Бакалавриат
2023/2024
Создание и развитие международных бизнес-платформ
Статус:
Курс по выбору (Управление бизнесом)
Направление:
38.03.02. Менеджмент
Где читается:
Высшая школа бизнеса
Когда читается:
4-й курс, 3 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для своего кампуса
Преподаватели:
Гевлич Алексей Кириллович,
Кнатько Дмитрий Михайлович,
Кузьмин Павел Александрович,
Панферова Анна Сергеевна
Язык:
английский
Кредиты:
4
Контактные часы:
40
Course Syllabus
Abstract
The course explores the dynamic and complex world of digital platforms and ecosystems that have transformed the global business landscape. It delves into the strategic considerations, competitive dynamics, and operational intricacies of platform-based businesses, with a particular emphasis on e-commerce, super-apps, and ecosystem competitiveness. Through this course, students will gain an in-depth understanding of how to analyze, engage with, and manage platform-centric business models in an international context.Uber, Netflix, Apple & Google - all those global companies use platforms and ecosystems to drive their value to the global scale, while securing their competitive advantage. Students will learn what is platform strategy and how to build business advantages through a practical path in ecosystems building and growing (using practical cases of such market leaders as Avito, Ozon and Sber).
Learning Objectives
- Understand the fundamental principles of business platforms and ecosystems
- To be able to analyze the competitive dynamics within various platform markets.
- To develop strategies for engaging with and managing digital platforms
- To explore the role of platforms, ecosystems & super-apps in different cultural and economic environments
- To assess the impact of platform strategies on international business operations.
Expected Learning Outcomes
- To be able to critically evaluate the strategies of international business platforms.
- To be able to develop a toolkit for analyzing and engaging with digital ecosystems
- To be able to propose actionable strategies for businesses operating within or alongside digital platform
- To be able to understand the global impact of platform strategies on industries and markets
Course Contents
- Introduction to Business Platforms and Ecosystems
- E-commerce revolution: cases & strategies
- Strategies of Business Platforms
- Super-Apps and Their Business Models
- Competitive Aspects of Ecosystems
- Platform Analysis and International Considerations
Assessment Elements
- Exam
- Group ProjectStudents will work in groups to create a project plan & strategy for a new international platform or ecosystem, incorporating elements such as market analysis, competitive strategy, and operational planning.
- Tests2 tests consisting of multiple-choice questions, short answers, and case study analyses to assess students' understanding of key concepts.
Bibliography
Recommended Core Bibliography
- ALSTYNE, M. W. V., PARKER, G. G., & CHOUDARY, S. P. (2016). Pipelines, Platforms, and the New Rules of Strategy. Harvard Business Review, 94(4), 54–62. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=113934414
- Demil, B., Lecocq, X., & Warnier, V. (2018). “Business model thinking”, business ecosystems and platforms: the new perspective on the environment of the organization. M@n@gement, 21(4), 1213–1228. https://doi.org/10.3917/mana.214.1213
- Kowalski, T. (2017). Geoffrey G. Parker, Marshall W. van Alstyne, Sangeet Paul Choundary, Platform revolution. How networked markets are transforming the economy and how to make them work for you. Studia Medioznawcze / Media Studies, (1), 139. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbaz&AN=edsbaz.171464245
- Paul Belleflamme, & Martin Peitz. (2018). Platforms and network effects. Chapters, 286.
Recommended Additional Bibliography
- Gawer, A., & Cusumano, M. A. (2014). Industry Platforms and Ecosystem Innovation. Journal of Product Innovation Management, 31(3), 417–433. https://doi.org/10.1111/jpim.12105