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Conference Co-chairs

Professor Tim Baines

Advanced Services Research Group, Aston Business School

Tim is the leading international authority on servitization and spends much of his time working hands-on with both global and local manufacturing companies to understand servitization in practice and help to transform businesses. 

Dr Ali Ziaee Bigdeli

Advanced Services Research Group, Aston Business School.

Ali’s research interest focuses on how servitization helps a business to bring its products to market, expand the scale of its operations and increase financial sustainability, and the business model innovation that is required to enable this.

Copenhagen Business School.

Thomas Frandsen is Associate Professor at the Department of Operations Management. In research and teaching he is focusing on how companies can design and manage their operational capabilities, processes and supply chains to support their strategic direction. This involves understanding how product, service and process architecture can be designed and configured to support responsiveness, flexibility and customization using principles of modularity. Contact T. Frandsen at or +45 3815 2930 ( 

Dr Jawwad Raja

Copenhagen Business School.

Jawwad Raja is Associate Professor at the Department of Operations Management. His research and teaching interests cover servitization, change management, operations management and innovation. Prior to joining CBS, Jawwad was a Senior Research Fellow at Cranfield School of Management working on an EPSRC funded research project. He investigated how product-service business models are conceptualized and enacted across a range of sectors, with a particular focus of customer value creation and supply networks for through-life service delivery.
Contact J. Raja at or +45 3815 2416 ( 

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