MIT Sloan Management Review Article on Reviving High-Touch Business Models for the Social Distancing Era

Complementing older high-touch business models with today’s technologies can help companies thrive amid pandemic-driven changes in consumer behavior.

The demand for many products and services has evaporated over the past several months as consumers have altered their typical patterns while adhering to stay-at-home orders and social distancing practices. But a unique set of businesses that may evoke feelings of nostalgia for some — including milk and frozen-food delivery services, and drive-in theaters — are attracting renewed interest. Such business models were quite prominent in the past but fell out of favor due to excessive costs, inconvenient distribution, or changes in consumer behavior. In the current era of social distancing, however, their high-touch, high-contact features are very desirable.

This article documents the resurgence of interest in high-touch businesses, provides specific “old made new” questions to help professionals illuminate creative value propositions their companies can pursue, and describes how technology can enhance a full-service approach.

About the Author

Matt Josefy is an assistant professor of strategy and entrepreneurship at the Kelley School of Business at Indiana University.

Learn more about MIT SMR.