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Boston University

Platform Revolution: Competing in the Digital age

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About the course

UNLEASH THE POWER OF PLATFORM STRATEGIES

Platforms are the revolution. By operating as open ecosystems, companies like Facebook, Microsoft, American Express, and McCormick spices match suppliers of products, services, or content to consumers, and gain enormous value and market share. Now you can too. Attend BU’s 2-day, highly interactive Competing in the Digital Age: Platform Revolution executive certificate program to walk step by step through adopting a platform strategy. Learn from renowned experts Marshall Van Alstyne, Geoffrey Parker, and Andrei Hagiu, whose insights on Platform Revolution and “Finding the Platform in Your Product” will help you:

  • Identify approaches to building multi-sided platforms and select the one that’s right for your firm
  • Analyze platform adoption at firms like Intuit QuickBooks and MakerBot
  • Figure out how to jump-start your platform and make vital decisions on openness, governance and pricing
  • Convert your businesses into platforms, and turbo-charge your competitive advantage and growth

Lead Your Organization’s Platform Strategy

Many of the world’s most valuable firms are multi-sided platforms. Amazon, Intuit, McCormick spices, even your local health club make much of their money not by what they sell but by facilitating the interactions or transactions of others. And here’s the key: most of them didn’t start out that way.

Now you can do the same. Decide how best to turn your product into a platform by learning face-to-face from the acknowledged visionaries in the field. Marshall Van Alstyne and Geoffrey Parker, co-authors of the best-selling Platform Revolution, together with Andrei Hagiu, co-author of “Finding the Platform in Your Product,” will prepare you to lead your organization’s platform strategy. They’ll help you drive your firm to the center of multi-party value creation – and anticipate the challenges and opportunities before they arise.

AGENDA

Day 1

FOUNDATIONS

What makes platforms special and powerful? How are platforms different from regular businesses? Why do platform businesses oftentimes generate winner-take-all outcomes?

LAUNCH

How many sides should a multi-sided platform have? Which side should you start courting first? Do you go broad or narrow?

MONETIZATION

Under what conditions should a multi-sided platform subsidize the participation of one or multiple sides? How should the pricing structure change over the multi-sided platform’s lifecycle?

DESIGN

Why are platform design decisions more difficult than product design decisions? How does a platform’s design choices resolve conflicting interests of its multiple constituents? What should platforms own and what should they open?

Day 2

GOVERNANCE

How do platform governance rules help reduce market failures? How much control should a platform take over the interactions it enables? When should you be a traditional intermediary rather than a platform?

PRODUCT-TO-PLATFORM

How can traditional products or services be transformed into platforms? When does it make sense to undertake this transformation? What are the main pitfalls?

NEW RULES OF STRATEGY

How does platform strategy differ from product strategy? Where does Porter’s Five Forces framework still apply? Where does it fail?

Who should attend

This program is designed for leaders in traditional and emerging businesses, in platform organizations and in the traditional firms that must compete with them. It is a key stepping stone to convert a product or service into a platform business. From CEOs, CTOs and CMOs, to operations managers, technology officers and R&D leaders, anyone whose responsibilities require forward, innovative business thinking will benefit from this program. To foster teamwork and maximize the learning impact, we encourage both individuals and teams to attend.

Participants in our Executive Leadership courses come from the New England region as well as across the country and around the globe. It is a diverse group of individuals with strong backgrounds each of whom brings their career knowledge to share as they join with the rest of the class in in learning together in these dynamic and engaging courses.

Trust the experts

Andrei Hagiu

Andrei Hagiu is a Visiting Associate Professor of Technological Innovation, Entrepreneurship, and Strategic Management at the MIT Sloan School of Management. He was previously an Associate Professor in the Strategy unit at Harvard Business School. In 2012, Andrei took a leave of absence from Har...

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Marshall Van Alstyne

Professor Van Alstyne is one of the leading experts in network business models. He conducts research on information economics, covering such topics as communications markets, the economics of networks, intellectual property, social effects of technology, and productivity effects of information. A...

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