4 Solutions for Becoming a Digital Sports Brand

We will show you four solution concepts for the great challenges of digitalization, which were developed in a hands-on workshop by Daniela Krug-Gottwald, founder and managing director of centrado Munich, and Uli Köhler, managing director of Trendbüro Munich.

If you want to survive in competition with large companies, you sometimes have to think outside the box. The keyword here is co-creativity.

What is meant by this, is a form of creativity that arises through collaboration between actors who would not normally meet. This is because companies often waste great potential by not working across departments. The entrepreneurial strength lies in precisely this diversity of opinions and perspectives. The realization: You have to bring together people who look beyond their own horizons in a mutual exchange and thus develop a feeling for the trends of the future.

By creating spaces for exchange and creativity, strategies can be developed to ensure survival in competition with large companies.

In change management, the big question is: "How do I manage to prepare my team for the tasks of the future?

First of all, it is important to consider change as an ongoing process and not to communicate only in the context of one-off company events or other individual events.

The managers are particularly important for the successful implementation of this idea: they must ensure that the workforce can understand why certain change processes are initiated and continuously communicate the extent to which said changes also represent an individual work facilitation.

Some companies encounter efficiency hurdles when individual employees have little or no understanding of the potential of digitalization, thereby blocking or slowing down new work processes.

However, before drastic steps like personnel changes or departmental transfers are initiated, the problem should be solved communicatively. For this purpose, it must be identified which concerns or gaps in knowledge exist in concrete terms. This can be done in personal dialogues between individuals as well as in larger discussion groups. Together, solutions that give all employees the feeling that they are part of the process, can then be established .

The topic of customer loyalty is also being received with great interest in the industry. Due to ever faster growing, global competition, it is now much more difficult to retain customers in the long term. Nevertheless, digitalization also offers a great opportunity here. With the right analysis of data, for example, it is possible to develop tailor-made loyalty programmes that can provide the cornerstone for a long-term buyer-seller-relationship. This enables companies to determine which factors in their external perception make them attractive and then develop loyalty programmes that highlight this unique selling proposition.

The four themes are united in particular by the idea that the size and financial strength of a company is not necessarily decisive for its success, but rather its adaptability. The faster and smoother trends are identified, understood and integrated into the business strategy, the more likely it is to achieve sustainable economic success. In conclusion, it can be said that despite the ever-increasing print situations caused by digitalization, there is no reason for concern: the range of solutions is also growing.