Airbnb, a rapidly growing peer-to-peer rental property platform, faces scrutiny and backlash for its actions after teenage guest, Jacob Lopez, claims to have been sexually assaulted by his host. The case discusses the struggles associated with a rapidly growing company in the sharing economy. To provide a proper framework for analysis, the case also details a brief history of Airbnb’s responses to similar previous incidents. How does Airbnb protect its guests from harm with little to no control over the behavior of its hosts? (Or, vice versa?) What communication tactics need to be implemented to respond to future hazardous incidents? 15 pp. Case #16-03 (2016)

No industry was hit harder than the travel industry following the 9/11 attacks. While big
companies like the airlines received government support, small businesses like Anthony Travel, a
local travel agent, suffered greatly from the tragedy. Families were also affected as vacations
were postponed or canceled due to fears of flying. The Travel Industry Association of America
has to convince Americans why they need to travel again. (A) Case, 8 pp. (B) Case, 4 pp. Case
#02-11. (2002)

Barry Sternlicht is leading the launch of a new, upscale lodging brand: W Hotels. The brand will
combine the reliability of large hotel chains with the unique style of independent boutique hotels.
The W brand targets young business travelers, but brand managers recognize many other
audiences they must reach for the new venture to succeed. Sternlicht understands that he needs to
do more than sell hotel rooms; he must send a message to consumers and financial analysts alike.
9 pp. Case #01-09. (2001)