Managing in the Global Digital Economy

Companies like Uber, Tinder, Amazon, and Airbnb have transformed the digital economy on an international level. What strategies did these platforms adopt, and how were they able to scale globally? How have retailers and news publications changed their business models to keep pace with digital and mobile trends?

Managing in the Global Digital Economy will help you understand digital platforms and their network effects at the local, national, and global levels. Mauro Guillén, William H. Wurster Professor of Multinational Management; Vice Dean, MBA Program for Executives, uses real-world examples to illustrate how you can take advantage of new technology and adopt competitive omnichannel strategies for your business. You’ll also learn about international expansion considerations and the impact of regulations.

By the end of the global digital marketing course, you’ll have a sharper sense of digital innovation and be able to approach global management from a more informed, digitally savvy point of view.

Module 1: The Growth of the Global Digital Economy In this module, you’ll explore the growth of digital platforms and examine the increase in the digital populations of different countries and socio-demographic segments. You’ll analyze the emergence of digital firms and learn the importance of detailed analysis of digital access in different parts of the world. Through case studies of companies such as Lego and Amazon, you’ll learn how they achieved successes as digital firms. You’ll also learn how digital currencies propelled Africa to the forefront of the digital economy. By the end of this module, you will have a better understanding of the digital economy and be able to implement successful strategies to propel digital transformation for your firm or organization.

Module 2: Digital Platform and Network Effects In this module, you’ll examine the fundamentals of network effects and delve deeper into network analysis with case studies. You’ll learn about the types of digital platforms and gain a better understanding of one-sided versus two-sided network effects through a mapping exercise. By analyzing the case studies of Tinder and Uber, you’ll explore how network effects can unfold at the local, national, or global levels. By the end of this module, you will have a better understanding of the nature of network effects and the types of strategies that digital platforms can implement in order to successfully compete.

Module 3: The Digital Transformation of Traditional Business In this module, you will explore digital transformation within retail, printed media, and financial services. Through close examination of Zara’s retail strategy, you’ll learn about the advantages of the omnichannel approach in online retail sales. By studying the failed digitalization of eBooks and wines, you will better understand the importance of forming a competitive strategy that takes advantage of the potential of new technologies. By the end of this module, you’ll have a richer understanding of both successful and unsuccessful digital transformations and know what strategies are more successful than others.

Module 4: The Internationalization of Digital Firms In this module, you’ll learn about international expansion and its network effects on digital platforms. Through close analysis of the case study of Airbnb, you’ll understand the importance of key decisions such as timing, market sequence, and speed in international expansion. You’ll also analyze the comparisons among Spotify, Apple Music, and Netflix, and learn how margins depend on the threat of substitutes, the degree of competition, and the possibility of new entrants. By the end of this module, you’ll be able to better navigate the risks of international expansion for your organization and develop a more successful digital strategy for your business.

This course is designed for business leaders, entrepreneurs, and professionals seeking to succeed in the global digital economy. It offers insights into digital platform dynamics, international expansion strategies, and the integration of digital technologies in traditional businesses, equipping participants to craft strategies that drive growth and enhance competitive advantage. Those who may benefit include:

To further leverage the value and impact of this program, we encourage companies to send cross-functional teams of executives to Wharton. We offer group-enrollment benefits to companies sending four or more participants.