Contents
Week 1........................................................................................................................................................... 2
Lecture 1 + Chapter 1 ................................................................................................................................ 2
Verhoef et al. (2012) – digital transformation .......................................................................................... 9
Week 2......................................................................................................................................................... 12
Lecture 2 + Chapter 2 .............................................................................................................................. 12
Siggelkow & Terwiesch (2019) – the age of continuous connection ...................................................... 20
Week 3......................................................................................................................................................... 22
Lecture 3 + Chapter 3 .............................................................................................................................. 22
Eisenmann, Parker & van Alstyne (2006) – Strategies for two-sided markets ....................................... 27
Week 4......................................................................................................................................................... 30
Lecture 4 + Chapter 4 .............................................................................................................................. 30
McAfee & Brynjolfsson (2012) – Big data: the management revolution ................................................ 34
Week 5......................................................................................................................................................... 35
Lecture 5 + Chapter 5 .............................................................................................................................. 35
Kohawi & Thomke (2017) – Getting the most out of A/B and other controlled tests ............................ 43
Week 6......................................................................................................................................................... 44
Lecture 6 + Chapter 6 .............................................................................................................................. 44
Wessel & Siegel – The problem with legacy ecosystems ........................................................................ 49
1
,Week 1
Lecture 1 + Chapter 1
The five domains of digital transformation
Structure of the course:
1 of meer bedrijven > digitale reis bestuderen en op een poster krijgen.
Tentamen > multiple-choice closed book (samenvatting dus maken op het leren van een tentamen).
40 questions, backtracking is possible. 2 hours.
Extra klein individueel opdracht > je krijgt een 0 of 10. Opmerkingen maken bij een artikel. Perusal.
Overview of the course
70% of digital transformation fails.
Mostly due to resistance from employees.
A lot of money is wasted on it, because initiatives didn’t meet their goals.
Only 7% of companies have fully implemented digital transformations.
What is digital transformation?
Digital transformation
= a change in how a firm employs digital technologies, to develop a new digital business model that helps
to create and appropriate more value for the firm (Verhoef et al.)
Verhoef et al.
If your business doesn’t require a digital business model, don’t do it.
You should analyze very well whether and why a business needs it, instead of just putting it through
either way. This won’t work.
The role of customers has changed
2
,Do we buy clothes online or offline?
Example:
Zara uses digital transformation to track what you buy etc.
They use online and offline together and fit it perfectly together.
Who survives?
There are a lot of challenges to digital transformation, while it is often stated very optimistic?
The biggest part of the list of most valuable brands are digital brands, like google, Microsoft, amazon and
Facebook. This shows the importance of digitalization.
What are challenges of digital transformation?
o Privacy > very soon companies will know us better than we know ourselves.
o Security> what happens with your data? Leaked data.
The 5 domains of digital transformation
Digital technologies are transforming how business models are designed
Customers, competition, data, innovation and value.
How the five themes have to be build, will be discussed in the following chapters/lectures one by one.
3
,Customers
Relationships are much more two-way: dynamic participation as a success driver
The relationships are more like a network > customers can easily look up what something costs at other
companies for example, instead of companies just pushing their products to customers.
Less likely isolated individuals and more like tightly connected individuals. Customers are influencing
each other and shaping business reputations and brands.
4
,Competition
Competitive assets no longer just reside within the company, but in the network of partners brought
together.
In het past, businesses were competing with businesses that looked like them. Right now, they have to
compete with asymmetric competitors: companies from outside that look nothing like their business, but
do add value to our customers.
At the same time: interdependent business models > we do have to cooperate with rivals.
From products to platforms > for example
Airbnb
The more people are part to a network,
the higher the value of the network
becomes.
Network effect > product or service
becomes more valuable when more
people use it.
Direct network effect >
WhatsApp: direct value of
additional users.
Indirect network effect > Uber: as
more riders join the platforms, the
more useful and valuable it is to
drivers.
5
, Data
Everyone creates data and storage is easier than ever
Data is everywhere and up for grabs.
Data is no longer just to support an organization; data is an asset itself.
Businesses need to turn data into truly strategic assets.
o Assembling the right data and applying it effectively to generate long-term business value.
o Effectively collaborating with data partners
o Understanding sources and analytical capabilities of big data
o Risks of data security and privacy
Organizations mostly use data to understand customers better, to improve products and services and to
improve the management of existing data.
