معرفی
Dr Daniel Andrews is a Research Fellow in the Advanced Services Group at Aston Business School, Aston University. His research focuses on leveraging gamification, storytelling, and serious games to facilitate servitization in manufacturing contexts, working directly with manufacturers, IT firms, and games companies to drive organizational change towards advanced service models.
His educational background includes:
- PGCert in Learning & Teaching in Higher Education (Aston University, 2016)
- PhD in Interactive Storytelling (University of Birmingham, 2015)
- MSc in Multimedia Games Engineering (Nottingham Trent University, 2008)
- BA in Social and Cultural Studies with Film Studies (University of Nottingham, 2004)
Dr Andrews' research centers on applying narrative techniques and game mechanics to overcome servitization barriers. He develops practical tools like the Service Transformation Game to visualize organizational change pathways, emphasizing stakeholder engagement through compelling stories that translate complex service transitions into relatable journeys for manufacturers.
Analysis of his 25+ publications reveals consistent evolution from foundational interactive storytelling research toward applied servitization frameworks. Recent work demonstrates increasing industry integration through gamified tools that operationalize academic concepts, with strong emphasis on visualizing transformation processes and addressing real-world adoption challenges in manufacturing SMEs.
As an educator, he teaches Operations Management, Service Operations, and User Experience Design while developing innovative teaching materials like the Design for Services Game. His professional activities include organizing the World Servitization Convention and contributing to industry workshops on service transformation.
He operates within the Advanced Services Group, Aston Business School's center of excellence for servitization research, where he bridges academic theory with industrial practice through collaborative projects and consultancy engagements.
