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雷达卡
Norwegian University of Science and Technology
Textbook:Introduction to Digital Economics: Foundations, Business Models and Case Studies,2nd edition
Author(s): Harald Øverby
Description:
This course presents an in-depth look at the impact that technological innovations such as social media, cryptocurrencies, crowdsourcing, and even online gaming is having on today’s business landscape. Learn about the various business models available for the digital economy, including the business models used by Bitcoin, Spotify, Wikipedia, World of Warcraft, Facebook, and Airbnb.
This coursebook details the evolution of contemporary economics within the digital stratosphere and highlights the complex ecosystem that makes up the field of digital economics. The foundational text with case studies is also peppered with anecdotes on the various technological innovations which have shaped markets throughout history. The authors provide several models and tools that are essential for analysis, as well as activities that will allow the reader to reflect, analyze, and apply the knowledge and tools presented in each chapter. Introduction to Digital Economics is a definitive guide to the complexities and nuances of this burgeoning and fascinating field of study.
The book consists of 22 chapters. These chapters can be grouped into several themes:
5 7 Chapter 1 is an introduction where the basic concepts of the digital economy
is defined.
5 The technological evolution of digital networks, goods, and services is the topic
of 7 Chaps. 2, 3, and 20. 7 Chapter 2 shows the timeline of major inventions in the information and communication technology leading to the digital marketplace we see today. 7 Chapter 3 shows how the communication network converges into a single network based on the Internet technology and, thus, replacing dedicated networks such as the telephone network. 7 Chapter 20 contains supplementary material on the impact of the big data technology on the digital economy – big data is a core technology for several of the biggest companies in the digital economy. Technology is a side issue in almost all chapters since almost all aspects of the digital economy are intimately connected to the technology.
5 Key characteristics of the market are identified in 7 Chaps. 4, 5, 6, 7 and 18. 7 Chapter 4 describes the ecosystem of digital markets, including the various stakeholders that shape the business landscape. This chapter also shows that the protocol structure of the Internet divides the digital businesses into two separate business categories: Internet service providers and application and content providers. This division is the key element behind the enormous innovation of digital applications since 2000. 7 Chapter 6 is one of the most important chapters in the book since it defines the basic characteristics of digital goods and services and what makes them different from physical goods. The most important characteristic is that the marginal cost of digital products is zero, allowing companies to offer digital services free of charge and thereby generating a tre-mendous market for them. Combined with big data technology, these companies may then exploit the data they collect about their users to generate revenues from advertisements and other products. 7 Chapter 5 describes how the tele-communications market evolved from de facto monopolies to full competition, and 7 Chap. 7 outlines new production models for digital services enabled by the technological evolution. 7 Chapter 18 contains supplementary mathematical models describing how these markets evolve as a function of time.
5 Various strategic issues are contained in 7 Chaps. 8, 9, 10, 11, 12, 13, 14, 15, and 16. 7 Chapter 8 discusses how value is created in different businesses: chains producing physical goods, shops solving problems for clients, and networks acting as mediators between groups of clients. One particularly important strategic element is network effects, or positive feedback from the market. This is explained in 7 Chap. 9. 7 Chapter 10 about multisided platforms is an application of the theories of 7 Chaps. 8 and 9. The other chapters in this groups are concerned with other strategic issues such as path dependence (11), lock-in (12), formation of monopolies and oligopolies (13), acquisitions and mergers (14), development of technical standards (15), and the long tail (16).
5 7 Chapters 17 and 19 are about business modeling. 7 Chapter 17 characterizes the digital markets as e-commerce markets, network access markets, and information services markets. 7 Chapter 19 demonstrates, using several real-life
examples, the use of the business model canvas and the stakeholder relationship model as powerful tools for business planning and analysis.
5 Regulations are the subject matter of 7 Chaps. 21 and 22. 7 Chapter 21 is about the complex political issue of net neutrality. Net neutrality implies
non-discriminate access to and use of the Internet. In some countries, this is an obligatory regulation while not in other countries. 7 Chapter 22 is about other types of regulations concerning provision and use of the communications infrastructure.
Introduction to Digital Economics_ Foundations, Business Models and Case Studies.pdf
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