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Cambridge Service Alliance

At the forefront of service transformation in the digital era

DIG (Digital Innovation for Growth) Study Tour: AI in Business, Innovation, and in Services

15th and 16th April 2024

We were delighted to host an event for the Digital Innovation for Growth team from the Norwegian School of Economics (NHH). 

As this event the Cambridge Service Alliance Industrial Partners and DIG Partners came together and disscussed the future of AI in Service Industries. 

With input and discussions from our partners we had two great days bridging insights and experience from business and academia.

It was a pleasure to collaborate and host more than 35 delegates here in Cambridge.


9.00         Welcome and plan for the days, by Professor Mohamed Zaki, Cambridge Service Alliance and Professor Bram Timmermans, NHH / DIG
9.15 Short introduction of participants

The Academic Corner: Data driven design for customer experience

AI and the Future of Service Experience by Professor Mohamed Zaki, Cambridge Service Alliance

o    Turning AI into a competitive advantage by Professor Bram Timmermans, NHH
o    AI and Supply Chain Management by Prof Alexandra Brintrup, Digital Manufacturing (Via Teams Link – 11am)
o    Smart technologies and wellbeing by Professor Kristina Heinonen, Hanken School of Economics / NHH

11.45 Lunch

Round Table Discussion, session chair Professor Mohamed Zaki

•    Bridging academia and business
•    Bridging B2B and B2C
•    Bridging public and private sector
•    15-minute presentations to kickstart discussions

  • Decision Science in Practice - Applications of AI and ML in retail by Robert Bates, the Head of Decision Sciences at Currys
  • Launch the AI-First Telco – Case Telenor by Frank Elter, Telenor
  • Digital collaboration in the public sector: Challenges and possibilities by Henning Hauso and Monica Fredriksen, Bergen Municipality
17.30 Group Activity

Dinner in College


9.00            The CSA success formula by Prof Mohamed Zaki
9.30 What will take DIG to K2 by Bram Timmermans and Tor W. Andreassen
10.00 Break out session: Toward a world leading research center (3 groups)
11.45 Lunch
16.00 Departure

Speical Issue Event - Journal Business Research

20th and 21st April 2023

Service Research in Business-to-Business Marketing

The goal of this special issue (SI) was to advance our understanding of what service research can contribute with to better theorize about and understand Business-to-Business (B2B) Markets. The last years has been challenging, as the pandemic has continued to affect all organisations (Donthu and Gustafsson, 2020), particularly their ambitions for digital transformation (Caputo et al., 2021), creating better service experiences (Bolton et al., 2021) and achieve sustainability (Grove et al., 1996).

In many cases, plans for digitalisation have been accelerated in order to support seamless operations, maintain - or improve - service experience and, ultimately, guarantee economic survival.

Guest editors:

Mohamed Zaki - University of Cambridge, UK

Lars Witell - Linköping University, Sweden

Anders Gustafsson - BI Norwegian Business School, Norway

Janet McColl-Kennedy - University of Queensland, Australia



Welcome and Brief & Service Management in B2B Marketing

Facilited by Mohamed Zaki


Academic Panel - How to Drive More Impact from our Service Research

Janet McColl-Kennedy, Clay Voorhees, Mahesh Subramony and Jochen Wirtz

Facilitated by Lars Witell

10.30 Refreshments
11.00 Group Workshops
12.30 Lunch
13.30 Continue Group Workshops
15.00 Refreshments

Group Presentations

Facilitated by Janet McColl-Kennedy

17.45 Group Activity

Dinner in College



A Brief of 1st Day

Facilitated by Mohamed Zaki


Industry Session

Ahmed Soliman & Stefaan Vanassche - HCL, Robert Christmas - Astra Zeneca, Peter Santén—Volvo

10.30 Refreshements
11.00 Group Workshops
12.45 Lunch

How to Translate Practice to Research? Opportunities and Challenges

Wolfgang Ulaga, Insead Business School, France

14.30 Refreshments
15.00 Continue Group Workshops
16.45 Wrap-Up and Next Steps
19.00 Dinner in College


Cambridge Service Alliance

Welcome to the Cambridge Service Alliance…

  • 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.

  • Learn how other innovative organisations are developing new services through our events

  • Since its inception in 2010 industrial partners have included CEMEX, GEA, IBM, Pearson, Zoetis, HCLTech, Bouygues UK among others.