INDEX

Please note that index links point to page beginnings from the print edition. Locations are approximate in e-readers, and you may need to page down one or more times after clicking a link to get to the indexed material.

Abercrombie & Fitch, 2, 4, 19

Adjacent businesses, 19

Advertising, 104

Advertising and point-of-sale promotion, 59–60

Advocacy score, 228. See also BCG Brand Advocacy Index

Air of excitement, 40

Airbnb, 143–149

business-model innovation, 144

dreams, 148–149

graphic designers/photographers, 149

hosts, 147

millennial generation, 145

operating model, 147–148

ransackgate, 146

trust, 146, 150

two-way conversation between hosts/guests, 146

typical host/guest (Dom and Peter), 146–147

Al-Waleed bin Talal, 127

Allen, Paul, 207

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