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Why Digitalization Is Much More Than A Buzzword

A new concentration on the MBA at Copenhagen Business School teaches students about digitalization. Professor Stefan Henningsson explains why the term is much more than a buzzword today

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Wed Sep 23 2020

BusinessBecause

Digitalization isn’t new. Companies have been moving towards digital transformation for years now. But when the COVID-19 pandemic hit, the IT infrastructure of companies was put to the test as large swathes of the global workforce shifted to working from home. 

For some Danish industries, this was a huge problem. Danish furniture design, fashion and textiles, Nordic design, and architecture total almost $12 billion in export value for Denmark. These four industries are vitally important to the Danish economy. 

The nature of their business models means companies in these industries thrive during global fashion weeks, and by hosting live showrooms to capture potential new sales. A system of social distancing and restrictions on physical events signalled trouble. Digital transformation and establishing a working business model amid the coronavirus pandemic became key to their survival.


COVID-19 is pushing digital transformation

Copenhagen Business School’s Department of Digitalization, along with innovation network Lifestyle & Design Cluster, and technology experts from Virsabi, have partnered with the Virtual Stage initiative to create future growth and jobs within the fashion and furniture industries. The project is sponsored by The Danish Industry Foundation. 

The project collaborates with companies to demonstrate how virtual and augmented reality can be used to bring innovation to the distribution channels used by companies in the sector and become an extension of the physical meeting places they’ve thrived in in the past.

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Stefan Henningsson, a professor at Copenhagen Business School who carries out research from the school’s Department of Digitalization, says that the project shows the role new technologies like augmented and virtual reality could play in helping companies to digitize. 

Fashion and design companies will be able to leverage the technology to host virtual showrooms and events, and to reimagine exports in the face of COVID-19. 

This technology was already being developed and commercialised before COVID-19. The pandemic has acted as a catalyst for companies to adopt new technology. 

“My personal view is not that [the pandemic] has changed the direction of business dramatically, but rather challenged companies to make a leap in their evolution,” explains Stefan. 


Why digitalization is much more than a buzzword

This all points to digitalization being much more than a buzzword. It’s an unavoidable rung on the ladder if companies want to move forward in the future. 

“I think it’s obvious to everyone that digitalization is on everyone’s lips,” Stefan says. “Just to be a part of those conversations and to understand what it means, and to engage in developing a company when the conversation turns towards digitalization, that allows you to be a part of a company’s evolution.”

There are things that structurally look very different in industries that are highly digitized compared to industries that are not, Stefan adds. 

“The rules of the game are changing therefore you need to understand what digitalization means on a more profound level than just being able to use it as a buzzword to symbolize that change is required.”


How Copenhagen Business School students learn about digital transformation

MBA students at Copenhagen Business School can choose the degree’s digitalization concentration to immerse themselves in the world of digital transformation. It’s one of four concentrations on the Copenhagen MBA. The others being finance, entrepreneurship, and governance and sustainability. 

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Stefan plans to bring the Virtual Stage initiative into the classroom as a case study on how industries can adapt and develop amid the challenges of an increasingly digitized economy. And survive amid a crisis. 

“When it comes to the teaching material, this is going to be built into the curriculum to understand what this innovation means for companies. Because what we see is that if you take a company that is prominent in furniture design, they may not have the capabilities for clients to be innovative in the digital space.

“As part of their innovation strategy students need to learn to look at what other industries have done and how they can use that knowledge. That’s a steppingstone for innovation that is very characteristic of digitization, so we are embedding it as a learning experience in future MBA classes.”

Students on the digitalization concentration discuss the threat of disruption, new market entrants, and how to use data to drive companies forward. They also learn how to motivate and manage a digital workforce, and how to prevent and control the damage caused by cyberattacks.

“The organizations that have the ability to go through these shocks and learn about their strengths and weaknesses, they’re going to be better at transforming at a speed that is required in a rapidly changing digital world,” asserts Stefan. 

He points to a prominent case on the Copenhagen MBA which looks at Lego and how the company transformed towards a digital business model, how they organized their workforce, and what their IT strategy was. 

“At CBS we have concentrations specifically dedicated to digitalization, but in any subject we teach we’re trying to incorporate the digital world.” 

Student Reviews

Copenhagen Business School (CBS)

Student

Verified

29/09/2019

CBS: efficient international network

CBS has always been ranked among the best universities in Europe and this means that it has become a sign of professionalism and success. The academic level is great thanks to the good teachers and the atmosphere is proactive and challenging. Lots of events are planned every week and this helps you to find your own way. CBS is not only a business school, it is a great and efficient international network.

