Dr. Monika Bauch -

Management Consulting

News 4/2016 Is digitalization only a man's world?

All around the world in economy and society digitalization is in progress. A lot of ideas and visions have already been realized. But especially for Europe quite often the speed and the results are evaluated not to be sufficient, whereas we in Europe criticize ideas of other continents because they don’t match with our values. And in TV reports, in articles as well as at specific events regarding the topic digitalization, in many cases male consultants are presented to be t h e expert. In companies men’s circles are shown discussing the topic digitalization. And when start-ups get the chance to explain their ideas and business models in many cases men are speaking. Is digitalization mainly a man’s world? Not at all! Own experiences show that very often women are simply not involved. Their knowledge and engagement are ignored.

In contrast based on the long history of family owned companies in Germany we know that in many cases the founder was (financially) supported by his wife. And very often it was and still is the wife who successfully runs the business after the death of her husband. And a very good example is the famous and well-known Bertha Benz and her activities to push the use of technological innovations in the automotive sector.

The success of a technological progress depends on the costs but also very important is the acceptance and the use of the innovation by the customers. The benefit for a single person or organization is based on many different factors. For companies the economic aspects play the most important role. Time, costs, quality, flexibility and sustainability are key indicators that have to be improved continuously. Whereas in private life besides the available budget especially psychological aspects affect the decision whether an application, product or service is bought and used. Does the customer like the design of the electric car? Is it easy to handle? One customer wants to have a sporty car, another one only uses the car for transports. Besides more and more car drivers don’t want to have an own car and prefer car sharing. Others don’t want to have a car at all and use public transport.

Designers of products found out that for a successful business the target customer or at least all persons that affect the purchase decision have to be involved at an early stage. Very often these stakeholders are the women – and the children.

Especially such an important topic as the digitalization and the design of a future-oriented economy and society requires the involvement of all stakeholders. And it can be stated that girls and women very often are as well or even more interested in technological progress. In many cases it is the lack of the willingness to integrate the knowledge, ideas and requirements of women in the development of digital applications, products and services for professional areas and for the private life. But the full potential e.g. of a smart city can only be tapped, when all stakeholders take part: women, men, children, youngsters and older people and handicapped people!

And especially in Europe it would be good to work closer together to make use of the full potential we have, to build up own experts and IT companies and to take a look at the chances and risks in a reasonable and social way! Thus we will continue to be able to compete with America and Asia.

Dr. Monika Bauch – Management Consulting offers a wide range of knowledge regarding different sectors and topics. Already some years ago Dr. Monika Bauch started to deal with the topics costs and benefit connected with technological innovations and applications. Please discuss these topics and contact This email address is being protected from spambots. You need JavaScript enabled to view it. .

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