21853 Strategic Competitive Advantage in the Digital Age

Subject level: Postgraduate

Handbook description

This is an integrating subject concerned with obtaining competitive advantage at a strategic level in the digital age. Using a framework approach to strategic competitive advantage and change management, the subject examines the digital information age at three levels. First, at a national policy level by comparing the approach of the USA, UK and Australia. Secondly, at the level of the tele-media industry and the organisations that supply it. Thirdly, the effect of the digital age (through e-business) on the strategic competitive advantages of industries already affected in the USA is reviewed, as well as changes to competitive advantage in Australia.

Subject objectives/outcomes

On successful completion of the subject students should be able to:

1. Understand and appreciate from a theoretical and practical perspective the issues that have influenced the study of corporate strategy from the beginning of the Digital Age in 1994
2. Understand the economic, social and corporate benefits of the arrival of the Digital Age
3. Appreciate the different outcomes of the national strategies of the USA, UK, Australia and Hong Kong to the Digital Age and its effect on corporate services
4. Review strategic frameworks and approaches and examine success strategies of corporates that have gained competitive advantage
5. Understand how competitive advantage can be gained through digital technology and how technology and strategic management are in fusion
6. Explore how organisations are dealing with supply chain management, understand trends and models and explore the latest marketplace philosophies
7. Identify how some selling chain management strategies have deconstructed industries, e.g. Napster (music), Charles Schwab (Financial Services); and explore issues such as branding and CRM and how they can be used for both 'clicks' and 'bricks and mortar' organisations for competitive advantage
8. Understand how the Digital Age and e-business require new approaches to organisational and knowledge management and see how new approaches to core competencies and entrepreneurship can give an organisation an edge.

Contribution to graduate profile

The subject covers the strategic framework of competitive advantage and looks at the e-business management issues within the three areas of national policy, disruptive technology, and convergence industry, plus the strategic effects of the digital age for all corporations.

It provides the overview for the more specialised subjects of Enabling e-Business Technologies, Innovation and Entrepreneurship, e-Business Marketing, Telecommunications and Media Law, etc.

It also provides a specialist view of the digital age that augments the wider strategic management subjects.

Teaching and learning strategies

The industry issues and technology are very dynamic and a supporting list of articles, websites etc will be produced closer to the start of the course to ensure up to date information for discussion.

The introductory sessions will provide the strategic competitive advantage framework that will be applied to national government, convergent and disruptive technology, and corporate levels of the economy. Individual participation sessions will be undertaken throughout the six parts. It will be assumed that readings have been completed. External speakers will be used to deliver some sessions and this experience plus one individual case study, a group assignment and eight class case study presentations will ensure that the simulated experience plays a large part of the education process of the subject in both delivery modes.

Content

• Dawning of the Digital Age: the dawning of the digital age; strategic concepts and frameworks
• Competitive Advantage Through a Technology Focus: Managing convergence and disruptive technology; competitive advantage through digital IT and communications; managing digital technology and understanding new technology trends
• Government Policy and G2B. Explore different Government Approaches around the world and how they can affect corporate success; understand trends in government e-business (G2B) and explore effects on organisations and society; review trends in e-Health and e-Education
• Strategic Issues of Business to Business (B2B): Understanding strategic impact on costs savings and business models; exploring industry differences and trends in marketplaces
• Strategic issues of Business to Consumer (B2C): Deconstruction and reconstruction strategies such as Charles Schwab (financial services) and Napster (music); explore methodologies of analysis and industry trends; review why Branding is now a strategic issue; latest trends in CRM
• Digital Age Management: Explore New Organisational Trends; understand the importance of Core Competencies, Knowledge Management and Entrepreneurship; explore the advantages and disadvantages of Outsourcing
• Successful Implementation Strategies for E-Business: Resourcing Organisational Issues; How to increase success through new implementation approaches; Setting a digital age culture.

Assessment

Recommended text(s)

Book of Readings

Indicative references

Baghai; M., Coley, S., and White, D., (eds), The Alchemy of Growth, Orion Business Books, 1999

Barrenechea, M.J., e-Business or Out of Business, McGraw Hill, USA, 2001

Brynjolfsson, E., and Urban, G.L., Strategies for e-business success, Jossey-Bass, USA, 2001

Chen, S., Strategic Management of e-Business, John Wiley and Sons Ltd., Chichester, 2001

Christensen, C., After the Gold Rush: Patterns of Success and Failure on the Internet, Innosight, http://innosight.com/Gold_Rush/gold_rush.PDF 2000

DeMaio, H.B., (Deloitte and Touche; Deloitte Consulting), B2B and Beyond – New Business Models Built on Trust, John Wiley and Sons, USA, 2001

Evans, P. and Wurster, T.S., Blown To Bits: How The New Economics Of Information Transforms Strategy, Harvard Business School Press, USA, 2000

Ford, D., Saren, M., Managing and Marketing Technololgy, Thomson Learning, London, 2001

Garten, JE, World View: Global Strategies For The New Economy. HBS Press 2000

Hartman, A., and Sifonis, J., Net Ready, McGraw Hill, USA, 2000

Kalakota, R. and Robinson, M.; e-Business 2.0, Roadmap for Success, Addison-Wesley 2001

Knapp, M.C., E-Commerce Real Issues and Cases, Thomson-South Western, Ohio, 2003

Koulopoulos, T., and Palmer, N., The X-Economy – Profiting from Instant Commerce, Texere, USA, 2001

Krishnamurthy, S., E-commerce Management – Text and Cases, Thomsen South-Western, Canada, 2003

McGrath, R.G., and MacMillan, I., The Entrepreneurial Mindset, Harvard Business School Press, USA, 2000

Plant, R.; e-Commerce Formulation of Strategy, Financial Times/Prentice Hall PTR, 2000

Sculley, A., Woods, W., B2B Exchanges, HarperCollins, New York, 2001

Shapiro, C. and Varian, H.R., Information Rules: A Strategic Guide to the Network Economy, Harvard Business School Press, USA, 1999

Tapscott, D. and Lowy, A., Blueprint To the Digital Economy: Creating Wealth In The Era of E-Business, McGraw Hill USA, 1998

The Boston Consulting Group, BCA e-Business Roundtable Report, Business Council of Australia, 2001. Available Online at http://www.bca.com.au/upload/bca%20rountable%20report.pdf

Thompson, A.A., and Strickland, A.J., Strategic Management Concepts and Cases, McGraw-Hill Irwin, New York, 2003

Turner, A., and Crawford, Change Power – Capabilities That Drive Corporate Renewal, Business and Professional publishing, 1998 (pp 11-18, 55-65, 70-77)

Weill, P., and Vitale, M.R., Place to Space: Migrating to eBusiness Models, Harvard Business School Press, USA, 2001

Willcocks, L., Sauer, C., and Associates, Moving to E-Business, The Ultimate Practical Guide to Effective E-Business, Random House Business Books, London, 2000

Yoram, W., and Mahajan, V., Convergence Marketing: Strategies for Reaching the New Hybrid Consumer, Prentice Hall PTR, USA, 2002.