6
Week 1........................................................................................................................................................... 2
Lecture 1 + Chapter 1 ................................................................................................................................ 2
Verhoef et al. (2012) – digital transformation .......................................................................................... 9
Week 2......................................................................................................................................................... 12
Lecture 2 + Chapter 2 .............................................................................................................................. 12
Siggelkow & Terwiesch (2019) – the age of continuous connection ...................................................... 20
Week 3......................................................................................................................................................... 22
Lecture 3 + Chapter 3 .............................................................................................................................. 22
Eisenmann, Parker & van Alstyne (2006) – Strategies for two-sided markets ....................................... 27
Week 4......................................................................................................................................................... 30
Lecture 4 + Chapter 4 .............................................................................................................................. 30
McAfee & Brynjolfsson (2012) – Big data: the management revolution ................................................ 34
Week 5......................................................................................................................................................... 35
Lecture 5 + Chapter 5 .............................................................................................................................. 35
Kohawi & Thomke (2017) – Getting the most out of A/B and other controlled tests ............................ 43
Week 6......................................................................................................................................................... 44
Lecture 6 + Chapter 6 .............................................................................................................................. 44
Wessel & Siegel – The problem with legacy ecosystems ........................................................................ 49
1
,Week 1
Lecture 1 + Chapter 1
The five domains of digital transformation
Structure of the course:
1 of meer bedrijven > digitale reis bestuderen en op een poster krijgen.
Tentamen > multiple-choice closed book (samenvatting dus maken op het leren van een tentamen).
40 questions, backtracking is possible. 2 hours.
Extra klein individueel opdracht > je krijgt een 0 of 10. Opmerkingen maken bij een artikel. Perusal.
Overview of the course
70% of digital transformation fails.
Mostly due to resistance from employees.
A lot of money is wasted on it, because initiatives didn’t meet their goals.
Only 7% of companies have fully implemented digital transformations.
What is digital transformation?
Digital transformation
= a change in how a firm employs digital technologies, to develop a new digital business model that helps
to create and appropriate more value for the firm (Verhoef et al.)
Verhoef et al.
If your business doesn’t require a digital business model, don’t do it.
You should analyze very well whether and why a business needs it, instead of just putting it through
either way. This won’t work.
The role of customers has changed
2
,Do we buy clothes online or offline?
Example:
Zara uses digital transformation to track what you buy etc.
They use online and offline together and fit it perfectly together.
Who survives?
There are a lot of challenges to digital transformation, while it is often stated very optimistic?
The biggest part of the list of most valuable brands are digital brands, like google, Microsoft, amazon and
Facebook. This shows the importance of digitalization.
What are challenges of digital transformation?
o Privacy > very soon companies will know us better than we know ourselves.
o Security> what happens with your data? Leaked data.
The 5 domains of digital transformation
Digital technologies are transforming how business models are designed
Customers, competition, data, innovation and value.
How the five themes have to be build, will be discussed in the following chapters/lectures one by one.
3
,Customers
Relationships are much more two-way: dynamic participation as a success driver
The relationships are more like a network > customers can easily look up what something costs at other
companies for example, instead of companies just pushing their products to customers.
Less likely isolated individuals and more like tightly connected individuals. Customers are influencing
each other and shaping business reputations and brands.
4
,Competition
Competitive assets no longer just reside within the company, but in the network of partners brought
together.
In het past, businesses were competing with businesses that looked like them. Right now, they have to
compete with asymmetric competitors: companies from outside that look nothing like their business, but
do add value to our customers.
At the same time: interdependent business models > we do have to cooperate with rivals.
From products to platforms > for example
Airbnb
The more people are part to a network,
the higher the value of the network
becomes.
Network effect > product or service
becomes more valuable when more
people use it.
Direct network effect >
WhatsApp: direct value of
additional users.
Indirect network effect > Uber: as
more riders join the platforms, the
more useful and valuable it is to
drivers.
5
, Data
Everyone creates data and storage is easier than ever
Data is everywhere and up for grabs.
Data is no longer just to support an organization; data is an asset itself.
Businesses need to turn data into truly strategic assets.
o Assembling the right data and applying it effectively to generate long-term business value.
o Effectively collaborating with data partners
o Understanding sources and analytical capabilities of big data
o Risks of data security and privacy
Organizations mostly use data to understand customers better, to improve products and services and to
improve the management of existing data.
6
