The leap of GO-JEK: unfolding a unicorn startup journey

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The world is currently moving at a very tremendous pace. It seems like just last year, where the only option for private transportation are stopping taxis by the highway or finding the closest motorbike taxi shelter. But now, not only it's just one-click away to pick a ride but you can even order foods or movie tickets as well. The name of the application is GO-JEK. We first analyze GO-JEK’s SWOT and Porter’s Five Forces to gain insight on how GO-JEK are trying to win the competition. After that, we conduct a cross-industry highlight comparison to better understand how massive GO-JEK is. Here, we gain insight that GO-JEK is actually not only a business solely for profit, but is a business of love that aimed to create a change through making social impact. As their success factors, they successfully utilizing their first-mover advantage, understanding of local context, and advantage of weak transportation infrastructure to be able to become this great. However, they continuously facing many challenges both from internal and external. Therefore, they have to keep involving in order to survive. They able to turn a slight opportunity into bigger ideas and execute them nicely. They are also very agile in their strategy and innovation which is the most important requirements in this fast-paced industry. GO-JEK managed to push their way through and even received funding of $2.1 bllion in total as of 2018 from great companies such as Google, Temasek, Tencent Holdings, Sequoia, and many others. As for now, they plan to soar further into international market by expanding. For the closing of this paper, we give some recommendation for GO-JEK future.
Original languageEnglish
Pages (from-to)55-80
JournalAcademy of Asian Business Review
Issue number1
Publication statusPublished - 27 Sept 2019


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