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題名 多邊平台經濟剖析 - 印尼首個獨角獸企業Gojek之成功要素與企業文化之探討
Multi-sided platform economy - key insights and success factors of Gojek, Indonesia`s first unicorn作者 任馬汀
Rahnitzsch, Martin貢獻者 何小台
Ho, Chester
任馬汀
Rahnitzsch,Martin關鍵詞 多邊平台經濟
創業型領導
創業計劃評估
初創企業
O2O
Multi-sided platform economy
Entrepreneurial leadership
Venture business plan assessment
Start-up
Online2Offline日期 2019 上傳時間 5-Feb-2020 17:45:26 (UTC+8) 摘要 無
Gojek is a digital multi-sided platform company that offers motorcycle-based ride hailing and a variety of other services, with the aim to solve real-life inefficiency problems of Indonesian people. The company started in 2010 with 20 riders and grew to a US$10 billion venture with more than 1 million riders within a few years. They were able to defeat Uber and Grab in Indonesia while providing jobs and essential benefits to hundreds of thousands of Indonesians and help overcome severe infrastructure problems. Gojek’s story makes curious and raises questions about the reasons for their success. The author of this paper is looking into the founder’s characteristics as well as the special economic environment Gojek operates, in order to explain the tremendous growth and success. A hendecagonal approach has been used to analyze and assess the business plan of the venture, leading to a SWOT analysis and strategical findings aiming to identify repeatable key success factors, such as entrepreneurial leadership and a deep understanding of the multi-sided platforms economy, which can be used as reference for entrepreneurs in this field.參考文獻 Ariffin, E. (2018, February 21). Go-Jek prepared to further dominate Indonesia. Retrieved from The Asean Post: https://theaseanpost.com/article/go-jek-prepared-further-dominate-indonesiaASEAN UP. (2018, January 24). Inside Go-Jek’s success in Indonesia . Retrieved from ASEAN UP: https://aseanup.com/inside-go-jeks-success-indonesia/Asialink Business. (2019, December 17). Business opportunities in Indonesia. Retrieved from Asialink Business: https://asialinkbusiness.com.au/indonesia/getting-started-in-indonesia/business-opportunities-in-indonesiaAzhar, R. (2019, March 22). Jakarta’s Traffic Continues to Be a Problem. Can We Expect Respite Anytime Soon? Retrieved from Now Jakarta: https://nowjakarta.co.id/updates/news/jakarta-s-traffic-continues-to-be-a-problem-can-we-expect-respite-anytime-soonBloomberg. (2017, December 7). Interview: Go-Jek CEO Says 2018 Will Be Year for Go-Pay. Retrieved from Bloomberg: https://www.bloomberg.com/news/videos/2017-12-07/go-jek-ceo-says-2018-will-be-year-for-go-pay-videoCampaignAsia. (2018, January 2). Campaign Interview: Piotr Jakubowski On Identity For Brands. Retrieved from YouTube: https://www.youtube.com/watch?v=oJqZC4ZQu9EChilkoti, A. (2015, December 22). Go-Jek: opening the throttle in Indonesia. Retrieved from Financial Times: https://www.ft.com/content/d774419c-8a0f-11e5-9f8c-a8d619fa707cCowkur, A. (2018, February 6). How we built the new GO-JEK Rider App. Retrieved from Gojek Tech: https://blog.gojekengineering.com/how-we-built-the-new-go-jek-rider-app-ca1b073b85ffCrunchbase. (2019, December 17). Gojek. Retrieved from Crunchbase: https://www.crunchbase.com/organization/go-jekDavis, J. (2018, April 13). Digital Lessons from Go-Jek, Indonesia’s Answer to Uber and Grab. Retrieved from Insead: https://knowledge.insead.edu/entrepreneurship/digital-lessons-from-go-jek-indonesias-answer-to-uber-and-grab-8871#8tD7484IKSfHfq2l.99Deloitte. (2015, May 1). Capturing Indonesia’s latent markets. Retrieved from Deloitte: https://www2.deloitte.com/content/dam/Deloitte/jp/Documents/consumer-business/cp/jp-cp-middle-class-indonesia-en.pdfDigital Initiative. (2016, November 18). HBS grad reinvents Uber, ‘Indonesia-style’. Retrieved from HBS Digital Initiative: https://digital.hbs.edu/platform-rctom/submission/hbs-grad-reinvents-uber-indonesia-style/Economic Times. (2019, December 2). After WeWork debacle, founders forced to chase profit, not just