Cambridge Judge Business School

Executive Education

DIGITAL DISRUPTION:
DIGITAL
TRANSFORMATION
STRATEGIES

Learn to build game-changing

disruption strategies to help your
organisation thrive.
 Digital Disruption: Digital Transformation Strategies

OVERVIEW

“ At least 40% of all businesses

will die in the next 10 years… if they
don’t figure out how to change their
“
entire company to accommodate
new technologies.

John Chambers
Former Executive Chairman and CEO,
Cisco Systems

Disruption is a force that is changing the corporate PROGRAMME BENEFITS

landscape like no other. Today’s organisations are not
just being driven to transform to meet the demands
of digital. With the recent wave of disruption that has
left many in its wake, firms now frequently find
themselves competing with players outside their own
industry.
This unprecedented disruption is happening fast, as
many well-known incumbents will attest. Succeeding
in this volatile environment requires not only a
thorough understanding of what disruption is and
how to deal with it. Even more importantly, you must
know how to disrupt others.
This new online programme from Cambridge Judge
Business School Executive Education provides
research-based insights on disruptive innovations and
what it takes to build and manage successful business
models in this complex era.
This online programme is designed for executives
who take part in building strategies in their
organisations.
Participants will engage, via video lectures, with
Cambridge Judge’s world-class faculty. They will
share their cutting-edge research and give
executives the opportunity to reflect on what
disruption means in their industry.
They will also offer unique frameworks and tools
proven to help executives define sound strategies
to compete and thrive in this fast-changing
landscape.
These new frameworks reflect the realities of
modern strategy, introducing concepts that were
unknown a decade ago, then challenging
executives to use them on case studies that will
have relevance to their own circumstances.

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 Digital Disruption: Digital Transformation Strategies

ABOUT CAMBRIDGE JUDGE BUSINESS SCHOOL

The reputation of Cambridge Judge Business School is internationally celebrated as a provider of stimulating
management education, with a particular emphasis on entrepreneurship and innovation management. With a
world-class faculty of over 70 members and a philosophy of collaboration, the School is a place where people from
many disciplines meet and share ideas – policy makers, entrepreneurs, leaders of industry, regulators, not-for-profit
organisations and academics.

Cambridge Judge Business School offers a distinctive approach born out of the University of Cambridge way, where
its programmes are based on leading-edge research from its 19 research centres, and are delivered by world-class
faculty. The School leverages the unrivalled resources of the wider University, giving participants a learning
experience of unrivalled quality, intensity, relevance and challenge.

Cambridge Judge Business School Executive Education

Cambridge Judge Business School Executive Education covers a wide range of open enrolment and customised
programmes. These programmes are designed for organisations, business professionals, managers, leaders, and
executives from many different functions who strive for professional and personal growth. Programmes are
developed to help executives and organisations from both the private and the public sectors achieve operational
excellence and results.

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Cambridge ideas have
changed the world.
Over 100 Nobel
Prizes have been
awarded to affiliates
of the University of
Cambridge.
 Digital Disruption: Digital Transformation Strategies

PROGRAMME FACULTY

Shahzad (Shaz) Ansari

Professor of Strategy & Innovation
Director of the MPhil in Innovation, Strategy & Organisation Programme
Professorial Fellow of St Edmund's College
MPhil, PhD (University of Cambridge)

Professor Ansari’s research is focused on institutional processes and diffusion of

practices; social and environmental issues, technological and management
innovations; value creation and new market development; offshoring and
outsourcing, reputation management, and bottom-of-the-pyramid strategies.
He has contributed to executive education programmes in many organisations,
including McKinsey, Airbus, Shell, British Telecom, China Development Bank,
Nokia, Laing O'Rourke, UNICEF, Essex County Council, City & Guilds, KLEC (Kuala
Lumpur Education City), and Shanghai University of Finance and Education,
among several others. He is frequently invited to speak on issues related to
strategy, innovation and social change.

Kamal Munir
Reader in Strategy & Policy
PhD (McGill University)

Dr Munir has been teaching at Cambridge Judge Business School since 2000. His
research focuses on technological and business model disruptions at the
corporate and societal levels and spans the competitive advantage of nations. Dr
Munir has consulted for the State Bank of Pakistan, the World Bank, and the
Asian Development Bank. He has also been a consultant to the governments of
UK, Pakistan and Nigeria. In the private sector he served as a consultant and
trainer for several leading organisations and regularly conducts Strategy offsites
for wide ranging firms. He is frequently invited internationally to speak on issues
related to social, technological and economic change.

