The purpose and central question of this article is to demonstrate that the process of innovation and value creation is more than a one-dimensional activity and that it needs to be considered as a holistic ecosystem, consisting of five interdependent drivers. This article on such an ecosystem was inspired by research on the Competing Values Framework (Quinn & Rohrbaugh, 1983). The article demonstrates the application of the framework on the disrupting business model of Airbnb in the domain of digitalized hospitality networks. The data and the insights in this study are based on interviews the author conducted with Airbnb staff, hosts, and guests, on previous research and on data from Airdna (2015–2016) compared with public data on Airbnb. This case study demonstrates a new form of participatory business value, co-created between hosts, guests and the digitalized network provider, creating a unique authentic guest experience in a networked environment.
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