The Naples Forum on Service

The 10th year Naples Forum on Service Service Dominant logic, Network & Systems Theory and Service Science FORUM PROGRAM
Tuesday, 4 June 2019
8.30-13.00	Doctorial workshop – Hotel Regina Isabella, Piazza Santa Restituta, 1 – Lacco Ameno, Ischia
	Key Notes
	Stephen Vargo – Surviving and Managing the Review Process and the role of Conceptual Writing
	Paul Maglio – Developing Service Science
	Marialuisa Saviano – Systems Thinking and its Contribution to Service Research: The Viable Systems Approach (VSA®)
15.00 – 19.00	Registration – Hotel Regina Isabella, Piazza Santa Restituta, 1 – Lacco Ameno, Ischia

19.30 – 21.30	Welcome – Casa Colonica, Negombo, Via San Montano – Lacco Ameno, Ischia

Wednesday, 5 June 2019
08.00	Registration – Hotel Regina Isabella, Piazza Santa Restituta, 1 – Lacco Ameno, Ischia
Plenary Session – Sala Azzurra Opening Ceremony
8.40 – 9.00	Opening Ceremony –Cristina Mele – University of Naples ‘Federico II’ and Francesco Polese – University of Salerno
9.00 – 9.45	Stephen Vargo, University of Hawaii – ‘Service Dominant logic. An update’
9.45 – 10.30	Jim Spohrer, Director of Cognitive Opentech Group (COG), IBM Almaden Research Centre – ‘Solving Service Science’
10.30 – 11.00	Coffee break
11.00 – 12.00	Parallel Sessions
	Sala Azzurra	Sala Pinetina	Sala Agrumi	Sala Regina
	Institutions and Co-creation	Service ecosystems	Higher Education	Value co-creation
	Chair: Larissa Braz Becker	Chair: Christoph Breidbach	Chair: Montserrat Diaz Mendez	Chair: Rainer Schmidt
	Braz Becker, Jaakkola, Vargo Customers’ responses to institutional complexity in the determination of value	Warg, Zolnowski, Frosch, Weiss From Product Organization to Platform Organization – Observations of Organizational Development in the Insurance Industry	Diaz-Mendez, Saren, Zamora-Ramos Higher Education student complaint behavior from the perspective of the Service- Dominant logic	Seino, Jiang, Muramatu, Ohyabu, Zhang Value co-creation model in the manufacturing industry
	Macdonald, Kelleher, Wilson Value co-creation in collective consumption contexts: integrating practice and experience perspectives	Fischer Sustainability and DIY as emerging factors for online service offers	Hasenknopf Coaching as central element of a new Didactics of Higher Education	Schmidt, Dacko, Keller, Möhring, Zimmermann Categorizing Value Co-Creation in Service Systems using the Meta-Service Construct
	Tierney, Karpen, Westberg The influence of service employee institutional work on consumer brand-related practices and brand meaning cocreation	Tana, Breidbach, Turpin Cryptocurrencies and Service Ecosystem Transformation	Zagel, Grimm Using Modular Method Cards for Competency-Oriented Teaching in Academia	Amitrano, Bifulco Changing role of suppliers-customers and smart technologies: a systematic review on energy management
12.00 – 13.00	Parallel Sessions
	Sala Azzurra	Sala Pinetina	Sala Agrumi	Sala Regina
	Service ecosystems	Health and wellbeing	Service and Technologies	Value proposition
	Chair: Wojtek Cellary	Chair: Daniela Sangiorgi	Chair: Charles Hofacker	Chair: Marco Ferretti
	Trischler, Johnson, Kristensson How the service ecosystems lens supports valuable user innovations	Spurrell, Araujo, Proudlove Five Principles to Support Value Based Healthcare	Nuutinen, Valkokar, Malmelin, Nyblom Beyond Industry 4.0 – seeking for the philosopher's stone	Sorrentino, Del Chiappa, Ferretti, Risitano The value of perceived servicescape in the leisure cruise experience
