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The focus of the course is on what determines firm performance and the central role
that business models play in e-commerce. The course offers tools and concepts that
students of management need to analyze and synthesize digital business models.
The framework developed in the course allows students to make more informed
concept-theory-grounded arguments about digital business startups, brick-and-mortar
firms that must face challengers, the relative merits of formulating and implementing
digital business models and strategies, and how much startups might be worth.
This course provides a broad overview of the strategies used in digital business from
the early days of the commercial Internet through to the present. Specifically, the
course will address:
Upon completion of this course, the student will be able to identify a firms business
model, scope and revenue streams and be able to evaluate its strategy based upon its
position in a competitive space and the macro environment factors that influence it.
With this understanding of the concepts behind digital business strategy as well as
their real-world environmental issues and develop alternatives with which to counter
them.
Pedagogy
The course will be based on case discussions and lectures on both pure play as well as
bricks-and-mortar firms that must formulate and execute successful business models
and strategies in order to gain, defend or reinforce a competitive advantage in the face
of the internet.
Evaluation
15% - Team Business Plan (written) In groups of three to four students, each team
will propose a new e-business clearly outlining the business model, competitive
landscape, value configuration, and macro-environment.
15% - Team Business Plan (oral) With all members of the group
participating, the team will present their business plan to the class and answer
questions about its validity and strength.
Course Material
There is no required text for this course. The following books are recommended.
Course readings and cases will be circulated.
Faculty Profile
He has been a consultant on Digital Business Strategies and Models. His current
research spans various realms of Digital Business, its impact on Business strategy
and Processes on Organizational Structure, corporate networks and value based
management of digital business transformation.
He was also engaged in the study of strategy making in high-tech companies in USA
such as Cypress Semiconductors Inc., Harris Semiconductors, Intel, Motorola, MIPS.
He has conducted studies on Business Process Initiatives in American Express
Insurance and Investment Division, San Rafael, California.
Dr. Raghunath is the India Chapter Chair of the Academy of International Business,
and is on the boards of hi tech companies and the National Venture Capital Fund. He
is a Registered Consultant with the Office of Project Services, UNDP, New York.