simulation: digitalization of traditional company
TRANSCRIPT
Impact of Social Media on Leadership and Management: New Competences and Methods Required
SIMULATION „Kraft Bikes“[email protected]
Lecture May 2015
Impact of Social Media on Leadership and Management: New Competences and Methods Required
SIMULATION „Kraft Bikes“[email protected]
Shareconomy
BiCicl• founded 1960 as Kraftbikes in Trenton by Richard Kraft
• privately owned
• products: casual bicycle, mountain and racing bicycle
• retailers all over the world + flagship stores
• main production site in US
• fierce competition: asian hardware
• declining KPIs
• new markets: electric bikes
• agency driven brand relaunch in 2010
• new trends —> o
• New CEO - owners daughter, Sarah Kraft
EBIT
ego-kits.com
Pier 9 Artists at residence / Microfactory—> o
BiCicl• strong brand legacy
• solid foundation with retailers but restrictions in stock
• hierarchy organisation
• rigid departement structure
• email as main form of communication
• seniority principle for careers
• command and control leadership style
Focus points for a new digi/share/social
Strategy
• leadership style
• organizational structure and culture (sales & marketing view)
• customer & partner interaction
ACTS
• Authentic
• Communicational
• Transparent
• Shareable Content Nugget lines
Results
• social comes from within - culture inside out
• employees&partners are the foundation of social interaction
• the leader and its style is the role model for change
Impact of Social Media on Leadership and Management: New Competences and Methods Required
SIMULATION „Kraft Bikes“[email protected]