MGYF STR 5624
This seminar purports to familiarize students with platforms and platform strategy, both in terms of understanding the underlying core principles as well as designing effective platform strategies. Therefore, the learning objectives of this seminar are:
- To review and consolidate the basics of Strategy and Managerial Economics as taught in the first two years of the curriculum, and to understand the meaning and the very purpose of platforms businesses,
- To draw the big picture of platform businesses,
- To be able to craft platform strategies using a simple and robust framework,
- To understand when, why and how to platformize one business,
After the seminar, the participants will have:
- Integrate and apply the knowledge and skills gained in earlier business courses, such as Strategy and Managerial Economics to platform businesses,
- Define platform businesses, distinguishing among input suppliers, markets, and true platforms, and why these differences matter,
- Recognize and know how to compete in winner-take-all (WTA) markets and two sided networks, and the context of multi-homing,
- Know how to win standards battles,
- Understand how traditional pricing models break down in the context of platforms, choosing from an array of pricing strategies (freemium, bundled, two-sided pricing),
- Address the barriers that firms face in trying to organize themselves as platform firms,
- Develop strategies for launching new platforms when critical mass is important and learn the process of making markets (market design),
- Develop recovery strategies in declining platform markets i.e. understanding timing in the cannibalization of an old platform by a new one.
Class participation 35%
Reaction papers (1<...< 5) 15%
Team project (C. Studies) 50%
Attendance to all classes is mandatory: grade may be subject to individual downgrading in the event of absences or obvious lack of preparation to the lab classes (- 2 for the first half day of absence ; - 4 for the second half day of absence)...and beyond, a consistent complementary work will be asked in order to validate the seminar.
In consideration of the technical character of this topic, group discussions and case studies presentations will be focused on the illustration and implementation of the concepts and tools studied during seminar. Therefore:
- Students will be asked to work in small groups to analyze case studies, thereby demonstrating that they have internalized the formal teaching part of this course.
- They will have to incorporate all of the dimensions studied in this seminar in the preparation of a group presentation (case studies). Indeed, the class will be divided into teams of 5 or 6 students who will work together for the duration of the class on a case study. This team will work on any group activities in class, and develop a working relationship that will be essential to their end-of-course presentation.
The course is bilingual: the material is in English but the class is given in French. Students can ask their questions and write their project papers in French or in English.
Programme grande école