Authenticity as a Success Factor in the Context of Digital Transformation
At a time when railway network operators are turning into electricity providers and car manufacturers into tech companies, it becomes clear that more and more established companies fundamentally reinvent themselves and essential parts of their core business. What role does the perceived authenticity of such profound innovations play in the sustainable success of digital transformation?
A popular phrase says “future needs origin”. But how much? In what form? And under consideration of which factors? Findings from consumer research show that for customers the perceived authenticity of a brand is a decisive factor for buying a product and staying loyal to a brand. But to what extent does this principle also apply internally to employees within the organization and their motivation to actively contribute to the change? And what are the possible implications for decisions in the innovation process?
As part of a research cooperation with the BMW Group in Munich, Oliver Böhm is investigating these and similar questions in the context of the automotive industry. The initial goal is to identify in a qualitative study the essential factors that influence the perceived authenticity of digital innovations. On this basis, concrete guiding principles and criteria for the definition and development of digital services are to be derived in further steps. In practice, these should serve to create innovations based on established brands to not only reflect the identity of organizations, but also to further develop them in an authentic way.