Good Disruption: Digital Twins

Imagine testing a new medical device without putting someone on an operating table. Or experimenting with new autonomous capabilities without placing a car on the road.

Computer simulations have been used for decades to predict outcomes but now, digital twins create virtual environments that not only mirror their real-world counterparts but respond to real-time data to yield more confident decision making.

Yael and Mike discuss digital twins with UVA Darden Professor Sam Levy, Assistant Professor of Business Administration at Darden. Levy holds a Ph.D in Marketing from Carnegie Melon and his dissertation introduces a novel concept of “digital marketing twins” to better understand individual-level customer satisfaction.

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About the Expert

Yael Grushka-Cockayne

Vice Dean; Senior Associate Dean for Professional Degree Programs; Altec Styslinger Foundation Bicentennial Professor of Business Administration

Grushka-Cockayne’s research and teaching activities focus on decision analysis, forecasting, project management and behavioral decision-making.

As an expert in the area of project management, she has served as a consultant to international firms in the aerospace and transportation industries. She is the secretary/treasurer of INFORMS Decision Analysis Society, a U.Va. Excellence in Diversity fellow and member the Project Management Institute.

B.Sc., Ben-Gurion University; M.Sc., London School of Economics; M.Res., Ph.D., London Business School

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About the Expert

Michael Lenox

Special Adviser for the Dean; Tayloe Murphy Professor of Business Administration

Lenox’s expertise is in the domain of technology strategy and policy. He studies the role of innovation in helping a business succeed. In particular, he explores the sourcing of external knowledge by firms and this practice’s impact on a company’s innovation strategy. Lenox has a longstanding interest in the interface between business strategy and public policy as it relates to the natural environment; his work explores firm strategies and nontraditional public policies that have the potential to drive green innovation and entrepreneurship.

In 2013, Lenox co-authored The Strategist’s Toolkit with Darden Professor Jared Harris. His latest book,

Lenox is a prolific author; his most recent book, Strategy in the Digital Age: Mastering Digital Transformation, examines how digital technologies and services enable the creation of innovative products and services, as well as identifying new competitive positions.

B.S., M.S., University of Virginia; Ph.D., Massachusetts Institute of Technology

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