Analyser la trajectoire de développement d’un e business model en Afrique: étude du cas de Jumia et proposition d’un modèle intégré

Foued Cheriet () and Franck Duquesnois ()
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Foued Cheriet: UMR MoISA - Montpellier Interdisciplinary center on Sustainable Agri-food systems (Social and nutritional sciences) - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - IRD - Institut de Recherche pour le Développement - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro Montpellier - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement, IHEV Institut des hautes études de la vigne et du vin - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier
Franck Duquesnois: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux, IUT Bordeaux Montaigne - UBM - Université Bordeaux Montaigne

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Abstract: This research aims to federate different theoretical backgrounds analyzes of the development trajectories of e-business models to propose an integrated reading model. For this, we relied on the case study of Jumia. We adopt an exploratory qualitative approach based essentially on the collection and analysis of secondary data to verify the relevance of a proposed theoretical model (VIAZ), combining three dimensions identified by previous research: the question of value (V), the process of imitation-adaptation (IA) and the process of internationalization (Z).Through the examination of the development trajectory of Jumia in Africa, our results show a separate relevance of the three components of the VIAZ model as well as its overall coherence. Links are identified between financing constraints, choices of strategic refocusing and international deployment on the one hand, and constraints of adaptation, creation and sharing of value on the other.

Keywords: E-commerce; Afrique; trajectoire; E-business model; Jumia; Webtrade; Africa; trajectory (search for similar items in EconPapers)
Date: 2023-07-03
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Published in 13ème conférence Internationale de l’Association Francophone de Management International (Atlas-Afrmi), Jul 2023, Bordeaux, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04164235

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