Platform Ecosystem Strategy

BMAN74152 Platform Ecosystem Strategy 15 Postgraduate Taught Level 7 Panos Constantinides Unit coordinator Alliance Manchester Business School 1 FHEQ level (Framework for Higher Education Qualifications) ' Masters/Integrated Masters P4 ' European Credit Transfer & Accumulation System Rating : 7.5 Course unit overview<ul> <li>Platform Ecosystems vs other Types of Business Models</li> <li>Digitalization & Digital Data</li> <li>Platform Ecosystem Strategies</li> <li>Degrees of Opennessof Platform Ecosystems</li> <li>The Governance of Platform Ecosystems</li></ul> Course unit overview<ul> <li>Platform Ecosystems vs other Types of Business Models</li> <li>Digitalization & Digital Data</li> <li>Platform Ecosystem Strategies</li> <li>Degrees of Opennessof Platform Ecosystems</li> <li>The Governance of Platform Ecosystems</li></ul> At a time when progress in digital technology has made what seemed impossible possible, the implications for strategy are profound. It is therefore useful to more closely investigate traditional strategy approaches and how they are shaped in the digital age. Such strategy approaches include the ideas of strategically positioning the firm within a competitive landscape, leveraging existing resources and capabilities, or continuously seeking to seize emerging opportunities. This course will examine how digital technologies have given rise to a new strategy model, namely that of platform ecosystems. Many digital-first ventures develop new platform-based business models that challenge traditional ones. For instance, the Apple App Store and Google Play have challenged the traditional software development business by opening up their platform to third party complementors. At the same time, established and successful firms like General Electric, SAP, Nike, Philips and others are making significant attempts to transform themselves by also developing platforms on top of their existing ecosystems. <ul> <li>Introduce the principles of platform ecosystem models and how they differ from other types of business models</li> <li>Introduce the principle of ‘digitization’ and ‘digital data’ to sensitize students into the new rules of digital strategy</li> <li>Examine different platform ecosystem strategies (e.g. multihoming, enveloping etc)</li> <li>Analyze the trade-offs of different degrees of openness of platform ecosystems</li></ul> Academic knowledge<ul> <li>Evaluate the differences between traditional and digital strategy, while possessing a good understanding of digital technologies</li> <li>Plan and implement platform business models</li></ul>Intellectual skills<ul> <li>Apply a digital strategy to evaluate a firm’s platform model relative to a competitive market</li> <li>Understand when, how and why to open a platform to achieve higher innovation or value capture</li> <li>Understand the principles of governing a platform across an ecosystem of actors</li></ul>Subject practical skills<ul> <li>Research and assimilate material on course topics through a combination of learning methods including self-study and guided reading, on-line discussions and presentations.</li></ul> 2 Written assignment (inc essay) 60% 7 Oral assessment/presentation 40% Written, verbally during class and via Blackboard. Core textParker, G.G., Van Alstyne, M.W. and Choudary, S.P., 2016. Platform Revolution: How Networked Markets Are Transforming the Economy? and How to Make Them Work for You. WW Norton & Company. – available as an ebook from the UoM librarySupplementary readingsConstantinides, P., Henfridsson, O., and Parker, G. 2018. Introduction - Platforms and Infrastructures in the Digital Age” Information Systems Research, 29,2, pp. 381-400.Van Alstyne, M.W., Parker, G.G. and Choudary, S.P., 2016. Pipelines, platforms, and the new rules of strategy. Harvard business review, 94(4), pp.54-62.Adner, R. and Kapoor, R., 2010. Value creation in innovation ecosystems: How the structure of technological interdependence affects firm performance in new technology generations. Strategic management journal, 31(3), pp.306-333.Hagiu, A. 2013. Strategic decisions for multisided platforms. MIT Sloan Management Review, December 2013. Available at <a href="https://sloanreview.mit.edu/article/strategic-decisions-for-multisided-platforms/" target="_blank">https://sloanreview.mit.edu/article/strategic-decisions-for-multisided-platforms/</a><span< p=""></span<> Lectures 5 Seminars 10 0 130