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At the forefront of service transformation in the digital era

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Monthly Papers

2015 March Paper - DDBM Innovation Blueprint

Impact of firm characteristics on survivial: an empirical analysis in the context of service strategies

This is a working paper by Ornella Benedettini, Morgan Swink and Andy Neely. In this study, we suggest that the impact of a service orientation on a firm’s likelihood of survival depends on the presence of certain preconditions within the firm. In other terms, we ask: what are the differences between failing and surviving service-oriented product firms regarding important characteristics that are intertwined with the deployment of service resources and capabilities? It indicates characteristics that firms should try to protect when they expand into services if they do not want to incur greater risk of failure.

A Blueprint for the Next Generation Organisation: Reconciling agility, efficiency, and purpose

This is a Working Paper by Jonathan Trevor and Peter Williamson. Today, many CEOs recognise that their companies face three opposing pressures simultaneously: to re-organise to become more agile while at the same time maintaining relentless focus on efficiency and remain true to a consistent purpose that engages and motives their people. In order to look for answers to this problem this paper reminding us what the 21st Century organisation needs to deliver in order to achieve superior performance. It highlights that today’s organisational solutions, whether they are traditional bureaucracies, matrix structures, “ambidextrous” organisations, or the customer focused company don’t seem to be delivering on the two key demands of the 21st Century business environment: efficient integration and flexible adaptation.

A Classification Model for Product-Service Offerings

This is an strategic tool that in a simple map shows the wide spectrum of service types. Organisations generally use it to map their current services offerings and plan future ones – e.g. the strategic move to the next services. The classification illustrates how other organisations (including competitors) are competing with different services in different markets. By Paolo Gaiardelli, Barbara Resta, Veronica Martinez, Oberto Pinto, Pavel Ablores.

2014 December Paper

2014 August Paper

2013 December Paper

Optimising Asset Management within Complex Service Networks: The Role of Data

This is a working paper by Mohamed Zaki and Andy Neely. This paper reports a study which provides a series of implications that may be particularly helpful to companies considering ‘big data’ for their businesses. Considerable research effort has been expended on understanding how firms create and capture value from analytics in single organisations, focusing only on technical issues. Therefore, this paper proposes a diagnostic framework for optimising and improving complex services in organisations. The framework addresses key factors such as enablers, contextual barriers beyond the technical issues, value and benefits, and key dimensions of data necessary to optimise the delivery of their complex services. More specifically, the study focuses on understanding how asset heavy firms can make better use of data to optimise repair service delivery by using proactive condition monitoring services.

Case Studies: Analysing the Effects of Social Capital on Risks Taken by Suppliers in Outcome-Based Contracts

This is a working paper by Jingchen Hou and Andy Neely. This paper explores the effects of social capital (supplier-customer relationships) on risks taken in outcome-based contracts (OBC) by suppliers. In particular we explore risks of OBC, construction and development of social capital and effects of social capital on risks taken by suppliers. Semi-structured interviews were carried out in seven firms. Based on interviews, risks of OBC are identified and how structural, relational and cognitive social capital are constructed and developed is analysed. Social capital is identified to prevent and mitigate risks. This research can facilitate outcome-based contracts managers to think of risks of their contracts and the effects of customer-supplier relationships. In this way it contributes to firms’ risk management and customer relationship management in providing services by OBC.

Small Details that Make Big Differences: a radical approach to consumption experience as a firm’s differentiating strategy

This is a working paper by Ruth Bolton, Anders Gustafsson, Janet McColl-Kennedy, Nancy Sirianni, David Tse. This paper argues that service organisations have focused too much on their core service performance and too little on designing the customer journey that enhances the entire customer experience. We argue that when performance levels become too similar in an industry, then the only competitive weapon is price and that in order to break this deadlock, firms should focus on the small details that make big differences to customers.

Product Safety in a World of Services: Through-Life Accountability

This is a working paper by Peter Fielder, Adrian Roper, Bill Walby, Joe Fuse, Andy Neely and Chris Pearson. Many organizations spectacularly fail to design and deliver their current value propositions that underpin their core business models; thus identifying their future value propositions becomes an unimaginable task. In this paper by Veronica Martinez and Trevor Turner the authors present a case study where they traced the value propositions’ shifts of a single firm over 40 years.

Designing Competitive Service Models

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 discussed. Then, the paper introduces a value proposition framework for organizations to diagnose the design and delivery of service value propositions. This framework could trace the endurance and adaptability of value propositions in the market at a longer term.

