Analysis of Factors That Influence Business Strategy Decision Making on Startup Through The Concept of Pivot Strategy

  • Sisca Eka Fitria
  • Gemintang Anugrah Fathurachman Telkom University


The growth of Indonesia's population is in line with the growth of startups every year. Indonesia is one of the countries with the most startups in the world. Not a few startups fail when developing. Startups need to reflect on the company's performance and develop strategies that will be used. This research aims to analyze the factors that influence business strategy decision-making at startups at the Business Incubator in Bandung Techno Park through ten types of pivot strategy concepts. The phenomena in this research were explored using the case study method. The data collection technique was through semi-structured interviews and triangulation of sources by involving startup alumni of the Business Incubator in Bandung Techno Park as interviewees. The interviewees involved were four startup CEOs and one expert. Interviewees were interviewed about the factors that influence business strategy decision-making through the concept of pivot strategy. The most commonly used types of pivot strategies are Zoom-in Pivot, Zoom-out Pivot, Customer Segment Pivot, and Customer Need Pivot. The factors that influence when deciding to use the pivot strategy are customer request, lection of inappropriate target segments, inadequate business vision, incompatible features, and finding new opportunities that match customer needs.


Bajwa, S. S., Wang, X., Duc, A. N., & Abrahamsson, P. (2016). How do software startups pivot? Empirical results from a multiple case study. International Conference on Software Business, 240, 169–176.
Bajwa, S. S., Wang, X., Nguyen Duc, A., & Abrahamsson, P. (2017). “Failures” to be celebrated: an analysis of major pivots of software startups. Empirical Software Engineering, 22, 2373–2408.
Berends, H., van Burg, E., & Garud, R. (2021). Pivoting or persevering with venture ideas: Recalibrating temporal commitments. Journal of Business Venturing, 36(4), 1–23.
Blank, S., & Dorf, B. (2012). The Startup Owner’s Manual: The Step-By-Step Guide for Building a Great Company. K & S Ranch, Inc.
Bohn, N., & Kundisch, D. (2020). What Are We Talking About When We Talk About Technology Pivots ? – A Delphi Study. Information & Management, 57(6), 1–20.
Bosma, N., Hill, S., Ionescu-Somers, A., Kelley, D., Guerrero, M., & Schott, T. (2021). GEM Global Entrepreneurship Monitor 2020/2021. In GEM Global Entrepreneurship Monitor. Global Entrepreneurship Research Association.
David, F. R., & David, F. R. (2017). Strategic Management A Competitive Advantage Approach, Concepts and Cases (Global Edi). Pearson.
Eisenmann, T. (2021). Why Startups Fail: A New Roadmap for Entrepreneurial Success. Currency.
Ghezzi, A., & Cavallo, A. (2020). Agile Business Model Innovation in Digital Entrepreneurship: Lean Startup Approaches. Journal of Business Research, 110, 519–537.
Miles, M. B., & Huberman, A. M. (1994). Qualitative Data Analysis. In Sage Publications (2nd ed.). Sage Publications.
Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. John Wiley & Sons, Inc.
Ries, E. (2011). The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. Crown Business.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach. In Wiley (7th Ed.). Wiley.
Spradley, J. P. (1980). Participant Observation. Holt, Rinehart and Winston.
Startup Ranking. (2021). Countries Startup Ranking. Www.Startupranking.Com.
Sugiyono. (2021). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (Edisi ke-2). CV Alfabeta.
How to Cite
FITRIA, Sisca Eka; FATHURACHMAN, Gemintang Anugrah. Analysis of Factors That Influence Business Strategy Decision Making on Startup Through The Concept of Pivot Strategy. Asian Journal of Research in Business and Management, [S.l.], v. 4, n. 2, p. 14-23, june 2022. Available at: <>. Date accessed: 15 aug. 2022.