Lecture Sept 2014
Impact of Social Media on Leadership and Management: New Competences and Methods
Required
SIMULATION „Kraft Bikes“[email protected]
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 CEO - owners daughter, Sarah Kraft
BiCicl• founded 1960 as Kraftbikes
• privately owned
• products: casual bikes, mountain bikes, street bikes
• strong partner retailers all over the world + flagship stores, 3% online
• main production site in US
• fierce competition: asian hardware
• declining KPIs, esp customer loyalty
• new markets: electric bikes, new forms of mobility
• agency driven brand relaunch in 2010
• New CEO - owners daughter - classic orgchart
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
Focus points via a new Social Media Strategy
• leadership style
• organizational structure and culture (Sales & Marketing)
• customer & partner interaction
Additional• CFO is introducing a cost cut project
• design and production is outsourced to Asia
• 1000 workers, designers and engineers have to go
• marketing also outsourced
• peak workload overflow
ACTS
• Authentic
• Communicational
• Transparent
• Shareable Content Nugget lines
Results
• social media 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
Impact of Social Media on Leadership and Management: New Competences and Methods
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