OPPORTUNITIES FOR INTEGRATION OF DIGITAL BUSINESS MODELS IN INTERGENERATIONAL BUSINESSES

In today‘s hyper-­digitalised world, continuity and collaboration between digital and traditional business models becomes a necessary and even mandatory condition for achieving competitiveness and success. This key emphasis also applies to intergenerational business initiatives, which have the potential to bring together the knowledge, experience and creativity of different generations in a win-win way for all stakeholders. The main objective of the present research is to analyse the benefits of integrating digital business models in the context of intergenerational entrepreneurial initiatives. In order to achieve the goal formulated in this way, fundamental definitions and characteristics of the concept of „digital business model“ have been derived, supported by the existing theoretical knowledge and practical experience of the authors of the report. In addition, basic types of business models developed primarily in a digital environment have been identified, and current examples from the field of digital entrepreneurship have been synthesised. The scope of the research includes the results of a survey conducted in 2023 at the University of Ruse „Angel Kanchev“ (Bulgaria), covering 581 students. This aspect of the study aims to illuminate students‘ readiness to engage in intergenerational entrepreneurial initiatives. The discussion is enriched with reduced potential opportunities for the capacity of digital business models to improve the performance of individual family business ventures innovatively. In this way, by combining traditional with digital, it is possible to construct a solid and integrated intergenerational entrepreneurial chain capable of preserving and building on existing values and experiences in a positive way.