Due to the increasing digitalization and demographic change, which is increasingly setting the new target groups and needs in the foreground, commercial enterprises and their suppliers are put under double pressure: Not only are the distribution paths changing - a new power of interconnected consumers is developing. The ample opportunity for many companies - no matter whether a traditional trading firms or newcomers - lies in redefining themselves in this context and aligning the customer further with the focus of the company’s actions to ensure great successes in the future. Factors such as these pose significant challenges to the management of companies and lead to global competition for the best executives.