Holger Rust

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Holger Rust (2011)

Holger Rust (born March 28, 1946 in Kranenburg) is a German sociologist , known as a critic of trend research and management researcher .

Rust is a professor of sociology with a focus on work, economics and careers and taught at the universities of Hamburg, Lüneburg, Salzburg and Vienna until his retirement in 2011. For a long time he was on the board of the Institute for Sociology at the University of Hanover . He also works as a business journalist for renowned magazines and newspapers as well as a management consultant and scientific advisory board, especially in the areas of corporate communication culture.

For more than a decade, Rust's research has focused primarily on the question of how the future generation of economic actors will in principle cope with unforeseeable challenges. In his books "Die soft Managementrebellen" (2003), "Das Elitemissundnisnis" (2005) and "Geist" (2007) as well as in the study on the "Third Culture in Management" (2009) and in the current project on success factors for medium-sized companies ("Strategy? Genius? Or coincidence?" 2012) Rust suggests, as a result of his research, a knowledge-oriented crossing of boundaries long before the current discussion about the practical and theoretical limits of economics. In the meticulously surveyed views and intentions of the next generation of managers, the need for a new foundation for everyday economic activity is clearly focused. The author, who also represents this position in numerous articles in renowned business magazines (including as an exclusive for several years in the leading Austrian business magazine " trend ", then also exclusively as an author in " Manager Magazin " and since 2008 in his monthly column in " Harvard Business Manager ”), anticipates the current discussion about the reorientation of economics from a sociological perspective.

This perspective is based on the need of many young professionals to develop a more open, communicative and more “hermeneutic” perspective on everyday and thus also economic culture using the systems of a pure key figure orientation. Rust emphasizes that one consequence of the rigid "key figure orientation" of economic theories and the formalistic management practice derived from them is stressful for modern economic culture: the increasing turning away from those students and young professionals who are looking for further horizons in their training and professional career to wish. At the same time, the innovative creativity of many working people is impaired because they are forced into the framework of a key figure-oriented formalism. According to the researcher, this meant that everyday economic culture was missing important impulses. In a series of projects in cooperation with the research departments of large corporations and for ministries, these fundamental questions have been checked for concrete content of future-oriented marketing and issue management .

The empirical basis of this view now includes more than 1,300 respondents and around 100 discussions with economic actors, including specifically with people from medium-sized companies. Furthermore, Rust bases its experience on the continuous contact with graduates of its training courses and the long-term cooperation with companies, associations and political institutions. On this basis, the sociologist also developed a well-known pointed criticism of the methods and results of so-called "trend research".

The concept that emerges on the basis of this work is based on the "third culture" suggested by CP Snow in 1959. This means a mindset that has both the mathematical and sociocultural intelligence necessary for economic professions. This is the only way, according to the sociologist, that the essential future tasks can be mastered. It is not a question of designing models of the world and using them as a basis for practical application, but rather of asking the mathematically inspired economics the right questions with the help of insights from the social and cultural sciences.

Publications (selection)

  • Rescuing digitization from digitalism. The "European way" into a not only artificially intelligent future. Springer Fachmedien - Gabler Verlag, ISBN 978-3-658-26997-5
  • Virtual image clouds. A qualitative big data analysis of taste cultures on the Internet , Springer Fachmedien - Verlag Sozialwissenschaften, 2017, ISBN 978-3-658-11885-3
  • Lazy number magic. Fictions about facts in business and management , Springer Fachmedien - Gabler Verlag, 2014, ISBN 978-3-658-02517-5
  • Strategy? Genius? Or coincidence? What is really behind management success , Springer Fachmedien - Gabler Verlag, 2012, ISBN 978-3-8349-2890-0
  • The little black one - car dreams of the young generation , Verlag Sozialwissenschaften, 2011. ISBN 978-3-531-17713-7
  • The 'third culture' in management. Views and intentions of the next generation of leaders . Verlag Sozialwissenschaften 2009, ISBN 978-3-531-15662-0
  • Illusions about the future. Critique of Trend Research , Verlag Sozialwissenschaften 2008, ISBN 978-3-531-15659-0
  • Ghost! The power of the bright minds in management and marketing , Gabler Verlag 2007, ISBN 978-3-8349-0328-0
  • The Elite Misunderstanding - Why the Best Are Not Always the Right One , Gabler Verlag 2005, ISBN 3-409-12720-8
  • The gentle management rebels , Gabler Verlag 2003, ISBN 3-409-12394-6
  • The philistine revolution. Quadriga / Ullstein 1999, ISBN 3-88679-329-X
  • Austria 2013. A cross-sectional analysis of the Delphi Austria program . Vol. 4 of the results reports, Federal Ministry for Science and Transport, Vienna 1998
  • Trend research. Business with the future , Rowohlt Taschenbuch 1996, ISBN 3-499-60197-4
  • The anti-trend book. Clear thinking instead of trend rumors , Wirtschaftsverlag Ueberreuter 1997, ISBN 3-7064-0343-9

Web links

personal data
SURNAME Rust, Holger
BRIEF DESCRIPTION German sociologist
DATE OF BIRTH March 28, 1946
PLACE OF BIRTH Kranenburg