Winning in the sharing economy: Six keys to Airbnb’s success

David Aaker
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David Aaker: Prophet, USA

Journal of Brand Strategy, 2019, vol. 7, issue 4, 310-317

Abstract: To understand competing in the sharing economy this paper looks at one of its leading brands, Airbnb. Six drivers of success emerge — conceptualising property owners as entrepreneurial hosts, seeing guests as seeking a home feel and adventure rather than just a room, demanding an outstanding interactive experience, scaling quickly, exercising outstanding leadership and having luck or timing. Uber, in contrast, is more transactional, without the emotional connection, and has a more aggressive, confrontational culture, which has created public relations and relationship issues that led to a company reset. Among the learnings is that there are payoffs from going beyond functionality, too often the route selected by technology-driven new businesses.

Keywords: sharing economy; Airbnb; Uber; subcategory; organisational values (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2019:v:7:i:4:p:310-317

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