funds. Retrieved from Economic Times: https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/founders-forced-to-chase-profit-not-just-funds/articleshow/72324713.cmsIndonesia Investments. (2017, May 8). Indonesia is the World`s Fastest Growing Mobile-Commerce Market. Retrieved from Indonesia Investments: https://www.indonesia-investments.com/business/business-columns/indonesia-is-the-world-s-fastest-growing-mobile-commerce-market/item7802Istanto, F. H. (2019, October 24). Jokowi appoints Nadiem Makarim as education minister. Retrieved from The Jakarta Post: https://www.thejakartapost.com/academia/2019/10/24/jokowi-appoints-nadiem-makarim-as-education-minister-can-the-gojek-co-founder-streamline-bureaucracy-in-education.htmlKristo, F. Y. (2019, July 23). Riwayat Nadiem Makarim dan Perjuangan Membesarkan Gojek. Retrieved from Detikcom: https://inet.detik.com/cyberlife/d-4635666/riwayat-nadiem-makarim-dan-perjuangan-membesarkan-gojekLife at Gojek. (2017, January 9). Let`s Transform The Tech Landscape in Indonesia. Retrieved from YouTube: https://www.youtube.com/watch?v=xpGWYN5kmdMLoh, L. (2018, April 2). Go-Jek eyes expansion in Southeast Asia. Here’s where they could ride next. Retrieved from Asian Correspondent: https://asiancorrespondent.com/2018/04/go-jek-eyes-expansion-in-southeast-asia-heres-where-they-could-ride-next/#QdDIDa6WVfOvkv83.97Lotulung, G. (2016, November 24). The limits of Silicon Valley: how Indonesia’s GoJek is beating Uber. Retrieved from The Conversation: https://theconversation.com/the-limits-of-silicon-valley-how-indonesias-gojek-is-beating-uber-69286Lukman, E. (2015, January 8). This smartphone app lets you call motorcycle taxis in Indonesia. Retrieved from Tech In Asia: https://www.techinasia.com/go-jek-uber-motorcycle-jakarta-appsMcAfee, A., & Brynjolfsson, E. (2017). Machine, Platform, Crowd. New York: W. W. Norton & Company.Merrick, L. (2016, November 4). How Uber, Airbnb & Dropbox Released MVPs to Achieve Rapid Growth. Retrieved from Medium: https://medium.com/@LoganTjm/how-uber-airbnb-dropbox-released-mvps-to-achieve-rapid-growth-d823ac6eaed5Pratama, A. H. (2016, August 13). Go-Jek: A unicorn’s journey. Retrieved from TechInAsia: https://www.techinasia.com/how-go-jek-became-unicornPwC. (2015, May 01). The Sharing Economy. Retrieved from PricewaterhouseCoopers: https://www.pwc.fr/fr/assets/files/pdf/2015/05/pwc_etude_sharing_economy.pdfRaharso, A. P., & Sia, S.-K. (2017). Go-Jek in Indonesia: Seizing Digital Opportunities at the Bottom of the Pyramid. Singapore: Harvard Business Publishing.Rakhmat, M. Z., & Tarahita, D. (2017, May 21). Social Media and Consumerism in Indonesia. Retrieved from Fair Observer: https://www.fairobserver.com/region/asia_pacific/indonesia-social-media-facebook-twitter-instagram-coldplay-concerts-asian-news-44903/Reuters. (2015, February 26). Indonesia`s Go-Jek raises $1.5 billion as ride-hailing market heats up: sources. Retrieved from Reuters: https://www.reuters.com/article/us-go-jek-fundraising/indonesias-go-jek-raises-1-5-billion-as-ride-hailing-market-heats-up-sources-idUSKCN1GA14CReuters. (2018, March 5). Indonesia`s Go-Jek considering IPO, timeframe undecided. Retrieved from Reuters: https://www.reuters.com/article/us-go-jek-ipo/indonesias-go-jek-considering-ipo-timeframe-undecided-idUSKBN1GH0U6Salna, K. (2019, April 5). Go-Jek Joins ‘Decacorn’ Ranks With $10 Billion Valuation. Retrieved from Bloomberg: https://www.bloomberg.com/news/articles/2019-04-06/indonesia-s-go-jek-joins-decacorn-ranks-with-10b-valuationStatista. (2019a, February 19). Number of smartphone users in Indonesia from 2011 to 2022. Retrieved from Statista: https://www.statista.com/statistics/266729/smartphone-users-in-indonesia/Statista. (2019b). Ride Hailing - world wide. Retrieved from Statista: https://www.statista.com/outlook/368/100/ride-hailing/worldwideTempo.co. (2015, November 3). Nadiem Makarim: We are ready to bleed (Interview). Retrieved from Tempo.co: https://en.tempo.co/read/news/2015/11/03/241715453/Nadiem-Makarim-We-are-ready-to-bleedThapa, R. W. (2017, October 12). Income and Expenditure Indonesia: The Country’s Middle Class Will Continue to Expand Robustly. Retrieved from Euromonitor: https://blog.euromonitor.com/income-indonesia-middle-class/Urs, S. R. (2018, January 23). 