Academia Dissects the Service Sector, but Is It a Science?
By STEVE LOHR
Published: April 18, 2006
(Noah Berger for The New York Times)
Kurt Koester, a Berkeley student, is complementing his engineering studies with a course in services science.
On his Asian trip last month, President Bush urged Americans not to fear the rise toward prosperity of emerging economies like India. Education, Mr. Bush said, was the best response to globalization, climbing further up the ladder of skills to "fill the jobs of the 21st century."
But a ladder to where? That is, where are educated young Americans likely to find good jobs that will not be shipped off to India or China?
The answer, according to a growing number of universities, corporations and government agencies, is in what is being called "services science." The hybrid field seeks to use technology, management, mathematics and engineering expertise to improve the performance of service businesses like transportation, retailing and health care — as well as service functions like marketing, design and customer service that are also crucial in manufacturing industries.
A couple of dozen universities — including the University of California, Berkeley; Arizona State; Stanford; North Carolina State; Rensselaer Polytechnic Institute; and Georgia Tech — are experimenting with courses or research programs in the field.
The push for services science is partly a game of catch-up — a belated recognition that services now employ more than 75 percent of American workers and that education, research and policy should reflect the shift. "Services is a drastically understudied field," said Matthew Realff, director of a new program at the National Science Foundation to finance university research in the field. "We need a revolution in services."...
http://www.nytimes.com/2006/04/18/business/18services.html