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On 30 June 2014, Pim den Hertog gave a lecture entitled "Transformation through Service Innovation" during the Innovation Round Table meeting in Linz. The central question was how Upper Austria, a region known for its manufacturing industry, can benefit from investments in expertise in the field of service innovation. The lecture was prompted by the analysis conducted by Dialogic in collaboration with Jari Kuusisto as part of the European Service Innovation Centre. This analysis resulted in an action plan for the Austrian region, outlining concrete measures and actions that can be taken to support manufacturing companies in transitioning to new, more service-inclusive business models.
