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2011/2012  KAN-CMIT_DBI  A digital battle field: how do Internet giants compete?

English Title
A digital battle field: how do Internet giants compete?

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Elective
Level Full Degree Master
Duration One Semester
Course Period Spring
Changes in course schedule may occur Wednesday 14.25-17.00, week 9-18
Time Table Please see course schedule at e-Campus
Study Board
Study Board for BSc/MSc in Business Administration and Information Systems
Course Coordinator
  • Ioanna Constantiou - Department of Informatics
Main Category of the Course
  • Information Systems
Last updated on 29 maj 2012
Learning Objectives
  • Independently identify, select and combine key theoretical concepts thought in the course, and apply them on real business cases
  • Compare the internationalization process of Internet-enabled firms with that of industrial manufacturers (physical products)
  • Explain business implications derived from the economic characteristics of digital information goods, focus on implications for business strategy
  • Identify and analyze prominent business models of Internet-enabled firms, focus on the online advertising industry
  • Analyze the competitive dynamics in the global digital arena
Individual oral exam on the basis of a synopsis:
Assessment Oral with Written Assignment
Marking Scale 7-step scale
Censorship Internal examiners
Exam Period May/June
Aids Please, see the detailed regulations below
Duration 20 Minutes
Individual oral exam on the basis of a synopsis (max 5 pages).

The re-take exam takes place on the same conditions as the ordinary exam.
Course Content

The course portrays the Internet an exciting competitive arena for firms providing digital goods and services, such as Facebook and Google. Concepts, models, and economic principles that are useful in analyzing the digital battle field will be taught and applied on real-life cases. The special characteristics of the products and the industry will be integrated in order to understand the internationalization process of Internet-enabled firms, and the global competitive dynamics among them.

The course includes the following topics: Introduction; the principles of information economics: demand and supply side economies of scale, pricing, versioning and bundling information goods; Historical perspective on the evolution of the online advertising industry; internationalization: fundamental frameworks, models and concepts; internationalization: digital vs. physical, transaction cost economics and resource based view considerations; localization processes : geography, language and crowd sourcing; competitive dynamics in the international digital arena; summary of the course; guidance for the exam

Teaching Methods
The course combines teaching and class discussions. In addition, students will apply the above topics trough group presentations based on contemporary case studies.

Indicative course literature
Afuah, A./Tucci, C. L., Internet Business Models and Strategies: Text and Cases, New York: McGraw-Hill/Irwin, 2003, 2nd edition.

Johanson, J./ Vahlne, J.E., The internationalization process of the firm - a model of knowledge development and increasing foreign market commitments, Journal of International Business Studies, 8, 1 1977, pp. 23-32.

Kim, D., The Internationalization of US Business Portals: Does it Fit the Process Model of Internationalization? Marketing Intelligence & Planning, 21, 1, 2003, pp. 23