Over the past two decades, some of the most profitable and successful firms are those that have adopted a digital platform model—a platform strategy whereby the company allows two or more disparate groups to interact over a platform to co-create value; for example, website developers and users on Akamai, recruiters and employees on LinkedIn, and drivers and customers on Uber. Participants eager to develop or launch a digital platform approach will learn why and how their business strategies may need to be revised to be successful.
In 2018, eight of the top ten global brands (according to Brandz) were platform-orientated companies —companies that created and now dominate arenas in which buyers, sellers, and a variety of third parties are connected in real time. In today’s networked age, the cloud, social media, and mobile devices are fueling this platform competition, and more and more companies want in. However, many companies do not succeed in becoming platform leaders because their technology and/or business strategies fall short.
While many platform strategies are well known (e.g. Apple’s iTunes), there are other less-heralded platforms that are exploring new ways to create and capture value. These include: dynamic pricing, usage fees, highly targeted product and service offerings, inbound marketing, and network effects.
This course takes place over 11 days (April 25-29, May 2-6, 13, 2022) for 2-3 hours each day.
¡1a SESIÓN GRATIS!
Course is for
Corporate strategy and business development
Marketing. Product & service development
R&D and innovation.
Application development and content management
What you will learn
- All times noted are in Eastern U.S. (Boston, MA) time zone
DAY 1 | 07:00am-09:00am Introduction/What is a Platform?
DAY 2 | 07:00am-09:00am Platform Coring
DAY 3 | 07:00am-09:00am Platform Coring
DAY 4 | 07:00am-09:00am Seeding a Platform
DAY 5 | 07:00am-09:00am Seeding a Platform
DAY 6 | 07:00am-09:00am Monetezation
DAY 7 | 07:00am-09:00am Monetezation
DAY 8 | 07:00am-09:00am Ebooks
DAY 9 | 07:00am-09:00am Akamai case study and discussion
DAY 10 | 07:00am-09:00am Product Platforms
DAY 11 | 06:00am-09:00am Projects Report-Outs, Course Wrap —What’s Next?
About your instructors
International Programs Professor of Management
Professor, Technological Innovation, Entrepreneurship, and Strategic Management
MIT Sloan School of Management
Pierre Azoulay is the International Programs Professor of Management at the MIT Sloan School of Management, and a Research Associate at the National Bureau of Economic Research.
His current research focuses on empirical studies of the supply of biomedical innovators, particularly at the interface of academia and the biopharmaceutical industry. He also is interested in the topic of academic entrepreneurship, having recently concluded a major study of the antecedents and consequences of academic patenting. In the past, he has investigated the impact of superstar researchers on the research productivity of their colleagues, and the outsourcing strategies of pharmaceutical firms, in particular the role played by contract research organizations in the clinical trials process.
At MIT Sloan, he teaches courses on competitive strategy and innovation strategy to the EMBA students and Sloan Fellows, as well as a PhD class on the economics of ideas, innovation, and entrepreneurship.
He holds a Diplôme d’Études Supérieures de Gestion from the Institut National des Télécommunications, an MA from Michigan State University, and a PhD in management from MIT.
Sloan Distinguished Professor of Management
Chair MIT Sloan PhD Program
MIT Sloan School of Management
Catherine Tucker is the Sloan Distinguished Professor of Management and a Professor of Marketing at MIT Sloan. She is also Chair of the MIT Sloan PhD Program.
Her research interests lie in how technology allows firms to use digital data and machine learning to improve performance, and in the challenges this poses for regulation. Tucker has particular expertise in online advertising, digital health, social media, and electronic privacy. Her research studies the interface between marketing, the economics of technology, and law.
She has received an NSF CAREER Award for her work on digital privacy, the Erin Anderson Award for an Emerging Female Marketing Scholar and Mentor, the Garfield Economic Impact Award for her work on electronic medical records, the Paul E. Green Award for contributions to the practice of Marketing Research, the William F. O'Dell Award for most significant, long-term contribution to Marketing, and the INFORMS Society for Marketing Science Long Term Impact Award for long-run impact on marketing.
She is a cofounder of the MIT Cryptoeconomics Lab which studies the applications of blockchain and also a co-organizer of the Economics of Artificial Intelligence initiative sponsored by the Alfred P. Sloan Foundation. She has been a Visiting Fellow at All Souls College, Oxford. She has testified to Congress regarding her work on digital privacy and algorithms, and presented her research to the OECD and the ECJ.
Tucker is coeditor at Quantitative Marketing and Economics, associate editor at Management Science, Marketing Science, and the Journal of Marketing Research and a research associate at the National Bureau of Economic Research. She teaches MIT Sloan's course on Pricing and the EMBA course "Marketing Management for the Senior Executive." She has received the Jamieson Prize for Excellence in Teaching as well as being voted "Teacher of the Year" at MIT Sloan.
She holds a PhD in economics from Stanford University and a BA from the University of Oxford.
What real people are saying?
This course gave me the foundation and many hints to develop a new platform business that was well-organized. It's worth reviewing the contents many times, and it will take me to a new world!!
Truly a fantastic framework to think about modern business platforms, and opportunities to migrate your own business model.
It was an intense 2 days of on-line class in a live format. There was an engaged balance between lecture, Q&A and small teams that worked and maintained the needed energy level. Great introduction to this important topic and consideration of the topic.