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Agile Organizational Concepts for Retail Companies in Times of Digitalization: Design and Management of Agile Organizational Structures for More Competitiveness in the Face of Changing Customer Needs

In: Multisensory in Stationary Retail

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  • Martina Peuser

    (Leibniz FH School of Business)

Abstract

Technological change and changes in customer behavior present retail companies with structural challenges. Digitalization is driving demands for omni-channel offerings, innovative services at the POS and experience-oriented store concepts. Selective measures are no longer sufficient in stationary retail to remain competitive. A comprehensive transformation to agile organizational concepts is required. Only those who can react flexibly to changing needs without rigid hierarchies and departmental thinking in agile structures will be able to survive on the market in the long term. This article shows how agile values can be integrated into organisational structures in the retail sector in view of changing customer requirements in the VUKA world. Solutions are offered by agile organizational forms such as the dual company and the project-oriented organization. For control purposes, instances such as the “Chief Entrepreneur” and “Chief Digital Officer” as well as the strategic project management office enable a common goal orientation of all participants of the network-like, agile organizational forms.

Suggested Citation

  • Martina Peuser, 2023. "Agile Organizational Concepts for Retail Companies in Times of Digitalization: Design and Management of Agile Organizational Structures for More Competitiveness in the Face of Changing Customer Needs," Springer Books, in: Gunnar Mau & Markus Schweizer & Christoph Oriet (ed.), Multisensory in Stationary Retail, chapter 27, pages 399-421, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-38227-8_27
    DOI: 10.1007/978-3-658-38227-8_27
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