Stella

Verified

24/04/2019

Good academic career

I did my Bachelors at CBS and their academic excellence and career opportunities led me to pursue my Masters in Accounting, Strategy and Control. I was very lucky to go on an exchange in Singapore for one semester it boosted me to get a career in a global firm. I like that it is super modern and has all the facilities for the business student in 2019. Especially, I liked the library and Bitlab where I spent most of my time studying. However, note that it is very demanding and studying here is no joke. Everything is very competitive and you are among the most excellent business students in the country. The interaction with international students helped me to see different perspectives in business and culturally and I was lucky to make friends from any part of the world. CBS is like a brand in Denmark. Every serious business company prioritizes us over any other Danish university and also it is free for European citizens. Overall, I have a very satisfying experience at CBS and I'm looking to continue my academical career even further.

Student

Verified

13/04/2019

CBS is one of the best!

All I have to say regarding my experience at CBS is that it is AMAZING. Having been tutored by world-class academic staff, I can definitely support that I am receiving the best of quality regarding my studies in Digital Marketing. Staff is very friendly and easy to approach. In addition, the facilities we enjoy are top class and meet any demands. Keep in mind that, EU citizens do not pay any fees. Student life might be non-existent here, but the location of the University in The very center of Copenhagen has a huge variety of choices to offer to students regarding their entertainment. Accommodation might be a problem, but early research of the market can be very useful. In addition, the University promotes diversity. In CBS University you can meet people from the whole world which is quite interesting. I definitely suggest CBS for any student who he's interested in pursuing a career in marketing or business.

Stefani

Verified

12/04/2019

The ideal business school

I have been enrolled in this university for 2 semesters. What I took from this experience is that there is nothing better out there for those looking for professional growth while being guided by some of the top-notch professors in Scandinavia. They have a really strong focus in technology and digital transformation and they are up to date to guarantee you land a job in the modern fast-evolving world. They also embrace diversity which means many students come from any part of the world and it takes the entire learning experience to another level. You simply learn from every other student cause everyone has different experiences and background which makes you open your mind and see the world from a different angle. In Denmark, even businesses prioritize people who graduate from CBS as it's commonly perceived as the most prestigious university for business graduates.

José Pedro

Verified

22/09/2019

A Place of Personal Growth

In CBS you can expect an environment of proactive thinking and growth. The university staff is always open to help and to debate. The teaching methods balance theoretical knowledge and practical skills enabling the student with capacity and confidence to enter the job market successfully. The existence of students from all over the world stimulates discussion and promotion of different cultures, ideas and perspectives. I highly recommend this university for students in business-related areas.

Cathy

Verified

5/02/2019

Environment

The environment here is really great. Despite the well organized buildings and libraries, there are also places for students to just stay and relax also even study in the corners of each campus. The professors are mostly really nice and try to interact with students a lot. So, to sum up, the environment is really nice for studying here.

Philip

Verified

15/04/2018

Quality education

Quality education where it emphazises the importance of academic. No finger to put on this aspect of the school. However, sometimes the administration and IT can be lacking a bit, but in general a really good choice for education!

Student

Verified

27/09/2017

Best Time!

Classes are challenging and conducted in a professional manner. CBS offers a wide range of possibilities to develop outside of the classes! Libraries and other facilities on the campus are very well adjusted to the student needs.

Student

Verified

22/09/2017

A heavily theory-based curriculum combined with an ever-stimulating environment

I am currently a Master student at CBS, but I have also completed a Bachelor's Degree in this university. I am quite satisfied with my studies and the teaching level. However, when compared to other business schools, it becomes apparent that most courses at CBS strive to find a good balance between theoretical insight and real-life examples. Compared to my exchange university, the projects that I have found myself writing at CBS have a far less practical application and also leave little room for creativity. If the teaching is heavily theoretical, on the bright side, the university arranges a number of events throughout the year to encourage students to apply their knowledge, in the form of career fairs, case competitions, and other events organized by student associations. In my experience, teachers are very easily approachable and happy to answer your questions. A foreign student like me will find a more international environment at Master level, since the number of international (or at least non-Scandinavian) students enrolled in the Bachelor programs is quite low. However, all communication (both oral and written) from teachers and the university offices is always in English. Administrative offices, student guidance services, the career center, and the international office are definitely worth a mention. All of the requests that I have had throughout the years have always been met with kindness, promptness and efficiency.

