Digitalization is changing the conditions for businesses across industries. Based on the enabling capacities of digital technologies, new business models emerge that are no longer simply supported by digital technologies, but have digital components inseparably inscribed into their processes and value proposition. At the heart of this digital transformation rests an increased orientation towards digitally enabled platform-based business models. Platform markets comprise a large and rapidly growing share of the global economy and ranked by market value, 60 of the world’s 100 largest corporations earn at least half of their revenue from platform markets.
During the first two days of the course, we focus on the logic of digital economy and the emergence of platform-based business. We will cover how firms compete with platforms and how to build a platform business. The following two days broadens the perspective to include the business ecosystem, where multiple platforms collaborate and compete with each other. In some cases, firms will even end up in bed with their enemies. We will put these developments into context so that you will understand how and why many start-up and growth companies today engage in digital marketing, app development, social media, online news and information services, crowdsourcing, and online innovation services. In addition, traditional businesses such as publishing, entertainment, and banking are facing an on-going digitalization that drags them into the digital arena – an economic arena with its own economic and competitive principles.
Key themes in the course
- The new competitive rules of the digital economy
- The platform business model
- Building the platform business
- Managing the platform business
- Digital business ecosystems
- The value of co-creation with partners
- Harnessing the power of a crowd
- Joining a digital ecosystem.
Your learning outcomes
- To identify the key technologies that are transforming business and society
- To understand how digitalization changes the business environment
- To anticipate the role of digital platforms in today’s digitalized business practice
- To understand the role and importance of digital business ecosystems
Who should attend this course
The course is relevant for everyone who needs to understand the drivers, the dynamics and the implications of digitalization in practice. This includes professionals in areas such as business development, accounting, marketing, finance, and information technology, who would like to increase their knowledge and their space of action in relation digitalization issues.
The course can be taken as a single course or as part of a full Master of Business Development.