Massachusetts Institute of Technology BUSINESS MISC PGDDB_DSB_Assignment 11_Surviving Disruption_Roopam
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Course
BUSINESS MISC
Institution
Massachusetts Institute Of Technology
Assignment 11 – Surviving Disruption
Think about how to analyze and respond to a disruptive challenger if you find yourself facing
one.
TASK
For this module’s assignment, you will be thinking about how to analyze and respond to a
disruptive challenger if you find yourself facing one.
The ...
assignment 11 – surviving disruption think about how to analyze and respond to a disruptive challenger if you find yourself facing one task for this module’s assignment
you will be thinking about ho
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BUSINESS MISC
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Assignment 11 – Surviving Disruption
Think about how to analyze and respond to a disruptive challenger if you find yourself facing
one.
TASK
For this module’s assignment, you will be thinking about how to analyze and respond to a
disruptive challenger if you find yourself facing one.
The industry you will be focusing on is hotels and hospitality. AirBnb is a new disrupter that is
challenging the industry.
m
Some established hotel chains in the industry, with links to more information about them, are:
er as
1. Marriot
co
o https://en.wikipedia.org/wiki/Marriott_International
eH w
o http://www.marriott.com/marriott/aboutmarriott.mi
o.
2. InterContinental Hotels Group
rs e
o https://en.wikipedia.org/wiki/InterContinental_Hotels_Group
ou urc
o https://www.ihg.com/content/us/en/about/brands#scmisc=nav_brands_6c
3. AccorHotels
o https://en.wikipedia.org/wiki/AccorHotels
o
o http://www.accorhotels.com/
aC s
vi y re
These are all brands that are being challenged by a disrupter, AirBnb.
o https://en.wikipedia.org/wiki/Airbnb
o https://www.airbnb.com/about/about-us
ed d
ar stu
Here is an interesting article about the impact of AirBnb on the hotel and hospitality industry:
http://m.hospitalitynet.org/news/4074708.html
is
Imagine that you are working for a leading company in the hotel and hospitality industry. You do
Th
not have to limit yourself to the examples above – you can pick any other established
incumbent in the industry. Some other examples are Hyatt or Hilton.
Analyze the threat posed by AirBnb to the company that you choose and plan your response
using the Disruptive Response Planner.
sh
First work through the three variables – customer trajectory, disruptive scope and other
incumbents, and then look at the six incumbent responses.
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