Course Moodle page: Business Design for IT Services
Overview :
- Language: English
- Credits: 3
- Exam session: Summer
- Semester: Spring
- Exam type: Oral
- Workload: 90h
- Hours: 3 weekly
Summary :
Students practice business design on their own business idea. They learn how to apply some of the key business design heuristics. They learn how to compare these heuristics using the same systemic framework (SEAM). Students also practice methods and discover issues related to entrepreneurship.
Content :
Individually, the students have to read the book and the papers listed below. They make a synthesis of their contents. They need to apply the concepts presented in these book/papers on case studies (e.g. Amazon) and on their own idea.
The students also have to work in groups. They have to run a project in which they:
- Imagine a new IT service to develop,
- Identify and analyze the relevant segments,
- Validate their model with real customers and potential partners,
- Define the qualitative and quantitative goals for the new IT service.
To represent their business idea, the students use Trade Your Mind – a web-based business modelling service.
Keywords :
Business services, IT services, business design, innovation in startups, revolutionary ventures and corporate initiatives; entrepreneur profiles.
Business design, service design, house of quality, SEAM modeling (eco-system, supplier-adopter relationship, motivation models).
Segmentation, value networks, PESTLE analysis, 5 forces analysis, core competency, coopetition, blue ocean, resource based modeling, transaction cost.
Integrated marketing concept, SWOT analysis, strategy canvas.
New technology adoption, crossing-the chasm, decision making units.
Pricing strategy, cashflow management, break-event time.
Learning outcomes :
By the end of the course, the student must be able to:
- Create a precise and detailed description for a new business design
- Analyze environmental as well as organizational factors in a business design
- Design a business model in details (ecosystem, value, finance)
- Assess / Evaluate alternative business and technical strategies
- Synthesize multiple marketing theories (from seminal publications)
- Represent the key concepts of a business design (ecosystem, value, finance)
- Interpret evidences
- Investigate innovative views of a business design
Transversal skills :
- Collect data
- Use both general and domain specific IT resources and tools
- Access and evaluate appropriate sources of information
- Write a scientific or technical report
- Make an oral presentation
- Summarize an article or a technical report
Teaching methods : Problem-based teaching + group work
Assessment methods : With continous control
Bibliography :
- Bhide, A. (2000). The Origin and Evolution of New businesses: Oxford University Press.
- Hauser, J. R., & Clausing, D. (1988). The house of Quality. Harvard Business Review. https://hbr.org/1988/05/the-house-of-quality
- Golnam, A., Regev, G., Ramboz, J., Laprade, P., & Wegmann, A. (2011). Aligning Value and Implementation in Service Design – A Systemic Approach. International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 3(1), 19-36.
- Porter, M. E. (2008). The Five Competitive Forces That Shape Strategy. Harvard Business Review. https://hbr.org/2008/01/the-five-competitive-forces-that-shape-strategy
- Levitt, T. (1960). Marketing Myopia. Harvard Business Review.https://hbr.org/2004/07/marketing-myopia
- Prahalad, C., & Hamel, G. (1990). The Core Competence of the Corporation. Harvard Business Review. https://hbr.org/1990/05/the-core-competence-of-the-corporation
- Brandenburger, A. M., & Nalebuff, B. J. (1995). The Right Game: Use Game Theory to Shape Strategy. Harvard Business Review.https://hbr.org/1995/07/the-right-game-use-game-theory-to-shape-strategy
- Hagel, J., & Singer, M. (1999). Unbundling the Corporation. Harvard Business Review. https://hbr.org/1999/03/unbundling-the-corporation
- Kim, W. C., & Mauborgne, R. (2004). Blue Ocean Strategy, Havard Business Review. https://hbr.org/2004/10/blue-ocean-strategy
- Collis, D., & Montgomery, C. (2008). Competing on Resources: Strategy in the 90’s. Harvard Business Review.https://hbr.org/2008/07/competing-on-resources
- Reeves, M. , Haanaes, K., & Sinha, J. (2015). Navigating the Dozens of Different Strategy Options. Harvard Business Review.https://hbr.org/2015/06/navigating-the-dozens-of-different-strategy-options
Tools :
- Trade Your Mind – Business modeling tool on the web www.tradeyourmind.com