	Barile, Piciocchi, Saviano, Bassano, Pietronudo, Spohrer Towards a new logic of value co- creation in the digital age: Doing more and agreeing less	Chen, Dodds, Finsterwalder, Witell, Falter, Garry, Cheung, Snyder, McColl- Kennedy Psychological Ownership and Co-created Wellbeing	Carotenuto, Ng The perception of value and worth of personal data: a HAT case study	Del Vecchio, Gargiulo, Bifulco An omnichannel approach for value proposition
	Cellary, Freund, Kwan, Leitner, Spohrer Advanced Technologies Impact on Service Innovation: A Human-Side of Service Engineering Perspective	Sangiorgi, Carrera, Lucchi Co-Designing Innovation Labs For Service Ecosystem Change – The case of mental Healthcare Co-Labs	Holmqvist, Alcalá, Bouvier Towards an Understanding of Value in the Servicescape	Nussipova The evolution of emerging technologies’ value propositions: the case of AR/VR
13.00 – 14.00	Lunch
13.00 – 14.00	Poster session Ponsignon, Holmqvist – Experiential value-in-use: The case of Cognac Ojuri, Pryke, Mills – Don’t make value co-creation ambiguous, social networks simplify it Ketonen-Oksi – Exploring the importance of value cocreation as a means to develop corporate futures orientation
14.00 – 15.00	Parallel Sessions
	Sala Azzurra	Sala Pinetina	Sala Agrumi	Sala Regina
	Market shaping Practices	Value in use	Service Ecosystems and Design	Higher Education
	Chair: Suvi Nenonen	Chair: Michael Kleinaltenkamp	Chair: Sven Laudien	Chair: Montserrat Diaz-Mendez
	Gosling, Richard Market Practices: Insights into Market Evolution and Market Actor Motivation to Conform	Prohl, Kleinaltenkamp Value-in-use Management Measures and Effects in Solution Business	Laudien, Clauss, Fibitz Understanding the Linkage Between (Mass) Customization And Value Architecture Design	Chauhan Future of University: A Service Science Perspective
	Fehrer, Alexander, Conduit, Jaakkola, Plewa Actor Engagement Practices in Market Shaping	Sahhar, Henseler, Loohuis How Service Providers Manage the Customer’s Service Value Experience throughout the Customer Journey: A Multiple Ethnographic Study	Mason, Ciani, De Nisco, Napolitano, Oduro A Segmentation Approach to Country Image. A study on Perception of Italy across seven Emerging Market	Diaz-Mendez, Paredes-Escobar, Quero-Gervilla Value co- creation in education: analyzing students’ and teachers’ role in the higher education ecosystem through a Service-Dominant Logic approach
	Russo Spena, Mele, Pels, Carotenuto Market Innovation through Blockchain	Hartwig, Jacob Offering value-in-use: what can a marketer do? A case study research in the field of mobility services	Korper, Holmlid, Patrício Change in meaning and service innovation: a design research contribution to the S-D logic	Gardner Leader Recruiting and the T-model
15.00 – 16.00	Parallel Sessions
	Sala Azzurra	Sala Pinetina	Sala Agrumi	Sala Regina
	Service ecosystems & Design	Institutions and Co-creation	University and Innovation	Value Co-creation and Co-destruction
	Chair: Debora Sarno	Chair: Jim Röndell	Chair: Maria Josè Quero-Gervilla	Chair: Dooren Pick
		Razmdoost, Alinaghian Temporal Nature of Value Cocreation: Institutional Work and Resource Reconfiguration	Quero-Guervilla, Díaz- Méndez, Gummesson Co- Patenting And Co-Ownership As Drivers For University Business Innovating The case of public universities in Spain	Pick (Co-)Destruction of value in the bike-sharing industry – Phenomenon and implications for sharing services
	Tossavainen, Luojus Service Logics and Service Design Intertwine in the New Management Competences	Taillard, Muniz, Schau Co- creation as Institutional Work at Lego	Angrisani The Social Side of Innovation In The Case of an “Engaged” University Hub	Shukla, Singh Value Co-creation and Co-destruction in Buyer-Seller Relationships in BOP Service Ecosystems
