The corona crisis as a catalyst for the digital transformation in the sanitary trade?

• Published in: Marketing Science & Inspirations 2020-12, Vol.15 (4), p.2-12
• Main Authors: Diedrich, Marcus, Peplinski, Markus
• Format: Article
• Language: English
• ISSN: 1338-7944
• DOI: 10.46286/msi.2020.15.4.1

The term Work 4.0 is connected with the discussion about the fourth industrial revolution, but focuses on modes of working conditions – not only in the industrial sector but also in the entire working world. The digital transformation is leading to profound changes in business models, organizations and work design. The working world of the future will be more digital, flexible and networked. The corona crisis has shifted the framework conditions with regard to communication both within the company and with customers. Many companies are becoming aware that too little money and time has been invested in digital infrastructure. The aim of this essay is to fnd out to what extent the corona crisis serves as a catalyst for the digital transformation in the specialist sanitary trade. The study carried out for this purpose leads to the result that the use of video conferences and home offces have increased and will also be used more frequently in the future. In contrast, the use of targeted multi-channel measures in the form of virtual showrooms is on the decline.