{"id":11646,"date":"2025-05-15T09:00:00","date_gmt":"2025-05-15T07:00:00","guid":{"rendered":"https:\/\/escp.eu\/thechoice\/?p=11646"},"modified":"2025-05-23T14:26:04","modified_gmt":"2025-05-23T12:26:04","slug":"piracy-to-legitimacy-how-companies-like-french-ride-hailing-platform-heetch-can-make-their-mark","status":"publish","type":"post","link":"https:\/\/escp.eu\/thechoice\/tl-dr\/piracy-to-legitimacy-how-companies-like-french-ride-hailing-platform-heetch-can-make-their-mark\/","title":{"rendered":"\u2018Piracy\u2019 to legitimacy: how companies like French\u00a0ride-hailing\u00a0platform Heetch can make their\u00a0mark"},"content":{"rendered":"\n<p>The 2024\u00a0<a href=\"https:\/\/www.lemonde.fr\/en\/international\/article\/2024\/09\/02\/captain-paul-watson-continues-anti-whaling-fight-from-behind-bars-best-prison-i-ve-been-in_6724412_4.html\" target=\"_blank\" rel=\"noreferrer noopener\">arrest<\/a>\u00a0and subsequent\u00a0<a href=\"https:\/\/www.lemonde.fr\/en\/environment\/article\/2024\/12\/20\/anti-whaling-activist-paul-watson-arrives-in-france-after-five-month-detention_6736306_114.html\" target=\"_blank\" rel=\"noreferrer noopener\">release<\/a>\u00a0of activist\u00a0<a href=\"https:\/\/theconversation.com\/paul-watson-vs-japan-disrupting-the-whaling-industrys-logistics-and-logic-244063\" target=\"_blank\" rel=\"noreferrer noopener\">Paul Watson<\/a>, the founder of the NGO Sea Shepherd that fights to protect ocean biodiversity, highlighted a\u00a0<a href=\"https:\/\/www.ouest-france.fr\/mer\/scission-a-sea-shepherd-et-retour-aux-origines-39f89fbc-7d2d-11ed-bd42-a5077fc75000\" target=\"_blank\" rel=\"noreferrer noopener\">division<\/a>\u00a0between two opposing camps. There are those who want to stay true to the\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=4qTLCeabUQc&amp;ab_channel=Universit%C3%A9deLausanne\" target=\"_blank\" rel=\"noreferrer noopener\">NGO\u2019s DNA<\/a>\u00a0by continuing to practice strong activism against poaching states, and those who believe there is too much at stake in remaining confrontational and advocate instead for more measured actions to institutionalise the NGO. This opposition reflects the dilemma faced by many \u201cpirate organisations,\u201d a concept introduced by scholars\u00a0<a href=\"https:\/\/www.editionsbdl.com\/produit\/lorganisation-pirate-essai-sur-levolution-du-capitalisme\/\" target=\"_blank\" rel=\"noreferrer noopener\">Rudolph Durand and Jean-Philippe Vergne<\/a>.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>An organisation is considered legitimate when its various audiences (customers, media, the state, etc.) perceive its actions as desirable according to prevailing values, norms and laws&#8230;For pirate organisations, this is particularly challenging, as they are often viewed as both illegal and illegitimate by the state and established industry players.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">What are pirate organisations?<\/h2>\n\n\n\n<p>Pirate organisations are defined by three key characteristics.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>They develop innovative activities by exploiting legal loopholes;<\/li>\n\n\n\n<li>they defend a \u201cpublic cause\u201d to support neglected communities, who in turn support them;<\/li>\n\n\n\n<li>by introducing innovations that address specific social needs, they disrupt monopolies and contribute to transforming economic and social systems.<\/li>\n<\/ul>\n\n\n\n<p>However, to do these things effectively, pirate organisations must become legitimate. An organisation is considered legitimate when its various audiences (customers, media, the state, etc.) perceive its actions as desirable according to prevailing values, norms and laws. Legitimacy is built through a process known as legitimation. <strong>For pirate organisations, this is particularly challenging, as they are often viewed as both illegal and illegitimate by the state and established industry players. <\/strong>These actors apply pressure to hinder legitimation. So how do pirate organisations build their legitimacy? We examined this question through the emblematic case of Heetch.