Sharing economy: a drive to success - The case of GO-JEK in Jakarta, Indonesia

Over the past decade, sharing economy has grown into a worldwide phenomenon. It has now arrived at a mature state of development, characterized by an intense competition on some markets. This master thesis analyses the development of this international phenomenon and focuses on the unexpected success of the Indonesian start-up GO-JEK in Jakarta. In fact, since its launch in 2015, GO-JEK has expanded its range of services, beating its international competitors Uber and Grab, and has become the first Indonesian unicorn (start-up valued at over US$1 billion). This research proposes an environment analysis and an analysis of GO-JEK’s strategies, put into perspective with its competitors’. The success of GO-JEK is found to heavily rely on its deep understanding and adaptation to the Indonesian market and to the needs and preferences of its key groups of actors: platform consumers, providers, and regulators.Master [120] en sciences de gestion, Université catholique de Louvain, 201