THE DEVELOPMENT OF MODERN LEADERSHIP STYLES THROUGH DIGITALISATION
THE DEVELOPMENT OF MODERN LEADERSHIP STYLES THROUGH DIGITALISATION

Summary/Abstract: The digital transformation has not only influenced leadership styles and models but has also fundamentally changed the structure of organizations. It has led to an expanded competitive environment for companies and altered profit distribution through new business models. Professor Dr. Isabell Welpe, holder of the Chair of Strategy and Organization at the Technical University of Munich, has accompanied several companies in restructuring their leadership approaches by integrating digitalization into the process. Traditional leadership styles have been reconsidered, and Welpe has co-authored several readings, both with and without her research team, to highlight the consequences of the digital age concerning corporate hierarchies. Generally, a development in corporate governance has emerged that has far-reaching implications for the overall market. New startups place great emphasis on customer retention and utilize digitalization to develop a precise understanding of the individual needs of their target audience. Instead of replicating the entire value chain, they focus on analyzing its end. Highly skilled professionals working freelance for various companies are integrated into this process, with so-called “clickworkers” taking on tasks traditionally performed by permanent employees. These freelancers specialize in capturing the specific needs of end customers and offering tailored products. Moreover, today’s end customers unconsciously play an active role in the work process by directly providing companies with suggestions for new products and improvements to be implemented. For instance, Tchibo presents newly developed designs for voting on its homepage, leaving decision-making to its target audience. Professor Dr. Thorsten Petry authored a guide on successful leadership in times of the digital economy. Both Welpe and Petry aim to provide insights into this type of leadership. Subsequently, a discussion will address the advantages and disadvantages that have arisen and how existing challenges can potentially be overcome.

• Details
• Contents