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Simulation: Digitalization of traditional company

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For the Students of Modul University MBA. New Media.

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Simulation: Digitalization of traditional company

  1. 1. Impact of Social Media on Leadership and Management: New Competences and Methods Required SIMULATION „Kraft Bikes“ martin@giesswein.org
  2. 2. Lecture May 2015 Impact of Social Media on Leadership and Management: New Competences and Methods Required SIMULATION „Kraft Bikes“ martin@giesswein.org Shareconomy
  3. 3. www.beingsocial.at www.giesswein.org
  4. 4. 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
  5. 5. ego-kits.com
  6. 6. Pier 9 Artists at residence / Microfactory—> o
  7. 7. 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
  8. 8. Focus points for a new 
 digi/share/social
 Strategy • leadership style • organizational structure and culture (sales & marketing view) • customer & partner interaction
  9. 9. ACTS • Authentic • Communicational • Transparent • Shareable Content Nugget lines
  10. 10. 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
  11. 11. Impact of Social Media on Leadership and Management: New Competences and Methods Required SIMULATION „Kraft Bikes“ martin@giesswein.org

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