Culture Change: Challenges and Success Factors for Digital Transformation

Svenja Reinecke () and Tobias Krüger ()
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Svenja Reinecke: Otto Group
Tobias Krüger: Otto Group

Chapter 29 in Multisensory in Stationary Retail, 2023, pp 431-439 from Springer

Abstract: Abstract In December 2015, the shareholders Dr. Michael Otto and Benjamin Otto, as well as the seven members of the Executive Board of the Otto Group at that time, appeared before all employees of the Group. In doing so, they initiated the most far-reaching change in the company’s 70-year history: Kulturwandel 4.0, which calls for and promotes a rethinking of previous ways of thinking and behaving in order to sustainably change the way we work (together) in the Group and to ensure its success. Kulturwandel 4.0 requires strength to endure all the uncertainties and challenges that are inevitably embedded in the process. This article describes the approach to such a comprehensive change process and the associated challenges, as well as outlining initial best practices and insights regarding possible success factors. It becomes clear that the digital transformation entails far more than technological changes. This is also described using the example of stationary retail.

Date: 2023
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DOI: 10.1007/978-3-658-38227-8_29

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