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    Managing in the Global Digital Economy
    Wharton Executive Education

    Managing in the Global Digital Economy

    Wharton Executive Education, Philadelphia
    HomeDigital TransformationWharton Executive EducationManaging in the Global Digital Economy
    AnytimeDuration
    onlineFormat
    EnglishLanguage
    Digital TransformationTopic

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    Anytime - Self-Paced
    online · Self-Paced
    Open
    $850

    All-inclusive program fee

    About This Program

    Companies like Uber, Tinder, Amazon, and Airbnb have transformed the digital economy on an international level. What strategies did these platforms adopt, and how were they able to scale globally? How have retailers and news publications changed their business models to keep pace with digital and mobile trends? Managing in the Global Digital Economy will help you understand digital platforms and their network effects at the local, national, and global levels. Mauro Guillén, William H. Wurster Professor of Multinational Management; Vice Dean, MBA Program for Executives, uses real-world examples to illustrate how you can take advantage of new technology and adopt competitive omnichannel strategies for your business. You’ll also learn about international expansion considerations and the impact of regulations. By the end of the global digital marketing course, you’ll have a sharper sense of digital innovation and be able to approach global management from a more informed, digitally savvy point of view.

    Why Wharton Executive Education?

    When Fortune 500 boards, sovereign wealth funds, and serial founders want their senior teams sharpened on finance, strategy, or leadership, they repeatedly arrive at the same address in West Philadelphia. Wharton's executive programs are built on the same faculty who define the academic disciplines themselves — not practitioners brought in to translate research, but the researchers writing it.

    Your Profile

    • Business leaders and executives looking to craft strategies for success in the global digital economy
    • Managers and strategists aiming to understand and leverage the dynamics of digital platforms and network effects
    • Entrepreneurs and decision-makers interested in developing international expansion strategies for digital platforms
    • Professionals seeking insights into the profitability and financial performance challenges in the digital economy
    • Leaders of traditional businesses exploring how to integrate digital technologies for operational enhancement
    • Analysts and consultants focused on identifying competitive advantages in global digital markets
    • Individuals navigating regulatory challenges associated with digital transformation and global market expansion
    • Anyone eager to understand and succeed in the rapidly evolving global digital economy

    Benefits

    • Distinguish between one- and two-sided networks
    • Analyze the local, national, and international effects of digital platforms
    • Craft digital platform strategies based on network effects
    • Advocate for omnichannel strategies that improve user experience
    • Approach international expansion — understanding when to start, what sequence of markets to enter, and how quickly to expand

    What You'll Learn

    • Module 1: The Growth of the Global Digital Economy — In this module, you’ll explore the growth of digital platforms and examine the increase in the digital populations of different countries and socio-demographic segments. You’ll analyze the emergence of digital firms and learn the importance of detailed analysis of digital access in different parts of the world. Through case studies of companies such as Lego and Amazon, you’ll learn how they achieved successes as digital firms. You’ll also learn how digital currencies propelled Africa to the forefront of the digital economy. By the end of this module, you will have a better understanding of the digital economy and be able to implement successful strategies to propel digital transformation for your firm or organization.
    • Module 2: Digital Platform and Network Effects — In this module, you’ll examine the fundamentals of network effects and delve deeper into network analysis with case studies. You’ll learn about the types of digital platforms and gain a better understanding of one-sided versus two-sided network effects through a mapping exercise. By analyzing the case studies of Tinder and Uber, you’ll explore how network effects can unfold at the local, national, or global levels. By the end of this module, you will have a better understanding of the nature of network effects and the types of strategies that digital platforms can implement in order to successfully compete.
    • Module 3: The Digital Transformation of Traditional Business — In this module, you will explore digital transformation within retail, printed media, and financial services. Through close examination of Zara’s retail strategy, you’ll learn about the advantages of the omnichannel approach in online retail sales. By studying the failed digitalization of eBooks and wines, you will better understand the importance of forming a competitive strategy that takes advantage of the potential of new technologies. By the end of this module, you’ll have a richer understanding of both successful and unsuccessful digital transformations and know what strategies are more successful than others.
    • Module 4: The Internationalization of Digital Firms — In this module, you’ll learn about international expansion and its network effects on digital platforms. Through close analysis of the case study of Airbnb, you’ll understand the importance of key decisions such as timing, market sequence, and speed in international expansion. You’ll also analyze the comparisons among Spotify, Apple Music, and Netflix, and learn how margins depend on the threat of substitutes, the degree of competition, and the possibility of new entrants. By the end of this module, you’ll be able to better navigate the risks of international expansion for your organization and develop a more successful digital strategy for your business.

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