Digital Offroad: Erfolgsstrategien für die digitale Transformation

Translated title of the contribution: Digital Offroad: Strategies for Success in Digital Transformation

Ulf Bosch, Stefan Hentschel, Steffen Kramer

Research output: Book/ReportBook


Economic actors may wish to leave the beaten tracks set by the corporate mainstream and take their organisations offroad. Digital transformation is not a matter of technology but leadership. When embarking on this journey, company culture emerges as the one most crucial competitive advantage. The right mindset can be a major driver or inhibitor of digitalisation. The book outlines 12 strategies to thrive on digital transformation including 'forget the valley', 'healthy paranoia', 'getting dirty', 'lost in navigation', 'need for speed', 'from failure to fabulous', 'road to Hāna', 'all terrain, all the time' and 'return-on-culture'. Digital Offroad provides hands-on practical advice as well as inspirational food-for-thought by the seasoned authors Ulf Bosch, Stefan Henschel and Steffen Kramer drawing on their silicon valley and consulting experience. Let's go offroad!
Translated title of the contributionDigital Offroad: Strategies for Success in Digital Transformation
Original languageGerman
Place of PublicationGermany
PublisherHaufe-Lexware GmbH & Co. KG
Number of pages230
ISBN (Electronic) 978-3-648-10932-8, 978-3-648-10933-5
ISBN (Print) 978-3-648-10931-1
Publication statusPublished - 12 Apr 2018


  • international business strategy
  • digital transformation
  • leadership
  • change management
  • technological innovation

ASJC Scopus subject areas

  • Organizational Behavior and Human Resource Management
  • Management of Technology and Innovation
  • Management Information Systems
  • Strategy and Management
  • Business and International Management


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