,Table of content
Table of content ............................................................................................................................................ 2
Chapter 1 ...................................................................................................................................................... 3
1.1 Business Model ............................................................................................................................................ 4
1.2 Customers.................................................................................................................................................... 5
1.3 Value Map ................................................................................................................................................... 5
1.4 Areas of improvement ................................................................................................................................. 7
Chapter 2 ...................................................................................................................................................... 8
2.1 The innovation – addressing the gap .......................................................................................................... 8
2.2 Changes in the business model ................................................................................................................... 8
2.3 Changes in the Customer Profile ................................................................................................................. 8
2.4 Changes in the Value Map .......................................................................................................................... 8
2.5 Assessing the fit........................................................................................................................................... 9
2.6 Reflection .................................................................................................................................................... 9
Chapter 3 .................................................................................................................................................... 10
3.1 Diffusion of Innovation – Firm ................................................................................................................... 10
3.2 Diffusion of Innovation - Customer ........................................................................................................... 10
3.3 Innovation Direction / Strategy ................................................................................................................. 10
3.4 Technology readiness and acceptance ...................................................................................................... 11
3.5 Experience ................................................................................................................................................. 11
3.6 Value-in-use and Value-in-exchange ......................................................................................................... 11
Chapter 4 .................................................................................................................................................... 12
4.1 Intellectual property .................................................................................................................................. 12
4.2 Ambidexterity ............................................................................................................................................ 12
4.3 Business Model Innovation Path ............................................................................................................... 14
Chapter 5 .................................................................................................................................................... 14
5.1 Activity system .......................................................................................................................................... 14
5.2 Learning platforms .................................................................................................................................... 15
5.3 Innovation implementation ....................................................................................................................... 15
5.4 Ethics ......................................................................................................................................................... 16
References .................................................................................................................................................. 18
Dominique van Erp – s1039102 2 A symbol of belonging
, Chapter 1
Travelling has always been my passion. Just recently I was looking for a nice accommodation on Airbnb
in Norway to escape from this crazy world we’re currently living in and travel to a shed of wood in
December to celebrate Christmas with my family and read a book or three. When searching for a nice
accommodation, I finally knew this was the company I wanted to write the assignment about. Airbnb is
not just a regular travel company. They create stories and friendships, offer unique accommodations,
create communities and unforgettable experiences and above all, they make people belong. I realized
that nothing is more important than that these days.
This report first shows the business model and the value map, together with possible improvements
for Airbnb. In chapter two, the gap will be addressed and additional changes are discussed. It is in
chapter three that the diffusion, technology readiness, acceptance and value of the innovation will be
elaborated on. Chapter four covers the PFI-framework, the theory on ambidexterity and the Business
Model Innovation Path. Lastly, chapter five discusses the initial learning platforms, the implementation
and the ethical and social issues.
Dominique van Erp – s1039102 3 A symbol of belonging
Table of content ............................................................................................................................................ 2
Chapter 1 ...................................................................................................................................................... 3
1.1 Business Model ............................................................................................................................................ 4
1.2 Customers.................................................................................................................................................... 5
1.3 Value Map ................................................................................................................................................... 5
1.4 Areas of improvement ................................................................................................................................. 7
Chapter 2 ...................................................................................................................................................... 8
2.1 The innovation – addressing the gap .......................................................................................................... 8
2.2 Changes in the business model ................................................................................................................... 8
2.3 Changes in the Customer Profile ................................................................................................................. 8
2.4 Changes in the Value Map .......................................................................................................................... 8
2.5 Assessing the fit........................................................................................................................................... 9
2.6 Reflection .................................................................................................................................................... 9
Chapter 3 .................................................................................................................................................... 10
3.1 Diffusion of Innovation – Firm ................................................................................................................... 10
3.2 Diffusion of Innovation - Customer ........................................................................................................... 10
3.3 Innovation Direction / Strategy ................................................................................................................. 10
3.4 Technology readiness and acceptance ...................................................................................................... 11
3.5 Experience ................................................................................................................................................. 11
3.6 Value-in-use and Value-in-exchange ......................................................................................................... 11
Chapter 4 .................................................................................................................................................... 12
4.1 Intellectual property .................................................................................................................................. 12
4.2 Ambidexterity ............................................................................................................................................ 12
4.3 Business Model Innovation Path ............................................................................................................... 14
Chapter 5 .................................................................................................................................................... 14
5.1 Activity system .......................................................................................................................................... 14
5.2 Learning platforms .................................................................................................................................... 15
5.3 Innovation implementation ....................................................................................................................... 15
5.4 Ethics ......................................................................................................................................................... 16
References .................................................................................................................................................. 18
Dominique van Erp – s1039102 2 A symbol of belonging
, Chapter 1
Travelling has always been my passion. Just recently I was looking for a nice accommodation on Airbnb
in Norway to escape from this crazy world we’re currently living in and travel to a shed of wood in
December to celebrate Christmas with my family and read a book or three. When searching for a nice
accommodation, I finally knew this was the company I wanted to write the assignment about. Airbnb is
not just a regular travel company. They create stories and friendships, offer unique accommodations,
create communities and unforgettable experiences and above all, they make people belong. I realized
that nothing is more important than that these days.
This report first shows the business model and the value map, together with possible improvements
for Airbnb. In chapter two, the gap will be addressed and additional changes are discussed. It is in
chapter three that the diffusion, technology readiness, acceptance and value of the innovation will be
elaborated on. Chapter four covers the PFI-framework, the theory on ambidexterity and the Business
Model Innovation Path. Lastly, chapter five discusses the initial learning platforms, the implementation
and the ethical and social issues.
Dominique van Erp – s1039102 3 A symbol of belonging
