Delimiting disruption: Why Uber is disruptive, but Airbnb is not

Eitan Muller*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


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.

Original languageEnglish
Pages (from-to)43-55
Number of pages13
JournalInternational Journal of Research in Marketing
Issue number1
StatePublished - Mar 2020
Externally publishedYes


  • Airbnb
  • Disruption
  • New products
  • Post-adoption
  • Uber
  • iPhone


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