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Business model canvas analysis for sport, wellbeing and physical activity resorts - Construction of business model for case Kalevankangas
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School of Business |
Bachelor's thesis
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en
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60
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Abstract
This research was conducted in a cooperation with City of Mikkeli as part of the development plan of Kalevankangas recreation area. The constructive case study was the chosen research method. A literature review was conducted to gather theoretical understanding of Business Model Canvas analysis. The future trends in physical activity and wellbeing industry were studied in order to understand the potential demand and market segments for physical activity services. The business models of four different sport and wellbeing resorts were analyzed by using BMC as a tool. The constructed business model of Kalevankangas was then compared to those cases to find ideas, similarities and differences in business models.