Platforms and Information Markets
GSM IS 827
To thrive in modern economies, managers, entrepreneurs and investors need a thorough understanding of business platforms. Thousands of firms, from Facebook to Salesforce, now operate as open ecosystems that match buyers and sellers, gain value and market share from network effects, and harness their users to innovate. Drawing on cases from social media, entrepreneurship, enterprise software, mobile services, healthcare, and consumer products, students will analyze and learn to negotiate platform startup, convert existing businesses, and make vital decisions on issues of openness, cannibalization, and competition. Students will interact with execs of major firms such as Cisco and SAP and with startups. They will learn to apply concepts from two sided networks, industrial organization, information asymmetry, pricing, intellectual property, and game theory to real problems. Known worldwide for his work on network business models, Professor Van Alstyne provides students with the tools to leverage key principles into hands-on creation and management of real-world platforms.