Tim Baines is a Professor of Operation Strategy at The Advanced Services Group, Aston University, UK. He is recognised as an international authority and thought leader in the field of industrial strategies and servitization. His work has had a significant impact on the way that firms design, deliver, and manage their products and services, and is increasingly shaping how industrialists think about the future.Ali Z. Bigdeli is a Professor of Industrial Service Innovation at The Advanced Services Group, Aston University, UK. He is internationally recognised for his pioneering research, which focuses on innovative business models for industrial services and has an impressive track record of over 100 peer-reviewed publications, book chapters, and conference papers, collaborating with leading scholars from various countries.Kawal Kapoor is a Research Fellow at Aston University, UK, and a member of the Advanced Services Group, where she works closely with manufacturing firms on servitization strategy. Additionally, she plays a major part in developing practitioner-oriented mini guides, frameworks, and executive workshops on servitization. Her research expertise is in service-oriented value networks and platform ecosystems, digital servitization and IoT, service and outcome-based business models, and diffusion of product and service innovations and her work has been published widely.