Inaugural lecture by Professor Tim Baines

Professor Tim Baines

Wednesday 2 November 2011 - 6.30pm, Sumpner Lecture Theatre, Main Building, Aston University

Inaugural lecture by Prof. Tim Bains

Manufacturing is once again fashionable while services have for the moment lost their shine. Yet manufacturers themselves can base their own competitive strategy on the delivery of services. These services can strengthen relationships with customers, create new and resilient revenue streams, and set high barriers for competitors. This is a services-led competitive strategy, and the process through which this is achieved is known as servitization.

Celebrated icons of servitization include Rolls-Royce, Xerox, Alstom, and Caterpillar. These large multinationals all offer extended maintenance, repair and overhaul contracts for their expensive and complex capital equipment. Such successes have led to servitization now being promoted more widely in government manufacturing policy. Yet some industrial experts are not convinced; is this policy realistic? what does it take to succeed through servitization? and is this a viable proposition for manufacturers in the West Midlands region?

In thislecture Tim will deliver insights into companies that lead through their services; summarising advanced services strategies, their business benefits, the challenges they pose, and the technologies and practicesthey demand. It will also reflect on the potential value of this strategy regionally, and so explore whether servitization can really be part of a manufacturing renaissance.

This lecture is open to all and free to attend. Please email your attendance to or contact Jean Hasson at for more information.