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Trinity Business School Centre for Digital Business is rapidly becoming a leader in the creation and dissemination of knowledge around digital transformation. It has developed a multi-disciplined research in all areas of business revolutionised by digital technologies:

In Conversation with Victoria Montgomery Brown, Co-Founder & Former CEO of Big Think
In Conversation with Devan Hughes, CEO of Buymie

Upcoming Events

CDBA Speaker Series in Conversation with Academic Leaders – Galit Shmueli

  • Date: 14:00-15:00 GMT on November 19 (Friday)
  • Topic: How to Improve Prediction Using Behavior Modification
  • Speaker: Professor Galit Shmueli
  • Link: Click here to join Zoom

Many internet platforms that collect behavioral big data use it to predict user behavior for internal purposes and for their business customers (e.g., advertisers, insurers, security forces, governments, political consulting firms) who utilize the predictions for personalization, targeting, and other decision-making. Improving predictive accuracy is therefore extremely valuable. Data science re- searchers design algorithms, models, and approaches to improve prediction. Prediction is also improved with larger and richer data. Beyond improving algorithms and data, platforms can stealthily achieve better prediction accuracy by “pushing” users’ behaviors towards their predicted values, using behavior modification techniques, thereby demonstrating more certain predictions. Such apparent “improved” prediction can unintentionally result from employing reinforcement learning algorithms that combine prediction and behavior modification. This strategy is absent from the machine learning and statistics literature. Investigating its properties requires integrating causal with predictive notation. To this end, we incorporate Pearl’s causal do(.) operator into the predictive vocabulary. We then decompose the expected prediction error given behavior modification, and identify the components impacting predictive power. Our derivation elucidates implications of such behavior modification to data scientists, platforms, their customers, and the humans whose behavior is manipulated. Behavior modification can make users’ behavior more predictable and even more homogeneous; yet this apparent predictability might not generalize when customers use predictions in practice. Outcomes pushed towards their predictions can be at odds with customers’ intentions, and harmful to manipulated users.

Galit Shmueli is Tsing Hua Distinguished Professor and the director of the Institute of Service Science at the College of Technology Management at National Tsing Hua University in Taiwan. Her research focuses on statistical and machine learning methodology with applications in information systems and healthcare, and an emphasis on human behavior. Her research appears in journals such as MIS Quarterly, Information Systems Research, Management Science, Journal of the Association for Information Systems, Production and Operations Management, Statistical Science, and Journal of the Royal Statistical Society. She is the Editor-in-Chief of INFORMS Journal on Data Science, and has served on editorial boards of top journals in statistics and information systems.


Previous Events

CDBA Speaker Series in Conversation with Academic Leaders – Frank Chan

  • Date: 14:00-15:00 GMT on October 22 (Friday)
  • Topic: E-Government Service Design and Citizen Satisfaction
  • Speaker: Professor Frank Chan
  • Link: Click here to join Zoom

The Internet and digital technologies have enabled governments to transform public service provision and deliver e-government services to citizens. Despite the continued efforts in transforming public service delivery, a significant proportion of citizens are not satisfied with their online interactions with public organizations. In this speaker series, Frank will talk about how governments can design effective e-government services to satisfy citizens’ needs and requirements. He will introduce a multidimensional service conceptualization to define three key elements of e-government services (i.e., core service, facilitating services, and supporting services), which comprise various design characteristics pertaining to these service elements (i.e., accuracy, completeness, self-service capability, convenience, accessibility, privacy protection, security protection, user support, personalization capability, and transparency). Citizens’ perceptions of these three service elements capture user evaluations of the key aspects related to service use, which will jointly influence perceived service quality and citizen satisfaction.

Frank Chan is a Professor of Information Systems at ESSEC Business School, France. He received his Ph.D. in Information Systems from Hong Kong University of Science and Technology. His research interests include e-government and technology implementation. His work has appeared in leading journals, including MIS Quarterly, Information Systems Research, Journal of the Association for Information Systems, Information Systems Journal, Journal of Operations Management, Journal of Business Ethics, and Public Administration Review. He is currently serving as a Senior Editor for Information Systems Journal.

