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Sharing Economy - Digital Disruption and New Market Opportunities

In this course you will learn about the business models of sharing economy platforms and understand their strategic positioning relying on the utilization of privately owned idle resources as assets and the involvement of platform members in value co-creation.

 

Purpose and description of the course

This course will focus on the so-called sharing economy as the quintessential example of platform-ecosystems that has been disrupting well-established industries for over a decade by now. In particular, we will study the business models of sharing economy platforms in order to understand their strategic positioning relying on the utilization of privately owned idle resources as assets and the involvement of platform members in value co-creation. The discussion of these sharing economy platforms will help us to:

  1. Further understand the principles of platform economics
  2. Implement some principles into existing business model designs.

These principles (e.g., access-based consumption, peer-to-peer interaction, allocation of idle resources, collaborative consumption) are highly relevant for contemporary business development as they challenge incumbents and call for the reevaluation of long-held business models and strategies – such as renting rather than selling, supporting secondary markets or cooperating with competitors, to name but only a few implications. Hence, the course will put a particular emphasis on how existing businesses can utilize the sharing economy to their strategic advantage.

Key themes in the course

  • The four types of sharing economy platforms
  • Platform economics
  • User participation and value co-creation
  • Strategies for sharing economy platforms
  • Strategies for competing against sharing economy platforms.
     

Your learning outcome

In this course, you will learn to:

  • To identify typical traits of sharing economy platforms.
  • To assess the different business models and strategic approaches of sharing economy platforms.
  • To implement aspects of the sharing economy into existing business model designs.
  • To evaluate strategic options and avenues in the sharing economy.
  • To understand the risks for incumbents and the markets they operate in.


Who should attend this course

The course is targeted at participants who are interested or involved in business strategy, marketing strategy, and digital business innovation of a firm. The course introduces sharing economy platforms as a particular type of digital platform, which have a strong disruptive potential for existing industries. Several sharing economy platforms, such as Airbnb, Uber, Kickstarter, offer new digital products and services and challenge the market power of existing businesses in different sectors. However, sharing economy is not only relevant for sectors, which are already disrupted (such as transportation and hospitality), but other sectors and markets, such as banking (crowdfunding), labor (online staffing), entertainment (streaming services) and many more. There are numerous business opportunities to develop innovative digital products and services and target new customer segments. Focusing on the new sharing economy ventures, participants will be taught concepts, models, and economic principles that are useful for analyzing the new market dynamics, creating a new business venture, extending existing business activities and developing sustainable strategies.

 

Faculty

Associate Professor Attila Marton, Department of Digitalization, Copenhagen Business School (CBS)

Language

Taught only in English

Teaching

3 days on the dates shown below.
  • 25th September 2019 (from 9 - 5 pm)
  • 3rd October 2019 (from 9 - 5 pm)

  • 4th October 2019 (from 9 - 1 pm)

At CBS, Dalgas Have 15. 2000 Frederiksberg

 

Examination

Home written synopsis assignment.

Submission date 28 October 2019

Type of course

Elective

ECTS-point

3 ECTS-point

Participants

Min. participants: 10

Max. participants: 30

Price

10.000 DKK excluding costs of books

 Back to course overview. 

Sidst opdateret: Master of Business Development // 02/04/2019