A business model innovation on the (BoP) market of bush-taxi in Madagasikara: the case of Cotisse Transport

Une innovation de business model sur le marché (BoP) du taxi-brousse à Madagasikara: le cas Cotisse Transport

Jérémy Ranjatoelina () and Manovosoa Finaritra ()
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Jérémy Ranjatoelina: ONG Dry Forest
Manovosoa Finaritra: IST-T - Institut Superieur de Technologie D'antananarivo

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Abstract: Bush-taxi is an institution in Africa. In Madagasikara, it is the main way of transportation between different localities for the majority of the population. Before 2013, the industry was fragmented between a multitude of cooperatives which differentiated each other very little, particularly in terms of business model. In 2013, the industry was disrupted by the entry of Cotisse Transport company on the market. This new entrant burst on the industry with an innovative business model. This research seeks to answer the question "How to enter an existing market with an innovative business model?" After an exploration of business model innovation literature in entrepreneurial context and of the few existing references about bush-taxis in Madagascar, this qualitative, exploratory and abductive research highlights the classic business model of bush-taxi cooperatives before 2013, as well as the Cotisse Transport one. It discusses the entry of a new entrant on an existing market with an innovative business model and the implications of the implementation of such a business model innovation.

Keywords: Business model; Innovation; Bush taxi; Case study; Madagascar; Business model innovation; Base of the Pyramid BoP; Business model / modèle d’affaires; Taxi-brousse; étude de cas; Business model innovant; Innovation - modèles d'entreprise; Base de la Pyramide BOP (search for similar items in EconPapers)
Date: 2025-01-21
New Economics Papers: this item is included in nep-cse, nep-ent and nep-tre
Note: View the original document on HAL open archive server: https://hal.science/hal-04905570v1
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Published in Quelles recherches sur et pour l’innovation en Afrique(s) ?, Chapitre 6, EMS (Éditions Management & Société), pp.163-192, 2025

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