Digital Business investigates management issues related to leading data-driven organizations and governments.
Digital Business investigates management issues related to organizing and leading data-driven initiatives in business and government. This includes using data and designing metrics to influence decision-making and policy, data-driven product design and experimentation (“A / B testing”), marketing analytics, and using data-driven decision making in all disciplines of business.
Through this initiative, we seek to enable the next generation of business leaders by equipping them with tools and methods to analyze data and enable informed decision-making in data-rich environments. We place an emphasis on the ability to understand what types of questions can be answered with data and statistics, as well as what types of approaches are most appropriate.
Digital Business also looks at competitive strategy and entrepreneurship in digital platform markets, including online advertising, electronic payments, media, and other industries. Examples of topics include designing auctions and pricing rules in auction-based platform markets, managing supply and demand in digital marketplaces, business model innovation, pricing, exclusivity, and antitrust. We investigate the competitive dynamics in platform markets and analyze strategies employed by newcomers and incumbents.
We also follow technological developments and seek to understand their economic implications. In many contemporary examples of digital platform markets, key components of firm strategy include data-driven product design (e.g. algorithms that optimize consumer experience with an online product) as well as data-driven decision-making and innovation within the firm.