Berkowitz, Héloïse and Souchaud, Antoine (2018) Stratégies de conquête d’un nouvel espace de marché : la structuration du crowdlending. Gérer et Comprendre, vol. 1 (n° 131). pp. 7-19.

Abstract

Strategies for winning a new place in the market: Crowdlending
Till a few years ago, it was utopian to imagine a crowdlending platform in France. Realizing such an apparently unrealistic idea was at odds with the traditional financial sector and the regulations protecting it from disruptive innovations. In this hostile, uncertain environment, how to develop a business model that is innovative in comparison with established firms and, too, future competitors ? The competitive and cooperative strategies are explored that a crowdlending operation in France adopted to expand and maintain control over a new place in the market.