	Koskela-Huotari, Vink Social Structures As Design Materials: The Iceberg Framework Of Service Ecosystem Design	Röndell, Ekman, Jonas, Maglio, Reynolds Value co- creation through resource integration: The Role of the ‘Institutional Solution Space’	Greco, Tregua, Mele University-Based Accelerators For Start-Up And Their Impact On The Ecosystem	Möhring, Dacko, Gehrig, Keller, Lutz, Schmidt, Winkler Reducing value co-destruction in Tourism. An exploration of consumer strategies to detect fake online service reviews
16.00 – 16.30	Coffee Break
16.30 – 17.30	Special session (16.30 – 18.00)	Parallel Sessions
	Sala Azzurra	Sala Pinetina	Sala Agrumi	Sala Regina
	The Future of Health	Service and Technologies	Customer Value	Methodological Challenges in Service Research
	Chair: Janet McColl Kennedy	Chair: Orlando Troisi	Chair: Luigi Servadio	Chair: Marialuisa Saviano
	Reflections by: Janet McColl Kennedy, Cristina Mele, Daniela Sangiorgi, Mark Spurrel, Roberta Massi, Maurizio Venturi, Antonio Greco	Rai Viable Structures for IT Service Operations Management	Morioka Customer Experiential Value: Its Antecedents and Outcomes	Panetti, Ferretti, Parmentola, Sabetta Network structure in an Innovation Ecosystems in service industries. Evidence from the South of Italy
		Abel, Satterfiled Stigma and Motivation: Using the Divergency Model To Identify Perceived Risk Versus Conformity In Ux Research	Servadio, Mickelsson Dynamic Customer Ecosystems: A Ritual Perspective	Saviano, Cosimato, Zanda Co-creating Inter- and Transdisciplinary Knowledge for Sustainability: First Insights for the Cosmetic Industry from a Service & Systems View
		Hajinejad, Gauser, Giegler, Koehler Mor(e)ph: embodying business key figures in a data sculpture	Akaka, Schau The Role of Global Institutions in Service Ecosystems: Servicescapes as Structures of Common Difference	Formisano, Moretta Tartaglione, Fedele, Cavacece Service, network, systems and complexity theories in banking management research: bibliometric study
20.00	Dinner, Hotel Regina Isabella, Lacco Ameno

Thursday, 6 June 2019
8.30 – 9.30	Parallel Sessions
	Sala Azzurra	Sala Pinetina	Sala Agrumi	Sala Regina
	Institutions in Service Ecosystems	Service Platform	Service and Technologies	Service Management
	Chair: Ralph Badinelli	Chair: Maria Colurcio	Chair: Daniela Corsaro	Chair: Orlando Troisi
	Kleinaltenkamp, Karpen, Kleinaltenkamp Novel Practice Inception: Exploring the Link between the Causes and Courses of Institutional Change	Caridà, Colurcio, Edvardsson, Melia, Pastore Exploring The Role Of Service Platforms In Shaping New Service Ecosystems	Di Pietro, Guglielmetti Mugion, Pasca, Toni Rethinking Cultural and Technology District: from Network of Actors to Service Ecosystem	Schlomann Everybody’s Darling? Management of Competing Stakeholder Demands
	Nariswari, Gayatri, Widjojo The Self-Adjusting Nature of Service Ecosystems: Exploring the Expansion of a Small- Business Community	Lyons Analyzing Social Platforms in Value Co- creation Exchange	Ohyabu, Kuroda, Seino, Zhang Exploring interplay among consumer engagements with multiple objects	Borghei Razavi, Lages, Perez-Vega Antecedents and Boundary Conditions of Negatively Valenced Customer Engagement
	Badinelli Emergence Of Co- Creation From Service Ecostructures	Schmidt, Kirchner, Razmerita A Framework for Assessing Value Co- creation of Enterprise Social Platforms	Corsaro, Sebastiani, Mele Cognitive technologies as boundary objects in digital place	Zenelaj, Calabrese, Fedele, Hysa Brand Management from the perspective of S-D logic: How brand is co-created and co- evaluated
9.30 – 10.30	Parallel Sessions
	Sala Azzurra	Sala Pinetina	Sala Agrumi	Sala Regina
	Market Shaping	Service Ecosystems	Service and Technologies	Food Market
