Digitalization challenges for microbusinesses. The impact of digital technologies on business models in the fitness industry

      Аннотация: Digitalization has become increasingly important in recent years. Companies in particular have noticed this digital progress and have already integrated certain components of it into their business models, such as cloud computing systems or online platforms. Minimal research has yet directly focused on either the impact of digitalization on the business model of a microenterprise or on the fitness industry, which has grown in size over recent decades. To close this gap of the literature, this book presents a comparative analysis using a multi-case approach. The aim of this study was to close this gap and therefore six employees and managers from microenterprises active in the fitness sector were interviewed on the subject of digitalization and its influence on their business models. The results demonstrate that microenterprises face certain challenges with regard to digitalization; nevertheless, its impact is evident in all components of their business models.

Ключевые слова: Digitalization, digital technologies, business model, fitness industry, Canvas model, challenges, microbusiness, microenterprise, Fitness