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The establishment of Airbnb in 2008 was a bell warning of the threats that existing hotel players would face from new entrants. This case study focuses on Banyan Tree’s innovative new brand Cassia. In this case, a combination of primary and secondary data were used for research analysis, including an interview with Cassia Phuket’s key executive, and extensive secondary research on Banyan Tree’s strategy which led to innovations on and within Cassia Phuket. The focus of this study is to illustrate the innovative solutions and options that hotel players could adopt to tackle the disruptive innovation by competitors. It also illuminated how innovation as a tool could help companies to be better sharpen and adapted for survival in the future market.
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