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Tim Baines - Aston University. Birmingham, , GB

Tim Baines

Professor of Operations Strategy | Aston University


Professor Baines specialises in the realisation of competitive manufacturing operations.







Industry Interviews: Professor Tim Baines, Aston University An introduction to Servitization Framing the servitization transformation process – Professor Tim Baines, Aston Business School The impressions of Prof Tim Baines, Aston Business School, from the Service Innovation Project Servitization:Competing through services



Professor Tim Baines specialises in the realisation of competitive manufacturing operations. He works extensively across the disciplines of management and engineering, is highly active in postgraduate and executive teaching and supervision, has a strong track record of raising research funding, and has consistently published his work in the leading journals of his field. He has experience of a wide range of industrial engineering, technology management, and manufacturing management disciplines, and works with the leading companies in his field including Rolls-Royce, Caterpillar, Alstom, MAN and Xerox. His career started with a technician apprenticeship, and has progressed through a variety of industrial and academic positions, including that of Visiting Scholar within the Centre for Technology, Policy and Industrial Development at the Massachusetts Institute of Technology. He holds a variety of positions, including membership of EPSRC College of Peers, a Fellow of both the Institution of Mechanical Engineers, and Institution of Engineers and Technologists, and is a Chartered Engineer.

Areas of Expertise (5)

Business Models

Advanced Services



Operations Strategy

Education (2)

Cranfield University: PhD, Manufacturing Strategy Formulation 1994

Cranfield University: MSc, Manufacturing Systems Engineering 1987

Affiliations (7)

  • Institution of Engineers and Technologists : Fellow
  • Institution of Mechanical Engineers : Fellow
  • EPSRC College of Peers : Member
  • European Operations Management Association : Member
  • Production and Operations Management Society : Member
  • The Consortium of Manufacturing Engineering Heads : Member
  • UK Manufacturing Professors Forum : Member

Media Appearances (6)

Comment: How servitization can give manufacturers a competitive edge

The Engineer  online


Servitization – a shift to service based business models – will be key to boosting resilience and growth in manufacturing writes Professor Tim Baines, Director of Advanced Services Group at Aston Business School.

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[Report] Focusing On Customer Outcomes Through Servitization

Asset Finance International  online


Speaking at the IAFN conference, Tim Baines, Aston Business School’s Professor of Operations Strategy and Executive Director of the Advanced Services Group, stated: “Companies in the asset finance sector have traditionally competed on product, price or total solution. With servitization, there is a growing focus on customer intimacy and on providing for the customer with the capability to achieve an outcome.”

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International Asset Finance Network Conference attracts record audience to debate impact of digitalisation and servitisation

Asset Finance International  online


The packed agenda included the presentation of the findings of a major new study conducted by Professor Tim Baines of Aston Business School into the changing roles of fleet, auto retail and equipment finance providers as digitalisation and servitisation begins to transform the auto and equipment finance industry.

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Servitisation in construction

Raconteur  online


“There is a growing portfolio of examples where advanced services are delivering benefits,” says Professor Tim Baines of the operations and information management department at Aston Business School. “Rolls-Royce, for instance, offers power-by-the-hour on gas turbines, and partially because of this the engineering giant earns over 50 per cent of its revenues from services.

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The Future of Construction

Raconteur  online


“There is a growing portfolio of examples where advanced services are delivering benefits,” says Professor Tim Baines of the operations and information management department at Aston Business School. “Rolls-Royce, for instance, offers power-by-the-hour on gas turbines, and partially because of this the engineering giant earns over 50 per cent of its revenues from services.

