Lecture date: September 25-26, 2017
Tentative lecture topic
Structured Value-Creation under Platform Markets Conditions
Professor John Deighton is the Harold M. Brierley Professor of Business Administration at Harvard Business School. He is also the director of Marketing Science Institute, the world’s leading organization linking carefully selected (by invite-only) world’s top scholars and 70 CEOs and marketing managers of world’s leading companies (e.g. Boeing, AT&T, AmEx, Cisco, Kraft, Intel, McKinsey, etc.). In addition, he is a visiting professor at some of the leading business schools: Duke University, Cambridge University, Tokyo University, etc. Before joining academia he worked 11 years in the industry, with last employment being managing director.
He is an authority on consumer behavior and marketing, with a focus on online and direct marketing. His editorial roles encompass: Journal of Consumer Research, a leading outlet for scholarly research on consumer behavior, and founding editor of the Journal of Interactive Marketing, the world’s leading journal on interactivity and business. He is the founder and director of the HBS Executive Education program titled Taking Marketing Digital.
Lecture will focus on strategies that can be developed to address the challenges of modern markets which are characterized by contradicting trends: (a) markets of one, on both demand and supply side, as well as (b) hypercompetitive platforms markets, which minimize effectiveness of differentiation strategies. While some markets might take somewhat longer times to reach such solutions (e.g. taxi driving), others (like most on-line start-ups) are facing global platform market conditions immediately. Such market conditions provide great opportunities, especially for companies in smaller markets, but they often imply winner-takes-all competitive games. Prof. Deighton will focus on understanding the key principles driving some of the most successful platforms, and numerous market failures and opportunities they created for their competitors and partners.