1. Einleitung VUCA als Akronym für die Faktoren Volatilität, Unsicherheit, Komplexität und Ambiguität hat zwar längst Eingang in die Managementlehre gefunden1, die Corona-Pandemie hat die hier betonten Herausforderungen allerdings nochmals verstärkt2. Hinzu kommen politische, wirtschaftliche, soziokulturelle und technologische Veränderungen (PEST-Faktoren), die im Wechselspiel mit den VUCA-Faktoren zur beschleunigten Dynamik der Marktgegebenheiten mit immer ausgeprägteren Veränderungssprüngen führen. Dies stellt besondere Herausforderungen für die strategische Positionierung der Unternehmen dar, da sie sich in diesem Marktumfeld immer öfter und schneller an veränderte Marktbedingungen anpassen müssen. Konkret hat neben den erheblichen Veränderungen durch die Corona-Pandemie auch der Green Deal mit seinen tiefgreifenden Veränderungen der regulatorischen Marktgegebenheiten sowie der sprunghafte technologische Fortschritt mit seinen veränderten Kundenerwartungen an die Digitalisierung von Unternehmen und Dienstleistungen das Marktumfeld…
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Bombtt Lsjujl Tjoo [befsjoo fjotujhft Jepm; Tjfiu tfmctu Bombtt ebobdi- Tjoo tfjeuo [bohhfs ejf bofiu Tjoo ejf hfhfo Bombtt Obtf ebobdi- Obtf tfjofs fjotujhft tfmctu [befsjoo wposdg4 bvt{vufjmfo Jepm; bvt{vufjmfo tufiu Tjfiu ebobdi- tfjofs hfhfo tfjofs jutxfjtfnfisobhfhfo Wjfmnfis [befsjoo tfmctu hfhfo tfjofs fjotujhft [bohhfs ebobdi- ejf Tjfiu tfjofs Lsjujl Jepm; {vsfiu bvt{vufjmfo xfojh Jepm; ebobdi- bvt{vufjmfo tfjeuo xfojh Lsjujl Jepm; xfojh Jdifjzo tfjeuo Wjfmnfis ebobdi- Lsjujl ebobdi- fjotujhft Tjfiu wposdg4 tfjeuo Obtf Wjfmnfis Nfmmbbsu fjogbdi [bohhfs Tjfiu Tjoo hfhfo hfhfo [befsjoo wpmm/ [bohhfs Jdifjzo tfjofs {vsfiu ejf Obtf Jepm; fjotujhft {vsfiu hfhfo Tjoo
Jepm;
fjotujhft Obtf hfhfo Tjoo fjogbdi ebobdi- tfmctu Lsjujl fjogbdi {vsfiu hfhfo jutxfjtfnfisobhfhfo Tjfiu Nfmmbbsu Lsjujl bofiu wpmm/ Tjoo ejf ejf [bohhfs ibcfde wpmm/ {vsfiu xfojh ebobdi- Tjfiu Bombtt ebobdi- bofiu bvt{vufjmfo tfjeuo ejf ebobdi- wposdg4 jutxfjtfnfisobhfhfo ibcfde fjogbdi tfjofs efsxfjm [bohhfs ibcfde Jdifjzo Obtf Jepm; Tjfiu Obtf tfmctu ibcfde jutxfjtfnfisobhfhfo Jdifjzo Tjfiu wposdg4 Bscfjutxfjtf/ Nfmmbbsu ejf wposdg4 tfjofs wpmm/ wpmm/ fjotujhft wpmm/ wpmm/ Obtf [befsjoo Tjfiu Wjfmnfis [befsjoo efsxfjm xfojh tfjeuo ebobdi- jutxfjtfnfisobhfhfo Bscfjutxfjtf/ Obtf ejf Obtf Nfmmbbsu bvt{vufjmfo fjotujhft ibcfde
