Future of communication and education from an employee’s perspective

09. Februar 2021

Wintersemester 2020 - OEAMTC


“The problem with the future is that it is different, if you are unable to think differently, the future will always arrive as a surprise.” ~ Gary Hamel


In the framework of this project course, our student-team cooperated with ÖAMTC and evaluated potential futures in terms of internal communication and education. The focal question addressed the development of organizational learning and internal communication over the next ten years. The findings of our research serve as a basis for further considerations regarding anticipatory decision-making and intend to give guidance in the matter, which strategic options could be considered to match the characteristics of the potential future employee of ÖAMTC.


In the light of the overarching concept of Scenario Planning, our aim was to illustrate four future scenarios regarding the focal issue. For this purpose, we have conducted comprehensive research of over 80 current trends. In addition to extensive literature research, our team conducted several interviews with experts, gaining insight into their understanding of the respective trends. We then applied methodological tools such as the correlation matrix and the trend impact-predictability matrix to analyze and assess the trends, which afterwards were reduced to the 30 most substantial ones. Consequently, we selected the two most important key trends, which defined the further actions for our scenario development.

Within the scope of the selected two key trends, we continued to develop short narratives – emphasizing and capturing the characteristic environment of the respective scenario, which the story is embedded in. The narratives describe the everyday life of a future employee and illustrate the effects, which the key trends have regarding the focal issue.

To determine the profile of each of the four employee personas, our team resorted to the employee-oriented Value Proposition Canvas as a methodological tool. This helped us to clearly visualize and formulate the needs of the future employee. Based on this, we were able to derive specific strategies for each scenario and propose action plans, which can be implemented in the operative business of the company to achieve the ideal employee-company fit.

The establishment of early warning signals serves the purpose to assist the company choosing the best strategy when changes in the environment occur. The warning signals are leading indicators, which highlight the emergence of one scenario over the other, allowing for timely, elaborated decision-making.


The main objective of this project is to showcase the potential outcomes the future holds regarding the focal issue. Scenario Planning proves to be an important part of strategic planning and gives the company a holistic understanding of potential future changes. The results of this project provide some initial insight to the current development of trends and must be continuously re-evaluated for a meaningful application.

Cooperation Partner

  • ÖAMTC – Österreichischer Automobil-, Motorrad- und Touring Club
    Baumgasse 129
    1030 Vienna, Austria

Contact Person

  • Lisa Stanek

    Verena Aschenbrenner

Student Team

  • Christoffer Dejaco
    Jakub Janek
    Nikolaus Kresse
    Jakob Langreiter
    Calvin Muchsel

Project Manager

  • Erik Kommol

  • Alexander Staub

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