GRA6821 Fifth lecture: Technology in value networks

(Update: Moved to October 2nd. Note assignment)

In this lecture, we will continue to investigate value networks and how technology plays a part in establishing a company that mediates between customers – be it a telephone company or a Facebook, a bank or Craigslist.

Please read and be prepared to discuss:

Further reading (for the specially interested):

  • Benkler, Y. (2006). The Wealth of Networks: How Social Production Transforms Markets and Freedom. New Haven, Yale University Press. Available as a wiki at
  • Shirky, C. (2009). Here comes everybody.

Study questions to aid your preparation:

  1. What is the ownership structure of Schibsted – and what are the implications of it – for the strategic outlook?
  2. Visit Google News – is this type of service a threat to Schibsted? Why or why not?
  3. How does Google’s business model differ from Schibsted’s?
  4. What implications do the last statement – about the cathedral or stock market approach – have for Schibsted’s future?

Assignment 2, to be handed in in Blackboard before October 1 at 2000:

Write a short memo to Kjell Aamot and explain to him why he should (or should not) allow the other parts of Schibsted (such as Sesam) crawl’s ads. Maximum 400 words, use of theory and good examples important. NOTE: Please limit the discussion to things that are in the case, and at the time of the case. Things have changed at Schibsted later – but that discussion we will take in class.

I am looking forward to a lively discussion and interesting assignments.

(For a list of all the classes, see here.)