200 engineers, 261 million people; GO-JEK’s Impact in Indonesia. Retrieved from Gojek Tech: https://blog.gojekengineering.com/200-engineers-261-million-people-go-jeks-impact-in-indonesia-b8f87934e6c1Venkatesan, A. (2018, May 24). How GOJEK Manages 1 million Drivers With 12 Engineers. Retrieved from Gojek Tech: https://blog.gojekengineering.com/how-go-jek-manages-1-million-drivers-with-12-engineers-part-1-978af9ccfd32 描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
106933044資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106933044 資料類型 thesis dc.contributor.advisor 何小台 zh_TW dc.contributor.advisor Ho, Chester en_US dc.contributor.author (Authors) 任馬汀 zh_TW dc.contributor.author (Authors) Rahnitzsch,Martin en_US dc.creator (作者) 任馬汀 zh_TW dc.creator (作者) Rahnitzsch, Martin en_US dc.date (日期) 2019 en_US dc.date.accessioned 5-Feb-2020 17:45:26 (UTC+8) - dc.date.available 5-Feb-2020 17:45:26 (UTC+8) - dc.date.issued (上傳時間) 5-Feb-2020 17:45:26 (UTC+8) - dc.identifier (Other Identifiers) G0106933044 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/128597 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營管理英語碩士學位學程(IMBA) zh_TW dc.description (描述) 106933044 zh_TW dc.description.abstract (摘要) 無 zh_TW dc.description.abstract (摘要) Gojek is a digital multi-sided platform company that offers motorcycle-based ride hailing and a variety of other services, with the aim to solve real-life inefficiency problems of Indonesian people. The company started in 2010 with 20 riders and grew to a US$10 billion venture with more than 1 million riders within a few years. They were able to defeat Uber and Grab in Indonesia while providing jobs and essential benefits to hundreds of thousands of Indonesians and help overcome severe infrastructure problems. Gojek’s story makes curious and raises questions about the reasons for their success. The author of this paper is looking into the founder’s characteristics as well as the special economic environment Gojek operates, in order to explain the tremendous growth and success. A hendecagonal approach has been used to analyze and assess the business plan of the venture, leading to a SWOT analysis and strategical findings aiming to identify repeatable key success factors, such as entrepreneurial leadership and a deep understanding of the multi-sided platforms economy, which can be used as reference for entrepreneurs in this field. en_US dc.description.tableofcontents 1. Introduction 11.1. Aim and Objectives 21.2. Process and Chapter Outline 31.3. Methodology 31.4. Terms and Environment 41.4.1. Platform Economy 41.4.2. Multi-Sided Platforms 41.4.3. Online2Offline Economy (O2O) 52. Case Study: Gojek, Indonesia 62.1. The Problem 62.2. The Venture 72.3. The Consumer and Market 92.4. The Industry 102.5. The Opportunity 102.6. The Value Proposition 122.7. The Product and Services 132.8. The Route to Market 162.8.1. On the Supply Side 162.8.2. On the Demand Side 162.9. The Execution Plan 172.10. The Management Team 192.11. The Financial Plan 203. Findings and Recommendations 233.1. Business Model Canvas 233.2. SWOT Analysis 243.2.1. Strengths 253.2.2. Weaknesses 263.2.3. Opportunities 263.2.4. Threats 273.3. The Economics of the Venture 273.4. Entry and Growth Strategy 303.5. Key factors of a Successful Platform 323.5.1. Early to Space 333.5.2. The Economics of Complementary Goods 333.5.3. Opening Up for Contributors 343.5.4. Curate Content and Focus on Customer Experience 343.6. Solving People’s Problems 353.7. The Stickiness Factor 363.8. Right Product at the Right Time 373.9. Founder and Company Leadership 373.10. Outlook, Risks and Opportunities 383.10.1. The Risks of Internationalization 383.10.2. Adapt Features of Successful