95945 - DIGITAL TRANSFORMATION IN SERVICE INDUSTRIES

Conoscenze e abilità da conseguire

Gain knowledge of the digital economy and its characteristics; become aware of several digital technologies that are shaping the digital transformation in service industries; recognize the trends of servitization in manufacturing; gain knowledge about digital business models in service industries; acquire entrepreneurial tools useful for service enterprises in a digital economy; learn about digital marketing in service industries.

Contenuti

This course revolves around digital transformation of business and especially service industries. The course illustrates the major characteristics of the digital economy and the Industry 4.0 revolution, with a focus on digital technologies that are shaping the digital transformation of business. It will adopt a digital entrepreneurship and digital marketing perspective. Topics that will be discussed include the following ones:

1) Understanding the Digital Economy, digital enterprise, and digital transformation

2) The Fourth Industrial Revolution (Industry 4.0) in service industries

3) The Digital Economy and digital entrepreneurship

4) Opportunity Recognition, Development and Evaluation and Digital workspaces in the context of the Digital Economy

5) Value Proposition and Digital Business Models

6) Competitive dynamics and pitching digital business ideas

7) Entrepreneurial techniques for rapid business model iteration

8) Management by data, Big Data and data analytics

9) Digital marketing.

Testi/Bibliografia

• Blank, S. (2013). Why the lean start-up changes everything. Harvard Business Review, 91(5), 63-72.
• George, G., Osinga, E.C., Lavie, D., Scott, B.A. (2016). Big data and data science methods for management research, Academy of Management Journal, 59 (5), 1493–1507.
• Gurbaxani, V. and Dunkle, D. (2019). Gearing Up For Successful Digital Transformation, MIS Quarterly Executive: 18(3), Article 6.
• Mack, E.A., Marie-Pierre, L., Redican, K.(2017) “Entrepreneurs' use of internet and social media applications”, Telecommunications Policy, 41: 120–139.
• Mariani, M. M., & Wamba, S. F. (2020). Exploring how consumer goods companies innovate in the digital age: The role of big data analytics companies. Journal of Business Research, 121, 338-352.
• Mariani, M. M., Borghi, M., & Okumus, F. (2020). Unravelling the effects of cultural differences in the online appraisal of hospitality and tourism services. International Journal of Hospitality Management, 90, 102606.
• Mariani, M., & Borghi, M. (2019). Industry 4.0: A bibliometric review of its managerial intellectual structure and potential evolution in the service industries. Technological Forecasting and Social Change, 149, 119752.
• Mariani, M., Di Fatta, G., & Di Felice, M. (2018). Understanding customer satisfaction with services by leveraging big data: the role of services attributes and consumers’ cultural background. IEEE Access, 7, 8195-8208.
• Nambisan, S. (2017) “Digital entrepreneurship: Toward a Digital Technology perspective of Entrepreneurship”, Entrepreneurship Theory and Practice, 41(6): 1029-1055.
• Osterwalder A and Pigneur, Y. (2010) Business Model Generation. Wiley. ISBN: 13: 978-0-470-87641-1.
• Power, B. (2014). How GE applies lean startup practices. Harvard Business Review. Available at https:// hbr.org/2014/04/how-ge-applies-lean-startup-practices, accessed 7 March 2017.
• Ries, E. (2011). The lean startup: How today’s entrepreneurs use continuous innovation to create radically successful businesses. New York: Crown Publishing.
• Shane, S. & Venkataraman, S. (2000). The promise of entrepreneurship as a field of research. Academy of Management Review, 25(1), pp. 217-226.
• Skilton, M. (2015) Building the Digital Enterprise, Palgrave Macmillan. ISBN: 13: 978-1-137-47770-5.
• Wasserman, N. (2008). The founder’s dilemma. Harvard Business Review, 86(2), 102-109.

Metodi didattici

The course has three main components: lectures, online written exam.

Modalità di verifica e valutazione dell'apprendimento

The final mark is based on an online written exam.

The range of grades for the written exam is as follows:

• <18 not sufficient;
• 18-23 sufficient;
• 24-27 good;
• 28-30 very good;
• 30 Lode excellent.

Strumenti a supporto della didattica

All materials can be found on https://virtuale.unibo.it/

Orario di ricevimento

Consulta il sito web di Marcello M. Mariani