Digital Business Modeling and Competitive Strategy

COURSE DESCRIPTION

The course has a dual strategic-technological approach, from which we will approach the essential concepts for modeling innovation in the current competitive environment and the concept of disruption. The central axis lies, therefore, in the analysis of the profound impact technology has on the development of new business models, disruptive innovation, and consolidation of new agents in the business. It has five specific objectives:

1. Understand the essential frameworks of competitive strategy, including the methodology to successfully understand the creation of competitive advantages within complex value chains.
2. Understand the concept of disruptive innovation and its effect on the competitive paradigm shift.
3. Contextualize the importance of technology in the competitive development and growth of the organization, understanding it from a strategic point of view and a cross-cutting perspective.
4. Understand the different stages of technology development and its relationship with the successive stages of development of the business life cycle, adapting the strategy and operations of the company's competitive model to the requirements of each of them.
5. Analyze the current technological map, with an emphasis on the key technologies in the different time horizons, and the identification of selection and investment criteria of the core technologies for each company.

COURSE CONTENTS

TOPIC 1: Strategic management.
Assignments: 1, 2
Learning outcome: This part of the course is concerned with understanding the strategic position of the organization and calibration of the main resources and competencies available, together with the analysis of:
1.1. Industry Value chain analysis.
1.2. Five Forces of the Porter Model
1.3. Intern Value chain analysis
1.4. Competitive Variables: cost, quality, innovation, flexibility
1.5. Industry Lifecycle Analysis

TOPIC 2: Digital Transformation of competitive environments
Assignments: 3
Learning outcome: basic notions of disruption and the role of technology
in it. Understanding the evolution of disruptive technology.
2.1. Developmental patterns of adoption of new technological paradigms
2.2. The Hype Cycle of Technology Maturity.
2.3. Competitive characterization of dynamic models associated with technological change.
2.4. Fundamentals of KETs: blockchain, artificial intelligence, IoT, robotics, autonomous objects, data
analytics.

TOPIC 3: Strategic innovation process: company perspective
Assignments: 4,5
Learning Outcome: Key frameworks of strategic analysis of impacted technologies and industries
3.1. Analysis of the key technology and business verticals most deeply impacted. Short-term and long-term
analysis
3.2. Competitive disruption analysis: competitive paradigm, the role of challengers and big players. Low-end
and high-end disruption.
3.3. Applied analysis, based on specific business cases of competitive variables and creation of business
models. Relationship between technology and business development through its different phases.
3.4. Redefining Industries Impacted by Digital Disruption

TOPIC 4: Digital Business Modelling
Assignments: 6
Learning Outcome: Understanding of platform-based digital business models, KPIs, and metrics. Growth
Models.
4.1. Multi-sided platforms: marketplaces, interaction-based types. Analysis of common models: integrators,
aggregators, SaaS.
4.2. Network effect and Metcalfe’s Law. Identification of growth incentives
4.3. Analysis of KPIs and metrics: growth, traction, conversion. ARPU vs CRPU, CAC.
4.4. Revenue and cost analysis: monetization strategies
4.5. Growth models: asymmetric vs diversified growth.