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Article
Publication date: 27 September 2021

Sergio Barile, Clara Bassano, Paolo Piciocchi, Marialuisa Saviano and James Clinton Spohrer

Technology is revolutionizing the management logic of service systems. The increasing use of artificial intelligence (AI), in particular, is challenging interaction between humans…

2232

Abstract

Purpose

Technology is revolutionizing the management logic of service systems. The increasing use of artificial intelligence (AI), in particular, is challenging interaction between humans and machines changing the service systems’ value co-creation configurations and logic. To envision possible future scenarios, this paper aims to reflect upon how the humans’ use of AI technology can impact value co-creation.

Design/methodology/approach

The study is developed, at a conceptual level, using selected elements from managerial and marketing theoretical frameworks interested in value co-creation – Service-Dominant Logic, Service Science and Viable Systems Approach (VSA) – used as interpretative tools to reframe value co-creation in the digital age.

Findings

The interpretative approach adopted and, in particular, the new VSA notion of Intelligence Augmentation (IA), in the perspective of the information variety model, shed new light on value co-creation in the digital age framing a possible “IA effect” that can empower value co-creation in complex decision-making contexts.

Practical implications

The study provides insights useful in the design and management of service systems suggesting a rethinking of the view of AI as a means for mainly increasing the smartness of service systems and a new focus on the enhancement of the human resources contribution to make the service systems wiser.

Originality/value

The paper provides a refocused interpretative view of the interaction between humans and AI that looks at a possible positive impact of the use of AI on humans in terms of augmented decision-making capabilities in conditions of complexity.

Details

Journal of Business & Industrial Marketing, vol. 39 no. 6
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 11 September 2017

Marialuisa Saviano, Sergio Barile, James Clinton Spohrer and Francesco Caputo

Poverty, hunger, inequalities, diseases, unsustainable use of resources, etc., in spite of scientific progress, still remains unsolved worldwide issues. All these issues relate to…

1451

Abstract

Purpose

Poverty, hunger, inequalities, diseases, unsustainable use of resources, etc., in spite of scientific progress, still remains unsolved worldwide issues. All these issues relate to the challenges of sustainability and sustainable development that now call for urgent answers. The purpose of this paper is to explore how the service research community can respond to this call and to identify key areas of potential contribution.

Design/methodology/approach

After a brief review of selected service literature aimed at exploring its interest in the topics of sustainability and sustainable development, the authors develop the interpretative proposal identifying the key requirements of a global engagement in the challenge of sustainability and sustainable development and highlighting the potential contribution of service research.

Findings

Findings highlight the potential contribution of service research to the global challenge of sustainability and suggest acting upon education by considering the “T-Shaped” professional model as a possible reference for embedding sustainability in the education of future managers and addressing the need of interdisciplinary thinking through the systems approach.

Research limitations/implications

The proposed study of service literature is only an exploratory analysis of main contributions that does not aim to identify gaps but only to highlight the potential of a greater engagement of service research in the global call for a more sustainable and inclusive development.

Practical implications

A trans-disciplinary approach is also required. This implies the involvement of the business and the social real world.

Originality/value

This paper represents a novel call for engaging the service research community in a boundary-crossing collaboration with the aim of contributing to address the challenge of sustainability.

Details

Journal of Service Theory and Practice, vol. 27 no. 5
Type: Research Article
ISSN: 2055-6225

Keywords

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