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2015/2016  KAN-CINTV1013U  A Digital Battlefield: How to Compete Against the Internet Giants?

English Title
A Digital Battlefield: How to Compete Against the Internet Giants?

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BSc/MSc in Business Administration and Information Systems, MSc
Course coordinator
  • Ioanna Constantiou - Department of IT Mangement (ITM)
Main academic disciplines
  • Entrepreneurship
  • Information technology
  • Innovation
Last updated on 13-02-2015
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Identify, select and combine key theoretical concepts from the course, and apply them on a new, digital business venture
  • Propose an internationalization strrategy for the new, digital business venture and explain the main components
  • Explain the key business implications derived from the economic characteristics of digital information goods of the new, digital business venture
  • Analyze the competitive dynamics in the global digital arena where the new, digital business venture is positioned
A Digital Battlefield: How to Compete Against the Internet Giants?:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual
Size of written product Max. 15 pages
Assignment type Written assignment
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form 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 the following topics: 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 above topics trough group discussions and presentations based on contemporary cases.
Expected literature

Indicative course literature:


Evans (2009): The Online Advertising Industry: Economics, Evolution, and Privacy, Journal of Economic Perspectives, 23 (3), pp. 37–60.

Eisenmann, Parker & Van Alstyne (2006): Strategies for Two-Sided Markets, Harvard Business Review, October 2006, pp. 92-101.

Johanson & Vahlne (2009) : The Uppsala internationalization process model revisited: From liability of foreignness to liability of outsidership. Journal of international business studies, 40(9), pp. 1411-1431.

Pagani (2013): Digital Business Strategy and Value Creation: Framing the Dynamic Cycle of Control Points. Management Information Systems Quarterly, 37( 2), pp. 617-632.


Last updated on 13-02-2015