Digitalisierungswellen in Europa und deren kulturelle und strategische Effekte auf Unternehmen. Entwicklung des DB-U-Modells© als holistischer Ansatz für eine erfolgreiche Transformation in Richtung digitaler Wirtschaft.
Creators: name: Jankovic, Igor
Publisher: name: figshare
Year: 2020
Subjects: subject: 160699 Political Science not elsewhere classified
subject: FOS: Political science
subject: FOS: Political science

description: Abstract<br>This Master’s thesis deals with digitalisation and the transformation of the entire economic and corporate landscape that comes with it. The main focus is placed on<br>companies. In companies, digital disruptions promptly result in multidimensional, transformative challenges which, on the one hand, are very difficult to assess due to their complexity in established companies, and on the other, seem to be virtually impossible to solve in parallel to operating business.<br><br>The first central issue that becomes visible in this Master’s thesis is the fact that established companies react far too late to disruptions. This is because too many managers still perceive digital transformation as an evolutionary development stage and therefore as the next step in automation. <br><br>As will be outlined in the Master’s thesis at hand, disruptions are clearly revolutionary events. Furthermore, it becomes clear that it is above all the corporate culture that is decisive for how employees and managers see the transformation of the company, which results from disruptive digital technologies, and how they deal with it. In an in-depth examination of digitalisation and analysis of the<br>digital transformation of companies, specialist literature shows shortcomings in the area of personality and organisational development. <br><br>These shortcomings can be explained by the fact that a predominantly technology-centred approach is used. Managers who are the first to be confronted with digital transformation need to rethink to better understand<br>themselves, the company and the situation of change. <br><br>Although specialist literature points to a cultural and leadership change in companies, the essential factors for the digital transformation of companies and organisations are only poorly dealt with. Moreover, they are detached from the top management instruments of companies. In order to be able to implement digital transformations, which due to their complexity, can only be solved by a multidisciplinary approach, a new model, the DB-U-Modell©, was developed in this Master’s thesis. The high degrees of freedom in application and the high level of practical relevance in implementation are distinguishing factors for this newly developed DB-U-Modell©.<br>In the empirical part of this Master’s thesis, practical findings are presented by means of qualitative expert interviews. These expert interviews were conducted with reference to<br>the newly developed DB-U-Modell©. <br><br>The subsequent evaluation is based on thematic analysis in order to structure the diversity of content. The primary objective of this Master’s thesis is to develop a holistic approach that is immediately applicable in business practice and enables companies to develop both a strategy and an individual approach for systemic and digital transformation. <br><br>An essential partial result of this research work is to provide guidance for establishing a digital strategy which leads to<br>successful digital transformations. In the concluding part of this Master’s thesis, the results obtained in empirical research are interpreted. Simultaneously, the previously defined research questions relating to the newly developed DB-U-Modell© are also answered. After condensing all findings generated while developing the DB-U-Modell© and after an in-depth analysis of the empirical research, five recommendations are offered to decision-makers from society, politics and business, both with regard to companies and to Austrian and European economies. <br><br>Business model innovation is of central importance for the transformation of the Austrian and pan-European economy.<br>The recommendations are exemplified by the following five guiding principles:<br><br>The human being and his qualities are the keyfor digitalisation and digital transformation.<br>-----------------------------------------------------------------------------------------------------------------------<br>Innovation takes place from outside in. This understanding must be awakened by an educational system that conveys culture and out-of-the-box thinking.<br>-----------------------------------------------------------------------------------------------------------------------<br>Digital change capability starts with the recruiting of employees and ends with a mindset fostering the motto: “Just make it work”.<br>-----------------------------------------------------------------------------------------------------------------------<br>By providing opportunities to bring digital technologies to life, the Austrian society is getting enthusiastic about digitalisation.<br>-----------------------------------------------------------------------------------------------------------------------<br>With the “Digital Europe” intiative, focus is to be placed on business model innovation allowing for innovations from Europe to be launched on the world market.