© Leonard Walletzký



}Knowing information
◦Perfect, imperfect and asymmetric information
}Knowing the behaviour of the others and rules
◦Imperfect
◦Incomplete
}Searching and consequences
}Information about price and quality
}Auction models
}

Information gap
* Subjects on the opposite sides of the market have a different information about the subject of
exchange
* Seller has better information about the car
* The insurance company must trust in its clients responsibility
* Information gap is the difference between two subjects on the market
* Is positive – if the subject knows the information
* Is negative – if the subject does not know the information

How to fit information gap?
* Filling the gap
* By distribution of the information?
* Removal of subject‘s disadvantage, based on nascence of particular information
* Subject must be willing to invest to filling of the gap
* The first condition is to identify the gap
* The filling is the function of time
* Questions
* How will the subject fill the gap?
* Can the gap be filled by itself?

Filling the information gap
* Absolute
* The information are distributed from one side to the other
*  Example
* Register of insured persons
lTo know a history of new client
* Register of debtors
lTo eliminate to risky clients
* Subjects facing negative gaps can join even if they are competitors

Filling the information gap
* Relative
* If there is no way how to get the information
* Example
lBankrupt of travel agency
lThe client has no power nor possibility to find the information
lMandatory insurance of travel agency
lThe client does not need to take care about travel agency finance
lMandatory car insurance
* Relative filling is the eliminating of the gap’s influence

}Management is focused on
◦Negotiations
◦Finding source of the problem
◦Competencies of the people
◦Leadership
}The most important is synergy

}To create synergy means
◦Understand mission of the company
◦Share the vision of the company
◦Learn the strategy of the company
}Any organization is example of service environment

}Internal services
◦Supporting main business of the company
–IT services, Cleaning services, Backup office, Accounting
◦Representing relations between people
–Cooperation on the project
–Communication in the company
}External services
◦Services company buys or sells
–

Provider
Client
Target
P
C
T
P
C
T
P
C
T

}A lot of new methodologies inpired by services
}New business models
}Switch from Business model Canvas to Lean Canvas







}Marketing is complex tool
◦how to promote your services
◦How to set up communication
}On some universities, service science is taken just like marketing tool
}Service Science is more complex
}It provoke the changes in understanding of marketing
}
}

}The main changes to marketing thinking
◦Always think about the customer
◦Build long time relationship
◦Involve the customer into value creation proces
}Switch from pushing relationship to synergy relationship
◦Relationship marketing
}It always help in the building customer loyalty

}Economics of information
}Service dominant logic is specific approach to economics reality }It does not change the basic
economics principles
}It looks to them from other point of view
}Moral Hazard as the motivation of creating service systems
}
}

}Dissadvantage
}Advantage
}More state regulations
}The right to know must be protected }Misuse of information in business
}Data privacy
}GDPR
}Support of innovations
}Pleatforms to build new ways of knowledge management
}Support of information sharing
}Responsibility in the praivate data usage

}Key factor for multidisciplinarity approach
}To be able to set up a service systém you need communication skills
◦To understand the position of customer
◦To find the problém
◦To present correct solution
}Service Science is affecting many other disciplines
}Complete switch of the world understanding

}Soft skills are mostly connected with
◦Communication
◦Behavior
◦Cognitive methods
◦Adaptation
}In Service Science peaple also tend to call „Soft Skills“ all knowledge thai is not dominat
◦

}Gives meaning to IT
}Analyzing environment
◦Gives examples of data usage
◦Is inseparable part of the environment development
}Helps to develop IT supported services
}Parent – child relation
}Cooperative relation
}Relation to information
}

}SeS was developed on IT field
•We analyse knowledge and information intensive services (KIIS)
•Service Science means curricula, training, and research programs that are designed to teach
individuals to apply scientific, engineering, and management disciplines that integrate elements of
computer science, operation research, industrial engineering, business strategy, management
sciences, and social and legal sciences, in order to encourage innovation in how organizations
create value for customers and shareholders that could not be achieved through such disciplines
working in isolation. (U.S. National Innovation Investment Act, 2007)
}

Začít od konce
Definice SeS, důležitost poznala i vláda USA – je to podstatné pro společnost
Použít slovo multidisciplinární
Pozor – Jim Spohrer definuje Knowledge intensive and customized service

}The purpose of IT is to provide service
◦Usage of IT is a service
◦It has power to support other services more than others
}SeS helps to adapt the service for particular user
}SeS says how to retain the user
}SeS defines how the product's value is developed
}The development of IT tools must not be purposeless (without specific aim)
}The concrete IT experts need to have multidisciplinary knowledge

Většina rozsáhlejších služeb se bez IT služeb neobejde
Product value – odkázat na SDL
Příklad – Staníček
Otázka, zda zvolit pozitivní nebo negativní přístup
Jak se dostanu k poslednímu bodu?
K všem bodům jsou třeba multidisciplinární znalosti – otázka, kdo je musí mít?

}Work of informatics specialists is about work with information
–Do they know all semantics and consequences?
}SeS is the reaction to moral hazard problem on IT market
◦a tendency to take undue risks because the costs are not born by the party taking the risk
}Double moral hazard
◦If both subjects are mutually in the relationship that causes moral hazard problem
◦

Vysvětlení definice a její správné chápání vysvětlím na následujícím příkladu.

}Management and Service Scinece
}Marketing and Service Scinece
}Economics and Service Scivence
}IT and Service Science
}Understanding the musltidisciplinarity