1. Learning objectives:
- Course Introduction and understanding of the components, flow of the course, assignments, and expectations of students.
- Start to develop familiarity with strategy and business model identification, comparison and design.
2. Preparation: Consider the following questions and be prepared for in-class discussion.
- Why are you taking this course?
- How do you see this helping with your career choices?
Read Osterwalder’s business model canvas framework (72 low text pages – you should skim it all but focus on pages 16-41, focusing on the 9 building blocks) http://www.businessmodelgeneration.com/downloads/businessmodelgeneration_preview.pdf and the canvas http://www.businessmodelgeneration.com/downloads/business_model_canvas_poster.pdf
- How might changes in one area of the b-model canvas impact other areas?
- How can you explain different strategies from competitors in the same industry using the b-model canvas? What sorts of things would you look for?
- How would you use the b-model canvas to explain Air Canada Tango’s failure and WestJet’s success?
In classes 1 and 2 we will be doing some activities focusing on the airline industry. To help you with background there are library guides on:
- Air Canada and, at the bottom of this AC link, on the Canadian airline industry. AC Tango – some history on a failed discount strategy from AC.
- WestJet
- Further info – searching help on airlines
- Wikipedia’s RyanAir entry is quite robust
3. Other Actions:
- Review the posted syllabus (on main course content page – the home page of the course blog)
4. Additional References (optional):
- REFRESHER on Strategy fundamentals. A classic in the strategy literature that many of you will have read is still worth a re-read: What is Strategy? by Michael E. Porter. Harvard Business Review Nov/Dec96, Vol. 74, Issue 6.
- Questions: what do think of the concept of striving for “sustainable competitive advantage?” Is it equally desirable and applicable across industries? How might you connect Porter’s thinking to that of Osterwalder?
You should also look to the course Twitter back-channel #sauder486M1 (section 201) or #sauder486M2 (section 202) or #sauder486M3 (section 203) for relevant news stories and resources from your peers and Instructors. You are encouraged to add views on class readings, and related links with your own comments – try to add some value by comparing, contrasting, finding more supporting or refuting evidence, or an example to connect ideas.