28th March 2020, ITC Sonar
Platform Marketing differs substantially from the traditional marketing. In platform marketing, the intrinsic value of a product increases as the size of consumers’ network increases. The size of a network itself amplifies a product’s intrinsic value; think of the value of Fax or phone with a few versus many users. The practice of marketing fundamentally changes for the network-based value creation, pricing, distribution, and competition. An extreme network size generates a new market reality: winner-takes-it-all. Although platform marketing is as old as the business of newspapers, the cheap computing power fuels information technology, artificial intelligence, and machine learning advances. So the resulting platform markets are here to stay and grow. The 2020 GuruSpeak workshop aims to elucidate several such new forces at play in platform marketing: how network effects benefit consumers (e.g., free search engine or home delivery)? How and when can it hurt or help competitiveness of markets? Rise of new payment systems? Threat of retail unemployment? Power of product reviews? Emergence of new regulations? Their unintended consequences? These and other related issues will be discussed interactively via the following four sessions:
Session I: Understanding the Differences in Pipeline and Platform Markets
• Value creation
Session II: Platform Design and Competition
• Value Unit, Interactions, Architecture
• Competition Within and Between Platforms
Session III: Hybrid Platforms
• Pipelines + Platforms
• Differentiation and Distribution
Session IV: Panel Discussion
• Case studies
• Guru’s Take and Takeaways
Gurus of Guruspeak
Prof Mohanbir Sawhney2009
Prof A Parasuraman2008
Prof Nirmalya Kumar2007
Prof Sanjay Dhar2006
Prof Suresh Sundaresan & Prof BB Chakrabarti2005
Prof Jagdish Seth2004
The IIM Calcutta Alumni Association, comprising stellar alumni of India’s first IIM, is a not -for-profit organization. Our Objectives are: To act as a vehicle for improvement of the brand equity of IIMC; To enhance the practice of scientific management in our environment; To engage in meaningful societal activities which contribute to the development of human resources; and to live as a global community with shared values, objectives and purpose .
If you are an IIMC alumnus but still not a member of IIMCAA, please contact your local chapter.
GuruSpeak is IIM Calcutta Alumni Association’s signature annual endeavour - a unique day long advanced knowledge workshop with a contemporary GlobalGuru - which has had an incredibly successful run of 14 years since 2004. Some of the world’s most revered management Gurus and thought leaders have shared their insights on this platform. GuruSpeak today is widely acknowledged as India’s most significant annual workshop in the management knowledge space.
GuruSpeak is attended by over 200 high–profile delegates, including several CXOs, some even coming in from other cities to participate. This year GuruSpeak is being held in Kolkata.
Please Contact GuruSpeak Convener: Mr. Sandip Bhatia (firstname.lastname@example.org)