S-D logic research directions and opportunities

The need for a systems approach to modelling and understanding service is now well established (Barile, 2009; Barile and Polese, 2009; Golinelli, 2010; Ng et.al.,2011a). Following the construction of Maglio et al. (2009), we view a service system as a network of agents and interactions that integrate resources for value co-creation.To date, several disciplines have broached the systems view of service and the engineering of service systems. However, the agents of the system are usually people whose activities may not easily be controlled by predictable processes and yet are critical aspects of the value-creating system (Ng et al., 2011b). There is need for a new combinative paradigm, such as third-generation activity theory, in which two or more activity systems come into contact, to explore dialogue, exchanging perspectives of multiple actors, resulting in networks or groups of activity systems that are constantly interacting (Marken, 2006; Nardi, 1996; Oliveros et al., 2010).

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