Student

Verified

29/09/2019

CBS: efficient international network

CBS has always been ranked among the best universities in Europe and this means that it has become a sign of professionalism and success. The academic level is great thanks to the good teachers and the atmosphere is proactive and challenging. Lots of events are planned every week and this helps you to find your own way. CBS is not only a business school, it is a great and efficient international network.

Stella

Verified

24/04/2019

Good academic career

I did my Bachelors at CBS and their academic excellence and career opportunities led me to pursue my Masters in Accounting, Strategy and Control. I was very lucky to go on an exchange in Singapore for one semester it boosted me to get a career in a global firm. I like that it is super modern and has all the facilities for the business student in 2019. Especially, I liked the library and Bitlab where I spent most of my time studying. However, note that it is very demanding and studying here is no joke. Everything is very competitive and you are among the most excellent business students in the country. The interaction with international students helped me to see different perspectives in business and culturally and I was lucky to make friends from any part of the world. CBS is like a brand in Denmark. Every serious business company prioritizes us over any other Danish university and also it is free for European citizens. Overall, I have a very satisfying experience at CBS and I'm looking to continue my academical career even further.

Student

Verified

13/04/2019

CBS is one of the best!

All I have to say regarding my experience at CBS is that it is AMAZING. Having been tutored by world-class academic staff, I can definitely support that I am receiving the best of quality regarding my studies in Digital Marketing. Staff is very friendly and easy to approach. In addition, the facilities we enjoy are top class and meet any demands. Keep in mind that, EU citizens do not pay any fees. Student life might be non-existent here, but the location of the University in The very center of Copenhagen has a huge variety of choices to offer to students regarding their entertainment. Accommodation might be a problem, but early research of the market can be very useful. In addition, the University promotes diversity. In CBS University you can meet people from the whole world which is quite interesting. I definitely suggest CBS for any student who he's interested in pursuing a career in marketing or business.

Stefani

Verified

12/04/2019

The ideal business school

I have been enrolled in this university for 2 semesters. What I took from this experience is that there is nothing better out there for those looking for professional growth while being guided by some of the top-notch professors in Scandinavia. They have a really strong focus in technology and digital transformation and they are up to date to guarantee you land a job in the modern fast-evolving world. They also embrace diversity which means many students come from any part of the world and it takes the entire learning experience to another level. You simply learn from every other student cause everyone has different experiences and background which makes you open your mind and see the world from a different angle. In Denmark, even businesses prioritize people who graduate from CBS as it's commonly perceived as the most prestigious university for business graduates.

José Pedro

Verified

22/09/2019

A Place of Personal Growth

In CBS you can expect an environment of proactive thinking and growth. The university staff is always open to help and to debate. The teaching methods balance theoretical knowledge and practical skills enabling the student with capacity and confidence to enter the job market successfully. The existence of students from all over the world stimulates discussion and promotion of different cultures, ideas and perspectives. I highly recommend this university for students in business-related areas.

Cathy

Verified

5/02/2019

Environment

The environment here is really great. Despite the well organized buildings and libraries, there are also places for students to just stay and relax also even study in the corners of each campus. The professors are mostly really nice and try to interact with students a lot. So, to sum up, the environment is really nice for studying here.

Philip

Verified

15/04/2018

Quality education

Quality education where it emphazises the importance of academic. No finger to put on this aspect of the school. However, sometimes the administration and IT can be lacking a bit, but in general a really good choice for education!

Student

Verified

27/09/2017

Best Time!

Classes are challenging and conducted in a professional manner. CBS offers a wide range of possibilities to develop outside of the classes! Libraries and other facilities on the campus are very well adjusted to the student needs.

Student

Verified

22/09/2017

A heavily theory-based curriculum combined with an ever-stimulating environment

I am currently a Master student at CBS, but I have also completed a Bachelor's Degree in this university. I am quite satisfied with my studies and the teaching level. However, when compared to other business schools, it becomes apparent that most courses at CBS strive to find a good balance between theoretical insight and real-life examples. Compared to my exchange university, the projects that I have found myself writing at CBS have a far less practical application and also leave little room for creativity. If the teaching is heavily theoretical, on the bright side, the university arranges a number of events throughout the year to encourage students to apply their knowledge, in the form of career fairs, case competitions, and other events organized by student associations. In my experience, teachers are very easily approachable and happy to answer your questions. A foreign student like me will find a more international environment at Master level, since the number of international (or at least non-Scandinavian) students enrolled in the Bachelor programs is quite low. However, all communication (both oral and written) from teachers and the university offices is always in English. Administrative offices, student guidance services, the career center, and the international office are definitely worth a mention. All of the requests that I have had throughout the years have always been met with kindness, promptness and efficiency.

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