Digitale Transformation durch Prozessautomatisierung?

Von Ralf Keuper

Da dachten wir, mit der Digitalen Transformation würde das Banking flexibler, und schon tauchen die alten Rezepte wieder aus der Versenkung auf: Prozessautomatisierung sei der Schlüssel, so Steffen Lorenz, um der digitalen Transformation in den Banken zum Durchbruch zu verhelfen. Nur so sei das Ziel des “Seamless Banking” zu erreichen. Noch immer gebe es hier viel (Kostensenkungs-) Potential zu heben.

Alles in allem das altbekannte Rezept der Wettbewerbsstrategie nach Porter. Entweder Kostenführerschaft oder Differenzierung, hin und wieder auch mal beides zusammen, wenn es geht.

Bereits 2001 setzte sich Don Tapscott in Rethink Strategy in a Network World kritisch mit Porters Wettbewerbsstrategie auseinander. Darin warf Tapscott Porter vor, noch immer in den Denkkategorien des Industriezeitalters verhaftet zu sein, d.h. Standardisierung und Effizienz gehen vor Effektivität. Zu dem Zeitpunkt hatte das Geschäftsmodell für Porter eine untergeordnete Bedeutung (“there is no such thing as a business model”). Ein Fehler, wie Tapscott schon damals sagte:

Our view is narrower than this. Quite simply, a business model refers to the core architecture of a firm, specifically how it deploys all relevant resources (not just those within its corporate boundaries) to create differentiated value for customers. Historically…

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