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We tested the pilot system with 14 recreational athletes. The results of the field test show that the MSC proved to be a promising tool to offer athletes an effective individual, flexible, and mobile training. However, the system, as it is, did not sufficiently represent the human trainer behind it, thus lowering its acceptance and the credibility of its recommendations. Our next step is to integrate features that could strengthen the athlete-trainer relationship. The MSC could turn out to be a promising field for future e-business applications in the sports service industry.<\/p>","DOI":"10.4018\/jisss.2010093002","type":"journal-article","created":{"date-parts":[[2010,4,16]],"date-time":"2010-04-16T14:50:12Z","timestamp":1271429412000},"page":"11-25","source":"Crossref","is-referenced-by-count":3,"title":["Hybrid Value Creation in the Sports Industry"],"prefix":"10.4018","volume":"2","author":[{"given":"Jan Marco","family":"Leimeister","sequence":"first","affiliation":[{"name":"Kassel University, Germany"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Uta","family":"Knebel","sequence":"additional","affiliation":[{"name":"Technische Universitaet Muenchen, Germany"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Helmut","family":"Krcmar","sequence":"additional","affiliation":[{"name":"Technische Universitaet Muenchen, Germany"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"jisss.2010093002-0","unstructured":"Arnold, Y., Leimeister, J. 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