Instructor: Prof. Jong-Tsong Chiang  江炯聰

      (Graduate Institute of Information Management, College of Management, National Taiwan University)

      Email: r5725005@im.ntu.edu.tw

       http://www.im.ntu.edu.tw/~r5725005

Time: 2:00pm ~ 5:00pm, Fridays

Place: Classroom 106, Computer Center, National Taiwan University
 

Course Description

This course is designed principally for MBA students. It applies the basic methods of microeconomics to the new arena of electronic commerce and tries to lay the foundation for the development of new business models. The main topics include the electronic marketplace, digital information products, quality uncertainty and market efficiency, search and marketing, intermediaries and virtual communities, product choice and differentiation, price discrimination and discovery, copyright and ownership, infrastructure and institutions, and policy issues and outlook. The theoretical framework and strategic implications provided by this course can help practitioners gain a distinct competitive advantage in this newly defined world of business.

Textbooks

(Required)

Whinston, Andrew B., Dale O. Stahl and Soon-Yong Choi (1997), The Economics of Electronic Commerce, Macmillan Technical Publishing, Indianapolis, IN. [EEC]

(Recommended)

Hagel, John, III and Arthur G. Armstrong (1997), Net Gains: Expanding Markets through Virtual Communities, Harvard Business School Press, Boston, MA. [NG]

Kalakota, Ravi and Andrew B. Whinston (1996), Electronic Commerce: A Manager’s Guide, Addison-Wesley, Reading, MA. [ECM]

Mougayar, Walid (1998), Opening Digital Markets: Battle Plans and Business Strategies for Internet Commerce, McGraw-Hill, New York, NY. [ODM]