	Chair: Heiko Wieland	Chair: Helge Loebler	Chair: Inka Lappalainen	Chair: Jing Zhang
	Nenonen, Frow, Payne, Sklyar, Storbacka The Role of Value Propositions in Market-Shaping Strategies:A Qualitative Comparative Analysis	Kai-Griese, Isensee, Werner, Faats Developing a conceptual framework for valu co-creation and sustainable festivals: A grounded theory approach	Mele, Russo Spena, Kaartemo, Morande, Marzullo Artificial Intelligence in healthcare: insights from IBM Watson	Suzuki, Fujikawa, Matsui, Uehara The Service Context of Meanings and its Dynamicity: The Case of Japanese Restaurant Market in Bangkok
	Peters, Frow, Nenonen, Payne, Polese Viability Conditions and Market Shaping	Holmqvist, Berger Fram shame to pride:consuming second-hand luxury as a sustainable practice	Neuhüttler, Ganz, Meiren, Woyke Artificial Intelligence and Service Work: Current state and implications	Zhang, Jiang, Muramatsu, Ohyabu, Seino Customer Value Creation Activity in Food-related Life
	Barbeau, Wieland Dispelling the Myth of Product-Market Fit	Sabbagh, Marra, Troisi Applying Blockchain Technology for Service Innovation within the Government Sectors in Italy	Lappalainen Logistics Robots as an enabler of hospital service system renewal?	Sciarelli, Vona, Greco Food Consumption attitudes: changes and impact on retail
10.30 – 11.00	Coffee break
11.00 – 12.00	Parallel Sessions
	Sala Azzurra	Sala Pinetina	Sala Agrumi	Sala Regina
	Health and Wellbeing	Service ecosystems	Service and Entrepreneurship	Resource Integration
	Chair: Janet McColl- Kennedy	Chair: Taguchi Takashi	Chair: Maria Francesca Renzi	Chair: Mikael Gidhogen
	Sebastiani, Anzivino, Caridà, Melia Digital-mediated healthcare: defining a new, emerging and valuable service ecosystem	Paavola Managing change in interfirm networks	Sawatani Innovation of service system by human- centered design and effectual evolution: Hypothesis development and case verification	Gidhagen Source-Sensing Ability: A Key To Resource Becoming
	McColl-Kennedy, Cheung, Coote Ongoing Healthcare Customer Journeys: Treatment Choices, Tensions and Trade-offs	Shoji, Inoue, Taguchi Analysis of Analysis of actor behaviors in Service Ecosystems: Investigation on Local-Oriented Behaviors in Japan	Renzi, Pantouvakis, Sigala, Toni, Zanda Understanding the impact of peer-to-peer platforms on micro- entrepreneurship engagement in sharing economy. Evidence from Italy, Greece and China	Findsrud Resource perceptivity: A key operant resource in successful service innovation
	Mele, Russo Spena, Morande, Marzullo Innovating healthcare practices: the role of artificial intelligence and internet of medical things	Elgeti, Danatzis, Kleinaltenkamp Solutions without a problem? Evading unused customer solutions through managing business customer's capabilities	Greco, Capobianco The effectuation approach. A new point of view for Italian startups companies	Schmidt, Dacko, Keller, Möhring, Zimmermann A Framework for the Impact of Artificial Intelligence on Value-Co-Creation
12.00 – 13.00	Special session	Parallel Sessions
	Sala Azzurra	Sala Pinetina	Sala Agrumi	Sala Regina
	Handbook of Service Science	Institutions in Service Ecosystems	Customer journey	Digital Ecosystem
	Chair. Jim Spohrer	Chair: Heiko Wieland	Chair: Marco Tregua	Chair: Sven Laudien
	Reflections by: Jim Spohrer, Kelly Lions, Paul Maglio, Daniela Sangiorgi, Yuriko Sawatani	Siltaloppi, Wieland Power, Institutions and Service- Dominant Logic	Amitrano, Mele, Russo Spena, Tregua How emotions affect millennial customer journey	Laudien, Fibitz Digital disruption as catalyst of value co-creation: a business model perspective
