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March 2016

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:
  1. In trying to make sense of the new phenomenon, the media associated Airbnb's innovative business model with existing models and market categories.
  2. Because it didn’t fall neatly into existing categories, the media developed a more elaborate understanding of its business model.
  3. Finally, the media recognised Airbnb as the ground-breaking example representing a new type of organisation.


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