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GOJEK: The Road to Being SEA’s Super App

진병채|Jayvee Del Rosario|Nisrina Qatrunnada|Fitri Handayani
Academy of Asian Business (AAB)|2023.12|Academy of Asian Business Review|제9권 제2호|pp. 41-71|DOI 10.26816/aabr.9.2.202312.41

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키워드

Southeast Asiasuccess factorssocial impactchallengesstartupinnovation.growth strategiesgeographic expansionGojeksuperappbusiness scope expansionproduct expansion

초록

This case study delves into the remarkable journey of Gojek, an Indonesian startup, as it evolved into Southeast Asia's leading super app. The study examines three key growth strategies employed by Gojek: business scope expansion, product expansion, and geographic expansion. Initially a platform for ojek (motorcycle taxi) bookings, Gojek expanded its services to encompass transportation, logistics, food delivery, and payments, among others. The company's success led to its status as Indonesia's first decacorn in 2019, and subsequent expansion into Vietnam and Singapore. This paper explores the challenges faced by Gojek during its growth trajectory and examines how the company harnessed its human capital and technology to overcome these hurdles. Additionally, the study identifies how the leader’s strong growth vision and network, coupled with Gojek’s agility, business scalability, innovation, and social impact propelled Gojek's growth and concludes with recommendations to address current challenges. Overall, this case study demonstrates the transformative potential for a small startup to become an industry giant through a combination of the right people, mindset, and a culture of innovation.

Abstract

This case study delves into the remarkable journey of Gojek, an Indonesian startup, as it evolved into Southeast Asia's leading super app. The study examines three key growth strategies employed by Gojek: business scope expansion, product expansion, and geographic expansion. Initially a platform for ojek (motorcycle taxi) bookings, Gojek expanded its services to encompass transportation, logistics, food delivery, and payments, among others. The company's success led to its status as Indonesia's first decacorn in 2019, and subsequent expansion into Vietnam and Singapore. This paper explores the challenges faced by Gojek during its growth trajectory and examines how the company harnessed its human capital and technology to overcome these hurdles. Additionally, the study identifies how the leader’s strong growth vision and network, coupled with Gojek’s agility, business scalability, innovation, and social impact propelled Gojek's growth and concludes with recommendations to address current challenges. Overall, this case study demonstrates the transformative potential for a small startup to become an industry giant through a combination of the right people, mindset, and a culture of innovation.

참고문헌 (46)

  1. Agus, Anna Amalyah, "The Leap of GO-JEK: Unfolding A Unicorn Startup Journey", Academy of Asian Business Review, 5(1), pp.55~80 (2019), Academy of Asian Business (AAB)[DOI]
  2. "Dua Jelita di Balik Go-Life Besutan Go-Jek (Two Women behind Go-Life from Go-Jek)" (2016)[URL]
  3. "Bupati Garut Tolak Kehadiran Gojek (Regent of Garut Rejects the Presence of Gojek)" (2017)[URL]
  4. "Main Report: Jakarta Traffic Jam Problem" (2010)[URL]
  5. "Go-Jek builds app empire, integrates meds delivery service with HaloDoc" (2017)[URL]
  6. "Unemployment in Indonesia" (2018)[URL]
  7. "CNBC Transcript: Nadiem Makarim, Founder and CEO, GOJEK" (2018)[URL]
  8. "Gojek to shut GoLife, lay off 430 employees as pandemic puts brakes on super app" (2020)[URL]
  9. "Gojek sold its Thailand business to AirAsia – A good exit?" (2021)[URL]
  10. "Indonesia tech firm GoTo to cut 600 more jobs - statement" (2023)[URL]
  11. "Gojek – A Motortaxi for Every Need" (2020)[URL]
  12. "Rising smartphone usage paves way for ecommerce opportunities in Southeast Asia" (2022)[URL]
  13. "Healthtech startup stays focused on the mission" (2021)[URL]
  14. "This guy turned Go-Jek from a zombie into Indonesia’s hottest startup" (2015)[URL]
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  16. Dessyanawaty, L., "An optimizing omni-channel strategy for ride- hailing companies: The case of GOJEK in Indonesia", Advances in Management & Applied Economics, 10(1) (2020)
  17. "Gojek refocuses its regional ambitions in Vietnam – is Thailand next?" (2020)[URL]
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  19. "Our 2019 Annual Letter: We didn’t see this coming" (2019)[URL]
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  22. "About Gojek" (2023)[URL]
  23. "Easier Payments with GO-PAY" (2017)[URL]
  24. "Bill & Melinda Gates: GOJEK empowering women through their very own smartphones" (2019)[URL]
  25. "How we rebuilt our order flow to satiate hungry GoFood customers" (2020)[URL]
  26. "Why Does Indonesia’s Bank Jago Have Such a High Valuation?" (2022)[URL]
  27. "The Taxi Wars of Jakarta : How two alumni-founded on-demand ride services are disrupting traffic in the world’s most congested city"[URL]
  28. "The Evolution of the Digital Wallet: Driving the Next Wave of Growth" (2020)[URL]
  29. "Bill Gates and Former Bass Guitarist Aim to Change Health Care" (2019)[URL]
  30. "Malaysia's AirAsia to buy Gojek's Thai business for $50 mln in shares" (2021)[URL]
  31. "Meet The Head of GO-LIFE : Dayu Dara" (2019)[URL]
  32. "For Indonesia’s tech star GoTo, success a long time in the making" (2022)[URL]
  33. "GoPay continues to be the most popular mobile wallet in Indonesia, survey finds" (2020)[URL]
  34. "From GoPay CEO to startup mentor and investor | Q&A with Aldi Haryopratomo" (2021)[URL]
  35. OECD, "Health at a Glance 2017: OECD Indicators" (2017), OECD Publishing
  36. Prananda, N. I., "Go-jek company : GO-jek’s rise to Dominating Indonesian’s Markets and Southeast Asean", Test Engineering Management, 82, pp.35~743 (2020)
  37. "Dealing with Shortage of Medical Doctors in Indonesia" (2022)[URL]
  38. Go-Jek in Indonesia: Seizing Digital Opportunities At The Bottom Of The Pyramid, "Raharso, A.", The Asian Business Case Centre, ~, pp.The Asian Business Case Centre (ABCC-2017-013) (2017)
  39. "Inside the Duopoly: Gojek vs Grab on Indonesia’s Ride-Hailing Market" (2023)[URL]
  40. "Indonesian telemedicine app bags Bill & Melinda Gates investment" (2019)[URL]
  41. "Indonesia's Go-Jek Goes Live in Hanoi Amid Expansion Drive" (2018)[URL]
  42. "More Indonesians turn to e-wallets and buy now, pay later" (2022)[URL]
  43. "Gojek’s impact on the Indonesian economy in 2018" (2018)[URL]
  44. "Shaping the Future of Payment with GO-PAY" (2019)[URL]
  45. "Indonesian ride-hailing firm Go-Jek to enter Singapore, Vietnam, Thailand, Philippines in next few months" (2018)[URL]
  46. "GoTo cuts losses by 41% in Q1 2023 as profitability nears" (2023)[URL]

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