Business Disruptive

Technology
Session 1
Shiva Venkatraman
Adjunct Faculty
prof.shiva.venkatraman.spjain@gmail.com
 Agenda
• Introduction and Class Objectives (20 minutes)
• Curriculum walkthrough (10 minutes)
• Assignment and Assessment walkthrough (15
minutes)
• Introduction to Digital Technology Terms
• Digital Natives versus Digital Immigrants
 Faculty & Student Introduction
• Lets make it fun and humorous
• Faculty Introduction
• Student Introduction (using ACADLY)
– Name, Country
– What do you want to learn from this class?
– Post in ACADLY (sign up using code provided in
class)
 Class Participation
• Class Participation
– Combination of decorum in class, quality and depth of engagement as well as
demonstration of preparation
– Decorum = No side conversations, interruption of others, etc.
– Also feel free to post live in the ACADLY app
• Tips
– Come prepared to class; Have at least 2-3 points to say or think on the fly!
– Build upon what others are saying OR make respectful counterpoints data/reasoning
– Ask a clarifying question of Faculty or Others
– Please don’t choose to remain silent; In the real world, leaders are expected to lead,
engage and influence others
– If you have participated enough give others a chance, unless no one is volunteering
– Post in ACADLY and wait for me to pick you for class participation
– Note: We will MAINLY use ACADLY for class participation
– Note: Due to the large class, I may skip some of you who have spoken or typed in
ACADLY to give chance to others; I will try my best to give all a “NEAR EQUAL” chance.
– Note: If I don’t call on you, don’t worry, you will still earn CP grade if you post.
 Other Grading
• Group Work – 1 Group Assignments
– Each group will get a group grade and an individual grade depending on the individual’s
performance during verbal presentation/Q&A
– Graded on quality of presentation, use of framework, 360 thinking, specificity of
recommendations
– Screen walkthrough in class
• Case Study – 3 Case Studies
– Very similar to Class Participation
– Will test whether you are prepared and contributing to the case understanding
– Tips: See the Harvard student case study guide videos (refer announcements)
• Mid-term Exam
– Short essay type questions
– Closed book
• Final Exam
– Standard exam format
– Closed book
 Ah, Technology!
• https://www.youtube.com/watch?v=oQF3KaX
EBo4
 Terminology
• What is “Digital”?
• What is a “Digital Good”?
• What do you understand by the term
“Disruption”?
• What do you understand by the term “Digital
Innovation”?
• What are some examples of “Digital
Innovation”?
 Terminology Explained
• Digital – A strategy to make your business
process electronic (mobile, web, etc., Corwin)
• Digital Good – Any content that is transmitted
in digital form (e.g. Music via Spotify)
• Disruption – Break something, change
something dramatically. E.g. Pharmeasy
• Digital Innovation – Using digital strategy to
change the way a business is conducted,
typically in a new way. E.g. Ola
Retailing Technology: Consumer Demands

• Keeping Up With Consumer Demands and Behavior

o A dizzying array of new technologies are exciting and
unproven.
o Adoption is vital, but budgets are limited.
o Consumers are demanding, price-conscious, and easily
swayed by competitors.
o Overly aggressive marketing leads to financial ruin, but risk
aversion loses out to competition.

Copyright ©2018 John Wiley & Sons, Inc. 9

Retailing Technology: Consumer Behavior (1 of 3)

• Trends and Changing Behavior

o Empowered Price Sensitivity: using the latest technology to
find the lowest price available.
o Nonlinear Search and Influence Patterns: consumers pursue
path through a range of new communications channels
including social media, mobile ads, e-mail, search marketing,
and other digital communications.
o Channel Hopping: increased communication channels through
which consumers can now purchase products (traditional
retailers, online, and via mobile devices and apps) called social
commerce.

Copyright ©2018 John Wiley & Sons, Inc. 10

Retailing Technology: Consumer Behavior (2 of 3)

• Consumer Demands and Behavior

o Digital Immigrants: older consumers that fundamentally view
retail channels as separate and distinct.
o Digital Natives: first digital generation surrounded by digital
devices and Internet connectivity.
o Digital Dependents: emerging generation growing up in a
world of broadband connections, constant connectivity that
place greater demands on retailers to use technology.

Copyright ©2018 John Wiley & Sons, Inc. 11

Retailing Technology: Consumer Behavior (3 of 3)

• Need for Convenience

o Economic and social factors lead to more stressful lives.
o Consumers look for products and shopping channels that
reduce the impact on time and financial resources.
o An increasing demand to satisfy immediate gratification and
desirable goods and services.

Copyright ©2018 John Wiley & Sons, Inc. 12

Innovation Demographics in Asia
https://www.youtube.com/watch?v=GBKRH7PiY0g

https://www.youtube.com/watch?v=KBMZjX5TLmQ
(Netflix vs Blockbuster)

Copyright ©2018 John Wiley & Sons, Inc. 13

Group Breakout Discussion
Select a digital innovation in your group
Discuss what was innovative about it (what did it change?
Did it digitize a manual process for example?)
What would you do to improve the innovation?

Copyright ©2018 John Wiley & Sons, Inc. 14

Four Types of Innovation

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