Bike sharing community Martin Tod/Flickr

Kreative Selbstumwälzung

LAGUNA BEACH – Wie viele meiner Leser kann ich mich noch lebhaft an die Zeit erinnern, als Nokia mit 40% Marktanteil der dominante Akteur im Mobilfunkmarkt war, und Apple lediglich eine Computerfirma. Ich erinnere mich auch daran, dass Amazon nur für Bücher bekannt war und schmutzige Taxis oder überteuerte Limousinen die einzige Alternative zum öffentlichen Verkehr oder meinem eigenen Auto waren. Und ich weiß noch, wie die Four Seasons, Ritz Carltons und St. Regises der Welt nur mit ihresgleichen konkurrierten und nicht mit Airbnb.

Nun mag ich zwar alt sein, aber so alt bin ich auch nicht. Diese Entwicklungen fanden erst kürzlich und ziemlich schnell statt. Wie kam es dazu? Wird der Wandel weiterhin so schnell gehen – oder sich gar noch beschleunigen? Und wie sollten Unternehmen darauf reagieren?

Ein wirtschaftlicher Sektor kann nach dem Top-Down-Prinzip wirtschaftlich, finanziell, politisch und regulatorisch verändert werden. Aber Unternehmen wie Airbnb, Amazon, Apple oder Uber stehen für eine andere Art von Wandel: Agile Akteure erobern andere, scheinbar getrennte Unternehmensbereiche und nutzen enorme, nie zuvor wahrgenommene Möglichkeiten auf brilliante Weise aus. Wichtig dabei ist, dass dies auf völlig überraschende Weise ihren eigenen Kernkompetenzen nützt und nicht denjenigen des eroberten Unternehmensbereichs.

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