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Case Study

Gojek: Merging with Tokopedia to create a super platform

By Mark J. Greeven, Patrick Reinmoeller and Yunfei Feng

7 pages

September 2021

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Reference: IMD-7-2301

GoJek has often been ranked among the most innovative companies in Asia. GoJek, established in Indonesia in 2010, started out as a call center for consumers wanting a “motorcycle taxi”, had developed into a super app including various functions such as food delivery, ride hailing, payment, delivery service etc. In 2020, Gojek merged with Tokopedia, the country’s e-commerce leader, and became even bigger.

Learning Objective

Local incumbents win with localization
Focus on key countries rather than trying to reach as many as possible
Watch out for ever larger super apps.

Keywords

Innovation, Strategy, Application Development, Market Leadership, Expansion, Technology Management, Service Delivery, Platform Strategy, eCommerce, Digital, Asia

Settings

Gojek, Information Technology, eCommerce, Logistics and Supply Chain, Transportation, Consumer Services, Services
2010-2021

Type

Published Sources

Available Languages

English

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