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2013/2014  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
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Course period Spring
Changes in course schedule may occur
Wednesday 14.25-17.00, week 11-22
Time Table Please see course schedule at e-Campus
Study board
Study Board for BSc/MSc in Business Administration and Information Systems, MSc
Course coordinator
  • Ioanna Constantiou - Department of IT Mangement (ITM)
Administrative contact person is Jeanette Hansen, ITM (jha.itm@cbs.dk)
Main academic disciplines
  • Information Systems
  • Innovation and entrepreneurship
Last updated on 22-10-2013
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:
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Individual
Size of written product Max. 5 pages
Assignment type Synopsis
Written product to be submitted on specified date and time.
15 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Preparation time No preparation
Grading scale 7-step scale
Examiner(s) Internal examiner and second internal examiner
Exam period May/June
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure
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 and structure

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 topics such as: Introduction; the principles of information economics: demand and supply side economies of scale, network effects; Historical perspective on the evolution of the online advertising industry; internationalization: fundamental frameworks, models and concepts; internationalization: digital vs. physical,  localization processes : geography, language and crowd sourcing; competitive dynamics in the international digital arena.

Teaching methods
The course combines teaching and class discussions. In addition, students will apply the course's topics through group presentations based on contemporary case studies.
Expected literature

Indicative course literature:
Adler and Kwon (2002) "Social Capital: Prospects for a New Concept" Academy of Management Review, 27(1) 17-40.
Evans (2009) "The Online Advertising Industry: Economics, Evolution, and Privacy" Journal of Economic Perspectives, 23(3) 37–60.
Huberman, Romeo and Wu (2009) "Crowdsourcing, Attention and Productivity" Journal of Information Science, 35(6) 758-765.

Johanson, and Vahlne (2009) "The Uppsala internationalization process model revisited: From liability of foreignness to liability of outsidership". Journal of international business studies, 40(9)1411-1431.
McAfee, and Brynjolfsson (2012) "Big Data: The Management Revolution" Harvard Business Review, October, 60-70.


Last updated on 22-10-2013