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A case study of a pirate organisation<\/h2>\n\n\n\n<p>Heetch is a French urban transport start-up launched in 2013 when its founders observed that\u00a0<a href=\"https:\/\/www.liberation.fr\/futurs\/2014\/12\/29\/heetch-la-parisienne-dernier-modele_1171512\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cyoung people in Paris and its suburbs struggle to travel at night due to a lack of suitable options.\u201d<\/a>\u00a0They decided to create a ride-hailing platform connecting private drivers with passengers.<\/p>\n\n\n\n<p>This business model, <strong>based on the principles of the\u00a0<a href=\"https:\/\/theconversation.com\/cartographier-le-territoire-de-leconomie-du-partage-57457\" target=\"_blank\" rel=\"noreferrer noopener\">\u201csharing economy,\u201d<\/a>\u00a0encroached on the monopoly of taxis and the regulated sector of professional chauffeur-driven vehicles (VTCs)<\/strong>. Despite challenges, Heetch gradually built its legitimacy through three distinct phases, responding to pressures in different ways.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Stage 1: \u2018clandestine pragmatism\u2019 (2013-2015)<\/h2>\n\n\n\n<p>When Heetch launched in 2013, a conflict was brewing in the urban transport sector. On one side, there were new applications for VTC services (such as Uber) and for private driver platforms (such as UberPop and Heetch); on the other, there were traditional taxis and their booking departments (such as G7). The latter, along with government authorities, began exerting pressure to shut down the apps, with Uber receiving most of the media attention.<\/p>\n\n\n\n<p>During this phase, Heetch adopted a strategy of\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=elwCHHZO9Wk&amp;ab_channel=XerfiCanal\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cclandestine pragmatism.\u201d<\/a>\u00a0The start-up avoided direct confrontations and stayed \u201cunder the radar\u201d of the media. This approach is similar to\u00a0<a href=\"https:\/\/www.researchgate.net\/publication\/229994260_The_Manager_as_Pirate_An_Inspection_of_the_Gentle_Art_of_Bootlegging\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cbootlegging\u201d<\/a>\u00a0\u2013 concealing an innovative activity during its early stages. <strong>Heetch built a pragmatic legitimacy among its immediate audience using informal techniques such as word-of-mouth.<\/strong> However, its legitimacy remained limited, because it operated outside media scrutiny and without state approval.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Piracy carries an inherent risk: at some point, it will likely face a legitimacy crisis triggered by resistance from monopolies or public authorities.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Stage 2: \u2018subversive activism\u2019 (2015-2017)<\/h2>\n\n\n\n<p>In June\u00a02015, taxi drivers organised massive protests against the\u00a0<a href=\"https:\/\/www.theguardian.com\/technology\/2015\/jun\/26\/uber-backlash-taxi-drivers-protests-paris-global-revolt\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cunfair competition\u201d<\/a>\u00a0posed by new ride-hailing apps. The Paris police issued\u00a0<a href=\"http:\/\/securibase.com\/securibase\/public\/fiche\/17215\/18516\" target=\"_blank\" rel=\"noreferrer noopener\">a ban on UberPop-like applications<\/a>, including\u00a0<a href=\"http:\/\/data.over-blog-kiwi.com\/0\/93\/23\/69\/20150625\/ob_2951cb_communique-de-presse-arrete-d-int.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Heetch<\/a>\u2019s.<\/p>\n\n\n\n<p>While Uber shut down UberPop, Heetch exploited a legal loophole \u2013 its name was not explicitly mentioned in the ban \u2013 and continued operations. In response, the state cracked down on Heetch: around 100 drivers were placed in police custody and the founders were summoned to court, facing charges of \u201cillegal facilitation of contact\u201d with drivers, \u201ccomplicity in unlawful taxi operations\u201d and\u00a0<a href=\"https:\/\/www.lemonde.fr\/economie\/article\/2016\/01\/21\/les-chauffeurs-de-taxis-sur-le-pied-de-guerre_4851383_3234.html\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cmisleading commercial practices.\u201d<\/a><\/p>\n\n\n\n<p>Heetch reacted by engaging in\u00a0<a href=\"https:\/\/management-aims.com\/index.php\/mgmt\/article\/view\/4026\/9762\" target=\"_blank\" rel=\"noreferrer noopener\">\u201csubversive activism.