Ivey Publishing

Product Details

Tunaiku: An Innovative Indonesian Fintech Navigates Regulatory Ambiguity
Product Number:
Publication Date:
Revised Date:
03/18/2020 (Format Change)
13 pages (10 pages of text)
Product Type:
Case (Field)
In late 2018, the chief executive officer and founder of Tunaiku, a new digital consumer-lending financial technology (fintech) company in Indonesia, faced a dilemma. Although he had set out in 2014 to revolutionize Indonesia's consumer lending by providing people in the underserved lower segment of society with small unsecured loans, he now faced his most crucial challenge—dealing with Indonesia’s changing regulatory environment. When he had launched the venture in 2014, fintech was unknown, and the founder had eventually decided to offer the product through a bank. But after Indonesia introduced a new fintech regulation, he needed to reconsider his earlier decision. Should Tunaiku move to a fintech licence or remain as a bank?
Learning Objective:
This case is intended for undergraduate- and graduate-level courses on strategy, general management, emerging markets, business in Asia, entrepreneurship, and innovation. After working through the case and assignment questions, students will be able to
  • make strategic decisions in the context of transformational innovations;
  • understand the connection between innovation and institutional development, especially in the context of emerging markets;
  • incorporate non-market strategy into strategic decision-making and;
  • understand how to serve "bottom-of-the-pyramid" customers and provide financial inclusion with positive social impact through novel digital services.
General Management/Strategy,  Entrepreneurship,  International
Finance and Insurance
Indonesia, Medium, 2018
Intended Audience:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Simplified Chinese (13 pages)
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