For the Students of Modul University MBA. New Media.

1. Impact of Social Media on Leadership and Management: New
Competences and Methods Required
SIMULATION „Kraft Bikes“
martin@giesswein.org

2. Lecture May 2015
Impact of Social Media on Leadership and Management: New
Competences and Methods Required
SIMULATION „Kraft Bikes“
martin@giesswein.org
Shareconomy

3. www.beingsocial.at
www.giesswein.org

4. BiCicl
• founded 1960 as Kraftbikes in Trenton by Richard Kraft
• privately owned
• products: casual bicycle, mountain and racing bicycle
• retailers all over the world + flagship stores
• main production site in US
• fierce competition: asian hardware
• declining KPIs
• new markets: electric bikes
• agency driven brand relaunch in 2010
• new trends —> o
• New CEO - owners daughter, Sarah Kraft
EBIT

6. ego-kits.com

7. Pier 9 Artists at residence / Microfactory—> o

8. BiCicl
• strong brand legacy
• solid foundation with retailers but restrictions in stock
• hierarchy organisation
• rigid departement structure
• email as main form of communication
• seniority principle for careers
• command and control leadership style

9. Focus points for a new
digi/share/social
Strategy
• leadership style
• organizational structure and culture (sales &
marketing view)
• customer & partner interaction

10. ACTS
• Authentic
• Communicational
• Transparent
• Shareable Content Nugget lines

11. Results
• social comes from within - culture inside out
• employees&partners are the foundation of
social interaction
• the leader and its style is the role model for
change

12. Impact of Social Media on Leadership and Management: New
Competences and Methods Required
SIMULATION „Kraft Bikes“
martin@giesswein.org