Delimiting Disruption: Why Uber Is Disruptive, But Airbnb Is Not – International Journal of Research in Marketing – article

Delimiting Disruption: Why Uber Is Disruptive, But Airbnb Is Not

Eitan Muller | International Journal of Research in Marketing

2019-11-19

I offer reasons why disruption theory needs a revamp, define post-adoption then point out the gap between the considerable literature in marketing on post-adoption behavior, and the dearth in its immediate corollary, namely disruption. I then criticize the current definition of disruption and offer one instead, followed by three recent examples – iPhone, Uber, and Airbnb – where the claim is that the first two are indeed disruptive innovations, while the latter is not.

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