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BYKlyn: Pivoting during the COVID-19 Pandemic
內容大綱
In early June 2020, the owner of BYKlyn, an exercise bike fitness studio in New York, was considering her response to the business disruption that the outbreak of the COVID-19 pandemic had caused the health and fitness industry. BYKlyn had recorded consistent annual growth since its launch in 2014. The fitness studio owner had been confirming her business expansion plans by moving into a larger space in the city when the pandemic struck in early 2019. Consequently, she was forced to shut down the business in mid-March 2019, in compliance with COVID-19 regulations. After a two-month lockdown, the New York state government announced phased-in reopening plans, and the fitness studio owner was considering three options for restarting her business: reopen at the existing premises; move to a virtual environment with a new business model; or set up an outdoor fitness club, which would offer fitness club members a completely new workout format.
學習目標
This case is suitable at the undergraduate, graduate, and executive education levels for courses in managing disruption, business model evolution, business turnaround, and pivoting. After working through the case and assignment questions, students will be able to<ul><li>discuss how to manage business disruption from a global crisis;</li><li>evaluate various options for evolving a business model;</li><li>assess the turnaround of a business that has been forced to shut down temporarily; and</li><li>learn how a young entrepreneurial business can pivot its business model in response to a sudden, survival-threatening disruptive phenomenon.</li></ul>