Platforms 403.10.3. Horizontal Expansion through the Informal Sector 403.10.4. Go Green 414. Conclusion 42Reference 44 zh_TW dc.format.extent 707770 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106933044 en_US dc.subject (關鍵詞) 多邊平台經濟 zh_TW dc.subject (關鍵詞) 創業型領導 zh_TW dc.subject (關鍵詞) 創業計劃評估 zh_TW dc.subject (關鍵詞) 初創企業 zh_TW dc.subject (關鍵詞) O2O zh_TW dc.subject (關鍵詞) Multi-sided platform economy en_US dc.subject (關鍵詞) Entrepreneurial leadership en_US dc.subject (關鍵詞) Venture business plan assessment en_US dc.subject (關鍵詞) Start-up en_US dc.subject (關鍵詞) Online2Offline en_US dc.title (題名) 多邊平台經濟剖析 - 印尼首個獨角獸企業Gojek之成功要素與企業文化之探討 zh_TW dc.title (題名) Multi-sided platform economy - key insights and success factors of Gojek, Indonesia`s first unicorn en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Ariffin, E. (2018, February 21). Go-Jek prepared to further dominate Indonesia. Retrieved from The Asean Post: https://theaseanpost.com/article/go-jek-prepared-further-dominate-indonesiaASEAN UP. (2018, January 24). Inside Go-Jek’s success in Indonesia . Retrieved from ASEAN UP: https://aseanup.com/inside-go-jeks-success-indonesia/Asialink Business. (2019, December 17). Business opportunities in Indonesia. Retrieved from Asialink Business: https://asialinkbusiness.com.au/indonesia/getting-started-in-indonesia/business-opportunities-in-indonesiaAzhar, R. (2019, March 22). Jakarta’s Traffic Continues to Be a Problem. Can We Expect Respite Anytime Soon? Retrieved from Now Jakarta: https://nowjakarta.co.id/updates/news/jakarta-s-traffic-continues-to-be-a-problem-can-we-expect-respite-anytime-soonBloomberg. (2017, December 7). Interview: Go-Jek CEO Says 2018 Will Be Year for Go-Pay. Retrieved from Bloomberg: https://www.bloomberg.com/news/videos/2017-12-07/go-jek-ceo-says-2018-will-be-year-for-go-pay-videoCampaignAsia. (2018, January 2). Campaign Interview: Piotr Jakubowski On Identity For Brands. Retrieved from YouTube: https://www.youtube.com/watch?v=oJqZC4ZQu9EChilkoti, A. (2015, December 22). Go-Jek: opening the throttle in Indonesia. Retrieved from Financial Times: https://www.ft.com/content/d774419c-8a0f-11e5-9f8c-a8d619fa707cCowkur, A. (2018, February 6). How we built the new GO-JEK Rider App. Retrieved from Gojek Tech: https://blog.gojekengineering.com/how-we-built-the-new-go-jek-rider-app-ca1b073b85ffCrunchbase. (2019, December 17). Gojek. Retrieved from Crunchbase: https://www.crunchbase.com/organization/go-jekDavis, J. (2018, April 13). Digital Lessons from Go-Jek, Indonesia’s Answer to Uber and Grab. Retrieved from Insead: https://knowledge.insead.edu/entrepreneurship/digital-lessons-from-go-jek-indonesias-answer-to-uber-and-grab-8871#8tD7484IKSfHfq2l.99Deloitte. (2015, May 1). Capturing Indonesia’s latent markets. Retrieved from Deloitte: https://www2.deloitte.com/content/dam/Deloitte/jp/Documents/consumer-business/cp/jp-cp-middle-class-indonesia-en.pdfDigital Initiative. (2016, November 18). HBS grad reinvents Uber, ‘Indonesia-style’. Retrieved from HBS Digital Initiative: https://digital.hbs.edu/platform-rctom/submission/hbs-grad-reinvents-uber-indonesia-style/Economic Times. (2019, December 2). After WeWork debacle, founders forced to chase profit, not just funds. Retrieved from Economic Times: https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/founders-forced-to-chase-profit-not-just-funds/articleshow/72324713.cmsIndonesia Investments. (2017, May 8). Indonesia is the World`s Fastest Growing Mobile-Commerce Market. Retrieved from Indonesia Investments: https://www.indonesia-investments.com/business/business-columns/indonesia-is-the-world-s-fastest-growing-mobile-commerce-market/item7802Istanto, F. H. (2019, October 24). Jokowi appoints Nadiem Makarim as education minister. Retrieved from The Jakarta Post: https://www.thejakartapost.com/academia/2019/10/24/jokowi-appoints-nadiem-makarim-as-education-minister-can-the-gojek-co-founder-streamline-bureaucracy-in-education.htmlKristo, F. Y. (2019, July 23). Riwayat Nadiem