Document (#23707)

Author

Siemes, V.

Title

Mittelstand muss die Scheu vorm Internet überwinden : Neue Medien schaffen neue, ungewohnte Berufe und verlangen von Unternehmen und Mitarbeitern neues Denken

Source

Frankfurter Rundschau. Nr.77 vom 31.3.2001, S.A33

Year

2001

Abstract

"Bin ich etwa schon drin, oder was?" "Eher nein!" muss die Antwort lauten, wenn es im Mittelstand um den elektronischen Handel im Internet geht. Lange wurde das enorme Potenzial verkannt, dass hier liegt. Wohlgemerkt, es ist nicht die Rede davon, dass jeder Jante-EmmaLaden" jetzt einen Online-Shop anbieten soll. Vielmehr liegen die Chancen im so genannten B2B-Geschäft, dem elektronischen Geschäftsverkehr zwischen den Unternehmen. Noch bis vor kurzem zeigte sich der deutsche Mittelstand bei Themen wie E-Commerce eher verschlossen. Als Ursache sind unzureichende Kenntnisse der geschäftlichen Möglichkeiten zu nennen. Für den typischen Mittelständler war das Internet lange Zeit lediglich eine Modeerscheinung für eine begrenzte Gemeinschaft von Technikgläubigen. Doch mittlerweile hat es größtenteils die Kinderkrankheiten - langsame Ubertragungszeiten, teure Kommunikationskosten, mangelnde Verfügbarkeit, geringe Sicherheit, fehlende Rechtsverbindlichkeit - überstanden. In der Politik entsteht zunehmend ein Bewusstsein dafür, dass das Internetrecht zügig weiter entwickelt werden muss. Gerade das Thema Sicherheit ist bei vielen Mittelständlern noch ein Hemmnis auf dem Weg ins Netz. Die Unternehmer wollen aber in wachsendem Maße das Internet Effizienz bringend für sich zu nutzen. Viele Arbeitsoder Verwaltungsabläufe in den Betrieben werden sich in Zukunft wesentlich einfacher und schneller und damit kostengünstiger abwickeln lassen. Als weiteren Grund für die lange andauernde Abstinenz des deutschen Mittelstandes im Internet wird von vielen Unternehmern der Mangel an qualifizierten Mitarbeitern genannt. Offensichtlich gelingt es in Deutschland kaum, Interesse für Berufe wie "Online-Redakteur" oder "Webdesigner" zu wecken. Vielleicht ist es aber auch jene konservative, väterliche Empfehlung "lieber einen richtigen Beruf auszuüben". Selbstverständlich ist es für den ein oder anderen schwierig, seinen Nachwuchs in dem Wunsch zu unterstützen, einen Beruf zu erlernen den es vor zwei Jahren überhaupt noch nicht gab - ja sogar die bloße Vorstellung, dass eine solche Tätigkeit je mals gebraucht werden könnte, war nicht möglich.
Oder hätten Sie jemals gedacht, dass es einen Beruf geben wird wie Internet-Trend-Scout? Durch die Neuen Medien entstehen völlig andersartige Bedarfsfelder und Anforderungsprofile. Die GenoTec GmbH, deren Kernaufgabe es ist, Volksbanken und Raiffeisenbanken sowie deren mittelständische Firmenkunden bei der Einführung und Optimierung von Internet, E-Commerce, Knowledge-Management oder Workflow zu unterstützen, stellt beispielsweise fest, dass sowohl der Einzelne als auch die Unternehmen in der wachsenden Informationsflut förmlich ertrinken. Die Hilflosigkeit wird verdrängt, indem leider auch die Informationen verdrängt werden. Hier wäre es Aufgabe eines so genannten "Wissens-Brokers" Informationen respektive Wissen zu analysieren, ordnen und zur rechten Zeit am rechten Ort zur Verfügung zu stellen. Gerade der Mittelständler wird verstärkt auf solche Lotsen angewiesen sein, die ihm den Weg durch den Informationsdschungel weisen. Auch die Funktion eines Content-Managers für die jeweiligen E-Commerce-Angebote wird in einer wachsenden Zahl von Unternehmen gebraucht. Denn es ist von größter Bedeutung, ständig interessante und aktuelle Inhalte, die obendrein den neuesten Design-Techniken entsprechen, im Rahmen des Internet-Auftritts bereitzustellen. Häufig ist den Unternehmern noch nicht klar, dass sie für diese neuen Funktionen auch in der Regel "neue Mitarbeiter" benötigen, die ein anderes Anforderungsprofil mitbringen als der klassische EDV-Administrator. Neben sehr guten IT-Kenntnissen, ist auch organisatorisches, betriebswirtschaftliches oder redaktionelles Know-how erforderlich.
Spätestens hier wird klar, dass es sich um einen Teufelskreis handelt: wenn nicht transparent ist, dass anderes Know-how erforderlich ist, wird das auch nicht nachgefragt und zu wenige Berufsstarter interessieren sich für die neuen Berufe haben ihre Wurzeln in einer gewissen Trägheit unseres Bildungssystems. Insbesondere Medienkompetenz muss zu einem zentralen Bildungsziel werden. Medienkompetenz bedeutet, mit Hilfe von neuen Techniken Informationen suchen, selektieren, bewerten, sinnvoll anwenden und mit anderen Menschen elektronisch kommunizieren zu können. Selbstverständlich reicht es nicht aus, nur Jugendliche und Berufsstarter zu qualifizieren. Auch die Mitarbeiter in den Unternehmen müssen weitergebildet werden. Das Wissen der Mitarbeiter entscheidet immer stärker über den Erfolg eines Unternehmens am Markt. Eine der größten Herausforderungen wird es sein, das Wissen, das zumeist nur in den Köpfen der Mitarbeiter besteht - also nicht in-strukturierter oder dokumentierter Form vorliegt irgendwie nutzbar zu machen. Daher heißt das Schlüsselwort hierzu: Knowledge-Management. Zunächst gilt es aber, die Medienkompetenz der Mitarbeiter zu steigern: Es muss nach neuen Formen der Wissensvermittlung gesucht, neue Wege des Lernens müssen entwickelt und Konzepte für lebenslanges Lernen gefunden werden. Hier gilt es, Bewusstsein zu bilden und auch die bereits vorhandenen zukunftsweisenden Ansätze in den Unternehmen zu propagieren. Diese Ziele verfolgte im vergangenen Jahr der Förderpreis Innovativer Mittelstand der Volksbanken und Raiffeisenbanken. Der diesjährige Wettbewerb zum Thema "Qualifiziert für die Wissensgesellschaft" soll zeigen, welche beruflichen Perspektiven neue Medien im Mittelstand eröffnen und eine Plattform für neuartige Berufsbilder und Qualifizierungskonzepte bieten. Dieser Wettbewerb wird von der Hessischen Technologiestiftung GmbH unterstützt

Theme

Internet
Information Resources Management

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3. Charlier, M.: ¬Das Netz wartet auf neue Zeichen : Viele Web-Adressen sind vergeben - selbst weitere Top-Level-Domains und fremde Schriften helfen nicht unbedingt (2001) 0.38

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4. Allhoff, M.: Pfadfinder im Datendschungel : Einmal umgekehrt: Menschen ersetzen (Such-) Maschinen (2001) 0.38

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5. Brauer, T.; Ahlers, T.; Krumscheid, J.; Theis, N.; Brünner, M.: Basiswissen Informationskompetenz I-Ill an der Universitätsbibliothek Lüneburg : Vermittlung von lnformationskompetenz für Studienanfänger an der Leuphana Universität Lüneburg (2010) 0.38

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