Upon completion of this course, students are able to:
1. Research
- Explain the most important theories and models of business development, and strategies that support actor engagement and eco-system development.
- Critically reflect on conceptual and empirical contributions to the aforementioned literature in the field;
- Analyze and explain the success and failure of eco-system management from the perspective of business strategies and subsequent strategic and marketing choices in the global context.
2. Design
- Recognize and formulate strategic and business problems including current and future opportunities for business development based on real-life cases of multi-stakeholder systems in the international/global context.
- Design solutions for strategic and marketing problems for business development based on actor engagement analysis and actor engagement techniques
3. Organize
- Work in a group
- Propose concrete implementation advises on business development including the implications for current and future (international or global) strategy.
- Provide recommendations for future research.
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This course draws on the basics of business models in eco-system context and its usefulness for a firm in today's rapidly changing markets and global contexts to map consequences for strategy and business development. We will work successively through each part of the business model framework and actor engagement approach Following the structure of a business model, the topics include customer value analysis, customer relationships, value proposition, capabilities, resources and activities. Following the actor engagement approach the topics include engaging actors, engagement platform, actor disposition, engagement properties and resource integration patterns. Furthermore, we discuss the role of partners, for instance strategic alliances and joint ventures as part of a business model including its developmental stages. We will also focus on the competitive aspect of developing strategies and implications for business models. Throughout the course, we elaborate on how parts relate to each other and how any change in one part affects the opportunities and challenges for strategic change and business development. In doing so, we will work with cases of firms who are challenged with strategic, marketing and business development problems and systematically analyses the cases using the business model framework and actor engagement approach, we will draw implications for strategic change and business development.
The attainment of the learning goals is the attainment of the learning goals is supported by a combination of lectures, tutorials and assignments including appropriate reading materials.
The final mark consists of group assignments (40%) and a research paper (60%). A minimum mark of 5.5 is required for the research paper. The final mark on the course is awarded when the student has completed all course elements.
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