1. Centre for Innovation Management and Sustainability (CEGIS), Department of Production Engineering, São Carlos School of Engineering (EESC), University of São Paulo (USP), São Carlos, SP, Brazil
2. independent consultant, Cambridge, U.K.
3. Service Research Group (GEPS), Department of Production Engineering, Federal University of São Carlos (UFSCar), São Carlos, SP, Brazil
4. Centre for Technology Management (CTM), Institute for Manufacturing (IfM), University of Cambridge, Cambridge, U.K.