The Simultaneous Management of Business Model Innovation and Replication Processes: The Case of Airbnb’s “experiences”

Abstract

Purpose This article aims to understand how organizations can simultaneously manage their business model innovation and replication processes. Methodology Using an exploratory qualitative approach, we analyze Airbnb’s business model innovation and replication processes when the company launched its new value proposition labeled “experiences”. Findings Our findings show that innovation and replication processes are designed, tested and implemented simultaneously. We underline the role of the platform in standardizing the key elements of the different stages of the processes. Through its digital platform, Airbnb can standardize its value creation and value capture processes to drive replication at scale. Contributions and principal implications Our paper contributes to strengthening a bridge between the literature on replication and business model innovation, to complement previous research on the Airbnb business model and to enrich the debate about the adaptation perspective in the replication literature. Our research has practical implications for entrepreneurs in the tourism and hospitality industry who would like to develop and replicate their business model using a digital platform.