Atribution Theory (Psico 3)

Attribution Theory

As told, our research topic is the company Airbnb which has base in Chicago since 2008.
Talking specifically about their success, Airbnb nowadays counts with 150.000 per day and more than 600.000 apartments to chose, and a huge part of their fortune was to approach the moment and to use innovative strategies to promote their ‘start-up’.

In this case of study, we can clearly see there’s both forces, internal and external, which ones were definitive to the company progress. To understand it in a better way, let’s see it by parts:

Fuente: https://bit.ly/2kDuKri

External Attribution

By the year 2008 in Chicago the apartment rent started to increase and many people were struggling to pay the high prices, also the outcome of a conference in the city leveled up the number of visitors. Both of this factors made easier to attract clients to use the new option named Airbed & Breakfast , which were cheaper than a hotel and facile than search for a rent.

After having such a good reception by the clients, the management of the company started to research about their objetive target, finding out people around 17-40 years old and with a low and middle class are the one who use more the platform, so having this information Airbnb decided to adress their marketing directly to this type of clients, improving the website, making it easier to rent, and stablishing the brand design.

Internal Attribution

The partners of this incredible business activity were non know-nothing but a high-educated group of mans; Joe Gebbia, graduated in the Rhode Island School of Design and also Graphic and Industrial Design; Brian Chesky, graduated in Industrial Design by the School of Rhode Island; and Nathan Blecharczyk, which was a entrepreneur already in high school and graduated in Tech in Harvard University.

Fuente: Elaboración propia 

The skills of this three mens was truly necessary to create a innovative way of room rent by the clients necessities, but also improving the company's methodology, after having a good reception of the clients they realized the benefits were not enough but they found one of the most important problems, the pictures of the rooms weren't in a good quality or realistic and in order to solve it  they travelled to New York to take better photos in every apartment in the city, that detail instantly make the difference by double the benefits.

To encompass a specific conclusion after known the information given, there's some point about three diferent dimensions we would like to sum up. First of all is the 'Distinctiveness', the form we mentioned before of how the company Airbnb was created involved a whole innovative types of strategies to start as a unknown start-up and make headway till become a successful international company, further the way how Airbnb comprise a brand that not only offer a service (which is quite impressive by the simplicity of the service and how it's satistisfy the traveller needs), but also take advantage of the new typology of touristic demand that is the 'necessity of new experiences'. The company has especialized and globalized always taking care about their service design and prioritizing on the quality of the service, furthermore carrying out researches to understand the client and improve benefits.

Another important point is the 'Consensus', because Airbnb it's not the first company to demonstrate fearless in the business world. All situation are different and happened in distinctive way, but there's a pattern we can identify in some cases like Apple, Booking and in that case Airbnb, and it's the fact of making the most of a favorable opportunity where is a costumer necessity and a lack of a product/service that's able to completly satisfy these needs.

The last point is the 'Consistency', in which topic we'll talk about the company behaviour during their activity and how they work their methodology. We have seen Airbnb uses all kind of marketing strategies to adapt into the clients desires but they're also constantly changing theses strategies depending in the operative country or the client segment they want to influence, and that's a very important point because nowdadays all the successful company realised that everyday  the target can change and the necessities are diversifying, so by this pattern if a company mantein the same methodology of work they can stand in the top for a while but when the market changes the same company will fall down.

And to finalise this part of the analisis, we would like to say that the Airbnb business activity is so interesting because it has been  stable (referring on the economic status) since their start-up, maintaining the benefits while the social and political situations in their commercial countries pushed other companies to level off in profits. Furthermore saying this we can tag Airbnb as a controllable company, because they passed though rough situations like the legal problems in Barcelona but they solve the circumstances moreover without deteriorate their image in front of the clients, always adapting into the conditions no matter with is the current event.