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2012/2013  KAN-CM_J68  Global Strategy and Technology

English Title
Global Strategy and Technology

Course information
Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Course period Spring, Third Quarter
Changes in course schedule may occur
Wednesday 09.50-12-35, week 6,13
Wednesday 09.50-13.20, week 7,8,10-12
Wednesday 13.30-17.00, week 9
Time Table Please see course schedule at e-Campus
Max. participants 70
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Nicolai Pogrebnyakov - Department of International Economics and Management
Administration - Birgit Dahlgren bgd.int@cbs.dk
Main Category of the Course
  • Globalization, International Business, markets and studies
  • Management of Information and Knowledge Management
  • Corporate and Business Strategy
Last updated on 21-11-2012
Learning objectives
  • To develop an understanding of how technology adds business value to an international firm. The goal is to identify specific mechanisms of value creation that can be easily deployed, as well as get into the mindset of the manager who maps out company strategy while considering technology issues.
  • To understand issues involved in launching and offering technology services and products globally.
  • To develop an appreciation of technology strategy as an integral and significant part of the overall competitive firm strategy.
  • To instill a comprehensive understanding of the concepts and frameworks discussed in class, the ability to skillfully apply them to a case situation as well as the ability to formulate and persuasively discuss a position on the case situation.
Examination
Take-home case analysis.
Individual project exam/home assignment.:
Type of test Home Assignment
Marking scale 7-step scale
Second examiner No second examiner
Exam period May/June
Aids Open Book, Written Aid is permitted
Duration 48 Hours
Course content

This course focuses on strategic issues firms face in the use of technology and development of technology innovations in global markets. It examines two levels: the business and the customer. The business part focuses on how information technology can be used to add value to the business, assist in a globalized innovation process and tap into new and unconventional sources of creativity and expertise. The customer part examines strategy in technology products and services, with the focus on the global appeal of technology and business models in the development and post-launch phases of technology products and services.


The course is targeted at students whose future career may involve a general understanding of strategic technology issues. It would also be valuable for those with an interest or background in the technology industry who want to understand strategic challenges facing companies there. That said, no technology background is required. The course emphasizes business over technology-specific issues.

Development of personal competences:

At the end of this course, students will be able to:
•    Demonstrate an understanding of the value added by technology to the international firm.
•    Identify specific mechanisms of value creation offered by information technology.
•    Consider technology-related issues when formulating company strategy.
•    Articulate and persuasively explain and defend a position on a chosen technology strategy of a firm.
•    Understand issues involved in launching and offering technology services and products globally.
Teaching methods
This course is taught in Harvard-style case method, which involves energetic class discussion and interaction. Case discussions are complemented by brief lectures that summarize and provide additional insights on the class topic. The bulk of student knowledge will develop through in-class case discussions. Thus preparation and class participation are essential if you want to do well in the course.

The instructor is a recepient of the 2011 Excellence in Teaching award from the FUHU Foundation.
Expected literature

Part I.The Business: Doing Business Globally with Technology


Week 1: Global technology strategy and governance
No case assignment.
Readings
McAfee, A. (2006). “Mastering the three worlds of information technology.” Harvard Business Review.
Nolan, R. and McFarlan, W. (2005). “Information technology and the board of directors.” Harvard Business Review.
Carr, N. (2003). “IT doesn’t matter.” Harvard Business Review.
 
Week 2: Cross-border innovation with technology
Case
IBM in the 21st Century: The Coming of the Globally Integrated Enterprise (HBS case 308-105
Readings
Santos, J., Doz, Y. and Williamson, P. (2004). “Is your innovation process global?” MIT Sloan Management Review.
Kao, J. (2009) “Tapping the world’s innovation hot spots.” Harvard Business Review
 
Week 3: Technology exchange with emerging markets
Case
SAP: Establishing a Research Center in China (University of Hong Kong case 817)
Reading
Zachary, G.P. (2008). “Inside Nairobi, the Next Palo Alto?” TheNew York Times. http://www.nytimes.com/2008/07/20/business/worldbusiness/20ping.html

Week 4: Technology management in global value networks
Case
ECCO A/S - Global Value Chain Management (Ivey case 908M14)
Readings
Myers and Cheung (2008). “Sharing global supply chain knowledge.” MIT Sloan Management Review.


Part II. The Customer: Technology Products and Service

Week 5: Global appeal of technology and global technology product strategy
Case
Apple’s iPhone: Calling Europe or Europe Calling (IESE case IES192)
Readings
Eisenhardt, K. M. and Sull, D. N. (2001). “Strategy as simple rules.” Harvard Business Review.
Maidique, M. A. and Hayes, R. H. (1985). “The art of high-technology management.” McKinsey Quarterly

Week 6: E-business, e-commerce and online business models
Case
LinkedIn Corp., 2008 (HBS case 709-426)
Readings
Anderson, C. (2009). “The economics of giving it away.” Wall Street Journal. http://online.wsj.com/article/SB123335678420235003.html
Kaganer, E. (2009). “The freemium model.” http://isblog.iese.us/2009/09/a-few-thoughts-on-the-freemium-model.html

Week 7: Platforms, ecosystems and standards
Case
Microsoft Xbox: Changing the Game? (HBS case 707-501)

Week 8: Hot trends in 2013
No case assignment.
Readings
Will be assigned before the course.

As the topic of the course is highly dynamic, this syllabus may change before the course to reflect updates in the literature.
Last updated on 21-11-2012