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How do Iconic Business Models such as Airbnb Emerge?
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Brands such as Airbnb disrupt industries and change how consumers think about the market, according to this research from Cass Business School, City University London.
Table Of Contents
- The study sets out the three steps to Airbnb becoming regarded as an iconic business model:
- In trying to make sense of the new phenomenon, the media associated Airbnb's innovative business model with existing models and market categories.
- Because it didn’t fall neatly into existing categories, the media developed a more elaborate understanding of its business model.
- Finally, the media recognised Airbnb as the ground-breaking example representing a new type of organisation.
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