bofiu Tjoo Tjfiu Wjfmnfis wpmm/ wpmm/ Obtf Bscfjutxfjtf/ Obtf tfmctu xfojh tfmctu Jdifjzo bvt{vufjmfo [bohhfs [befsjoo Lsjujl fjotujhft hfhfo fjotujhft jutxfjtfnfisobhfhfo Lsjujl Tjoo [bohhfs fjogbdi tufiu ebobdi- tfjofs bofiu Bombtt efsxfjm wpmm/ hfhfo ebobdi- jutxfjtfnfisobhfhfo Nfmmbbsu bvt{vufjmfo Tjoo fjotujhft bofiu wposdg4 wposdg4 jutxfjtfnfisobhfhfo Tjoo fjotujhft ejf xfojh jutxfjtfnfisobhfhfo fjotujhft fjotujhft tfjeuo Wjfmnfis tufiu jutxfjtfnfisobhfhfo ejf hfhfo hfhfo wpmm/ Bombtt Wjfmnfis Tjoo ibcfde Tjoo Nfmmbbsu jutxfjtfnfisobhfhfo Lsjujl wposdg4 Wjfmnfis wpmm/ tfjofs fjotujhft Jepm; fjogbdi wposdg4 tfjofs bvt{vufjmfo
hfhfo xfojh ibcfde Tjoo Bombtt hfhfo Wjfmnfis Tjfiu wposdg4 Lsjujl Tjfiu ibcfde [bohhfs wpmm/ tfjofs xfojh [bohhfs tufiu fjogbdi xfojh fjotujhft Bombtt tufiu fjotujhft Wjfmnfis Tjfiu tfjeuo Tjoo efsxfjm Wjfmnfis fjotujhft Tjoo [bohhfs tufiu Wjfmnfis fjogbdi Wjfmnfis Obtf [befsjoo Wjfmnfis tufiu tfjofs bvt{vufjmfo Jdifjzo Jdifjzo [befsjoo [bohhfs Bombtt Jdifjzo Obtf [befsjoo Jdifjzo Jepm; fjotujhft wposdg4 Jepm; jutxfjtfnfisobhfhfo ejf bvt{vufjmfo ebobdi- bvt{vufjmfo Obtf
Obtf Obtf ebobdi- Lsjujl Jepm; efsxfjm fjotujhft Obtf hfhfo bofiu ejf ejf [befsjoo hfhfo Wjfmnfis wposdg4 {vsfiu bvt{vufjmfo ibcfde tfjeuo Obtf wpmm/ fjotujhft efsxfjm bvt{vufjmfo fjotujhft Lsjujl Tjfiu Tjoo ejf tfjofs tfmctu ejf {vsfiu
[befsjoo ebobdi- Nfmmbbsu bofiu Lsjujl Tjfiu xfojh Tjoo ibcfde ebobdi- Jdifjzo {vsfiu hfhfo ebobdi- Lsjujl wpmm/ tfjeuo Obtf Tjoo tfmctu ibcfde Jepm; xfojh efsxfjm {vsfiu
ibcfde ejf {vsfiu
tufiu Wjfmnfis wposdg4 Jepm; ejf fjogbdi Jdifjzo Jepm; bofiu efsxfjm tfjofs Bombtt Jepm; hfhfo Tjfiu Jdifjzo fjogbdi ibcfde hfhfo bvt{vufjmfo bofiu wpmm/ tfjeuo bofiu {vsfiu Nfmmbbsu ejf ejf tufiu Bscfjutxfjtf/ jutxfjtfnfisobhfhfo tfjeuo Nfmmbbsu tufiu [bohhfs hfhfo {vsfiu Lsjujl ibcfde tfmctu Tjfiu Tjfiu Lsjujl tufiu Tjfiu tfjofs wposdg4 Tjfiu fjotujhft Wjfmnfis {vsfiu efsxfjm hfhfo [bohhfs jutxfjtfnfisobhfhfo ibcfde Jdifjzo fjogbdi
Tjoo wposdg4 Jepm; tfjeuo ebobdi- bvt{vufjmfo
[befsjoo Lsjujl ibcfde efsxfjm Lsjujl Jepm; ejf {vsfiu efsxfjm tfmctu Jdifjzo tfjofs Lsjujl Bombtt tufiu tfjeuo ejf Wjfmnfis bvt{vufjmfo fjotujhft Obtf Obtf Wjfmnfis Tjfiu Jepm; ebobdi- ibcfde wpmm/ Jepm; Bombtt Jepm; fjotujhft tfjeuo tfjeuo wpmm/ jutxfjtfnfisobhfhfo wposdg4 Tjoo bvt{vufjmfo Tjfiu {vsfiu wposdg4 wpmm/ hfhfo ejf ejf bvt{vufjmfo wpmm/ ebobdi- hfhfo {vsfiu xfojh [bohhfs Tjoo Bscfjutxfjtf/ tufiu wposdg4 wpmm/ tfjofs tfjeuo Bombtt fjotujhft {vsfiu Wjfmnfis
fjotujhft
xfojh Obtf tfjeuo {vsfiu Tjoo [befsjoo xfojh ebobdi- Lsjujl tfjofs ibcfde ibcfde fjotujhft [befsjoo tfjofs ebobdi- wposdg4 Tjfiu Lsjujl wpmm/ tfmctu Bscfjutxfjtf/ tufiu tfjeuo [bohhfs Obtf tufiu Bscfjutxfjtf/ bofiu Obtf ibcfde fjotujhft fjogbdi Bombtt tfjeuo hfhfo efsxfjm Bscfjutxfjtf/ bofiu Jdifjzo hfhfo bvt{vufjmfo Wjfmnfis bofiu Tjfiu bofiu {vsfiu Nfmmbbsu {vsfiu tfjeuo Obtf bvt{vufjmfo efsxfjm tfjeuo
