Contactar esade

I&B Models in Digital Companies (19CBA11001)

General information






S semester

ECTS Credits:


Teaching Staff:

Group Teacher Department Language
Sec: A Richard Wolf Lagrand Operaciones, Innovación y Data Sciences ENG

Group Teacher Department Language
Sec: B Richard Wolf Lagrand Operaciones, Innovación y Data Sciences ENG


At the turn of the new millennium the dynamics of business have changed fundamentally. Technological advances, global inter-connectedness, and societal changes among other factors create a new setting for businesses. Large corporations experience hyper-competition and limits to growth due to saturated markets for their traditional products. Markets converge or differentiate into niche markets. Increasingly, classical economics of capital and scale have turned into economics of ideas and networks while the speed of innovation and change increases. More than ever vast opportunities arise for aspiring entrepreneurs and managers that have an entrepreneurial mindset and the knowledge to identify and pursue the arising business opportunities.

Our new and redesigned course on Innovation and Business Models in Digital Enterprises aims to inspire and empower you to become an entrepreneur or manager in dynamic context. It fosters competencies needed for those who are interested in pursuing their ideas and dreams by creating new high growth ventures. Participants will work in teams on their own entrepreneurial projects. The course is designed to expose you to key areas of managing innovation projects and starting and growing a new venture. This venture can be a new startup or a new business an existing organization. We cover key tools and concepts related to starting and growing a new venture including idea generation, idea development through experimentation, business opportunity validation, business model development, founding team creation, hiring, financing, operations, and launching the venture. We also cover key concepts related to making an innovative organization, including resource allocation, structure and culture for innovation. The course is designed to present you with diverse insights and perspectives from various innovators, entrepreneurs, investors and managers in the space.

Course Learning Objectives

The course "Innovation and Business Models in Digital Companies? seeks to develop your skills as an innovator, entrepreneur or investor in new and dynamic environments. It seeks to provide useful insights not only for students interested in starting their companies, but also for those seeking to work for big corporations, consulting companies or as investors.

1. Learn an innovation process that can be used in a variety of settings to drive innovative outcomes (e.g. develop new products and services, develop high growth companies).
2. Get inspired about the vast opportunities in the innovation domain and foster an entrepreneurial mindset
3. Acquire tools to identify, evaluate and pursue business opportunities as well as tools to make sound managerial choices in innovative environment.
4. Learn a step-by-step process how to launch a high impact venture

Assessment criteria

Participation in class (especially business case preparation and discussions, concept discussion, and guest-speaker interaction) 30%
Technology assignment 20%

Final pitch of the venture project 20 %
Final project hand-in 30%

Classroom attendance is mandatory. You need to attend at least 80% of all sessions. In order to pass the class successfully, you need to get at least a 5.0 (out of 10.0 points) as your final overall grade.

The venture project is a team-task. While in general each team member will get the same grade, team members can also choose a peer-evaluation if they feel that contribution to the team effort was SUBSTANTIALLY different. If you feel that input one or more team-members was substantially less than average, please inform me by email. We will keep this email confidential, yet call on each group member to provide me with a peer evaluation. Please note, however, that part of the team learning outcome is to work with members with different levels of aspirations, abilities, ideas, etc. Hence, try to solve problems internally. The call for peer evaluation is meant to be a last resort if prior efforts did not succeed.

All hand-ins (i.e. technology assignment) need to be uploaded to Moodle on time. Additional information on grading and the different course components will be given in the first session and can be found on Moodle.


The course is an action learning and case-based course. A standard textbook is not used. Mandatory preparation pack will be made available on Moodle before the course.

However, we recommend the following optional literature for further reading on the topic:

- Anderson, Simester, 2011, A step-by-step guide to smart business experiments, Harvard Business Review, March, pp. 98-105.

- Barthélemy, J., 2006, The experimental roots of revolutionary vision, Sloan Management Review, 48,1, pp. 81-84.

- Brown, T. 2008, Design Thinking, Harvard Business Review, June 2008, pp. 84-92.

- Davenport, T.H. 2009, How to Design Smart Business Experiments, Harvard Business Review, February 2009, pp. 68-76.

- Gunther McGrath, Rita; MacMillan, Ian C. 1997: Discovering New Points of Differentiation. Harvard Business Review July-August 1997

- Kelley, T. (2001) Prototyping is the shorthand of innovation, Design
Management Journal

- Kim, W. Chan; Mauborgne Renée 2005: Blue Ocean Strategy: From theory to practice. California Management Review Spring 2005.

- Kim, W. Chan; Mauborgne Renée 1999: Creating New Market Space. Harvard Business Review January-February 1999.

- Moore, Geoffrey A. 2004: Innovating Within Established Enterprises. Harvard Business Review July-August 2004.

Introductory reading on entrepreneurship::
- The Art of the Start by Guy Kawasaki
- Founders At Work by Jessica Levingstone
- From Zero to One by Peter Thiel

Regarding the Lean Startup Approach:
- Lean Startup by Eric Ries
- The Startup Owners Manual by Stephen Blank

Further resources will be provided throughout the course and can be found on Moodle.

Timetable and sections

Group Teacher Department
Sec: A Richard Wolf Lagrand Operaciones, Innovación y Data Sciences

Timetable Sec: A

Group Teacher Department
Sec: B Richard Wolf Lagrand Operaciones, Innovación y Data Sciences

Timetable Sec: B