaching book. Great companion to [2015-005].


Contributor: Stephen Kwan

Comments: Written by Curt Carlson, former CEO of SRI International. Great discussion of constructing Value Propositions with enterprises, governments and other types of entities. Great Appendix.


Contributor: Stephen Kwan

Comments: Highly recommended book of applying Design Thinking to Businesses. Doug McDavid referred to businesses are starting to pay attention to the applying Design Thinking in their work.