The Super App War: Why Ecosystem Orchestration Matters More Than Scale in the Competition Between Grab and GoTo
DOI:
https://doi.org/10.53748/jbms.v6i2.173Keywords:
network effects, multi-sided platforms, ecosystem governance, digital orchestration, value co-creationAbstract
This commentary analyzes the competition between Grab and GoTo through the lens of platform ecosystem strategy. The study argues that competition in digital markets increasingly occurs between ecosystems rather than individual firms. Using concepts including multi-sided platforms, network effects, ecosystem governance, digital orchestration, value co-creation, and the chicken-and-egg dilemma, the article examines how both companies create and sustain competitive advantage through ecosystem coordination. The analysis highlights the importance of balancing the interests of consumers, merchants, drivers, and complementors while maintaining ecosystem health and long-term sustainability. The commentary concludes that successful super app operators will be those that excel not only in scale but also in the governance and orchestration of complex digital ecosystems.
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