How do Iconic Business Models such as Airbnb Emerge?

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.

Business Model Innovation: How Iconic Business Models Emerge by Tatiana Mikhalkina and Professor Laure Cabantous explores the process of the emergence of a company and looks at the power of iconic business models, asking the question: How do innovative business models become the exemplars for a new category of firm?

Formed in 2008, Airbnb is an online market platform that enables individuals to rent rooms, flats and even houses directly to travellers, and has quickly become an icon for the ‘sharing economy’. Despite there being many notable examples of innovative business models becoming iconic for their industry – eBay or McDonald's – there has been minimal study of the phenomenon. This study offers an enhanced definition of the iconic business model.

Vendor:: TechTarget ComputerWeekly.com
Posted:: Feb 8, 2021
Published:: Mar 16, 2016
Format:: PDF
Type:: Research Content

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