Driving service-led growth with impact.
Our work is grounded in world-class academic research that is rigorous, methodologically robust and peer-reviewed. Led by a team of internationally recognised researchers based at Aston Business School, we combine strong theoretical foundations with extensive empirical studies, built through close collaboration with leading multinationals and SMEs. This ensures our insights are not only research-led but also practical, relevant and capable of shaping real business outcomes. By maintaining a clear line of sight from research discovery through to application, we deliver knowledge that supports firms in addressing today’s most pressing productivity, sustainability and growth challenges.
At the Advanced Services Group, our research is centred on understanding and enabling the transformation of firms towards service-led business models. We investigate how organisations design, implement and scale advanced services, drawing on rigorous academic research and deep engagement with industry. Our work not only advances theory but also delivers actionable insights that help businesses improve productivity, resilience and sustainability.
Exploring how firms move from product-centric to service-centric strategies and business models.
Examining the role of digital technologies (such as AI, IoT, and Digital Twins) in enabling advanced services and new value propositions.
Examining how networks of partners, suppliers and customers work together to deliver integrated service solutions.
Assessing how advanced services drive growth, competitiveness and sustainable outcomes.
Understanding the skills, structures and practices firms need to embed service-led strategies.
Investigating how servitization contributes to environmental performance and supports the transition to a low-carbon economy.
Investigating the policy frameworks, talent development and workforce skills needed to support service-led industrial transformation.
Understanding how servitization can impact UK economic productivity and environmental performance
This programme will establish evidence on how servitization impacts both economic productivity and environmental performance (i.e., net-zero and the green economy) and use these insights to influence industrial policy and practice in the UK. It will explain whether, when and how to encourage the adoption of servitization to maximise the economic and societal impact. The programme will begin by (i) developing a strong theoretical foundation based on prior research on business model innovation and value networks, then (ii) engage in theory building through collaborations with a range of industrial partners that are adopting servitization. These insights will (iii) enable econometric models to quantify impacts on productivity and environmental performances and through experimentations with these (iv) identify a range of scenarios to maximise the benefits to the UK. Visit project website: www.servitization.ac.uk
A Transdisciplinary Hub to Decarbonise Commissioning and Delivery of Healthcare
This programme will establish evidence on how servitization impacts both economic productivity and environmental performance (i.e., net-zero and the green economy) and use these insights to influence industrial policy and practice in the UK. It will explain whether, when and how to encourage the adoption of servitization to maximise the economic and societal impact. The programme will begin by (i) developing a strong theoretical foundation based on prior research on business model innovation and value networks, then (ii) engage in theory building through collaborations with a range of industrial partners that are adopting servitization. These insights will (iii) enable econometric models to quantify impacts on productivity and environmental performances and through experimentations with these (iv) identify a range of scenarios to maximise the benefits to the UK. Visit project website: www.servitization.ac.uk
We actively collaborate with universities and research centres worldwide to co-create knowledge, develop joint Advisory and advance the field of servitization and advanced services. Our team welcomes opportunities to share expertise, co-author research and build international partnerships that push the boundaries of theory and practice.
We work closely with leading manufacturers, technology and service providers and policy makers to apply our research to real-world challenges. From shaping business models and digital strategies to informing policy and supporting national productivity and sustainability agendas, our collaboration ensures impact well beyond academia.
The Spring Servitization Conference is the largest international gathering of researchers, industry leaders and policy makers dedicated to servitization and advanced services. Launched in 2011, the conference continues to shape the global agenda, nurture the next generation of thought leaders and strengthen a vibrant international community. Each year, the conference explores cutting-edge themes – from digital transformation to sustainability – and has been hosted in leading academic and industrial locations across Europe and beyond.
We attract doctoral candidates from around the world who want to tackle real business challenges whilst building strong academic foundations. As a doctoral researcher, you will receive structured methods training, close supervision and mentoring from field-leading academics and access to our network of partner firms for high-quality empirical work. We offer:
For an informal discussion about fit and supervision, please contact Professor Ali Bigdeli at the Advanced Services Group, Aston Business School.
Let the Advanced Services Group help you and your business navigate your servitization and advanced services journey.
