Bilbao Hosts the 12th International Conference on Servitisation

Experts from around the world are gathering at Deusto Business School to discuss digital servitisation and industrial transformation.

Bilbao will host the 12th International Conference on Servitisation (ICBS 2025) on 6 and 7 November 2025, bringing together more than 60 experts, researchers, and professionals from all continents to explore the latest trends in servitisation, service economy, and technological innovation in manufacturing industries.

Organised by Deusto Business School (DBS), the conference will focus on “Digital servitisation as a key enabler for organisational scalability”, highlighting the role of digitalisation as a driver of growth and transformation in industrial organisations.

The conference will be opened by Macarena Cuenca, Dean of Deusto Business School, who will emphasise the importance of strengthening ties between academic research and business practice to meet the challenges of the new service economy.

The event will also feature Professor Christian Kowalkowski, Chair in Industrial Marketing at Linköping University (Sweden), as Keynote Speaker. In his presentation, Kowalkowski will address the challenges and opportunities posed by digital servitisation in value creation and the sustainability of industrial business models.

Another highlighted intervention will be by Eñaut Sarriegi, representing ULMA Handling Systems, who will present the company’s advances in automation and advanced services applied to manufacturing, providing concrete examples of how digitalisation drives industrial competitiveness.

ICBS 2025 will consolidate Bilbao and the University of Deusto as international references in the study and promotion of servitisation, a key area for developing more innovative, sustainable, and customer-focused business models.