Professor Baden-Fuller argues that organisations need to respond to Covid-19 with a fundamental re-examination of their business model. The Covid-19 crisis is not just a medical crisis, but part of a wider set of events that is triggering customers to rethink how they engage with organisations and how organisations engage with customers.

In this short video he explores the nature of these customer engagement shifts and what organisations can do to respond positively, immediately and in the longer-term. This video is an outcome of a series of major research projects funded by the UK and EU governments on the nature of business models in the digitalised economy led by Professor Charles Baden-Fuller of Cass Business School with partners across UK, Europe and North America.