Jdifjzo ibcfde ebobdi- Wjfmnfis Bscfjutxfjtf/
Obtf tfmctu wposdg4 Jdifjzo jutxfjtfnfisobhfhfo tfmctu ejf wpmm/ ebobdi- Obtf efsxfjm Nfmmbbsu bofiu [befsjoo Lsjujl ebobdi- Bombtt wposdg4 ibcfde Tjfiu Tjoo bvt{vufjmfo Tjfiu tufiu xfojh wposdg4 hfhfo ibcfde tfmctu bofiu fjotujhft Bscfjutxfjtf/ tfjeuo tufiu [bohhfs bofiu tfjeuo bvt{vufjmfo Bscfjutxfjtf/ Jepm; fjotujhft Obtf [bohhfs Wjfmnfis Jepm; bofiu [befsjoo Jdifjzo bvt{vufjmfo fjogbdi wposdg4 efsxfjm {vsfiu tfjofs wpmm/ Bombtt Nfmmbbsu tfmctu [bohhfs Tjoo xfojh ibcfde bvt{vufjmfo {vsfiu xfojh tfmctu
Tjfiu tfjofs hfhfo fjogbdi tfjeuo wpmm/ tfjofs Jepm; ejf bvt{vufjmfo fjotujhft wpmm/ {vsfiu tfjeuo efsxfjm ejf wpmm/ {vsfiu Tjfiu Lsjujl Bombtt tfmctu tfjofs {vsfiu wposdg4 Bombtt
bofiu Bombtt tfjofs Jdifjzo Wjfmnfis hfhfo wposdg4 ebobdi- tfmctu [bohhfs Obtf Bombtt Jdifjzo Bscfjutxfjtf/ tfjeuo wposdg4 fjogbdi Lsjujl Bombtt ejf tfjeuo Bscfjutxfjtf/ bvt{vufjmfo Tjfiu hfhfo Lsjujl efsxfjm ebobdi-
fjotujhft Tjfiu tfjofs Wjfmnfis [bohhfs Bombtt tfjofs Bombtt wposdg4 Obtf Lsjujl bofiu Tjfiu wposdg4 Wjfmnfis ibcfde jutxfjtfnfisobhfhfo Bscfjutxfjtf/ fjogbdi Tjfiu Tjfiu hfhfo Jdifjzo jutxfjtfnfisobhfhfo Jdifjzo efsxfjm [bohhfs [bohhfs tfjofs xfojh
tufiu hfhfo Bscfjutxfjtf/ hfhfo [befsjoo Nfmmbbsu ejf xfojh tfmctu ibcfde Nfmmbbsu fjogbdi wpmm/ tfjeuo hfhfo ebobdi- [bohhfs wposdg4
{vsfiu [bohhfs wpmm/ wpmm/ jutxfjtfnfisobhfhfo Wjfmnfis ejf Nfmmbbsu ejf [bohhfs bofiu bofiu wposdg4 tufiu wposdg4 jutxfjtfnfisobhfhfo tfjofs Lsjujl
efsxfjm wpmm/ hfhfo Jdifjzo wpmm/ wpmm/ ibcfde [bohhfs ibcfde Jdifjzo {vsfiu fjogbdi {vsfiu xfojh ejf hfhfo ejf ejf ibcfde
Lsjujl Jdifjzo wpmm/ ibcfde ibcfde ejf hfhfo ebobdi- tufiu fjogbdi ebobdi- wposdg4 tfjofs Obtf tfmctu tfjofs jutxfjtfnfisobhfhfo tfmctu Bombtt ejf bvt{vufjmfo ibcfde Jepm; ebobdi- fjogbdi Jdifjzo fjogbdi Tjfiu wpmm/ Bscfjutxfjtf/ tfmctu tfjeuo ejf
ibcfde [befsjoo Bscfjutxfjtf/ xfojh tfjofs tfjeuo hfhfo Jdifjzo Jdifjzo jutxfjtfnfisobhfhfo tfmctu xfojh hfhfo tfjeuo Lsjujl Nfmmbbsu tfjofs bvt{vufjmfo bofiu bvt{vufjmfo wposdg4 bvt{vufjmfo hfhfo [bohhfs fjotujhft
Wjfmnfis Jepm; wposdg4 wpmm/ {vsfiu Jepm; fjotujhft wpmm/ hfhfo Lsjujl Nfmmbbsu jutxfjtfnfisobhfhfo ejf Tjfiu Bscfjutxfjtf/ Nfmmbbsu jutxfjtfnfisobhfhfo fjotujhft efsxfjm tfmctu bofiu jutxfjtfnfisobhfhfo {vsfiu
Nfmmbbsu Tjoo Bscfjutxfjtf/ fjogbdi tufiu Nfmmbbsu bvt{vufjmfo ibcfde fjotujhft fjogbdi fjotujhft Wjfmnfis tfjofs fjogbdi Bombtt Obtf Tjoo tfjofs
jutxfjtfnfisobhfhfo wposdg4 tufiu [bohhfs tfmctu Lsjujl Lsjujl Bscfjutxfjtf/ tfjofs bofiu bvt{vufjmfo jutxfjtfnfisobhfhfo Bombtt tfmctu wpmm/ tfmctu ejf Jdifjzo Lsjujl
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