Makarim dan Perjuangan Membesarkan Gojek. Retrieved from Detikcom: https://inet.detik.com/cyberlife/d-4635666/riwayat-nadiem-makarim-dan-perjuangan-membesarkan-gojekLife at Gojek. (2017, January 9). Let`s Transform The Tech Landscape in Indonesia. Retrieved from YouTube: https://www.youtube.com/watch?v=xpGWYN5kmdMLoh, L. (2018, April 2). Go-Jek eyes expansion in Southeast Asia. Here’s where they could ride next. Retrieved from Asian Correspondent: https://asiancorrespondent.com/2018/04/go-jek-eyes-expansion-in-southeast-asia-heres-where-they-could-ride-next/#QdDIDa6WVfOvkv83.97Lotulung, G. (2016, November 24). The limits of Silicon Valley: how Indonesia’s GoJek is beating Uber. Retrieved from The Conversation: https://theconversation.com/the-limits-of-silicon-valley-how-indonesias-gojek-is-beating-uber-69286Lukman, E. (2015, January 8). This smartphone app lets you call motorcycle taxis in Indonesia. Retrieved from Tech In Asia: https://www.techinasia.com/go-jek-uber-motorcycle-jakarta-appsMcAfee, A., & Brynjolfsson, E. (2017). Machine, Platform, Crowd. New York: W. W. Norton & Company.Merrick, L. (2016, November 4). How Uber, Airbnb & Dropbox Released MVPs to Achieve Rapid Growth. Retrieved from Medium: https://medium.com/@LoganTjm/how-uber-airbnb-dropbox-released-mvps-to-achieve-rapid-growth-d823ac6eaed5Pratama, A. H. (2016, August 13). Go-Jek: A unicorn’s journey. Retrieved from TechInAsia: https://www.techinasia.com/how-go-jek-became-unicornPwC. (2015, May 01). The Sharing Economy. Retrieved from PricewaterhouseCoopers: https://www.pwc.fr/fr/assets/files/pdf/2015/05/pwc_etude_sharing_economy.pdfRaharso, A. P., & Sia, S.-K. (2017). Go-Jek in Indonesia: Seizing Digital Opportunities at the Bottom of the Pyramid. Singapore: Harvard Business Publishing.Rakhmat, M. Z., & Tarahita, D. (2017, May 21). Social Media and Consumerism in Indonesia. Retrieved from Fair Observer: https://www.fairobserver.com/region/asia_pacific/indonesia-social-media-facebook-twitter-instagram-coldplay-concerts-asian-news-44903/Reuters. (2015, February 26). Indonesia`s Go-Jek raises $1.5 billion as ride-hailing market heats up: sources. Retrieved from Reuters: https://www.reuters.com/article/us-go-jek-fundraising/indonesias-go-jek-raises-1-5-billion-as-ride-hailing-market-heats-up-sources-idUSKCN1GA14CReuters. (2018, March 5). Indonesia`s Go-Jek considering IPO, timeframe undecided. Retrieved from Reuters: https://www.reuters.com/article/us-go-jek-ipo/indonesias-go-jek-considering-ipo-timeframe-undecided-idUSKBN1GH0U6Salna, K. (2019, April 5). Go-Jek Joins ‘Decacorn’ Ranks With $10 Billion Valuation. Retrieved from Bloomberg: https://www.bloomberg.com/news/articles/2019-04-06/indonesia-s-go-jek-joins-decacorn-ranks-with-10b-valuationStatista. (2019a, February 19). Number of smartphone users in Indonesia from 2011 to 2022. Retrieved from Statista: https://www.statista.com/statistics/266729/smartphone-users-in-indonesia/Statista. (2019b). Ride Hailing - world wide. Retrieved from Statista: https://www.statista.com/outlook/368/100/ride-hailing/worldwideTempo.co. (2015, November 3). Nadiem Makarim: We are ready to bleed (Interview). Retrieved from Tempo.co: https://en.tempo.co/read/news/2015/11/03/241715453/Nadiem-Makarim-We-are-ready-to-bleedThapa, R. W. (2017, October 12). Income and Expenditure Indonesia: The Country’s Middle Class Will Continue to Expand Robustly. Retrieved from Euromonitor: https://blog.euromonitor.com/income-indonesia-middle-class/Urs, S. R. (2018, January 23). 200 engineers, 261 million people; GO-JEK’s Impact in Indonesia. Retrieved from Gojek Tech: https://blog.gojekengineering.com/200-engineers-261-million-people-go-jeks-impact-in-indonesia-b8f87934e6c1Venkatesan, A. (2018, May 24). How GOJEK Manages 1 million Drivers With 12 Engineers. Retrieved from Gojek Tech: https://blog.gojekengineering.com/how-go-jek-manages-1-million-drivers-with-12-engineers-part-1-978af9ccfd32 zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202000022 en_US
