Publicação
How a dinosaur transformed into an e-commerce giant : the digital transformation of the Otto Group
| Resumo: | Over the past few years, the topic of digital transformation has become more relevant for many companies. The ever-accelerating dynamics and rapidly emerging technologies represent significant challenges for many companies and require them to digitally transform. Many researchers have already studied several different factors that come along with the topic of digital transformation. Nevertheless, there is a lack of case studies that contain real-world examples illustrating how companies could digitally transform. For this reason, the teaching case on the digital transformation of the Otto Group, with special emphasis on its subsidiary OTTO, was developed. The purpose of this teaching case is to illustrate the challenges that the group faced as well as the success factors that played a major role during the transformation. Also, the case demonstrates how the company has changed over the years. Furthermore, this case shows how the Otto Group succeeded in constantly developing new business models. In the end, the results achieved through the digital transformation are demonstrated and a glimpse into the future of the company will be given. The Otto Group Case exemplifies what an important role corporate culture plays in the context of digital transformation. With the help of the cultural change at the Otto Group and the full commitment of the executive board, which could be seen, among other aspects, in the large investments made in the context of the change process, the group was able to carry out the digital transformation. |
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| Autores principais: | von Borcke, Casimir Johannes Albrecht Karl Ivo |
| Assunto: | Digital transformation Cultural change Digitization Customer experience Platform e-Commerce Retail Mail-order Kulturwandel 4.0 (cultural change) Transformação digital Mudança cultural Digitalização Experiência do cliente Plataforma Retalho Mudança cultural 4.0 |
| Ano: | 2020 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Católica Portuguesa |
| Idioma: | inglês |
| Origem: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| Resumo: | Over the past few years, the topic of digital transformation has become more relevant for many companies. The ever-accelerating dynamics and rapidly emerging technologies represent significant challenges for many companies and require them to digitally transform. Many researchers have already studied several different factors that come along with the topic of digital transformation. Nevertheless, there is a lack of case studies that contain real-world examples illustrating how companies could digitally transform. For this reason, the teaching case on the digital transformation of the Otto Group, with special emphasis on its subsidiary OTTO, was developed. The purpose of this teaching case is to illustrate the challenges that the group faced as well as the success factors that played a major role during the transformation. Also, the case demonstrates how the company has changed over the years. Furthermore, this case shows how the Otto Group succeeded in constantly developing new business models. In the end, the results achieved through the digital transformation are demonstrated and a glimpse into the future of the company will be given. The Otto Group Case exemplifies what an important role corporate culture plays in the context of digital transformation. With the help of the cultural change at the Otto Group and the full commitment of the executive board, which could be seen, among other aspects, in the large investments made in the context of the change process, the group was able to carry out the digital transformation. |
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