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 Digital Disruption: Digital Transformation Strategies

PROGRAMME HIGHLIGHTS

The programme includes video lectures, discussions, live online teaching sessions and assignments. We expect
participants to dedicate 4 – 6 hours per week over the 10 weeks of the programme. Throughout the programme, we
will explore the world of disruption, from what it is and how to spot it, to how to harness new strategies of digital
revolution to your advantage.

Dealing with Disruption

Define and recognise disruption in its various forms
and learn common disruption strategies.

Platform Strategies
Understand the challenges associated with
platforms and learn to develop strategies to
deal with them.

NAVIGATE Business Models

DIGITAL Identify what a business model is and be able
to design a business model to create value.
DISRUPTIONS

Challenges Adapting
Learn to distinguish successful platforms from
unsuccessful ones, and why some incumbents
are unable to adapt to disruption.

Ecosystem Evolution
Examine the importance of ecosystems from the
perspective of both a new entrant and an incumbent,
and be able to more accurately predict how new
ecosystems are likely to evolve.

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 Digital Disruption: Digital Transformation Strategies

SYLLABUS

Module 1: Dealing with Disruption

• What is disruption, and how do we recognise it?

• Types of disruption
• Strategy in times of disruption
• Products to platforms
• Disruptive business models

Module 2: Incumbents' Dilemma

• Dominant designs
• Why incumbents can’t adapt
• The challenge of scaling down

Module 3: Changing Competitive Imperatives

• Dealing with disruption & the irrelevance of the concept of industry

• 5 major shifts leading to new ecosystems
• Common disruption strategies

Module 4: Platform-based Competition

• Successful vs. unsuccessful platforms

• Two-sided markets and network effects
• What do platform providers do?
• Platform pricing
• Winner-take-all dynamics
• Platform envelopment

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 Digital Disruption: Digital Transformation Strategies

Module 5: Platform Wars: Winning from Behind

• Defining platforms
• Platform dilemmas—and strategies for navigating them
• Comparison of conventional vs. platform strategy
• What strategists get wrong about platforms

Module 6: Winning Ecosystems

• What is an ecosystem?
• Ecosystems in healthcare
• Disruption: incumbent perspective
• Disruption: new entrant perspective
• Value of ecosystems
• Mapping business ecosystems

Module 7: Business Model Innovation: Creating Winning Business Models - I

• Why innovate?
• Innovation examples
• Relationship with performance
• Levers of business model innovation: technology
• Levers of business model innovation: management
• Levers of business model innovation: organisational forms
• Levers of business model innovation: co-creation

Module 8: Business Model Innovation: Creating Winning Business Models - II

• Transformation trajectories
• Rethinking news and journalism
• Defining a business model
• Ideal type 1: product business model
• Ideal type 2: solution business model
• Ideal type 3: matchmaking business model
• Ideal type 4: multi-sided business model
• Business model thinking: who, what, and how
• Do’s and don’ts of business models

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 Digital Disruption: Digital Transformation Strategies

CASE STUDIES

Dell
Learn how the technology corporation disrupted the PC industry and its
incumbents by cutting out the middlemen (distributors, resellers and
wholesalers), going directly to the end user.

Netflix
Discover how this powerhouse entrant took on incumbent Blockbuster to
become one of the most compelling examples of disruption to date.

Ryanair
Learn how Ryanair’s deliberate strategy and no-frills business model
upended the budget airline industry, increased the size of the market and
positioned the company for success.

Kodak
From starting as an industry disruptor with a consumer camera to being
disrupted by the shift to digital imaging, explore the colorful history of
one of the world’s most profitable and recognisable brands—and what
ultimately led to its demise.

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 Digital Disruption: Digital Transformation Strategies

CASE STUDIES

TiVo
Study the challenges TiVo faced as a new entrant trying to break into an
ecosystem, from the dilemma brought about by their incredible
innovation to the mistakes they made and the strategies they used in an
attempt to remedy them.

eHarmony
Find out how the online matchmaking platform found success in a
challenging market: forging its own path by carefully considering the
rules of access and interaction, making the right tradeoffs, and effectively
governing its platform.

