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Cambridge Service Alliance

developing new understanding and approaches to complex service systems

Studying at Cambridge


Markus Euich

Markus Euich

Visiting Reseracher


Markus Eurich is a visiting researcher with the Cambridge Service Alliance. His research interests include technology and innovation management, business model design, and the interaction between strategy, business model and innovation, in particular in the context of information systems. Markus has led several projects regarding business model design and service innovation, high performance computing, and technology and innovation management. 

Markus is a postdoctoral research fellow at the Swiss Federal Institute of Technology in Zurich (ETH Zurich). He completed his Diplom (MSc equivalent) in Management Information Systems and wrote his PhD thesis on business modeling and value creation in the information and communication technology industry.

Prior to his academic career he had worked several years in the IT industry, mainly in the fields of business consulting and customer relationship management.


  • Service Innovation
  • business model innovation

Cambridge Service Alliance

Welcome to the Cambridge Service Alliance…

  • a unique global alliance between leading businesses and universities;
  • bringing together the world's leading firms and academics;
  • all of whom are devoted to delivering today the tools, education and insights needed for the complex service solutions of tomorrow.

Members of the Cambridge Service Alliance include BAE Systems, Caterpillar, IBM and the University of Cambridge.

RSS Feed Latest news

Exploring the Journey to Services

Mar 20, 2017

March paper on 'Exploring the Journey to Services', by Veronica Martinez, Andy Neely, Chander Velu, Stewart Leinster-Evans and Dav Bisessar.

Webinar - The Ecosystems Value Framework

Mar 13, 2017

13 March 2017 - The Ecosystem Value Framework: Supporting Managers to Understand Value Exchange between Core Businesses in Service Ecosystems - Florian Urmetzer

March 2017 Newsletter

Mar 01, 2017

March 2017 Alliance Newsletter

ServiceMax Webinar Introduced the Shift to Services Programme

Feb 23, 2017

Introduction to the Shift to Services Executive Programme - Webinar

Risks of Outcome-Based Service Contracts

Feb 21, 2017

February Paper on 'Investigating risks of outcome-based service contracts from a provider's perspective' by Jingchen Hou and Andy Neely

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