CDBA Speaker Series in Conversation with Academic Leaders – Chee-Wee Tan

  • Date: 14:00-15:00 GMT on May 21 (Friday), 2021
  • Topic: Growing Brand on Digital Platforms
  • Speaker: Professor Chee-Wee Tan
  • Link to join: Click here to join

Although the diversity and velocity with which products can be developed and disseminated on digital platforms has fostered and reinforced a climate of open innovation, it has also given rise to an innovation diffusion paradox whereby resources are being squandered on innovations that may never catch consumers’ attention. Consequently, it is imperative for developers to bolster the discoverability of their products in order to survive in such highly competitive open innovation ecosystems.

In this speaker series, Professor Chee-Wee Tan will talk about how developers can leverage on product development process to grow their brand within open innovation ecosystems. He will introduce a multi-level perspective to link a novel concept of brand vitality alongside established dimensions of brand equity (i.e., quality assurance, symbolic image, and visibility) as antecedents of developer performance in open innovation ecosystems, and posit product development process attributes (i.e., product irregularity, pace, and scope) as factors affecting the abovementioned brand equity dimensions.

Chee-Wee Tan is a Professor at the Department of Digitalization in Copenhagen Business School, an Honorary Professor of Business Analytics and Digitalization at the Nottingham University Business School China in the University of Nottingham Ningbo China, a Distinguished Research Scholar at the Faculty of Business in Lingnan University, a Guest Professor at the School of Management in the University of Science and Technology of China, as well as a Visiting Professorial Fellow at the School of Information Systems and Technology Management in University of New South Wales. Chee-Wee is also the co-director of the joint research center between CBS and the Antai College of Economics and Management in Shanghai Jiao Tong University. He received his Ph.D. in Management Information Systems from the University of British Columbia. His research interests focus on design and innovation issues related to digital services. His work has been published in leading peer-reviewed journals such as MIS QuarterlyInformation Systems ResearchJournal of Management Information SystemsJournal of the Association for Information SystemsJournal of the American Society for Information Science and TechnologyEuropean Journal of Information Systems, and Decision Support Systems, among others. Apart from his current appointment as a Senior Editor for MIS Quarterly, Chee-Wee is serving on the editorial boards for many other journals.


CDBA Speaker Series in Conversation with Academic Leaders – Arun Rai

We are witnessing the increasing ubiquity of AI, with accelerating deployment across task domains, entrepreneurial activity across industries, and embedding in core processes across digital platforms and firms. Alongside this increasing ubiquity of AI, we are encountering broad unintended consequences, both beneficial and harmful. These unintended consequences are arising from unexpected behaviours and downstream effects that emerge through interactions of AI agents with the environment and with other machine and human agents. To be able to control the actions of AI in ways that harvest its benefits while minimizing harm, we need to develop an integrated understanding of AI behaviour in the environments in which it is deployed.

In the kick-off event of CDBA Speaker Series with Academic Leaders, it is our honor to have Professor Arun Rai to talk about “How Will the AI Genie Behave?”.

Arun is Regents’ Professor at the Robinson College of Business at Georgia State University, holds the Robinson Chair of IT-Enabled Process Innovation and Supply Chains and the Harkins Chair of Information Systems, and is the director of the Center for Digital Innovation (CDIN)—a partner of CDBA in USA. His work has contributed to understanding the digital transformation of organizations and supply chains, governance of IT investments and platform ecosystems, and deployment of digital innovations to address societal problems including poverty, health disparities, infant mortality, and digital inequality. His research has involved close engagement with organizations across sectors (e.g., Apollo Hospitals, China Mobile, Emory Healthcare, Gartner, Georgia-Pacific, Grady Hospital, IBM, Intel, SAP, SunTrust, and UPS), and has been sponsored by government agencies, corporations and thought leadership forums. He served as editor-in-chief for MIS Quarterly from 2016 to 2020. He has also served as senior editor for MIS Quarterly and Information Systems Research, as well as associate editor for Management Science, Journal of Management Information Systems, and Journal of the Association for Information Systems. He is a Fellow of the Association for Information Systems and a Distinguished Fellow of the INFORMS Information Systems Society and received the Association for Information Systems LEO Award for Lifetime Exceptional Achievement in the Information Systems discipline.