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 Digital Disruption: Digital Transformation Strategies

ASSIGNMENTS

Streaming Services
With Netflix, Amazon Prime, and Disney all competing, who will win? Who
will lose?

Design a New Business Model

Design a model as an incumbent and new entrant.

Connected Car Exercise

Assume the role of a company such as BMW, Tesla, Alphabet, Intel,
Aston-Martin, etc. Which company will dominate?

Netflix vs. Disney

What makes a platform successful?

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 Digital Disruption: Digital Transformation Strategies

THE LEARNING EXPERIENCE

The Digital Disruption programme is spread over 10 weeks and consists of Video Lectures, Live Webinars,
Assignments, Q&A Sessions, and Discussions.

Orientation
The first week is orientation week. During this week you will be introduced to the
other participants in the class from across the world and you will learn how to use the
learning management system and other learning tools provided.

Goal Setting
In other weeks, you have learning goals set for the week, including watching the video
lectures and completing the assignments. All assignments have weekly deadlines.

Video Lectures
The recorded video lectures are conducted by programme faculty.

Live Webinars
During the programme, there are four live webinars conducted by Professor Ansari
and Dr Munir. Live webinars are usually conducted between 1 p.m. and 3 p.m. UTC on
Tuesdays or Wednesdays.

Q&A Sessions
In addition to the live webinars, Course Leaders also conduct Q&A sessions every
week or every alternate week to help participants clarify any questions they may have
regarding the programme content.

Follow-Up
A Programme Support Team will follow-up through emails and via phone calls with
participants who are unable to submit their assignments on time.

Continuous Programme Access

You will continue to have access to the programme videos and learning material for
up to 12 months from the programme start date.

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 Digital Disruption: Digital Transformation Strategies

CERTIFICATE

Upon successful completion of the programme, participants will be awarded a digital certificate of
completion by Cambridge Judge Business School Executive Education.

Please note that this programme can be incorporated into the completion of the Cambridge Judge Business
School Management Certificate of Achievement. It will be credited as an “in-person” 2-day programme for
the purpose of meeting the GMCA requirements. If you require more details on the GMCA and wish to
speak to our advisors please contact executive.education@jbs.cam.ac.uk.

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Your Name

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Digital Disruption: Digital Transformation Strategies

Cambridge Judge Business School

Executive Education
University of Cambridge

Allison Wheeler Heau Jane Davies

Director of Open Programmes Director
Cambridge Judge Business School Cambridge Judge Business School
Executive Education Executive Education
University of Cambridge University of Cambridge

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 Digital Disruption: Digital Transformation Strategies

PROGRAMME FEE AND DURATION

USD 2,000
2 Months, Online

Singapore residents who wish to enrol in this programme will be charged GST.

PREREQUISITES

This programme is designed for working professionals and requires proficiency

in English. All videos are recorded in English. All assignments are written in
?
English and are required to be responded to in English.

The programme requires you to have a device and 1 Mbps (or faster) Internet
connection. The device on which you access the programme should support
one of the following browsers: Chrome 71, Firefox 64, IE 11, Edge 42, Safari 11.

ABOUT EMERITUS

Cambridge Judge Business School Executive Education is collaborating with online education provider
Emeritus to offer a portfolio of high-impact online courses. These courses leverage Cambridge Judge
Business School’s thought leadership and technical expertise developed over years of research, teaching,
and practice.

By collaborating with Emeritus, we are able to broaden access beyond our on-campus offerings in a
collaborative and engaging format that stays true to the quality of Cambridge Judge Business School
Executive Education.

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Schedule a call with a
Programme Advisor to
learn how this programme
can help you

SCHEDULE A CALL

Apply for the programme here

APPLY NOW

This programme is being delivered in

collaboration with Emeritus.

Prospective participants with

questions on the programme are
encouraged to contact Emeritus,
for further information.

Email: info@emeritus.org
Call: +44 122 858 5702

Cambridge Judge Business School

Executive Education
University of Cambridge
Trumpington Street
Cambridge CB2 1AG
United Kingdom

The organisers reserve the right to change

any details of the Programme without notice.
© JBS Executive Education Limited has
copyright of all original material contained in
this brochure (July 2019)