BlablaCar: The emergence of a new market
Innovation is the source of growth and inventing a new market is the purpose of many startups. This case study analyzes the emergence of a booming market of the collaborative economy, the car-pooling market. It describes the creation and the growth of BlaBlaCar and the situation of the company on the French market in 2016. BlaBlaCar has known a tremendous growth in few years, in a context of growing indirect competition on the transportation market. The challenge is now to make this growth profitable. The company has been focused, since its beginnings, on the growth in the number of members, but it should also be concerned about the profitability of each member. Lien vers l'article
LE NAGARD, E. (2018). BlablaCar: The emergence of a new market. ESSEC Business School.
Mots clés : #First, #mover-advantage, #Collaborative-economy, #Car, #pooling, #Start, #up, #Loyalty-program, #Marketing-strategy, #Brand-identity, #Marketing