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Airbnb: Developing a business model inspired by collaborative practices

Airbnb has developed a critical mass of social media-inspired and technology-savvy users who are keen to share goods and experiences. The company is changing attitudes to travel and tourism by introducing a collaborative dimension. Their model appeals to people looking to make social connections and belong to a community of trust that is open to the world. By offering accommodation which is sometimes very original all over the world at competitive prices, Airbnb is shaking up the travel industry. The development of a community seeking authenticity and new experiences is crucial to their success.
This case focuses on the sophisticated marketing methods used by the company.
Objectifs pédagogiques
1. Make learners aware of collaborative consumption.
2. Develop a complete marketing analysis:
- define the positioning;
- analyse the success factors of the offering;
- analyse and develop a communication policy.
Marketing strategy, marketing policy, communication, collaborative economy
Business schools, universities , executive education
Secteur d'activité
Caractéristiques particulières
- Debrief to project to learners (Powerpoint-30 slides), debrief with commentaries for trainers (Powerpoint).
- Case can be used for an examination (Appendix with questions and grading scale).
- French version available: KEDGE-MA-009
Livraison par lien de téléchargement
plus de 3 heures (3-4 hours)
Oui (6 pages) - incluse

Adhérents : 360,00 € HT / Non adhérent : 720,00 € HT
* Usage illimité pour un campus sans limite de nombre d'étudiants.

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