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How manufacturers blend products, services on the path to XaaS

Diginomica  online


We promised some real-world examples in our opener to this series, A CxO’s practical guide to surviving the XaaS revolution. Here we'll explore what several leading manufacturers have discovered as they've set off down this path, which business academics often call servitization. Professor Tim Baines, an expert in the field from Aston Business School, says that many businesses begin by adding services around existing products:

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Research Grants (5)

Unrestricted Research Donation - Servitization Best Practice Research

Goodyear Tire & Rubber Company $20,000

October 25, 2013 - Present

Engineering Supply Chain Solutions

University of Derby Corporate $8,340.20

October 22, 2013 - Present

Interim team research planning

University of Derby Corporate $34,936

July 9, 2013 - Present

Unrestricted Research Donation

Waggener Edstrom Inc. $15,000

January 10, 2013 - Present

Exploiting Servitization in West Midlands SME's

ERDF $357,143

July 6, 2012 - Present

Articles (4)

Behind the scenes of digital servitization: Actualising IoT-enabled affordances

Industrial Marketing Management

Parikshit Naik, Andreas Schroeder, Kawaljeet Kaur Kapoor, Ali Ziaee Bigdeli, Tim Baines


Manufacturers are increasingly transforming through servitization, and the Internet of Things (IoT) is a crucial enabler of this transformation. Current literature describes the diverse outcomes from IoT that enable servitization but fails to explain the reasons behind the diversity and the processes manufacturers go through to create these outcomes. This study aims to identify these processes by drawing on affordance theory and its core principles of affordance perception (understanding an opportunity provided by technology) and affordance actualisation (taking advantage of an opportunity provided by technology). By using affordance theory to analyse the case scenarios of six manufacturing firms, the study develops a framework to explain the realisation of the opportunities the IoT provides to manufacturers' servitization efforts. The analysis identifies three types of affordances and actualisation processes that help manufacturers realise the opportunities of the IoT. This framework enables manufacturers to systematically manage the contributions from the IoT and the associated actualisation efforts required to advance servitization. The study adds to the understanding of the IoT's role in a manufacturing servitization context.

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Context matters: how internal and external factors impact servitization

Production Planning and Control

Dmitrijeva, J., Schroeder, A., Bigdeli, A. Z. & Baines, T.


The study investigates how internal and external context factors impact a manufacturer’s servitization process (i.e. the strategic transformation from competing through products towards competing through services). A theoretical framework was developed that integrates a multi-stage conceptualisation of servitization with a focus on the wide range of internal and external context factors that support or oppose the transformation. The study draws on the collective experiences of 25 senior executives from 17 servitizing small- and medium-sized manufacturers, using a focus group-based enquiry method. The findings recognise servitization as a multi-stage transformation process with each stage being exposed to different context factors. The findings identify a wide range of context factors and show how their specific impact varies depending on the manufacturer’s servitization stage. Several theoretical and practical implications are provided.

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Digital servitization business models in ecosystems: A theory of the firm

Journal of Business Research

Kohtamäki, M., Parida, V., Oghazi, P., Gebauer, H. & Baines, T.


This study extends the discussion of digital servitization business models by adopting the perspective of the theory of the firm. We use four theories of the firm (industrial organization, the resource-based view, organizational identity, and the transaction cost approach) to understand digital servitization business models of firms in the context of ecosystems. Digitalization transforms the business models of solution providers and shapes their firm boundary decisions as they develop digital solutions across organizational boundaries within ecosystems such as harbors, mines, and airports. Thus, digitalization not only affects individual firms' business models but also requires the alignment of the business models of other firms within the ecosystem. Hence, business models in digital servitization should be viewed from an ecosystem perspective. Based on a rigorous literature review, we provide suggestions for future research on digital servitization business models within ecosystems.

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Capturing the benefits of industry 4.0: a business network perspective

Production Planning & Control

Andreas Schroeder, Ali Ziaee Bigdeli, Carlos Galera Zarco & Tim Baines


This study uses a business network perspective to investigate the industry 4.0 context with the internet of things (IoT) as its enabling technology and product-use data as its core network resource. A three-stage qualitative methodology (interviews, focus group, Delphi-based inquiry) was used to examine the case of an emergent IoT-based business network in the UK road transport industry to examine: (i) how aspects of product use data influence the benefit opportunities the data provide to the different network actors; (ii) how capturing of the benefit opportunities in a network context is impacted by key barriers; and (iii) how network capabilities can overcome these barriers to capture benefits from product-use data. The study, thereby, contributes to an understanding of the industry 4.0 context from a resource dependency theory perspective and provides concrete recommendations for management operating in this context.

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