Service science filling the gap between knowledge and needs

“Services Science: Filling the Gap Between Knowledge
and Needs” IESS 1.1, Geneva February 17 2011
By Rafael Zaballa (rzaballa@lasallecampus.es
La Salle Innovation Park of Services for People (Madrid)

1 La Salle Parque de Innovación de Servicios para las Personas

wareness !


POPULATION IN CITIES

  In 1800, 3% of the world population lived in cities
  In 1900, 13% of the world population lived in cities
  In 2007, (in only 107 years) more than 50% …
  By 2050 we will reach 70%...

3200 million people live in cities
by 2030 we will reach 5200 million
  In 1950, only Tokyo & Nueva York were over 10 million inhabitants
  In 2020, Dheli, Dhaka, Jakarta, Lagos, Mexico D.F., Bombay, New York,
Sao Paulo & Tokyo will surpass 20 million
  In 2020, there will be more than 500 cities with more than udades 1
million inhabitants

THE CITY OLYMPICS


ION
LUT
TH E SO


“The City is not the problem . The City is the solution”
Jaime Lerner


itie s?
ce c
inan
w t of
Ho


World Economy Concentrating in Cities

  The thirty (30) main cities in the world accumulate 30% of the world’s GDP
  In Spain, Madrid + Barcelona reach 30% of the country’s GDP
  The GDP of Tokyo or Nueva York are higher than the ones of Spain or Canada
  Bombay concentrates 40% of India’s income
  Tokyo concentrates more than 33% of Japan’s economy


Services Life Cycle


A Triple Helix Approach

The Role of Universities University of L a Salle Bogotá (Colombia)

St. Mary’s College
(Moraga, California)

University of La Salle (Bajío, Mexico)

L a Salle Campus Madrid

Bethlehem La Salle University

The Role of Universities

Technological Innovation Model (Linear Direct)
Facilitators
R+D+i
Fostering Infrastructures
Entrepreneurship (Laboratories,
(Spaces, Education, Technological
Assessment,…) Centres…)

Needs Demmand
Technology Technology
Research
Knowledge
Implicit/Explicit Transfer
Financing Innovation
Instruments de Methodology
Financiación (Open Innovation,
(Public & Private, TRIZ, New Models,
Venture Capital, Creativity...)
Business
Angels…)

Main Players: Companies, Universities y Governments

Industry is the Driver

The Role of Universities
Social Services Innovation
1.  Innovation is not technological
2.  The market does not yet exist or will never exist as such
(The beneficiary or user will not directly pay the service deliverer)
Facilitadores

The Chasm
Fostering 3
Entrepreneurship
(Accelerators, 2 iClusters
Education,
Assessment,…) Technology

Implicit Explicit Knowledge Research
Knowledge
Needs Needs Transfer
Financing Innovation
Instruments Methodolology
(Open Innovation,
(Public, Private Public
TRIZ, Services
1 Private Innovaion , New
Partnerships, Exploitation
4
CSR…)
Models y
KPI and Results
Measuring
Methodology,
Creatividad,..)

Main Actors: Universities, Governments, Private Foundations, Civil Associations, Companies

The Role of Industry


New Services for social cohesion
Creating available, adequate, accessible and acquirable for a better quality of life
Population that Acceeds to a Service

of
est
einter d
In th ens an -Habitat
z
Citi panies -Education
Com -Healthcare
-Social Economy

Dependence Population Parameters
Exclusion

Poverty
Underdevelopment

Unequalties

The Role of Industry Services Strategic Design
Company Strategy

Shared Knowledge & Values
Infrastructures
Technology and Facilities
Bidirectional Flow

Activitiy
“5 Design Axes”
for how things
will Happen

C.S.R.
Marketing

Processes
Products

People
“MEANING LINE”

Stakeholders Interactions

People Systems
Source: Aadaated from ZABALLA Rafael "Services Design for People" Jean-Henry Morin, Jolita Ralyté, Mehdi Snene, Exploring Services
Sciences, Springer 2010 22 La Salle Parque de Innovación de Servicios para las Personas

Meaningful CSR

Management,
CSR employees,
Initiatives alliances,
environmental,
collaborativo,
With the company`s physical, knowledge
activity, objectives, physical, technical,
goals, tactics, Impact material…
strategies values and
culture
In society, stakeholders
Sustainibility interesados, brand,
benefitiary`s needs


The Role of Government
Policies
Norms
Financing
Promoting Initiatives
Fostering the Innovation Spaces


The Social Entrepreneur: The Driver


Hipertext Society

+

Cognitive Capitalismo
(Knowledge Economy)

3rd Urban Revolution

CHARACTERIZATION:
1.  Metapolisation: Cities change scale and form
2.  Transfomation of the Urban Mobility Systems
3.  Cities’ Social Recomposition. Individualization of Space-Time
4.  Need of new Public Services
5.  Reflexive Solidarity, procedimental and deliberative
6.  Redefinition of the relations between individula, collective and general interests
7.  New risk relations

Reference: ASCHER, François "Los Nuevos Principios del Urbanismo" Alianza Ensayo 2004

Hipernetworks (Networks in different palnes of people’s interests, activities, geographies..)

Worm Holes


Triple Helix Model and Social Services Innovation

  Where does the social enterpreneur fit?
  Where does the social services sector company fit?
  Where do NGO’s fit?
  Where do welfare foundations fit?
  Where does Social Venture Capital fit?

And where do I fit in
this presentation?

?


“Cuadruple Helix”

“Society plays a contextual role for
technological innovation, but is a
main actor in social services
innovaton


(Crossing the Chasm)

SERVICE
SCIENCE
Necesidad Conocimiento


rzaballa@lasallecampus.es

INNOVATINGSalle Parque de Innovación deFOR para las Personas
32 La IN SERVICES Servicios PEOPLE

Service science filling the gap between knowledge and needs

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