JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
The Fitbit Addiction: Will This Disruption Last?
Author(s): Sally Baalbaki, David Lynn Hoffman, Debora J. Gilliard
Citation: Sally Baalbaki, David Lynn Hoffman, Debora J. Gilliard, (2017) "The Fitbit Addiction: Will This Disruption Last? ," Journal of Marketing Development and Competitiveness, Vol. 11, Iss. 4, pp. 86-103
Article Type: Research paper
Publisher: North American Business Press
Fitbit Inc. disrupted the way people monitor exercise. With a successful IPO in 2015, Fitbit has become a market leader in the global wearables industry. However, competition is fierce and new entrants are bringing new ideas, products and technological advances to the wearables market. How can Fitbit increase customer engagement and avoid becoming a fad that is gone in a few years?