Interview Questions:
- Mr. Prof. Dr. Gröner, you are not only one of the most renowned German strategy consultants and change managers but also a professor of corporate communication. Your research area is digital disruption. What exactly can we imagine under this term?
"Disruption initially means 'breakage' or 'tearing apart' according to the word root. Applied to the economy, disruption implies that new technologies or innovations lead to new target group needs that threaten existing business models or can indeed 'break' them if appropriate measures are not taken. So, nothing really new - it's just that some framework conditions change dramatically due to digitalization, for example in terms of the speed of change or the high socialization of communication."
- Do we really always have to go completely new ways? Isn't it enough to simply improve traditional methods?
"When an industry is affected by disruption, it is important to strike a balanced balance between the concentrated continuation of the existing business and the simultaneous reconstruction of the company in relation to the new business areas. This is of course much more difficult for management to implement than when - as in the case of digital disruption with the young attackers from the IT industry - one can focus solely on future topics and therefore has a clear focus."
- Can some industries hope to be spared from the digital transformation, or will it affect everyone without exception?
"Basically, it must be assumed that digital disruption will affect all industries in the coming years. Of course, there are some industries that will be more affected than others, such as retail, finance, or the automotive industry. But no company can afford not to thoroughly deal with the strategic challenges and opportunities of digitalization."
- Is the hope of not being haunted by the specter of digitalization the completely wrong approach? Shouldn't a German company be happy to finally leave old ways behind and discover completely new marketing opportunities?
"Absolutely. Every change also brings opportunities, especially in terms of communication and marketing. However, a high understanding of the functionalities of new media and above all the willingness for comprehensive digital integration of all communication activities is necessary for this."
- Do you believe that analog advertising will have to lead a marginal existence in the future, or is it worth pursuing a dual strategy of online and offline?
"In the coming years, due to changes in media usage behavior, the importance of traditional advertising such as TV, print, or cinema will decrease, especially among young target groups. However, the greatest challenge is to link the new communication possibilities with the offline channels that are becoming increasingly important for actual sales/conversion. Because solely relying on communication in social media will not replace traditional advertising in the foreseeable future."