In the first hour (14:00-15:00), Arun will be discussing the research, managerial, and policy implications related to AI behaviour. He will offer an integrated perspective on AI behaviour that considers how AI agents acquire their behaviour, how the behaviour is triggered and enacted, the interaction dynamics of AI agents with other agents, and the influence of policy decisions on how AI systems evolve.

After Arun’s public presentation, the participants will have the opportunity to meet and talk with Arun in a private setting for the half hour (15:00-15:30).


Trinity Centre for Digital Business is organising the first academic-industry symposium dedicated to Digital Platforms.

Over the last years, Airbnb, Uber or BlaBlaCar have shown how digital platform fundamentally change the way value is created and captured. Those companies facilitates exchanges between different types of users, customers, usually sit on the top of a specific market and develop networking effect to create value.

Digital platforms are revolutionising economies and questioning existing business models, marketing practice, IT infrastructure, human resources management, supply chain management ete. Trinity Centre for Digital Business is launching the first edition of Symplatform, a symposium on digital platforms that aims to provide answers and insights on this growing phenomenon by bringing together both academics and managers.

Symplatform is a joint project developed by Trinity Business School, Politecnico di Milano School of Management and Audencia Business School.
The first edition will take place at the at Trinity College Dublin on the 7th and 8th July, 2020.

The symposium will features keynote speeches, sessions with academic papers, “Pitch your challenge” sessions led by practitioners and collaborative workshops between academics and managers. You can get more information and register and at

In Conversation with Digital Leaders: Jonathan Forrest, Founder & CEO of In the Company of Huskies

Thursday, 2nd April 2020
Blackboard Online
Trinity Business School

Jonathan Forrest founded Cybercom in 1999, which quickly grew to become Ireland's largest and leading Digital Marketing Agency. It was awarded Digital Agency of the Year on six different occasions and won Ireland's first ever Global Award for Digital at the 2008 MAA's in Toronto. The company was rebranded into “In the Company of Huskies in 2013. ITCH recently received the most nominations and the most prizes at the ADFX awards, which rewards Ad effectiveness. ITCH has now more than 20 clients including Allianz, Calsberg, Guinness Storehouse, Kerry Group, Nissan, Smurfit Kappa ... Together, Cybercom and ITCH have won more than 70 awards.

Watch the discussion here:

In Conversation with Digital Leaders: Devan Hughes, CEO and Founder of Buymie

Monday, 11th November 2019
18.00 – 19.30
Room B132, Trinity Business School

Devan is CEO and Co-Founder of Buymie, and a founding board member of Sharing Economy Ireland. He holds a degree in Finance from the National College of Ireland, and has worked in the start-up sector for most of his career, with a heavy focus on commodity distribution and platform economics. He has received several entrepreneur awards including the Young Entrepreneurs award and Google Best Online Promotion of Business Award, The Sunday Independent's Top 30 Irish Business Stars Under 30.

Read more about Devan here.

Digital Leaders Conversation with Brian Halligan, Founder & CEO of HubSpot

On Thursday June 13th 2019, Brian Halligan, co-founder and CEO of marketing software company HubSpot, spoke at Trinity Business School this month as part of the ‘Conversation with Digital Leaders’ series organised by the Trinity Centre for Digital Business. Focusing on the transformative journey of major digital companies or start-ups, the series is designed to give an insight into leadership and development in the digital world. /p>

In one of the first events to take place in the new state-of-the-art Trinity Business School building, Halligan sat down for a conversation with Dr. Laurent Muzellec, founder of the Trinity Centre for Digital Business and Director of the MSc in Digital Marketing Strategy.

Taking place once per term, the ‘Conversation with Digital Leaders’ series continues in November with a major leader from the sharing economy.

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