How Doba Business School Adopted its Business Model due to Coronavirus Pandemic?

Marina Letonja
Doba Business School

Živa Veingerl Čič
Doba Business School

Anita Maček
Doba Business School

Marko Divjak
Doba Business School


The coronavirus pandemic (pandemic) is posing difficult and unpredictable challenges for Higher Education Institutions (HEIs). They have to adapt their business models (BMs), traditional working mechanisms and the way they transfer their knowledge to their students. The aim of this paper is to show how HEI of applied sciences overcame these challenges, and how they adapted its BM. The case study methodology was used. Based on the case of DOBA Business School Maribor, Slovenia, authors present how it reacted to the changed business and education circumstances. Discussion and concluding remarks stress out the lessons Doba Business School has learned from the pandemic so far and how these insights can help other HEIs to change their BMs in order to cope better in these challenging times.

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