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Business Models for Digital Platform Ecosystems (Lecture 3: Network…
Business Models
for Digital Platform Ecosystems
Lecture 1:
Introduction and platforms defined
(week1)
Chapter1:
Today - Welcome to the Platform Revolution
Iansiti & Levien (2004):
Strategy as ecology
Topic:
Business Models for Digital Platform Ecosystems
Lecture 2:
Business Model Radar
(online) (week2)
Video1: General introduction to Business Models
Video2: Introduction to the Business Model Radar, Google example
Topic:
The Business Model Radar
Lecture 3:
Network effects and architecture
(week2)
Chapter2:
Network Effects - The Power of the Platform
Eisenmann et al (2006):
Strategies for two-sided markets
Chapter3:
Architecture - Principles for Designing a Successful Platform
Ramaswamy & Ozcan (2018):
Offerings as Digitalized Interactive Platforms: A Conceptual Framework and Implications
Topic:
The role of network effects and two-sided markets
Architecture
Assignment2: Business Model Radar :check:
Lecture4:
Disruption and Platform Launch
(Week3)
Topics:
The disruptive role of platforms: Disruption and the history of digital disruption
How to successfully launch a platform
Chapter4:
Disruption - How Platforms Conquer and Transform Traditional Industries
Amit & Zott (2001):
Value creation in e-business
Chapter5:
Launch - Chicken or Egg? Eight Ways to Launch a Succesfull Platform
Lecture5:
Monetizing network effects and openness
(Week3)
Topic:
The role of Monetization and Platform Openness
Chapter6:
Monetization - Capturing the Value Created by Network Effects
Chapter7:
Openness - Defining What Platform Users and Partners Can and Cannot do
Lecture6:
Governance and Platform Metrics
(Online) (Week4)
Topic:
Tools for platform governances and platform metrics
Video1: An overview of tools for governance: laws, norms, architecture, markets, and principles of smart self-governance
Video2: Introduction of platform performance metrics
Chapter8:
Governance - Policies to Increase Value and Enhance Growth
Chapter9:
Metrics - How Platform Managers Can Measure What Really Matters
Lecture7:
Platforms Competition and Business Services
(Week5)
Topic:
Competition amongst platforms
The core of Digital Interactive Platform (DIP) Offerings: Business Service Catalogues
Chapter10:
Strategy - How Platforms Change Competition
Lecture8:
Platform Customer Journeys
(Week5)
Topic:
Omnichannel Marketing & Customer Journeys in Platform Ecosystems
Service Ecosystem Selling
Lemon & Verhoef (2016):
Understanding customer experience throughout the customer journey
Hartmann et al (2018):
Converging on a New Theoretical Fundation for Selling
Lecture9:
IoT and Servitization
(Online) (Week6)
Porter & Heppelman (2015):
How Smart, Connected Products Are Transforming Companies
Video of Intel and IBM: Explaining IoT
Video from Aston University: How it enables servitization
Topics:
Digital Platforms, (Industrial) Internet-of-Things, and Servitization
Lecture10:
Final Pitches
(Week7)
Lecture11:
Regulation and the Future of Platforms
(Week8)
Topic:
The future of platforms
Chapter11:
Policy - How Platforms Should (And Should Not) Be Regulated
Chapter12:
Tomorrow - The Future of the Platform Revolutio
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