To explore how technology is changing the delivery of service in a variety of contexts and understand its implications for organizations. This course explores the challenges facing companies as a growing share of business activity occurs in the marketspace and as new technologies enable organizations to enhance service quality and simultaneously lower costs. These modules explore the role service can play in creating differentiation and reducing unit costs for both Internet pure-plays and Bricks and Clicks organizations. Finally, we will examine companies taking their New Economy service offerings to new markets to explore issues of internationalization and globalization in the New Economy. Students with primary interest in technology infrastructure issues should consider Professor Eisenmann s course, Managing Network Infrastructure Businesses.
Cases are primarily U.S. based although four new International cases are under development.
The project component of the course enables students to focus on an area of their interest. Students must work in teams of at least two, however they are free to chose an area of interest with great freedom.