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

Author

Listed:
  • Aaker, David

    (Prophet, USA)

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.

Suggested Citation

  • Aaker, David, 2019. "Winning in the sharing economy: Six keys to Airbnb’s success," Journal of Brand Strategy, Henry Stewart Publications, vol. 7(4), pages 310-317, March.
    • Handle: RePEc:aza:jbs000:y:2019:v:7:i:4:p:310-317
    as

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    More about this item

    Keywords

    sharing economy; Airbnb; Uber; subcategory; organisational values;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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