Veronica Martinez

Dr Veronica Martinez (FHEA) is a Lecturer in the Cambridge Service Alliance and the Centre for Digital Built Britain at the University of Cambridge. She serves as an External Director of Studies in Engineering at Sidney Sussex College and is affiliated with the Department of Engineering at the University of Cambridge.

Her research expertise focuses on digital platforms, services and sustainability, and business model innovation applied to industrial manufacturing and healthcare systems. Key projects include examining the impact of digital platforms in smart services and digital healthcare wearable services, with collaborations involving IBM, BAE Systems, and Rolls-Royce.

• Recent Publications (2017–2019): Explored topics such as blockchain-driven customer order management, configurational approaches to servitization, digital transformation in service management, and buyer-supplier collaborative performance systems.
• Collaborations: Worked with academic and industry partners including Andy Neely, Cambridge Service Alliance, and European Operations Management Association.

Her work bridges theoretical frameworks like contingency theory and punctuated equilibrium with practical applications in manufacturing and healthcare sectors, emphasizing continuous change and emergent strategies.