ISM 211

Spring 2007
eBusiness: Technology and Strategy

Website: http://www.soe.ucsc.edu/classes/ism211/Spring07

 

Announcements:

 

           

Lectures:

          Mondays 6-9, UCSC Silicon Valley Center

          Course Number: 64412

          Required Course of Knowledge Services & Enterprise Management (KSEM) Certificate

 

Course Description:

TIM 211 is a first graduate course in technology and business strategy for information technology products and services. Firms trying to succeed in the information technology products and services sectors need to understand the structure of modern information technology, the relation of that structure to the structure of the industry that creates it, and the economic forces that drive the players in the industry. 

 

Instructor:

          John Musacchio (johnm@soe.ucsc.edu)

Office:                         E2 Room 557

Office hours:              TBA

Email:                         johnm@soe.ucsc.edu

 

Teaching Assistant:  Geoff Ryder

Email:                         gryder@gmail.com

 

Reading

    Tentative List (almost surely will change):

Required Book:

*    C. Shapiro, H. Varian, Information Rules: A Strategic Guide to the Network Economy, Harvard Business School Press; 1st edition (November 1998)

Suggested Reference Books:

*    D. Messerschmitt, C. Szyperski, Software Ecosystem: Understanding an Indispensable Technology and Industry, The MIT Press; New Ed edition (September 1, 2005)

*    H. Varian, J. Farrell, C. Shapiro, The Economics of Information Technology: An Introduction, Cambridge University Press (January 31, 2005)

Cases

*      R. Nolan, “Information Technology Management from 1960-2000,” Harvard Business School Case Study, 2001.

*      T. Eisenmann, K. Hermann, “Google Inc,” Harvard Business School Case Study, 2006.

*      F. W. McFarlan, V. Belokhvostova, “RosettaNet and ebXML:  Betting on the Right eBusiness Standard,” Harvard Business School Case Study, 2006.

*      A. McAfee, “Alibris,” Harvard Business School Case Study,” 2003.

*      M. J. Piskorski, “LinkedIn (A),” Harvard Business School Case Study, 2007.

Articles:

*      M. Porter, “Strategy and the Internet,” Harvard Business Review, March 2001.

*      D. Yoffe, M. Kwak, “With Friends Like These: The Art of Managing Complementors,” Harvard Business Review, September 2006.

*      B. Edelman, M. Ostrovsky, M. Schwarz, ”Internet Advertising and the Generalized Second Price Auction: Selling Billions of Dollars Worth of Keywords,” Working paper, 2005.

*      T. Eisenmann, “Winner-Take-All in Networked Markets”, Harvard Business Review, Jan. 2007.

 

Grading:

*    Homework assignments 15%

*    Participation 10%

*    Discussion Forum 10%

*    Project 1  25%

*    Final Project 40%

 

Tentative Lecture Plan

 

 

Class

Date

Lecture Topic

Reading Homework Due

>> Posting to class comment thread required for papers in bold

Homework Assignment Due Dates

1

4/9

IT History and Evolution,

Technology Structure and Business Concepts

[slides][handouts]

a.  Varian and Shapiro (VS), Chapter 1, The Information Economy

b.  HBS IT History Case Study

- Final project assigned

2

4/16

Economics of Information

- Pricing and versioning

- Bundling

 

a.  VS Chapter 2, Pricing

b.  VS Chapter 3, Versioning

c.  Porter, HBR, Strategy and the Internet

- Problem Set 1 assigned:  pricing and versioning

3

4/23

“ “

- network effects

 

HBS ebXML case study

- Project 1 assigned:  web programming

4

4/30

Industry and Technology Structure

- technology layering, component suppliers and system integrators,

a.  VS Chapter 5, Recognizing Lock-In

b.  VS Chapter 6, Managing Lock-In

c.  HBR With Friends Like These:  The Art of Managing Complementors

 

Problem Set 1 due

5

5/7

“ “

a.  VS Chapter 7, Networks and Positive Feedback

b.  HBS Winner-Take-All in Networked Markets

 

6

5/14

Strategies for Information Products and Services

- game theoretic strategy analysis

Edelman et al.:  auction paper

 

 

7

5/21

“ “

- auctions, mechanism design

HBS Google

Project 1 due

- This week:  game theory and auctions questions sent out

8

5/30**

Note: Wed., not Mon.

eCommerce

a.  VS Chapter 8, Cooperation and Compatibility

b.  VS Chapter 9, Waging a Standards War

 

9

6/4

Wrap-up, Projects

a.  VS Chapter 4, Rights Management

b.  VS Chapter 10, Information Policy

c.  HBS Alibris

d.  HBS LinkedIn

Final projects due

- Game theory and auctions questions, plus all WebCT questions due

 

Updated 5-21-2007 by Geoff Ryder