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Centre for Digital Built Britain



Veronica Martinez works in the Cambridge Service Alliance at University of Cambridge. She leads the ‘Making and Sustaining the Shift to Services’ project with close collaboration with CAT, IBM, BAE Systems, GEA, Zoetis, Pearson, Rolls-Royce and Thales. Veronica is a visiting professor at Karlsruhe Institute of Technology, Germany. Prior to joining Cambridge she worked at the Cranfield and Strathclyde Universities in the UK. Her major research expertise revolves around the fields of Servitization, Digital and Smart Service Business Models, Strategic Value Creation and Performance Measurement and Management Systems. Veronica has led and participated in large European and UK research projects in Integrated Products and Services. Veronica is a member of the Economic and Social Research Council in the UK, a member of the Portuguese Foundation for Science and Technology Research Council, a member of the Italian Ministry of Education, University and Research Council. Veronica is a member of the Higher Education Academy in the UK and a board member of the European Operations Management Association EUROMA.

Veronica’s current research projects are summarized as: 1) The disruption of Digital Twins in service business models, 2) Digital service business models, 3) Blockchains underpinning economic business models, 4) Digital healthcare wearable services and 5) The transition of services.

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Research Associate
Dr Veronica  Martinez
Not available for consultancy