\u201d<\/a>\u00a0The founders spoke out in the media to defend their service, emphasising its public utility, particularly for young suburban residents needing\u00a0<a href=\"https:\/\/medium.com\/@teddypellerin\/heetch-un-mod%C3%A8le-utile-et-compl%C3%A9mentaire-des-autres-moyens-de-transport-9cc828344f2c\" target=\"_blank\" rel=\"noreferrer noopener\">nighttime mobility<\/a>. The start-up generated buzz by releasing a\u00a0<a href=\"https:\/\/lareclame.fr\/buzzman-heetch-touche-pas-a-mon-heetch-153084\" target=\"_blank\" rel=\"noreferrer noopener\">satirical video<\/a>\u00a0featuring altered images of political figures in their youth. <strong>Heetch leveraged its pragmatic legitimacy, already established within its community, to gain media legitimacy among a broader audience of people, including journalists and policymakers.<\/strong> The organisation gained public recognition, but also faced increasing legal battles.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Stage 3: \u2018tempered radicalism\u2019 (2017-present)<\/h2>\n\n\n\n<p>In March\u00a02017, a court ruled against Heetch,\u00a0<a href=\"https:\/\/www.humanite.fr\/justice-heetch-condamne-les-taxis-satisfaits-632917\" target=\"_blank\" rel=\"noreferrer noopener\">deeming its operations illegal<\/a>. Heetch temporarily suspended its service but relaunched two weeks later with a new business model employing professional drivers. Two months later, Heetch attempted to reintroduce private drivers, but, after facing additional legal action, it abandoned this approach after six months to focus exclusively on legal transportation services.<\/p>\n\n\n\n<p>During this phase, Heetch practised\u00a0<a href=\"https:\/\/psycnet.apa.org\/record\/1996-32539-001\" target=\"_blank\" rel=\"noreferrer noopener\">\u201ctempered radicalism.\u201d<\/a><strong>\u00a0<\/strong>The company integrated into the system while continuing its\u00a0<a href=\"https:\/\/www.lemonde.fr\/economie\/article\/2017\/03\/03\/la-start-up-heetch-suspend-son-activite-en-france_5088530_3234.html\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cfight\u201d<\/a>\u00a0in a more moderate manner, avoiding direct confrontation with the state and industry players. It adopted three key strategies:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>compliance<\/strong>&nbsp;\u2013 respecting the law;<\/li>\n\n\n\n<li><strong>compromise<\/strong>&nbsp;\u2013 balancing its transportation service with its public mission;<\/li>\n\n\n\n<li><strong>manipulation<\/strong>&nbsp;\u2013 lobbying to influence regulations.<\/li>\n<\/ul>\n\n\n\n<p>Through this approach, Heetch secured regulatory legitimacy while strengthening its existing pragmatic and media legitimacy. The company was recognised by the French government and included in the\u00a0<a href=\"https:\/\/start.lesechos.fr\/innovations-start-up\/top-start-up\/french-tech-120-les-start-up-reines-de-la-mobilite-\" target=\"_blank\" rel=\"noreferrer noopener\">French Tech 120<\/a>\u00a0and\u00a0<a href=\"https:\/\/www.maddyness.com\/2021\/02\/08\/liste-start-up-next40-french-tech-120-2021\/\" target=\"_blank\" rel=\"noreferrer noopener\">Next 40<\/a>\u00a0programmes for the country\u2019s most promising start-ups. It also became the\u00a0<a href=\"https:\/\/www.lequotidiendesentreprises.fr\/secteurs\/services\/heetch-devient-la-1ere-plateforme-vtc-a-obtenir-le-statut-dentreprise-a-mission\/\" target=\"_blank\" rel=\"noreferrer noopener\">first ride-hailing platform to attain \u201cmission-driven company\u201d status<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Is \u2018piracy\u2019 a growth accelerator?<\/h2>\n\n\n\n<p>Ultimately, our study <strong>highlights the value of piracy as a strategy for kickstarting the growth of an organisation that serves a public cause<\/strong>. By embracing this approach, a pirate organisation can drive systemic change to address social or environmental challenges.<\/p>\n\n\n\n<p>That said, piracy carries an inherent risk: at some point, it will likely face a legitimacy crisis triggered by resistance from monopolies or public authorities. The recent struggles of Paul Watson serve as testament. As he aptly puts it:\u00a0<a href=\"https:\/\/seashepherd-shop.com\/products\/livre-urgence-il-faut-sauver-les-oceans\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cYou can\u2019t change the world without making waves.