		Hogg A concept of power in a service ecosystem	Holmqvist, Holmqvist, Wade How millennials drive market changes	Morande, Marzullo Leveraging Digital Ecosystem for Service Delivery: A case study on Amazon Inc
		Ruiz-Alba, Ayestarán, Guesalaga, Morales Mediano Interfunctional coordination: the role of institutional arrangements	Litovuo A tangible method for exploring children’s CX in value networks	Hänninen, Kumar, Smedlund The More the Merrier? Insights into the Supply-Side of Digital Service Platforms
13.00 – 14.00	Lunch
Plenary Session – Sala Azzurra MASHIN
14.00 – 14.40	Suvi Nenonen and Kaj Storbacka (University of Auckland Business School, New Zealand) ‘Market Shaping and Innovation (MASHIN). On-going research and future directions’
14.40 – 15.40	Parallel Sessions
	Sala Azzurra	Sala Pinetina	Sala Agrumi	Sala Regina
	Market Shaping	Service and Technologies	Actor engagement and market shaping	Viable Systems Approach
	Chair: Hugh Wilson	Chair: Jurg Meierhofer	Chair: Bard Tronvoll	Chair: Jaqueline Pels
	Baker, Brodie, Nenonen Rapid market shaping through competitor collaboration	Göbel, Cronholm Empirical Experiences from the Use of Service-Dominant Logic in an IT-project	Anderson, Kieliszewski A Multi-Disciplinary Approach to Understand the Social Dimension of Service Innovation	Megaro, Carrubbo, Sirianni Innovation and viability in the retail service ecosystem: nudges from DITRON’s history and evolution
	Wilson, Macdonald, Watson Stakeholder engagement when institutional logics differ: insights from sustainable innovation	Pakkala Towards Holistic Service-Orientation in Technical Systems Engineering for Digital Services	Gangi, Daniele Crowdfunding as a Value Co-Creation model: theoretical constructs and empirical evidence	Grimaldi, Pels, Troisi Conceptualizing Value Co- Creation To Detect Emergence And Ecosystems (Re)Formation: A “Meta” Approach
	Martins, Gonçalves Going against the tide, institutional logics in Service Innovation	Meierhofer, West Service value creation using a digital twin	Quero-Guervilla, Mele, Ruiz- Alba, Ventura The Balanced Innovation Model. The case of crowdfunding platforms	Loia, Fulco, Iandolo, Vito Merging vSa and SS. An ABSA for a Smart Tourism Ecosystem
15.40 – 16.00	Coffee Break
Plenary session – Sala Azzurra Future service Technologies: are we prepared for the next chapter in service?
16.00 – 17.30	Chair: Werner Kunz Reflections by: Werner Kunz, Cristina Mele, Daniela Corsaro, Jay Kandampully, Mohamed Zaki, Gianlcua Meardi
20.00	Gala Dinner (Negombo, Via San Montano, Lacco Ameno) with the Best Paper Awards and entertainment

Friday, 7 June 2019
Plenary session – Sala Azzurra Reflection on 'Emergence: interdisciplinary contribution and insights for Service Research’
8.30 – 9.30	Introduction: Steve Vargo Reflections by: Kaisa Koskela-Huotari, Suvi Nenonen, Linda Peters, Francesco Polese, Debora Sarno, Kaj Storbacka
9.30 – 10.30	Parallel Sessions
	Sala Azzurra	Sala Pinetina	Sala Agrumi	Sala Regina
	Service and Technologies	Service Ecosystems	Service Encountes	Smart Ecosystem
	Chair: Roberta Sebastiani	Chair: Christopher Breidbach	Chair: Jan Mattsson	Chair: Luca Carrubbo
	Kaartemo, Diaz Ruiz, Fehrer Beyond the Turing Test: Reconceptualizing the Agency of Technology in Service Ecosystems	Torres, Breidbach, Turpin Orchestrating the Co-creation of Value in Service Platforms: An Agent-based Simulation Study of P2P Lending Platforms	Sahiti, Paton, Veloutsou Understanding the Value Phenomenon: Presenting a typology of value creation practices- through a Illustrative Case: a Subjective Personal Introspection (SPI)	Barile, Saviano, Di Nauta, Caputo, Lettieri A systems based interpretative framework for approaching exaptation and bricolage in decision making and value co-creation
