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Cambridge Service Alliance

At the forefront of service transformation in the digital era
 

Veronica Martinez is a Senior Research Fellow at Cambridge Service Alliance. She is the Lea of the Shift to Service Project. As part of her research in the Shift to services, Veronica produced a series of tools to help organisations Making and Sustaining the Shift to Services. One of these tools is the 'Service Strategy Model' and the 'Seven Critical Success Factors in the Shift to Services'. Veronica is a visiting professor at Karlsruhe Institute of Technology, Germany. Prior she worked at the Cranfield and Strathclyde Universities as researcher and lecturer.  Her major research interests revolve around the fields of servitization, service strategy, digital services, value creation and performance measurement and management systems. Veronica has led and participated in large European and UK research projects in products and services.  She works in multidisciplinary teams investigating and supporting organizations in their servitization journeys such as, MAN Trucks, Microlise, Roll-Royce, Rockwell, among others. Before her academic career, she worked in Daimler-Chrysler, Highland Spring, COMIMSA and Daks Group. Veronica is an active organizer of conferences' tracks and panel sessions in conferences such as Production and Operations Management, Academy of Management and PMA. She is a member of the manufacturing futures network. She is a permanent and occasional reviewer of high impact journals such as the international Journal of Production Economics, International Journal of Operations and Production Management and Production, Planning and Control. 

Background

Veronica has been working in the strategy management field since 1998 and has supervised more than 21 master, doctoral and post-doctoral students. Before her academic career, she worked in the automotive industry, where she coordinated the launching of a new manufacturing quality assurance system. Veronica has worked with organizations such as Daimler-Chrysler, Highland Spring and COMIMSA. She has also participated in different projects including European projects with Pegout, Fidia, Iparlat and EFESO.

Videos

Dr Veronica Martinez explains that UK manufacturing companies often cannot compete on price alone, while product differentiation is getting more difficult and expensive. Services are the key to creating a more diversified business and to building stronger customer relationships, she argues.

Servitization, or the ‘shift to services’, is one of three key streams of activity for Cambridge Service Alliance, along with ecosystem value mapping and data analysis.

Veronica suggests that in future, the interaction of systems, processes and technology will provide a route to ‘total solutions’ for customers. Examples mentioned are miniaturisation to drive connectivity of services, and mass personalisation.

Blogs

How Digital Twins Disrupt Service Business Models

Exploring the Journey to Services

Senior Research Associate

Staff Photo

Dr Veronica  Martinez

Contact Details

01223 766141

Affiliations

Person keywords: 
Servitization
Shift to Services
Business Model Innovation
Digital Economy
Digital Transformation
Performance

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.