CHANGE IN CONSOLIDATED BUSINESS MODELS: THE STUDY OF RADIO TAXI COOPERATIVES IN BRAZIL AFTER THE INCLUSION OF MOBILE APPLICATIONS IN THE MARKET

ABSTRACT Proliferation of mobile applications modified the taxi cooperative business model. The objective of this research was to verify how the changes in such business model occurred in a scenario of innovation, enhanced by the use of technology. The Pluralist and Multilevel Conceptual Solution was the theoretical lens selected for a qualitative study that covered the cities of São Paulo and Curitiba. Users and managers of cooperatives and applications were interviewed as well as taxi drivers. The most significant contribution of the work is the demonstration of how technology can modify an established business model.