Webinar: The Innovation Shift: From Products to Services and Customer Outcomes

Event Type: Webinar
Location: Online

Date/Time: 06/12/2025

12 pm - 1 pm

Product Development, Innovation

In a world of economic volatility, mounting sustainability pressures, and ever-evolving customer demands, traditional product-based models no longer suffice. To remain competitive, businesses must innovate—not just in what they offer, but in how they deliver value. Servitization—the transformation from selling products to delivering services and customer outcomes—is redefining industries, enabling new revenue models, deeper customer relationships, and sustainable growth. From Goodyear’s tire-as-a-service to heat-as-a-service solutions helping businesses and households optimize energy use, companies are reimagining their value propositions. In this session, Prof Ali Bigdeli and Jim Euchner delve into how service-led business model innovation demands more than just adding services—it requires rethinking the organizational structure and boundaries, customer experiences, and the organizational capabilities and culture that underpin innovation and long-term success.

Ali Bigdeli

Professor of Industrial Service Innovation and Associate Dean for Research & Enterprise

Aston University (UK)

Prof Ali Bigdeli is Professor of Industrial Service Innovation and Associate Dean for Research & Enterprise at Aston Business School, Aston University (UK). His research focuses on servitization and service-led business models, exploring how organizations innovate from product-centric to service-oriented strategies to drive productivity, sustainability, and customer value. As Co-Director of the Advanced Services Group—a globally recognized center for servitization research and practice—Ali collaborates with businesses and industry leaders to advance the role of services in shaping the future of industry. A frequent speaker and thought leader, he bridges academic insight with real-world application, helping organizations innovate their business models and design for long-term impact.

Jim Euchner

Partner

Outside Insight Consulting, LLC

Jim Euchner is Visiting Professor at Aston Business School (UK) and Editor in Chief of Research-Technology Management, a peer-reviewed journal for practitioners of innovation, technology and research management. He was previously Vice President of Global Innovation at Goodyear Tire & Rubber Company, where he led the development of new businesses and helped launch four businesses on three continents. Prior to his work at Goodyear, Jim held positions as Vice President of Growth Strategy and Innovation at Pitney Bowes, Inc. and Vice President, Network Systems Advanced Technology at Bell Atlantic (now Verizon). Jim has worked in the field of intelligent systems for over 25 years. In his consulting practice, he helps companies to implement businesses enabled by emerging technologies, including AI, the Internet of Things (IoT), automation, and predictive analytics. He helps companies to move quickly and in a disciplined way from concept to cash. Areas of focus include the use of lean startup approaches in large organizations, business model innovation, and the challenges manufacturers confront in moving to services-led business models. Jim is industry co-chair of the Aston Advanced Services Partnership and past member of the Scientific Advisory Council for the Nissan Autonomous Vehicle program. He is also a co-founder of the MIT Innovation Laboratory, a consortium to nurture innovation in organizations. Jim has published and spoken extensively on innovation and technology management. His google scholar page can be found at http://tinyurl.com/google-scholar-JimEuchner Jim received his Bachelor of Science degree from Cornell University in mechanical and aerospace engineering and his Master of Science degree from Princeton University, where he was a Guggenheim Fellow. He also holds an MBA from Southern Methodist University. He has received several awards for his work in AI, including two selections as Innovative Applications of AI, the Carnegie Mellon University/AMS Award for Managing Information Systems, and the Franz Edelman Award (finalist).