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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.

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Seminar on Co-Creation in Living Labs - Italy

May 18, 2017

Seminar on 'Co-creation in Living Labs: An Interorganisational Perspective' at Carlo Cattaneo University in Castellanza, Italy.

New Executive Courses on Ecosystems Strategy

May 15, 2017

We are pleased to announce a new executive programme on Ecosystems Strategy, to be held in Cambridge on 22 November 2017

Bridging the Co-Creation Gap

May 15, 2017

May Paper Release on ‘Bridging the Co-creation Gap Between Co-creators, Companies and Living Lab’ by Katharina Greve, Veronica Martinez and Andy Neely

Webinar - A Process for B2B Partnerships

May 08, 2017

8 May 2017 - A Process for B2B Partnerships: Designing to deliver capability across companies

Alliance Visitor - Martin Fritze

May 01, 2017

Welcome to Alliance Visitor, Martin P Fritze, from the Institute for Marketing and Service Research at University of Rostock in Germany.

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