2012 October paper - Barriers to Servitization

2013 November paper - Servitization of Germany

2013 August paper - Data Quality Assessment

2013 July Paper - Managing Decision Making

2013 June Paper - Business Model Design

2013 May Paper - Firms characteristics

2013 March Paper - Successfully implementing

2013 January paper - Thriving in Open Innovation Ecosystems

2012 December paper - Enterprise Imaging

2013 October paper - barriers to servitization

2012 September Paper - Using Smart Objects to build the Internet of Things

2012 August - Organisaing servitization

2012 June paper - Complexity in services

2012 May Paper - Another Performance Paradox

2012 April paper - Divine innovation

2012 March paper - The Impact of Contract Type

2012 February Paper - Society's Grand Challenge

2012 January Paper - Towards Understanding the Value of Clients Aspirations

2011 December paper - Business Model Innovation in Health Care

2015 February Paper - DDBM Innovation Blueprint

2015 March Paper - Through Life Accountability

2015 January Paper - EVs

2015 April Paper - Capability-based view of service transitions

2015 May Paper - Shift to Services in Animal Health

2015 June Exec Briefing_The Future of Servitization: Technologies that will make a difference

2015 July Case Study IoAHT

2015 September Case Study_Sage

2015 October Paper - Industry Conditions

2014 March Paper - Big Data

2015 November Paper - Knowledge Management Capabilities

2015 December Paper_Why Do Servitized Firms Fail

2011 July - From Processes to Promise

2011 July - White Paper From Processes to Promise

2016 January paper - Seven CSF Report

2016 February paper - stakeholder networks

2016 March paper - Supplying innovation

2016 April paper - Engineering Services

2016 May Paper - Josephs Study

2016 June Paper - Service Platforms

2016 July Paper Critical Incidents

2016 Sept Exec Briefing - Feedback from the Frontline


2012 Oct Exec Brief E Mobility

2013 Feb Exec Briefing Process to Promise

2016 October Paper _ Net Promotor Score

2016 November Paper - Noisy Data

2016 November Paper - Noisy Data

2016 December Paper - Ecosystems

2017 January Exec Briefing B2B Partnerships

2017 February Paper Risks of OBC

2017 March Paper - Journey to Services

2017 April Paper Business Ecosystems

2017 April Paper Business Ecosystems

2017 May Paper - Bridging the Co Creation Gap

2017 June Paper Business Model Evolution

2017 July Paper - Incident Reporting

2017 September Paper - Outcome-Oriented Contracts

2017 October Paper Big Data Analytics

2017 November Paper - Mariam

2017 December Paper - Ornella

2018 January Paper Lucas

2018 February Paper - Deep Learning

2018 February Paper - Deep Learning

2018 March Paper - Federico Barravecchia

2018 April Paper - Myrna Flores

2018 May Paper - Enabling Digital Transformation An Analysis Framework







2018 September Paper

September 2018 Paper

CSA September 2018 paper


2018 October Paper



2018 November Paper

December 2018 Paper






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.


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Industry Day 2020 | What we learnt

Dec 06, 2020

What is the future of services in the new pandemic-driven era? This was the topic explored at our 2020 Industry Day by senior executives from L'Oréal, Microsoft Research, Manchester United and start-up, Fairjungle.

Understanding business models in the construction sector

Nov 25, 2020

What’s standing in the way of offsite manufacturing? For decades, the construction sector has been hailing it as the next big thing but we have yet to see it really taking off. Why is that, when the technologies and processes already exist? Dr Zakaria Dakhli believes it is due to a fundamental incompatibility between business models and it is only when this has been fully understood that the long-awaited transformation can take place.

A machine learning approach to quality control

Nov 14, 2020

Most of the products we take for granted contain huge numbers of components assembled in multiple stages by different manufacturers. Quality control is vital throughout the assembly process with rigorous testing required at every step.

Digital twins: driving business model innovation

Nov 06, 2020

For B2B firms struggling to reap the rewards of digitalisation, could digital twins be the way forward? In this article, CSA's Dr Erika Pärn and colleagues from the Fraunhofer Institute and Technische Universität in Dortmund, explore the relationship between this emerging technology and business model innovation.

Making business model innovation happen: the Business Model Cohesiveness Scorecard

Oct 30, 2020

Digital transformation is failing to live up to its hype, at least as far as productivity gains are concerned. If, as research suggests, a lack of business model innovation is the main culprit, we need a way of making it happen. Dr Chander Velu thinks a balanced scorecard approach could be the answer.

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