|Course coordinator(s)||dr. PTM Ingenbleek|
|prof. dr. ir. B Tekinerdogan|
|JA Rossi Borges|
|dr. PTM Ingenbleek|
|Examiner(s)||dr. PTM Ingenbleek|
|prof. dr. ir. B Tekinerdogan|
Language of instruction:
Assumed knowledge on:
BMO-21306 Advanced Management and Marketing.
MCB-31306 Creating frameworks for marketing and consumer behavior; INF-31306 Information systems for managers and engineers; BMO-31306 Advanced business research
The objective of the course is to provide students with a multidisciplinary theoretical basis on how companies create value through technology management and business model innovation and to learn to critically evaluate innovation theories.
Social and technological developments create opportunities for new innovations that go beyond simple product innovations and that affect entire business models. In recent years, new business models emerged in, among others, green energy, food retailing (think of Amazon Go and Deliveroo), and agricultural financing and information-provision (think of e-choupal and M-Pesa). Such business model innovations have brought structural changes to the mature markets that they entered, have changed the lives of their customers, and/or the sustainability of the industry. This course will make clear that technological change and (business model) innovation are among the most difficult to understand phenomena in our modern economy. While trying to understand these phenomena from a wide range of theories coming from different business disciplines, students will develop a deep understanding of a particular business model innovation and draw lessons from it. The students will acquire skills and understanding in critically diagnosing business model through exercises and critical reading of high-level innovation literature. They will also conduct group-based analysis and discussion of a business model innovation case that is central in their assignment.
The course aims at improving student’s understanding of, and to strengthen their competences in dealing with, innovation theories using the business model canvas as an organizing framework. After successful completion of this course students are expected to be able to:
- understand how technological development may lead to innovation in products, services, and entire business models;
- apply the business model canvas to map business model innovations in the food and agribusiness domains and identify the key drivers of the innovation;
- understand and apply selected innovation theories to evaluate business model innovations and their components.
The course consists of a series of lectures for which you should prepare yourself by studying selected scientific articles and complete individual assignments, such as summaries, open questions and multiple choice questions about the content. You will form teams for the group assignment that runs as a read thread through the course. Your group will select a recent and exciting business model innovation that you will analyze and evaluate through the lense of the reading materials and lectures.
- written exam (65%);
- assessment of assignments (35%).
Selected articles that are made available tin Brightspace.