BUSINESS MODEL INNOVATION

The course introduces the candidates to the major aspects related to business model innovation, focusing in particular on the innovation process that leads to the creation of the value proposition. The course presents the proposed themes both from a theoretical and a practical point of view, through the presentation of real-world business cases following the participation of local managers and entrepreneurs. The theoretical lectures and workshops will provide students with the creative and operational tools to address the topics of the course. The evaluation will be based on two individual written assignments and a group work.

Expected learning outcomes
Attendance and active participation during the learning activities offered through the course (lectures, participation of local managers and entrepreneurs) and individual study will allow students to:
1. Knowledge and understanding
• Understand the most advanced theories and conceptual tools related to business model innovation.
• Read business models.
• Learn about the major tools utilized within data- and digital-driven companies.
• Learn about the major aspects related to digital technologies.
• Understand uncertainty in business model innovation.
2. Ability to apply knowledge and understanding
• Apply the theoretical frameworks related to business model innovation processes as well as practices for the purpose of resolving complex issues.
3. Ability to develop evaluative judgements
• Formulate hypotheses and judgments regarding the effectiveness of multiple strategic alternatives.
4. Communication skills
• Describe a digital-first business model.
5. Learning ability
• Consult reference resources.
Select and evaluate sources in order to investigate vertical practices.

Students are required to possess a basic knowledge of business strategy

1. Introduction to the Course and to the Project
2. Business Model Innovation: Introduction
-Main Features
-Processes
3. Artificial Intelligence
-Description
-Ethics in Artificial Intelligence
4. The Digital Operating and Business Model
5. Designing Digital-First Business Models
-Data-Driven BM
-Platform BM
-Smart Factory BM
-Servitization BM
6. Digital Transformation Processes
-Strategic Innovation within Digital Business Models

Mandatory study literature:
- Bagnoli C. et al., Digital Business Models, Springer, 2022 (the textbook will be made available in PDF format)
Optional or supplementary readings:
• Iansiti M. and Lakhani K . R., Competing in the Age of AI: Strategy and Leadership When Algorithms and Networks Run the World, Harvard Business Press, 2020.
• Casprini E., Beyond servitization: New managerial challenges for manufacturing firms, Wolters Kluwer, 2019.
• Choudary S. P., Platform Scale: How an emerging business model helps startups build large empires with minimum investment, Platform Thinking Labs, 2015.
• Choudary S. P., Van Alstyne M., Parker G. G., Platform Revolution: How Networked Markets Are Transforming the Economy and How to Make Them Work for You, WW Norton & Co., 2016.
PowerPoint presentations and additional readings and materials available on the Moodle platform

Attending students will be assessed on the basis of an individual assignment consisting of two reports based on the project's tasks explained during the course (0-15 points) and on the basis of group work which will be presented collectively focused on identifying the corporate business model as well as the value proposition of a real organisation (0-15 points).
Non-attending students will be assessed on the basis of an oral examination on the topics covered in the reference textbook.

The course is organized in frontal lectures. During the course, local managers and entrepreneurs will be invited to hold lectures for the purpose of sharing their professional experiences.
Course organized in:
a) theoretical lectures;
b) workshops.
PowerPoint presentations and additional readings and materials available on the Moodle platform.

English

written and oral

This subject deals with topics related to the macro-area "Circular economy, innovation, work" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development