Toolbox Digital Business: Leadership, Business Models, Technologies and Change

579 Pages·2022·13.519 MB·English

by  Ralf T. Kreutzer

Management for Professionals
Ralf T. Kreutzer
Toolbox
Digital
Business
Leadership, Business Models,
Technologies and Change
Management for Professionals
The Springer series Management for Professionals comprises high-level business
and management books for executives. The authors are experienced business
professionals and renowned professors who combine scientific background, best
practice,andentrepreneurialvisiontoprovidepowerfulinsightsintohowtoachieve
businessexcellence.
Ralf T. Kreutzer
Toolbox Digital Business
Leadership, Business Models,
Technologies and Change
RalfT.Kreutzer
BerlinSchoolofEconomicsandLaw
Berlin,Germany
ISSN2192-8096 ISSN2192-810X (electronic)
ManagementforProfessionals
ISBN978-3-658-37016-9 ISBN978-3-658-37017-6 (eBook)
https://doi.org/10.1007/978-3-658-37017-6
Translation from the German language edition: “Toolbox für Digital Business” by Ralf T. Kreutzer,
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In my remarks I was guided by the following
recommendation of the author Jean Paul:
“Indeed, the reader cannot be kept soft
enough, and we must, as soon as the thing
does not forfeit, carry him on our hands with
our writing fingers.”
Whether I have succeeded with this is up to
you!
Just do it!
Just do it!
Central Idea for Digital Transformation
Youcan’teatanelephantwithaknifeandafork!
vii
Preface
Dearreader,
The idea for this work comes from the intense discussion on how we as a
company, as a nation, but also as Europe can survive successfully, sustainably,
and enjoyably in a highly dynamic world. I have discussed the challenges and
possiblesolutionsintensivelywithmystudentsandcolleaguesattheBerlinSchool
of Economics and Law. I have also struggled with students and professors to find
convincing solutions in many MBA courses—be it at the Berlin Professional
School,atDonau-UniversityKrems,orattheUniversityofBern.
These dialogues were flanked and substantiated by extensive research and
studies conducted by me, which I initiated around the topics of digitalization,
dematerialization, disruption, digital business models, and digital transformation.
At the same time, my consulting and coaching activities in a large number of
companieshavenotonlyallowedmetogaindeepinsightsbuthavealsoofferedmea
varietyofopportunitiestosubjecttheconceptsandsolutions,whicharedeveloped
andpresentedhere,toacomprehensivepracticaltest.Atselectedpoints,Iletthese
experiencesflowintomyexplanationsusingthekeyword“storytelling”.
At this point, I would first like to thank all my valued dialogue partners: my
students and professor-colleagues, the board members and managing directors, as
well as the executives and employees of the diverse functional areas. For me, it is
alwaysexcitingtonotonlybeactiveintheboardroom,butalsotogladlyworkin
theengineroomwiththekeyplayerslocatedthere.Thissharpenstheviewforthe
challengesandforwhatispossibleimmensely!Afterall,thebestideasandthemost
convincingstrategieswillfailiftheirimplementationisnotsuccessful.
Ihaveincorporatedthisholisticviewintothiswork.Itisintendedtobethought-
provoking,inspiring,stimulating,pace-giving,toolbox,andguideinequalmeasure,
so that digital transformation and the achievement of digital excellence can
succeed.
BecauseMichaelRoth,MinisterofStateforEuropeattheFederalForeignOffice,
formulatedinaveryappropriatewaythat(2020):
“Astrong,valueoriented,confidentandinnovativeEuropeisourlifeinsur-
anceforthedigitalage.”
Atthesametime,weshouldavoidtoday’sEuropegoingdowninhistoryasthe
“SiliconValleyofregulation”(Berninger2020,p.19).Finally,companiesandthe
ix
x Preface
keyplayersactivethereneedsufficientcreativespaceandscopeofactionsothat
innovativeideasandconceptsarenotstifledbyregulation.
My student assistant, Maja Möller, supported me in a dedicated way with the
preparationofillustrations.Manythanksforthis!
Reference
Berninger, M. (2020). Biotech darf nicht die nächste MP3-Geschichte werden.
FrankfurterAllgemeineZeitung,15.12.2020,p.19.
Berlin,Germany RalfT.Kreutzer
May2021
Contents
1 TheWorldinTransition. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
1.1 VUCAWorldandDigitalDarwinism. . . . . . . . . . . . . . . . . . . . . 1
1.2 UsingaPESTELAnalysistoIdentifyKeyChallenges
intheDigitalAge. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
1.2.1 ChallengesArisingThroughthePoliticalCircumstances. . 9
1.2.2 ChallengesThroughtheEconomicFramework. . . . . . . . 12
1.2.2.1 ChallengeChina. . . . . . . . . . . . . . . . . . . . . . . 12
1.2.2.2 Globalization:De-globalization—Glocalization. . 16
1.2.3 ChallengesPosedbytheSocialFramework. . . . . . . . . . . 18
1.2.3.1 ShiftsintheSocialFabric. . . . . . . . . . . . . . . . 18
1.2.3.2 ComprehensiveKnowledgeBuilding:Fiction
orTruth?. . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
1.2.3.3 InflationofExpectationsinSocietyandAmong
Customers. . . . . . . . . . . . . . . . . . . . . . . . . . . 28
1.2.3.4 FutureDistributionofWorkandIncome
inSociety. . . . . . . . . . . . . . . . . . . . . . . . . . . 31
1.2.4 ChallengesPosedbytheTechnologicalFramework
Conditions. . . . . .. . . . . . . . .. . . . . . . . .. . . . . . . . .. . 33
1.2.4.1 DevelopmentofIndustry4.0and
Economy4.0. . . . . . . . . . . . . . . . . . . . . . . . . 33
1.2.4.2 DriversofIndustry4.0andEconomy4.0. . . . . 35
1.2.4.3 DematerializationofProductsandServices
aswellasProcesses. . . . . . . . . . . . . . . . . . . . 43
1.2.4.4 FromTime-to-MarkettoTime-to-Value. . . . . . 45
1.2.5 ChallengesPosedbytheEcologicalFramework
Conditions. . . . . .. . . . . . . . .. . . . . . . . .. . . . . . . . .. . 50
1.2.5.1 EcologicalChallenges. . . . . . .. . . . . . . . . .. . 50
1.2.5.2 EcologicalOptionsandConstraints
forAction. . . . . . . . . . . . . . . . . . . . . . . . . . . 51
1.2.6 ChallengesPosedbytheLegalFramework. . . . . . . . . . . 55
Literature. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
xxii