The Impact of Digitalization on the Growth of the Segment of Consulting Services for SMB

The study that will investigate the impact of digitalization on the growth of the segment of consulting services for SMB is described in the master thesis. Currently legacy consulting companies are not presented in the SMB segment due to its limited repayment capacities. The problem of the study is to propose the features of digital business model, understanding value creation process and influential factors regarding new possibilities for consulting industry players in SMB segment in the rapidly changing environment driven by digital transformation. Literature and open sources review are used as a baseline for further research: a number of cases is examined – new digital entrants in the professional services industry, in order to develop a framework of consulting digital business models’ archetypes. Then, the findings are applied to the specific case of a consulting project executed for HOMA company. These results will be useful for consulting companies dealing with SMB as well as for major consulting industry players seeking to penetrate new markets.