INSEAD the business school for the world

Welcome to our support website for the business case “GO-JEK (A,B & C)”.

Read inspection copies of the part A, part B and part C.


Go-Jek, a ride-sharing, food-delivery and logistics company, was the first ‘unicorn’ startup (private company valued over $1 billion) to be founded in Indonesia. Case (A) focuses on the launch of Go-Jek as a mobile ride-sharing and food delivery platform, the network effects, and the digital disruption of existing taxi drivers. Case (B) describes the competition with digital entrants Uber and Grab and with incumbent taxi companies, and its use of funds from Sequoia, Rakuten, KKR, Temasek, Tencent, and Google to compete. Case (C) explores Go-Jek’s product experimentation in financial services with the Go-Pay wallet, potential international expansion, and the ultimate goal to achieve ‘super app’ status (like Alipay and Wechat in China) in Southeast Asia.


Teaching Objectives

This case offers lessons in digital entrepreneurship, launching platforms, network effects, platform competition, product experimentation, internationalization by start-ups, and diversification to become a ‘super app’.


How to buy the case

  • Hard and soft copies of the case and teaching note (which contains the login and password to access the private area of this site) can be purchased via our distributors’ websites. To choose a distributor please visit the INSEAD Case Distributors page.
  • The case can also be purchased directly from INSEAD.
  • If you are not a registered instructor, follow the instructions on our distributors’ websites to identify yourself as such.