Professor Youngjin Yoo

This course is compulsory on the Executive Global MSc in Management. This course is not available as an outside option to students on other programmes.

This course is compulsory on the Executive Global MSc Management. This course is not available as an outside option. The information in this course guide pertains to the 2026-2028 cohort.

We are living through the most consequential transformation in the history of value creation. Three fundamental inversions—from scarcity to ubiquity, from deterministic to generative systems, from syntactic to semantic computation—are converging to dissolve the assumptions on which industrial strategy was built. Most firms deploying AI are optimising the wrong margin: they use generative machines to reduce marginal cost when the real strategic opportunity lies in increasing marginal utility. This course equips senior executives with the conceptual frameworks and practical tools to navigate this transformation. Rather than treating AI as a tool to bolt onto existing operations, we examine how generative machines fundamentally alter what a firm is, what value means, and how competitive advantage is constituted. The course is grounded in original theoretical work on generative externality, computational value, and the three technological flips, contextualised through deep case analysis and hands-on design exercises. This is not a course about AI features. It is a course about the grammar of value creation in an economy where the good itself evolves with every interaction.

Examples of readings include:

• Yoo, Y. (2020). “Three Strategic Questions on Digital Transformation One Must Ask,” Hitotsubashi Business Review.
• Goldfarb, A. & Tucker, C. (2019). “Digital Economics,” Journal of Economic Literature, 57(1), 3–43.
• Fishman, S. & McLarty, M. (2024). Unbundling the Enterprise, Chapters 3–5.
• Chatterji, A. et al. (2025). “How People Use ChatGPT,” NBER Working Paper No. 34255.
• Brown, T. & Martin, R. (2015). “Design for Action,” Harvard Business Review.

Presentation (40%).

Course participation (30%).

Memo (30%).