Cambridge Service Alliance
This is a working paper by Veronica Martinez and Trevor Turner. This paper presents a case study where we traced the value propositions’ shifts of a single firm over 40 years. The firm’s strategic decisions, market adaptation and influencing factors triggering the shift to new offerings are...
A unique global alliance between the University of Cambridge and some of the world’s leading businesses.
Help organisations to address the challenges they will face in the next three to five years, through rigorous research, practical tools, insights and education programmes.
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Since its inception in 2010 industrial partners have included BAE Systems, Caterpillar, GEA, IBM, Pearson, Zoetis, CEMEX, HCLTech and Bouygues
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