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Simulation is my preferred method of lecturing. We had a team of MBA students of Modul University from different areas, mostly touristic management background. We went through the development of the imaginary international bicycle company “Kraft Bikes” and the usage of Social Media in the transformation. In plenum discussion and with group work and discussion we elaborated the principals of effective leadership when using corporate social media. The participants took the role of consultants to the new CEO and found ways of increasing consumer interaction by combining internal cultural work and brand development with social media rules and tools. Questions and feedback: comment or [email protected] Einsatz von Social Media in einem Unternehmen. Herausforderung für die Führung (Leadership). Diese Präsentation wurde als Simulation im MBA der Modul Universität verwendet. August 2014
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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
