Diversification Strategy: Theory and Practice in Go-Jek Indonesia


  • Anggriani Alamsyah Political Department, Faculty of Ushuluddin & Philosophy, UIN Alauddin Makasssar, Indonesia




Application-Based, Community, Core Business, Diversification Strategies, Social Media


This study is analyzing successful diversification of the application-based transport company PT. Gojek Indonesia, by examining theory and practice in order to strengthen understanding of diversification strategies in business. This is a descriptive study that was conducted using observations, literature studies and an analysis of social media. The researcher first determined Gojek’s diversification strategy, then analyzed the community’s response in order to assess the success of this approach. This case study was then used to examine theories of diversification. Findings. Gojek is one of the two leading application-based transport companies in Indonesia and its diversification was successful because it built on the company’s foundation in technology and application-based services. The company prioritized three core values in its diversification strategy: speed, innovation, and social impact. This approach was successful because it was carefully considered, based on the company’s core business, and supported by diversification theory.


Download data is not yet available.


Ajagbe, M. A., Bih, J., Olujobi, J. O., & Udo, E. E. U. (2016). Which Precedes the other ? Organizational Strategy or Organizational Structure. IIARD International Journal of Economics and Business Management, 2(6), 50–66. www.iiardpub.org

Anil, I., & Yiǧit, I. (2011). The relation between diversification strategy and organizational performance: A research on companies registered to the Istanbul stock exchange market. Procedia - Social and Behavioral Sciences, 24, 1494–1509. https://doi.org/10.1016/j.sbspro.2011.09.093

Bestari, N. P. (2021). Grab Cs Waspadalah, Gojek Lagi Nafsu Kuasai Pasar Singapura. CNBC Indonesia. https://www.cnbcindonesia.com/tech/20211115101255-37-291477/grab-cs-waspadalah-gojek-lagi-nafsu-kuasai-pasar-singapura

Bisnis.com. (2022). Gojek Kian Ekspansif di Vietnam, Resmi Gandeng Dompet Digital MoMo. https://market.bisnis.com/read/20220318/192/1512419/gojek-kian-ekspansif-di-vietnam-resmi-gandeng-dompet-digital-momo

Eukeria, M., & Favourate, S. (2014). Diversification as a Corporate Strategy and Its Effect on Firm Performance: A Study of Zimbabwean Listed Conglomerates in the Food and Beverages Sector. International Journal of Economics and Finance, 6(5), 182–195. https://doi.org/10.5539/ijef.v6n5p182

Fernando, A. (2021). Gojek Thailand Dicaplok AirAsia, Ini Rekam Jejak Bisnisnya! https://www.cnbcindonesia.com/market/20210708145531-17-259323/gojek-thailand-dicaplok-airasia-ini-rekam-jejak-bisnisnya

GO-VIET Siap Ekspansi di Kota Ho Chi Minh, Vietnam | Gojek. (2018). https://www.gojek.com/blog/gojek/go-viet/

Gojek. (2022). https://www.gojek.com/id-id/about/

Grab Merger dengan Uber di Asia Tenggara| Grab ID. (2018). https://www.grab.com/id/press/business/grab-merger-dengan-uber-di-asia-tenggara/

Jones, G. R. (2013). Organization Theory, Design, and Change. In Pearson Education Limited: Vol. Seventh Ed.

Kang, K. H., & Lee, S. (2015). Effects of diversification strategies on US restaurant firms’ performance. Tourism Economics, 807–831. https://doi.org/10.5367/te.2014.0374

Kannan, P., & Saravanan, R. (2012). Diversification-strategies for managing a business. ResearchGate, 2(5).

Kavale, S. (2012). The Connection Between Strategy and Structure. International Journal of Business and Commerce, 1(6), 59–70.

Kelas Menengah Indonesia Penting bagi Masa Depan Negara. (n.d.). Retrieved November 19, 2022, from https://www.worldbank.org/in/news/press-release/2017/12/04/indonesia-middle-class-vital-for-the-country-future

Kristo, F. Y. (2017). Awal Mula Transportasi Online Menjamur di Indonesia. https://inet.detik.com/cyberlife/d-3609781/awal-mula-transportasi-online-menjamur-di-indonesia

Launcereno, S. F. (2021). Aplikasi Gojek bakal Hilang di Thailand Mulai Agustus, Kenapa Ya? https://finance.detik.com/berita-ekonomi-bisnis/d-5634587/aplikasi-gojek-bakal-hilang-di-thailand-mulai-agustus-kenapa-ya

Oladimeji, M. S., & Itohowo, U. (2019). The Effect of Diversification Strategy on Organizational Performance. Journal of Competitiveness, 11(4), 120–131. https://doi.org/10.7441/joc.2019.04.08

The Jakarta Post. (2018). Go-Jek Most Popular Ride-Hailing app: Survey. https://www.thejakartapost.com/life/2018/02/20/indonesias-most-popular-ride-hailing-app-survey.html

The Jakarta Post. (2019). Go-Jek Becomes Indonesia’s First Decacorn. https://www.thejakartapost.com/news/2019/04/05/go-jek-becomes-indonesias-first-decacorn.html

Tipuric, D. D., & Darabos, M. (2012). The frequency of implementing diversification strategy in Croatia. The Business Review.

Wegwu, M. E. Diversification Strategies and Business Performance in A Competitive Industry. JournalNX, 6(08), 190-199. Retrieved from https://repo.journalnx.com/index.php/nx/article/view/3843




How to Cite

Alamsyah, A. (2023). Diversification Strategy: Theory and Practice in Go-Jek Indonesia. Jurnal Manajemen Bisnis, 10(2), 334–348. https://doi.org/10.33096/jmb.v10i2.426