The discussion quickly revealed that data is no longer just an IT topic within the Porsche Group. Instead, it requires cross-functional collaboration to unlock its full potential. This is precisely where the MBA program comes in: its goal is to create a shared understanding of the value of data across all departments.

At the same time, the program supports the personal and professional development of participants – including the expansion of their internal networks within Porsche Holding.

CFO Mag. Lechner emphasized that working with data should not be about selling data or digitalization for its own sake. The main goal is clear: to provide better customer service and align more closely with customer needs.

Another key topic of the discussion was the search for relevant business cases for data use in the participants’ daily work. It became evident that several puzzle pieces still need to come together to enable a smooth digital journey within Porsche Holding. The IT department, in particular, is expected to play a greater role in structuring business processes, paving the way for greater efficiency and customer satisfaction.

Mag. Lechner encouraged the MBA students to take a pragmatic, hands-on approach to digital tools. Artificial intelligence should not make decisions, but rather support processes. The goal is to use technology to enhance customer relationships – without confusing or overwhelming them.

The key to this: well-trained employees and a shared data culture that is embraced across the organization. Achieving this requires thoughtful orchestration between people, processes, and technology.

Inspiring Takeaways for Daily Work and Final Projects

The fireside chat was not only a highlight of the module but also provided valuable inspiration for participants’ professional work – and for choosing topics for their final MBA projects. It also increased excitement for the upcoming modules of the Data-Driven Business MBA.