Never have services played a larger role in business than they do today. Today’s business demands exceptional knowledge and understanding of how services help companies to grow and reach higher profits. New frameworks are needed that help companies achieve a competitive advantage. Through these frameworks business professionals can under- stand the meaning and importance of customer-centric business models. This idea in- spired us to conduct this research for Titans of Service.

TITANS OF SERVICE combines theory with practical insights, examples and references from experts. Bring- ing together 14 service experts, this book offers the most up-to-date knowledge from this field of aca- demia in the U.S., Europe and Asia. In addition to offering theoretical insights, practical guidance and examples, this book also gives an overview of the current and future role of services. Titans of Service provides a framework for thinking about ways in which new knowledge on services is integrated with high profit and growth.

This book is a guide for everyone interested in managing services profitably. It is based on substantial research with leading academic experts whom we call Titans, and provides a practical and insightful frame- work for business leaders, the educational community and students.
We hope that this book will help further the development of service thinking in organizations and beyond.