Marko Kohtamäki is Professor of Strategy and Director of the Networked Value Systems research program at the University of Vaasa, Finland and Visiting Professor in the Luleå University of Technology, Sweden.

Tim Baines is Director of the Advanced Services Group at Aston Business School, UK and the leading international authority on servitization.

Rodrigo Rabetino is Assistant Professor of Strategy in the Department of Management and a researcher in the Networked Value Systems research group at the University of Vaasa, Finland.

Ali Z. Bigdeli is a senior research fellow at the Advanced Services Group at Aston Business School, UK.