Digital transformation starts with a clear business strategy.
Bevor wir entscheiden, was wir digitalisieren, müssen wir verstehen, wohin wir wollen. Ein Blick auf strategisches Management als Fundament jeder Digitalisierung.
Organisations are eager to digitalise, introduce new technologies and grow.
Yet one essential question can receive too little attention:
What are we trying to achieve — and how will digitalisation help us get there?
Without a clear direction, individual initiatives can move forward while their contribution to the organisation’s goals remains unclear.
This is where strategic management becomes important. It connects three phases:
1. Strategy formulation
Define the vision and mission, assess external opportunities and threats, understand internal strengths and weaknesses, and establish long-term objectives.
Then consider the alternatives and choose a direction that supports long-term competitive advantage.
2. Strategy implementation
Translate that direction into concrete objectives, responsibilities, budgets and resources.
Align structures, culture and information systems — and help people understand their contribution.
Interpersonal skills are crucial here. Execution requires communication, motivation and commitment across the organisation.
Every division should ask: What must we contribute to make the overall strategy succeed?
3. Strategy evaluation
Review the underlying assumptions, measure performance and take corrective action.
Internal and external conditions keep changing. Success today does not guarantee success tomorrow.
Strategic management connects the whole organisation: its people, processes, resources and technologies.
Before deciding what to digitalise, we need to understand where we want to go.
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