Digital disruption is not only changing individual business areas, but is also challenging the entire management team. Many clients come to us with questions about how they can utilise digital change in a targeted manner, reduce uncertainty and open up new markets. In this article, we show how you as a manager can actively shape digital disruption instead of letting it take you by surprise.
Digital disruption: understanding and acting with foresight
Digital disruption refers to the upheaval when new digital technologies replace traditional business models, reorganise markets and revolutionise existing value chains. Managers who accompany this process are faced with the challenge of not only recognising the change, but also shaping it[9]. Examples such as Airbnb, Uber and Spotify show how entire industries can be turned upside down within a short space of time[2][7]. Companies that miss the boat risk losing relevance or even having to disappear from the market.
Examples from various industries
In the hotel industry, Airbnb has shown how a digital platform can complement or replace traditional offers - without owning properties[7][10]. The music market has been fundamentally changed by streaming services such as Spotify and Apple Music: Buying CDs or downloads is now only a niche segment[2][14]. In the mobility sector, Uber is creating a direct connection between drivers and passengers - and is thus challenging the traditional taxi industry[2][7]. In retail, Amazon is setting new standards with digital marketplaces and forcing stationary retailers to rethink their approach[4][7]. In the entertainment industry, Netflix has revolutionised the film industry and caused video stores to close worldwide[2][6].
Other industry cases
The automotive industry, for example with Tesla as a driving force, is also undergoing massive change due to new drive technologies and digitalisation[7]. Slack as a communication platform is changing how teams in companies exchange information - replacing traditional email systems[7]. In the photography sector, Kodak, once the industry leader, underestimated the change and had to file for bankruptcy, while digital cameras and smartphones are taking over the market[2][6].
Recommendations for managers
Digital disruption requires managers to do more than simply adapt existing processes. It is about identifying potential, assessing risks and actively managing change[3]. Those who focus on openness, test new technologies and promote an agile corporate culture are building sustainability.
Practical impulses for management
Make decisions as a team and promote interdisciplinary collaboration, as this creates new perspectives and keeps the organisation flexible[3]. Invest continuously in further training, especially in digital skills and agile methods. Create a culture of error that allows new thinking and learns from mistakes. Monitor digital trends systematically and actively involve customers in development processes in order to react to changes at an early stage[3][5]. Make transparency and psychological safety the cornerstones of your organisational culture, as this allows innovation to flourish[1].
BEST PRACTICE with one customer (name hidden due to NDA contract) An established service company has set up an interdisciplinary innovation team to develop its own app for the digitalisation of internal processes. This increased efficiency by over 20 per cent and generated numerous new ideas for the further development of the platform. Employees were involved in the process, new digital skills were built up and customer feedback was directly incorporated into the development. The result: significant process improvements, greater customer loyalty and new business areas.
BEST PRACTICE with one customer (name hidden due to NDA contract) A medium-sized company in the knowledge transfer sector worked with an external coach to develop new digital learning formats - including online courses, interactive webinars and a community portal. The managers specifically trained their employees and integrated them into the change process. This not only resulted in an expansion of the offering to new target groups, but also a significant improvement in customer loyalty and market reach.
Transformation coaching as support for the digital transformation
Transformation coaching supports companies in mastering the challenges of digital transformation in a targeted manner. Together, visions are developed, innovation potential is identified and implementation paths are worked out. The coaching supports managers and teams with the introduction of new technologies, cultural changes and the development of future-proof business models. Step by step, this creates an organisation that not only survives digital disruption, but uses it to its advantage.
My analysis
Digital disruption is not a one-off event, but a permanent process that will challenge companies even more in the future. Managers who act early, promote a culture of openness, invest in digital skills and actively involve employees and customers are laying the foundations for sustainable success. The examples from various industries show that even established companies can break new ground if they are courageous and see change as an opportunity rather than a threat. Transruption coaching offers targeted support to reduce uncertainty, develop innovative solutions and actively shape the digital future.
Further links from the text above:
How managers master digital disruption[1]
Digital disruption - definition and examples[2]
Digital disruption: opportunities for managers[3]
Disruptive business models: creating new markets[4]
Digital disruption: Success strategies for managers[5]
Disruptive innovation: 3 examples[6]
Digital disruption and megatrends in the digital[7]
17 Examples of disruptive innovations[8]
The secret of digital disruption[9]
Digital disruption: How to make your company crisis-proof[10]
Digital disruption: definition and meaning[11]
What is disruption and how do I deal with it properly?[13]
Disruptive technologies: a guide for companies[14]
For more information and if you have any questions, please contact Contact us or read more blog posts on the topic TRANSRUPTION here.
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