Digital Strategy (2235.YR.011170.2)

General information

Type:	OBL	Curs:	1	Period:	S semester
ECTS Credits:	4 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 1	Xavier Busquets Carretero	Operaciones, Innovación y Data Sciences	ENG

The workload distribution will start with pre-case analysis before class, group work and design in class, group presentation and exam

Digital technologies transform the way we think about competition. More and more firms are competing not only with rival companies from inside the industry, but also with technology firms from outside the industry. Digitalization thus changes sources of value, customer experience and new sources of revenue. We are witnessing an hatching in business models and new organizational structures, processes and people engagement.

New business models are increasingly dependent on networks, relationships, digital assets, supply and demand, data and new ways of monetization. For example, centralized Web 2.0 models are challenged by Web 3.0 decentralized models that are generating Decentralized Autonomous Organizations (DAOs) where the distribution of value, power and even monetary policy (cryptocurrencies and NFTs) are challenging known coordination mechanisms.
Digital business models are becoming increasingly globalized and interdependent, and the advances in digital platforms are pushing the boundaries of what is possible, leveraging digital infrastructures and challenging the industrial business as we know them. Scale and velocity are critical success factors. Some digital businesses are also transforming society and generating geostrategic challenges.

However, these developments also make strategic management more complex. Digitalization is challenging the way business innovate. Traditionally innovation was mechanistic and costly. Today business innovation is more organic and agile. Knowledge not only springs from centralized experts. Rather, it is the product of collaborative networks and user communities enabled by advances in digital platforms and media.

Taken together we can see how digital forces are reshaping the dimensions of strategy, customers, networks, technology and data, monetization and the way firms innovate to tackle the challenge of competition. Across those domains digital technologies are underlying principles of strategy and changing the rules of the game by which companies must operate in order to succeed. Furthermore, firms stablished before the internet need to rethink many of their fundamental assumptions. In this course we will dig into how digital technologies enable new business models, change rules of competition and challenge strategy assumptions.

- Part I: Digital business model design
o Why "digital? is disruptive?
o Basic strategic dimension (delta model)
o Main dimensions: customer networks (sides); technology and data; and monetization (value absorption)
o Innovation vs. Transactional business models
o AI and Data business models
- Part II: Web 3.0 business model design
o Blockchain business models
o Decentralized coordination
o Design principles in networks; value distribution; power distribution and cryptocurrency policies
o The Metaverse
- Part III: Business model innovation
o Disruptive business model map
o Main dimensions in business model innovation (capabilities, technologies, customers, and markets)
o Competing in time through horizons of innovation
o The role of management

Rogers, D (2021) The Digital Transformation Playbook: Rethink Your Business for the Digital Age, Columbia Business School PublishingAmit,
Gawer, Al (2009) Platforms, Markets and Innovation, Edward Elgar

Group	Teacher	Department
Year 1	Xavier Busquets Carretero	Operaciones, Innovación y Data Sciences