\u201d<\/a><\/p>\n\n\n\n<p><em>This article is republished from\u00a0<a href=\"https:\/\/theconversation.com\/global\">The Conversation<\/a>\u00a0under a Creative Commons license. Read the\u00a0<a href=\"https:\/\/theconversation.com\/piracy-to-legitimacy-how-companies-like-french-ride-hailing-platform-heetch-can-make-their-mark-253079\" target=\"_blank\" rel=\"noreferrer noopener\">original article<\/a>.<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-yellow-color has-alpha-channel-opacity has-yellow-background-color has-background is-style-wide\"\/>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><div class=\"wp-block-image is-style-rounded\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"238\" height=\"238\" src=\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/maxime-massey.jpg\" alt=\"\" class=\"wp-image-11651\" srcset=\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/maxime-massey.jpg 238w, https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/maxime-massey-150x150.jpg 150w, https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/maxime-massey-96x96.jpg 96w\" sizes=\"auto, (max-width: 238px) 100vw, 238px\" \/><\/figure><\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p><strong>Maxime Massey<\/strong> holds a PhD in Management Sciences &amp; Innovation, and is a researcher affiliated with the <a href=\"https:\/\/escp.eu\/faculty-research\/chairs-professorships\/improbable-chair-by-Galeries-Lafayette\">Improbable Chair<\/a> at ESCP Business School.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><div class=\"wp-block-image is-style-rounded\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"238\" height=\"238\" src=\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/philippe-naccache.jpg\" alt=\"\" class=\"wp-image-11652\" srcset=\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/philippe-naccache.jpg 238w, https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/philippe-naccache-150x150.jpg 150w, https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/philippe-naccache-96x96.jpg 96w\" sizes=\"auto, (max-width: 238px) 100vw, 238px\" \/><\/figure><\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p><strong>Philippe Naccache<\/strong> is an associate professor at INSEEC Business School.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><div class=\"wp-block-image is-style-rounded\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"238\" height=\"238\" src=\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/sylvain-bureau.jpg\" alt=\"\" class=\"wp-image-11653\" srcset=\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/sylvain-bureau.jpg 238w, https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/sylvain-bureau-150x150.jpg 150w, https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/sylvain-bureau-96x96.jpg 96w\" sizes=\"auto, (max-width: 238px) 100vw, 238px\" \/><\/figure><\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p><strong>Sylvain Bureau<\/strong> is a Professor at ESCP Business School and Scientific Director of the <a href=\"https:\/\/escp.eu\/faculty-research\/chairs-professorships\/improbable-chair-by-Galeries-Lafayette\">Improbable Chair<\/a>.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>This article dives into the high-stakes world of \u201cpirate organisations\u201d that disrupt powerful industries to champion social and environmental causes. By taking a look at rebellious French start-up Heetch, it reveals how these rule-benders walk the tightrope between defiance and legitimacy to spark real change.<\/p>\n","protected":false},"author":1,"featured_media":11634,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[15],"tags":[16],"class_list":["post-11646","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tl-dr","tag-strategy","category-15","description-off"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u2018Piracy\u2019 to legitimacy: how pirate organisations can make their\u00a0mark - The Choice by ESCP<\/title>\n<meta name=\"description\" content=\"This article dives into the high-stakes world of \u201cpirate organisations\u201d that disrupt powerful industries to champion 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