2.0

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This module requires students to assume the role of a general manager in the 2020’s and beyond. General managers have to cope with tremendous complexity, uncertainty, and inadequate information. An important requirement of a general manager's job is the ability to think in a cross-functional and holistic manner. Since the beginning of the new millennium, technology progress has been accelerated. The internet, mobile devices, and the abundance of personal data available to companies reshaped the competitive landscape and new business models emerged. As technology does not show any sign of slowing down, creativity and innovation are more critical than ever to achieve success, as is the ability to digest and apply tremendous amounts of cutting-edge research quickly. The concepts and frameworks to be covered in this course range from the, now classic, Porter’s 5-forces Analysis, through well understood framework of vertical and horizontal integration, and to cutting edge theories of two-sided markets, network effects, and advertisement-driven, transaction-driven, and data-monetization-driven businesses.