Entrepreneurship Chair publishes two cross-disciplinary entrepreneurship research papers

April 4, 2016

Robert F Lusch, the James and Pamela Muzzy Chair in Entrepreneurship, has published two cross-disciplinary entrepreneurship research papers recently, showing the breadth of entrepreneurial discovery possible when researches from different fields collaborate. 

"Evolving to a new service-dominant logic for health care" was published in Innovation and Entrepreneurship in Health Jan. 29. Lusch co-authored the publication with Keith A Joiner, Professor of Medicine, Cell Biology, and Health Promotion Services, and the Co-Director of the Center for Management Innovations in Health Care at the Eller College of Management. 

"Lessons from Nature: Enhancing the Adaptable Potential of Service Ecosystems" was published in the March 2016 issues of Service Science. Lusch worked with Zhen (Richard) Tang, a marketing doctoral student, and the late Rafe Sagarin, program director for oceans at Biosphere 2, on this study. 

Abstracts and links to full publications are below. 

"Evolving to a new service-dominant logic for health care" 

Abstract: Consumers value health and a sense of well-being. The health care system cannot supply these values, but only “products” such as hospitalization, ambulatory care, medications, procedures, and preventative care. These components of health care represent neither the value within the system nor the desired final output. Nonetheless, the health care system has focused inordinately on the products, to the point of suggesting that they have intrinsic value. We link this situation to the concept of goods-dominant logic, which has dominated business and managerial thinking since the Industrial Revolution. We then explain why and how moving to service-dominant logic is essential for consumers and providers to better cocreate value from products which are not intrinsically valuable. The challenge of cocreating value is confounded by information asymmetry, and by the myriad factors in the health care ecosystem that contribute to or detract from health and well-being. A new lexicon, emanating from service-dominant logic, is suggested to facilitate the move away from a goods-dominant mindset.

"Lessons from Nature: Enhancing the Adaptable Potential of Service Ecosystems" 

Abstract: Organisms and species have evolved through adaptation and extinction for over a billion years. Service science can learn from this large library of success and failure because species interact and struggle for survival in biological ecosystems in many of the same way as organizations and other actors behaves in service ecosystems. The authors draw upon their collective knowledge of biological ecosystems, biological evolution, business, and service science to develop an integrated framework, including rules of adaptability, adaptability practices, and guidelines for creating adaptable systems. Collectively, these key lessons from the biological world can be used to help organizations be a vital part of service ecosystems adaptability and can be the catalyst for the emergence of innovation.