Published on 22/02/2024
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Professor Ali Z Bigdeli, Dr Kawal Kapoor and Professor Tim Baines
Professor Ali Z Bigdeli, Dr Kawal Kapoor and Professor Tim Baines
  • SERVITIZATION STRATEGY: Delivering Customer-Centric Outcomes through Business Model Innovation is aimed at executives, professionals and students
  • It presents real-world case studies that underscore the impact and significance of servitization and advanced services
  • Written by leading experts Professor Tim Baines, Professor Ali Z Bigdeli and Dr Kawal Kapoor.

Leading experts from Aston University have released a book offering a definitive guide to servitization and advanced services.

SERVITIZATION STRATEGY: Delivering Customer-Centric Outcomes through Business Model Innovation will provide executives, professionals and students alike with invaluable insights into the transformative business strategy.

Servitization is a term used to describe the process through which a business transitions from selling products alone to selling a combination of product and service and, ultimately, outcomes.

Written by leading experts in the field, Professor Tim Baines, Professor Ali Z Bigdeli and Dr Kawal Kapoor, this book presents real-world case studies that underscore the impact and significance of servitization and advanced services.

It explains the foundational concepts of servitization and provides a practical framework for implementing and innovating service-based business models. The book has been endorsed by senior executives of companies such as Tetra Pak, Goodyear and JCB.

The book will be launched in a series of smaller invite-only events across the UK, culminating in the official launch event in London on 23rd April 2024.

Professor Tim Baines, executive director of The Advanced Services Group at Aston Business School, said:

“Competing in today's market requires more than just offering products.

“It demands delivering outcomes that resonate with customers.

“Our new book addresses this need by outlining how businesses can transition to outcome-based business models, creating value for customers while enhancing economic productivity and sustainability.

“We expect the book to become a cornerstone resource for executives, professionals and students seeking to drive innovation and enhance customer-centric outcomes in their organisations.”

For more information, click here.

Notes to Editors

About Aston University

For over a century, Aston University’s enduring purpose has been to make our world a better place through education, research and innovation, by enabling our students to succeed in work and life, and by supporting our communities to thrive economically, socially and culturally.

Aston University’s history has been intertwined with the history of Birmingham, a remarkable city that once was the heartland of the Industrial Revolution and the manufacturing powerhouse of the world.

Born out of the First Industrial Revolution, Aston University has a proud and distinct heritage dating back to our formation as the School of Metallurgy in 1875, the first UK College of Technology in 1951, gaining university status by Royal Charter in 1966, and becoming The Guardian University of the Year in 2020.

Building on our outstanding past, we are now defining our place and role in the Fourth Industrial Revolution (and beyond) within a rapidly changing world.

For media inquiries in relation to this release, contact Sam Cook, Press and Communications Manager, on (+44) 7446 910063 or email: s.cook2@aston.ac.uk

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