15 June 15.30

Disruptive technology is challenging players in every industry. Major breakthroughs are being implemented at the speed of light, transforming the existing business practice.

For start-ups, this may come easy. Many are born because they see an opportunity in a marketplace that will change how it currently operates, and they build a company around it.They exist to be disruptive. But how would a company with a well-established operational model disrupt their way of doing business? In this fireside chat Alex Cruz (Chairman and CEO of British Airways) and Xabi Uribe-Etxebarria (Founder and CEO of Sher.pa) will be exploring the ‘disruptor’ versus ‘disruptee’ approach, whilst also looking to better understand the dynamic between the two.


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