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Stratégies de conquête d’un nouvel espace de marché: la structuration du crowdlending

Author

Listed:
  • Héloïse Berkowitz

    (TSM - Toulouse School of Management Research - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique - TSM - Toulouse School of Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse)

  • Antoine, Souchaud

    (ESCP Europe, ENA - ESCP Europe, Labex ReFi (La Sorbonne))

Abstract

Développer en France une plateforme de financement participatif sous la forme de prêts rémunérés, ou crowdlending, n'était, jusqu'il y a encore quelques années, qu'une utopie. La concrétisation de cette idée semblait irréaliste, car elle remettait en cause non seulement le secteur financier traditionnel, mais aussi les cadres réglementaires qui le protégeaient contre l'émergence de toute innovation de rupture. Dans cet environnement hostile et incertain, quelles stratégies un entrepreneur peut-il mettre en œuvre pour développer un business model innovant vis-à-vis non seulement des acteurs installés, mais aussi de ses futurs concurrents ? Cet article explore la configuration des stratégies concurrentielles et coopératives auxquelles recourt un stratège du crowdlending français pour créer, faire grandir et conserver la maîtrise d'un nouvel espace de marché

Suggested Citation

  • Héloïse Berkowitz & Antoine, Souchaud, 2018. "Stratégies de conquête d’un nouvel espace de marché: la structuration du crowdlending," Post-Print hal-02008077, HAL.
    • Handle: RePEc:hal:journl:hal-02008077
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