The congress, which was organized by the Universidad de Granada, brought academics and professionals together to analyse the new concept of servitization in businesses. Servitization is about understanding how clients use a product or service in order to offer them additional services that complement the use, function, implementation and application of that product or service. The concept has been having an impact on the creative and entertainment industries and is an important factor in regional competitiveness.

Dr. Berbegal and Dr. Maria Luisa Cantonnet, a lecturer from the Universidad del País Vasco, specifically analysed the application of this new trend in occupational risk prevention management companies.