Das Dilemma der Verlage: Institutionen schränken ein

von Steffen Greschner am 5. Dezember 2011 · 112 Kommentare

Marcel Weiß von Neunetz hat eine Analyse zu Problemen in und durch Institutionen geschrieben. Der Schwerpunkt liegt auf Verlagen der Musik- und Presse-Industrie. Die Kernaussage: Institutionen schränken ein.

Wenn Institutionen ihren eigenen Aufgabenfelder neu definieren sollen, wenn sie ihre Prozesse, also ihr Wesen, umformen sollen, müssen sie nicht nur ihre Komfortzone verlassen: In der Regel sind sie so wenig darauf vorbereitet, dass sie gar nicht dazu in der Lage sind.

Wir können das aktuell bei der Tonträgerindustrie und bei der Presse beobachten. Die wenigsten Vertreter dieser Branchen legen vorbildhafte Transformationen hin.

In der Organisationstheorie gibt es es eine Richtung*, die davon ausgeht, dass auch Organisationen ein Lebensalter haben. Je älter eine Organisation, desto schwieriger fallen ihre organisationale Veränderungen. Ihre Strukturen verkrusten sozusagen.

Presseverlage gehören oft zu den ältesten Unternehmen hierzulande. Die Tonträgerindustrie hatte ihr Geschäftsmodell seit den 50er Jahren. Die Presse ihres seit Ende des 19. Jahrhunderts. Die Prozesse richten sich logischerweise nach dem zugrundeliegenden Geschäftsmodell.

Die Strukturen verkrusten. Mehr noch: In diesen Institutionen gibt es keinen, der die Aufgabe – das Nachrichtengeschäft, die Verbreitung von Musik – jemals anders erledigt hätte, als es die Institution kennt: Es gibt nur diesen einen Weg! So haben wir das immer schon gemacht. Da könnte ja jeder kommen.

Das der Punkt absolut richtig ist, zeigt die Behäbigkeit, mit der viele auf die neuen Herausforderungen reagieren, bzw. versuchen diese zu ignorieren und an bestehenden Modellen festzuhalten.

Man kann das entweder kritisch begleiten oder sich einfach freuen, dass dadurch Spielraum für neue Ansätze, Ideen und Geschäftsmodell entsteht.

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