Chris Raddats is a Reader in Marketing and the Director of Research for the ULMS Marketing group. Prior to working in academia, Chris 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' research addresses B2B markets, primary how traditionally product-centric B2B businesses can build a chargeable services capability to enhance market differentiation and sales (servitization). He also writes about other aspects of B2B marketing, such as social media, customer experiences and innovation. 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 has supervised several PhD students aligned to these areas.