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2020/2021  KAN-CCMVV4057U  Global Online Marketplaces - How to work with the giants?

English Title
Global Online Marketplaces - How to work with the 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 MSc in Economics and Business Administration
Course coordinator
  • Jonas Hedman - Department of Digitalisation
Main academic disciplines
  • Globalisation and international business
  • Information technology
  • Management
Teaching methods
  • Blended learning
Last updated on 04-06-2020

Relevant links

Learning objectives
  • Demonstrate insights into global online marketplaces
  • Analyze the different business models of global online marketplaces
  • Reflectt upon the issues and challenges, both technical and organizational, in integrating with different global online marketplaces
  • Evaluate how to work with different global online marketplaces
Prerequisites for registering for the exam (activities during the teaching period)
Number of compulsory activities which must be approved (see s. 13 of the Programme Regulations): 1
Compulsory home assignments
Group assignment based on a mini case study. The assignment includes a group hand-in of the assignment (max. 5 pages) and an in-class presentation.
Global Online Marketplaces - How to work with the giants?:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 15 pages
Graded individual written assignment (max. 10 pages) based on the further development of the mini case study.
Assignment type Report
Duration Written product to be submitted on specified date and time.
Grading scale 7-point grading scale
Examiner(s) Internal examiner and second internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach

In the waves of globalization and digitalization, the e-business space is increasingly dominated by online marketplaces, especially the ones operating on a global scale. The future of how and where to sell is, to a large extent, dependent on the how well companies can be integrated into these marketplaces.


The aim of the course is to provide an overview of global online marketplaces and to provide insights on how to work these platforms.


The course will cover the basics of online marketplaces as digital platforms (their underlying mechanisms and business models), discuss the current landscape of online marketplaces and its dominant players, and provide insights and general guidelines for companies on how to operate on one or multiple of these marketplaces. We will explore different instances of global online marketplaces, such as Amazon and Alibaba.


Finally, we will invite various Danish companies who have worked with different global online marketplaces to come and discuss their experiences and get hands on experience. 

Description of the teaching methods
Lectures, case-based teaching, guest lectures, group work
Feedback during the teaching period
Throughout the course and after the mandatory assignment
Student workload
Lectures and practical sessions 33 hours
Preparation of lectures (incl. reading) 42 hours
Preparation of project presentation (mandatory activity) 27 hours
Exam preparation and exam 104 hours
Expected literature

The reading list is subject to further changes.


  • Bandyopadhyay, S., Barron, J. S., Chaturvedi, A. R. (2004). “Competition Among Sellers in Online Exchanges,” Information Systems Research (16:1), pp. 47-60.
  • Büyüközkan, G. (2004) "Multi-criteria decision making for e-marketplace selection." Internet Re-search (14:2), pp. 139-154.
  • Evans & Schmalensee (2016). Matchmakers: The New Economics of Multisided Platforms. Harvard Business Review Press.
  • Koh, Tat Koon & Fichman, Mark (2014) Multi-Homing Users’ Preferences for Two-Sided Exchange Networks. MIS Quarterly, 38(4), pp. 977-996.
  • Park & Zhao (2016) Alibaba Group: Fostering an E-Commerce Ecosystem. Teaching Case 8B16M217, Ivey Publishing.
  • Parker & Van Alstyne (2005). Two-Sided Network Effects: A Theory of Information Product Design, Management Science 51(10), pp 1494-1504.
  • Stockdale, R. & Standing, C. (2002). “A framework for the selection of electronic marketplaces: a content analysis approach,” Internet Research, (12:3).
  • Van Alstyne & Schrage (2016). The Best Platforms Are More than Matchmakers. Harvard Business Review (August 2, 2016)
  • Van Alstyne, Parker & Choudary (2016). Pipelines, platforms, and the new rules of strategy. Harvard Business Review, 94(4), pp. 54-62.
Last updated on 04-06-2020