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
