Value creation through digital transformation in elite figure skating coaching
Kirianova, Antonina (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060722026
https://urn.fi/URN:NBN:fi:amk-2024060722026
Tiivistelmä
Digital transformation (DT) has been a rapidly spreading phenomenon over the past decade. Digitalization, digitization, and the rise of digital technologies are now everywhere and play significant roles in sport industry. Recognizing the potential for digital technology to gain a competitive advantage and improve performance, sports organizations are increasingly motivated to adopt new technologies. Understanding the value and challenges associated with technology utilization is essential for sports organizations when making decisions about technology adoption. Moreover, understanding customer preferences enables companies to provide customized solutions tailored to specific needs.
This research, commissioned by the athletic training platform SprintAI Oy, aims to explore the technology readiness, needs, preferences, and specific requirements of elite figure skating coaches in the market. The goal is to investigate the value creation process resulting from digital transformation among these coaches, providing insights and recommendations for product development with a focus on injury prevention. The focus was determined through four primary open interviews.
The research adopted a qualitative approach, conducting seven semi-structured and recorded expert interviews with elite figure skating coaches worldwide. Transcribed interviews were then analyzed by coding and categorizing them into themes derived from the theoretical framework. The thematic content analysis aimed to identify areas for development and differences and similarities in the views of coaches from various backgrounds on the topic.
A model of value creation from DT in elite figure skating coaching, with focus on injury prevention, has been developed, which synthesizes all the relevant information from a literature review and incorporates expert opinions. The model encompasses various types of value at the organizational level, including sport and commercial perspectives, process efficiency, business transformation, and insight generation.
In the context of individual sports like figure skating, the current market demonstrates a notable demand and readiness to embrace new technology. However, a noticeable gap exists in tailored solutions specifically designed for figure skating. Market research efforts have successfully identified insights, needs, and preferences within the industry. Moreover, product development recommendations have been formulated to address these findings, focusing on addressing concerns regarding data privacy, security, and perception. As a result, a prioritized list of factors for figure skating coaches' technology investments has been formulated, with ensuring that the measurements reflect real changes, evaluating the time/benefits ratio, and generating insights useful for coaching and injury prevention as the top three priorities.
This research, commissioned by the athletic training platform SprintAI Oy, aims to explore the technology readiness, needs, preferences, and specific requirements of elite figure skating coaches in the market. The goal is to investigate the value creation process resulting from digital transformation among these coaches, providing insights and recommendations for product development with a focus on injury prevention. The focus was determined through four primary open interviews.
The research adopted a qualitative approach, conducting seven semi-structured and recorded expert interviews with elite figure skating coaches worldwide. Transcribed interviews were then analyzed by coding and categorizing them into themes derived from the theoretical framework. The thematic content analysis aimed to identify areas for development and differences and similarities in the views of coaches from various backgrounds on the topic.
A model of value creation from DT in elite figure skating coaching, with focus on injury prevention, has been developed, which synthesizes all the relevant information from a literature review and incorporates expert opinions. The model encompasses various types of value at the organizational level, including sport and commercial perspectives, process efficiency, business transformation, and insight generation.
In the context of individual sports like figure skating, the current market demonstrates a notable demand and readiness to embrace new technology. However, a noticeable gap exists in tailored solutions specifically designed for figure skating. Market research efforts have successfully identified insights, needs, and preferences within the industry. Moreover, product development recommendations have been formulated to address these findings, focusing on addressing concerns regarding data privacy, security, and perception. As a result, a prioritized list of factors for figure skating coaches' technology investments has been formulated, with ensuring that the measurements reflect real changes, evaluating the time/benefits ratio, and generating insights useful for coaching and injury prevention as the top three priorities.