Go-Jek like Moped/car Sharing Economy Transport and Food Delivery in Large Swedish Cities

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Go-Jek like Moped/car sharing economy Transport and food delivery in Large Swedish cities.

1. Introduction

Since the Global financial meltdown, and the economic crisis in the past years, new views on capitalism and consumption started rising. Between the two options of fixing and refining the existing financial system and new radical alternatives to the capitalist markets (Heinrich,2013). A new perspective has begun to gain attention, taking advantage of the connectedness of the market and the technology. The Concept of Sharing economy, or collaborative consumption, which uses the market intelligence to grow a sustainable society (Heinrichs, 2013). a word frequently used in the business society nowadays, sharing as explained by the Merriam and Webster English dictionary as: ‘to grant or give a share of something’ (Merriam-webster.com, 2017). Sharing economy is different from the traditional business, where it can be defined as a peer-to-peer economy, and a collaborative economy, which comprises the sharing of physical assets and services among people (Dillahunt & Mallone, 2015).

Other see it as ‘The empowerment of the ordinary people’. (Schor, 2016). Where ideas have made markets out of things that were not seen as monetizable assets previously (Geron, 2017). Uber can be a good example of sharing economy, where there is an online platform turning private cars into taxi (Uber.com, 2018). After the Launch of Uber in 2009, many have followed their business idea, for example in East Asian countries such as Indonesia there is a company called Go-jek, they provide wider service more than Uber, such as Car, Motorbikes, and food delivery known as Go-food, where private motorbikes deliver food 24 hours seven days a week (go-jek.com, 2018). Go-Jek is present and successful in 50 cities in Indonesia, its is based on innovation, speed, and social impact, where they provide convenience to their customer with a touch of their finger on their smart phones for very competitive prices that suites the Indonesian market (Go-jek.com,2018). Sweden as a developed country can be an attractive market for such sharing economy innovation, most people have access to smart phones and internet, and transport in Sweden is mostly private car or public busses where designated bus stops and the timing in addition to the cold weather is not always convenient for a spontaneous trip like the Go-jek platforms offers, where a member in this platform can with a press of a button many bike riders are notified in the area for a delivery of food or parcel, or a trip in the city. There is inflexibility in public transport in Sweden, it is not as spontaneous as Go-jek, it does not reach the user to the exact location, and it does not allow longer opening restaurant to deliver bigger distance and many deliveries at once, since most restaurant use large vehicles, and have access to one car at a time. Sweden is a pioneer is sustainability endeavours and ranked as the Most sustainable country on planet earth for 2015 according to a study by Country Sustainability Ranking (Robecosam.com, 2015).  Consequently, innovative approaches are needed together with existing strategies and policy instruments. The “sharing economy” has the potential to provide a new pathway to sustainability (Heinrich, 2013), by collaborating and sharing transport, and option for smaller vehicles such as mopeds and Motorcycles instead of using private vehicles can reduce the carbon footprint on the environment.