	Mele, Russo Spena, Tregua, Gargiulo, Laddaga, Ranieri, Ruggiero Robots as a service: acceptance or resistance?	Lin, Chou Orchestrating to shape a service ecosystem: An empirical investigation	Azab, Holmqvist Customer accents and grammar accuracy in service encounters	Monda, Botti, Vesci The Smart Service Ecosystem: an integrated model to analyze Smart Tourism Ecosystems
		Ehret, Olaniyan Emergence of Service Systems. The case of mobile payment systems in Nigeria	Mattsson, Söderlund Thinking about a service encounter boosts talking about it	Toli, Murtagh Studying resource exchange through actor interactions in the smart city service ecosystem, using the service dominant logic
10.30 – 11.00	Coffee break
11.00 – 12.00	Special session	Parallel Sessions
	Sala Azzurra	Sala Pinetina	Sala Agrumi	Sala Regina
	Culture & Technologies	Digital Transformation	Service and Technologies	Service and Industry 4.0
	Chair: Anu Helkkula and Tiziana Russo Spena	Chair: Wojtek Cellary	Chair: Maria Ciasullo	Chair: Christine Leitner
	Reflections by: Eric Arnould, Anu Helkkula, Tiziana Russo Spena, Jaqueline Pels	Weiss, Warg, Zolnowski Building systems of engagement to overcome the challenges of digital transformation	Möhring, Keller Improvement of Customer- Oriented Production Through New Shared Data Sources	Walletzký, Carrubbo, Ge Exploring complex service design: Understanding the Diamonds of Context
		Tronvoll, Kowalkowski, Skylar, Sörhammar Digital servitization among service ecosystem actors	Ciasullo, Douglas, Maione, Tronvoll Elements and trends of service innovation context: an action research to investigate the role of technologies within B2B market	Saviano, Del Giudice, Pironti, Caputo Open Innovation and Industry 4.0: the new frontiers for value co-creation?
		Schmidt, Möhring, Sandkuhl, Zimmermann Architecting value-oriented digital service – A Service-Dominant Logic perspective	Zaki Data-Driven Attribution Modeling	Hänninen, Kwan, Mitronen The Digital Marketplace: A Service Systems Perspective
12.00 – 13.00	Parallel Sessions
	Sala Azzurra	Sala Pinetina	Sala Agrumi
	Service research	Engagement	Service and Technologies
	Chair: Tom Gruen	Chair: Peter Ekman	Chair: Clara Bassano
	Gruen, Ehrenthal Quality criteria and recommendations for conducting service- dominant logic based research	Ekman, Raggio, Röndell, Thompson Discovering Mediators of Digital Engagement Initiatives in a Business-to-Business (B2B) Context	Pieper Association Memory: Prototyping and evaluation of a new creativity method in the context of convergent and divergent approaches for application in innovation process
	Hidaka, Spohrer Service Literacy	Kanda Actor Engagement through Resource Integration with Brands	Schmidt, Dacko, Keller, Möhring, Zimmermann A framework for the impact of artificial intelligence on value co-creation
	Löbler, Brodie S-D Logic as Normal Science: Changing Research Practices and Explicating Hidden Assumptions	Karam, Alexander, Kumar The impact of Customer Engagement Marketing (CEM) on the influencing and co-developing engagement behaviours of customers	Auer, Bartsch Applications, Acceptance, and Challenges of AI for Creative Tasks in Service
13.00 – 14.00	Lunch
Plenary session – Sala Azzurra Service Dominant Logic
14.00 – 15.00	Kaisa Koskela-Huotari – ‘The Sage Handbook of Service Dominant logic’ Tom Gruen;– ‘Teaching Service Dominant logic’
15.00 – 15.45	Christine Leitner, Cristina Mele, Jaquie Pels, Jim Spohrer, Steve Vargo – ‘Service Research Future Priorities & Challenges’
Plenary session – Sala Azzurra Greetings from Ischia
15.45 – 16.00	Cristina Mele and Francesco Polese