How Booking.com Sustains a Culture of Innovation

Booking.com was founded by a Dutch university student in 1996. It grew slowly for almost a decade. But by 2011, the company was generating more than a billion dollars in profits annually — making it the most financially successful digital travel market, at the time. The secret to that accelerating growth was the company’s use of large-scale testing and experimentation. In this episode, Harvard Business School professor Stefan Thomke explains how the company created and sustained a culture of innovation that challenged conventional assumptions about management and process.