Dr Dipti Rathi

Dipti is a Research Fellow at the Advanced Services Group, where she leads dissemination and industry engagement. She designs and delivers focused group events across the UK, bringing manufacturers together to share experiences and create pathways for adopting servitization. Her current research explores how advanced services influence economic productivity and environmental performance. She completed her industrial PhD on uncertainty in advanced services from the perspective of service network actors, producing insights that bridged academic research and business application. This background enables her to work confidently at the intersection of theory and practice. She is passionate about building communities around servitization and enabling firms to unlock the value of service-led growth. Before her PhD, Dipti worked as a Business Analyst and holds a degree in engineering.

Professor Tim Baines

Professor Tim Baines is recognised globally as the foremost authority on servitization and advanced services. He combines academic rigour with real-world impact, dedicating his career to helping manufacturers move beyond products to create powerful, customer-centric solutions that drive growth, resilience and sustainability.

Beginning his career as an apprentice in manufacturing, Tim spent a decade in industry before moving into academia. This hands-on experience gives him a deep personal understanding of the challenges leaders face when reimagining their business models, and fuels his commitment to providing practical, relevant and actionable guidance.

Tim has published more than 300 research papers, authored numerous books and is the writer of the acclaimed Made to Serve. His most recent book, Servitization Strategy: Delivering Customer-Centric Outcomes through Business Model Innovation, distils over a decade of research and collaboration with world-leading firms such as Tetra Pak, Rolls-Royce, Xerox and Goodyear. Hailed as “the definitive guide” to servitization and advanced services, it blends cutting-edge insight with proven approaches to help companies achieve lasting transformation.