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Prof. Arun Sundararajan on how gradual behavior changes aid the adoption of sharing economy apps

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Excerpt from Entrepreneur -- “'One strategy is adding features that mimic the old-world experience to enhance familiarity,' says Sundararajan. 'They can integrate what people might miss from the old experiences they are trying to disrupt, and create that bridge.' For instance, Airbnb launched its own concierge service, so that travelers could still feel pampered as if they were at a traditional hotel."

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Additional coverage appeared on Yahoo! Finance.