Professor Tim Baines

Operations and Information Management  Department

Professor Tim Baines

Professor Baines, Director of the Advanced Services Group, is the leading international authority on servitization and advanced services 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.

He has spent over 30 years working with and for manufacturing businesses, beginning his career as a technician apprentice before undertaking a series of both academic and operational roles. This background gives him a personal understanding of the challenges faced by the industry and of the need for practical, relevant guidance on implementing change strategies.

Tim leads a programme of internationally-renowned research into servitization, and delivers the 'Made to Serve' executive development programme to global and local industry alike. His book Made to Serve: How manufacturers can compete through servitization and product service systems, described as, ‘Essential reading for any companies or executives looking to explore this option for their business’ provides a practical guide to servitization, based on in-depth research with leading corporations such as Xerox, Caterpillar, Alstom and MAN Truck & Bus UK. 

Tim maintains his links with the manufacturing industry as a Fellow of both the Institution of Mechanical Engineers and the Institution of Engineers and Technologists. He is also a keen mechanic, and spends his weekends reconstructing his vintage MG roadster and VW Camper.

Position:  Professor
Role: Director of Advanced Services Group 

Phone:  +44 (0)121 204 3051


Room: ABS279


An introduction to Prof Tim Baines, as he talks about his world-leading research work.
Should manufacturers adopt a service-led competitive strategy? A 2011 lecture by Prof Tim Baines.
  • PhD in Modelling in the formulation of a manufacturing strategy, Cranfield University 1990-1994
  • MSc in Manufacturing Systems Engineering, Cranfield University 1985-1987
  • Earlier education was carried out as part of technician apprenticeship training.   


  • Professor, Aston Business School. (2011-Present)
  • Professor of Strategic Manufacture, Cranfield University. (2005 - 2011)
  • Senior Lecturer, Cranfield University. (1998 - 2005)
  • Research Manager, North Staffordshire Polytechnic. (1997 - 1998)
  • Visiting Scholar, Massachusetts Institute of Technology. (1996 - 1997)
  • The Head of Operations and Information Management Group
  • MBA, Operations Management module BNM899

  • Operations strategy formulation and implementation; in particular the development and deployment of processes for the alignment of operations practices and policies with a company’s competitive strategy.
  • Product-Service Systems and Servitization; in particular understanding the operations practices and technologies that leading manufacturers exploit to deliver high-value services.


  • Baines, Timothy (Principal), "Unrestricted Research Donation - Servitization Best Practice Research," Sponsored by Goodyear Tire & Rubber Company, £ (GBP) 20,000.00. (October 25, 2013 - Present)
  • Baines, Timothy (Principal), "Engineering Supply Chain Solutions," Sponsored by University of Derby Corporate, £ (GBP) 8,340.20. (October 22, 2013 - Present)
  • Baines, Timothy (Principal), Keen, P (Co-Principal), "Interim team research planning," Sponsored by University of Derby Corporate, £ (GBP) 34,936.00. (July 9, 2013 - Present)
  • Baines, Timothy (Principal), "Unrestricted Research Donation," Sponsored by Waggener Edstrom Inc., £ (GBP) 15,000.00. (January 10, 2013 - Present)
  • Baines, Timothy, "Exploiting Servitization in West Midlands SME's," Sponsored by ERDF, £ (GBP) 357,143.00. (July 6, 2012 - Present)
  • Baines, Timothy, "Unrestricted Research Donation - Product Support & New Sales Strategic Activity," Sponsored by Finning (UK) Ltd, £ (GBP) 5,500.00. (June 18, 2012 - Present)
  • Tapinos, Efstathios (Principal), Hart, Mark (Co-Principal), Theodorakopoulos, Nicholas (Co-Principal), Baines, Timothy (Co-Principal), Davis, Ann (Co-Principal), Combe, Ian (Co-Principal), Izushi, Hiro (Co-Principal), "Design, Delivery and Management of a Management Team Development Programme for Enterprise Ireland SME Clients," Sponsored by Enterprise Ireland, £ (GBP) 26,800.00.
  • Baines, Timothy (Principal), "Servitization is a serious game," Sponsored by EPSRC, £ (GBP) 764,939.37. 


  •   Brewster, Christopher, Baines, Timothy, "Gamification for Servitization: Transforming the adoption of Product-Service Systems through innovations in applied gaming technology," Sponsored by EPSRC, £ (GBP) 730,000.00. 

 Sponsored Research

  • Clegg, Benjamin (Principal), Baines, Timothy, "Growing an SME using Enterprise Management Principles," Sponsored by European Regional Development Funding, KNowledge Exchange and Enterprise Network (KEEN) Project, £ (GBP) 94,350.00. (January 2013 - December 2014) 
  • Fellow, Institution of Engineers and Technologists.
  • Fellow, Institution of Mechanical Engineers.
  • Member, EPSRC College of Peers.
  • Member, European Operations Management Association.
  • Member, Production and Operations Management Society.
  • Member, The Consortium of Manufacturing Engineering Heads.
  • Member, UK Manufacturing Professors Forum.
  • Committee Member, West Midlands Business Voice. 


Exploiting Servitization in West Midlands SMEs

This project, funded by the West Midlands European Regional Development Fund (ERDF), works with manufacturers in the West Midlands that have between 10 and 250 employees, to support and enable them to adopt a services-led business strategy. Manufacturing businesses can access a transformational workshop programme and ongoing industry-led support to help them learn about servitization and overcome barriers to implementing it.

For more information, please contact Eleanor Musson on 0121 204 3580 or