Ragozzino, RobertoWetzel, Jan Ulrich2024-10-252024-10-252024-02-022024-02-28http://hdl.handle.net/10362/174048This paper gathers evidence and builds an internationally viable business model for Thryv, which improves the health of employees with its rewards-driven mobile application and fitness wearable, saving companies significant productivity and health-related costs. Key findings reveal that despite their benefits, contemporary corporate wellness programs have low engagement rates. Existing literature and fifteen primary expert interviews attribute this lack of use to shortcomings in user-friendliness, accessibility, social support, competition, incentives, individualization, and data security. Thryv’s business model addresses the needs of HR decision-makers (buyers) and employees (users) based on these seven shortcomings, considering market conditions, competitors, and growth opportunities.engHealthEntrepreneurshipInternational expansionOperational modelRollout strategymaster thesis203602757