The OTTO retail company is the heart of the Otto Group. Following Dr. Michael Otto’s appointment as Chief Executive Officer, it has expanded into the world’s largest mail-order company. Since January 2005, the OTTO Retail Company is made up of a three-member executive board, and as such disposes of short decision making processes. With fast, slender and economic processes, the company feels it is well positioned to react to the considerable increase in market dynamism as well as the frequent changes in customer behaviour by means of successful concepts.
250 OTTO executives experienced so to speak “close at hand”, the visionary OTTO Plan for the Future 2012 as part of an interactive congress in the Studio Hamburg ateliers.
The challenging motto of the event „Fancy something new“ was taken literally; the executives were divided into groups of ten teams, and under the guidance of professional actors they developed and rehearsed ten different mini-dramas taking into account the new strategic achievement factors or cultural values previously presented.
Subsequently, each team presented itself and its production on the stage. The emotional responsiveness on the part of all the spectators/performers towards this event, shifted the executives into the centre of company internal development schemes, and turned them into acting protagonists of the new OTTO vision.
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