“Customers increasingly see themselves as self-determined individuals. They inform themselves, buy on the Internet and shape brand and product perceptions through self-created content and reviews “(Karl Heinz Land).

We understand “digital Darwinsmus” when technology and society change faster than companies are able to adapt to them (Kreutzer / Land).

Adapt or die

Survival of the fittest: Darwin’s theory can best be transferred to the digitization of companies. Because the struggle for survival also takes place there. The strongest is the one who manages to react quickly to technological changes, adapts his business model to customer expectations, uses knowledge profitably and outperforms his opponent (start-up scene).
So the success factor seems to be the speed of your own digitization. Kreutzer and Land speak of a change from CEO to CDO (see figure). According to the two authors, a modern CDO should aim to “destroy” what already exists in order to make room for the “new and digital”. I already have a further article on the subject Leading digital released.

The change from CEO to Destruction Officer. The tasks in the digital transformation are changing (own illustration based on the idea of Kreutzer / Land).

Me, everything, everywhere, immediately … – digital business

The new “connected, informed and all powerful consumer” has clear expectations: “I, everything, instantly and everywhere” (Kreutzer / Land). These challenges and changes in customer requirements can be counteracted in a targeted manner by means of digitization. Customer wishes as a digital business. More examples can be found in my article too digital change.
New customer requests: I want everything everywhere and immediately! (Own illustration based on the idea of Kreutzer / Land).

Customer trust instead of customer touch

It is no longer enough to simply build relationships with prospects and customers, with each being enriched with more information from level to level. Rather, it is important to build up more trust from level to level in order to be able to make increasingly targeted and therefore more relevant offers, especially by providing suitable information and convincing services (Kreutzer / Land). These trust points are therefore a success factor for digital business.
According to Kreutzer / Land, the change from customer touch points to customer trust points is an important paradigm shift in digital transformation (own illustration based on the idea of Kreutzer / Land).
Despite all the euphoria about the engagement in social media, Kreuzter and Land point out the 1: 9:90 rule. Studies show that – across borders – approx. 1% of Internet users are very active and, for example, Post your own contributions in blogs or online communities. 9% of Internet users react to such entries – while a “silent majority” of 90% are only active as reading, according to Kreutzer and Land.
That is why the two authors recommend that we particularly recognize the 1% of opinion leaders on the Internet and ideally win them over. As a blogger, I also notice that many users read very actively. According to various studies, users only read a blog between 3-12 months before they actually comment or react to it. However, many companies stop the “ agile marketing “due to the low response rate. However, in this case it is important to persevere. It is therefore important to give the readers a channel through content in order to trust the company or, in my case, the research project.
Share of customer participation according to the 1-9-90 rule. The main task of customers seems to be “only to read” (own illustration based on the idea of Kreutzer / Land).

The will to become an agile company

The advancing digitization demands a structural change in companies towards agile and evolutionary companies. Evolutionary means here the adaptation to changes. The Laloux’s theses complement each other very well with those of Kreutzer / Land. According to both, companies have the task of constantly adapting to new markets and customer requirements. Agile includes topics like Work 4.0 , New Work and agile leadership . But the exact change and the interpretation are still highly controversial. Also note my other book suggestions for the digital transformation.
[werbung]Verwendete Quellen anzeigen

Kreutzer, RT, & Land, K.-H. (2016). Digital Darwinism: The silent attack on your business model and brand . Berlin: Springer Gabler.


[fotolia] [werbung] [fotolia]

I blog about the influence of digitalization on our working world. For this purpose, I provide content from science in a practical way and show helpful tips from my everyday professional life. I am an executive in an SME and I wrote my doctoral thesis at the University of Erlangen-Nuremberg at the Chair of IT Management.

By continuing to use the site, you agree to the use of cookies. more

The cookie settings on this website are set to "Allow Cookies" to provide the best browsing experience. If you use this website without changing the cookie settings or click "Accept", you agree to this.