A life-cycle perspective of professionalism in services

In this article, we develop a professional service life cycle model to describe the changes in professional work over time. We explore the drivers of these changes through an in-depth longitudinal case study of one specific professional service - Leadership in Energy & Environmental Design (LEED) consulting. We focus on understanding the evolutionary path of LEED consulting work as a result of its knowledge base, community and response to market and technological forces. Case evidence demonstrates an inherent tension between innovation and commodification resulting from multiple demands through various developmental stages. The life cycle model has important implications for value-creation in professional service operations management. First, it broadens the theoretical investigation of professional services to consider all processes and people along the professional continuum - from most innovative to commodified. Coordinated effort along the professional continuum is the key to delivering both effectiveness and efficiency. Second, proactively managing the transitions along the evolutionary path is both possible and desirable. Standardization and specialization improve talent allocation and boost future innovation. We suggest future opportunities to test and enrich the model.