Driving Change: How Indonesian Taxi Company Utilize Mobile Applications

This research explores the utilization of mobile applications in a leading transportation service company in Indonesia. The study aims to understand how the company drives innovation through its mobile application to meet the demands of an evolving market. Drawing on James March’s innovation theory, which suggests that organizations can innovate through events that create momentum, the research was conducted qualitatively. Interviews were conducted with key personnel responsible for development within the company, as well as 15 customers. The findings indicate that March’s theory and the concept of digital mastery are applicable within the transportation sector, serving as key factors in the company’s shift from a conventional to a technology-focused approach. The study concludes that the organization’s ability to navigate technological disruption was evidenced by its strategic decisions, aligning with March’s concept of innovation through reach events.