Assignment 11 – Surviving Disruption
Think about how to analyze and respond to a disruptive challenger if you find yourself facing
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.
Some established hotel chains in the industry, with links to more information about them, are:
InterContinental Hotels Group
These are all brands that are being challenged by a disrupter,
Here is an interesting article about the impact of Airbnb on the hotel and hospitality industry:
Imagine that you are working for a leading company in the hotel and hospitality industry. You do
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
Disruptive Response Planner
First work through the three variables – customer trajectory, disruptive scope and other
incumbents, and then look at the six incumbent responses.