Key points are not available for this paper at this time.
Due to the increasing importance of digitalization as well as pressure of global competitiveness and the speed of change companies have to act more customer-centric and accelerate their internal processes, including new product development. Companies' needs strategies to change their way of working to stay relevant in the market and adjusted processes, methods and tools to bring this new strategy to life. But already Peter Drucker highlighted, "Culture Eats Strategy for Breakfast". What kind of culture is necessary to foster change towards customer-centricity and speed? With which approaches an existing culture can be changed? In this research the authors are elaboration two approaches for cultural change and supporting a digitalization strategy: Agility as well Open Innovation – when the development process is opened to other stakeholders and using their creativity and development skills. The authors are using existing applications of these approaches to drive digitalization, customer centricity and speedy development.
Burchardt et al. (Tue,) studied this question.