Chris Raddats is a Senior Lecturer in Marketing and the Director of Research for the ULMS Marketing group. Chris completed a PhD at Alliance Manchester Business School in 2009 and previously had a 20-year career in the telecommunications industry, where he worked as a marketing manager for both telco operators and an equipment manufacturer. Chris' primary research addresses how traditionally product-centric B2B businesses can build a chargeable services capability to enhance market differentiation and sales (servitization). He publishes his work in leading marketing (e.g., Industrial Marketing Management), operations (e.g., International Journal of Operational & Production Management) and general management (e.g., Journal of Business Research) journals. Chris' teaching is focused on B2B and relationship marketing and he supervises a number of PhD students aligned to these areas.