Invited Research Lecture: The Role of Services in Delivering Competitive Advantage for Manufacturers (cases from Aerospace Industry)

Date: 11 Aug 2008 - 11 Aug 2008

Venue: SIMTech Auditorium, Level 3, Tower Block

Globalisation is driving change. Manufacturers are continually being forced to develop new and innovative ways to compete with producers from lower cost economies. One of the strategies is to strive towards creating incremental value through the addition of increasing levels of services to products. Rolls-Royce Aerospace Plc is just one example of a business which, through their success with offerings such as TotalCare and Power-by-the-hour, generates over 50% of revenue from product-service contracts. Many other manufacturers can also benefit from such strategies. The challenge is to know how to reconfigure organisational structures, principles and systems to be successful.

In this presentation, the speaker will address and discuss several key issues, including an overview of differing competitive strategies, his valuable insight into companies that have pursued the innovative integrated services and business solutions, and the future challenges for researchers and industry practitioners. Participants will gain a better understanding of a major new initiative sponsored by Boeing and Rolls-Royce to develop technologies in support of these strategies. 

Jointly organised by the Association of Aerospace Industries (Singapore)

About the Speaker
Professor Tim Baines specialises in the realisation of competitive manufacturing operations. His research focuses on the strategic manufacturing practices, strategy formulation processes, and system modelling critical for successful global companies. He has a consistent track record of raising both public and private sector funds for his collaborative research, having completed many major projects, and produced over 140 research papers. His research sponsors include Airbus, BAE Systems, Boeing, Ford Motor Company and Rolls-Royce.

Since 2003, Professor Baines has led the Manufacturing Systems Centre at Cranfield. He is involved with several Doctoral programmes both within the UK and South East Asia. His teaching focuses on the design and realisation of competitive manufacturing systems and he has supervised over 70 Masters and Doctoral theses. Prior to taking up his first academic post, he pursued a career within manufacturing industry, and so gained first hand experience of the challenges faced by industrialists.
His career started with a technician apprenticeship, and has progressed through a variety of industrial and academic positions, including that of Visiting Scholar at the Massachusetts Institute of Technology supported by the Royal Academy of Engineering.

A chartered engineer and a fellow of both the Institution of Mechanical Engineers and Institution of Engineering Technology, Professor Baines is an active contributor to the organisation of international conferences and workshops; and frequently makes research presentations abroad.


2.45pm : Registration

3.00pm:  Introduction by Dr Roland Lim

3.10pm:  Presentation by Professor Tim Baines
4.30pm:  Tea Break & Networking

5.00pm:  End

Who Should Attend
Scientists and researchers from RIs, industry practitioners, R&D managers, academic professionals and engineering students.

Pre-registration for the lecture is necessary. Seats are available on a first-come-first-served basis.

For technical enquiries: 
Dr Roland Lim, Email:

For registration and general enquiries: 
Alice, Email: