Donny Susilo


Countries take advantage of globalization from foreign direct investment and the increase of export-import activities. Indonesia is in its incredible growth today and it has great opportunity to keep growing rapidly by expanding the market of its SMEs (Small and Medium Enterprises) into global market, the business entities which play major role in Indonesia economy are mostly SMEs. Unfortunately, the export of SMEs is still low due to some problems, lack of global marketing skill and export procedure information are some of the problems and it can be solved by piggyback marketing. There are two terms in piggybacking: rider and carrier, piggyback scheme provides mutual benefits to both carrier and rider. Briefly, carrier will get new product line and rider can get learning opportunity to be independent and global exporter in the future. This conceptual paper was strengthened by single case study of PT Yori Masa Company which is based in Indonesia


Piggyback, Carrier, Rider, Small and Medium Enterprises (SMEs), Indonesia JEL Classification: M16

Full Text:



Albaum, G.,Strandskov, J., Duerr, D., and Dowl, L. (1994). International Marketing and Export Management 2nd ed. Workingham: Addison –Wesley Publishing Company.

Ashariyadi. (2016). ASEAN Community: SMEs in ASEAN Community Era. Publication of ASEAN Agreement Committee and Ministry of Foreign Affairs, Indonesia

Cateora, P.R. (1996). International Marketing 9th ed. Boston: Irwin.

Czinkota, M.R., and Ronkainen I.A. (2004). International Marketing 7th ed. Ohio: Thomson South Western.

De Burca, S., Brown, L., and Fletcher, R. (2004). International Marketing: An SME Perspective. Prenctice Hall: New Jersey.

Gronroos, C. (1999). Internationalization strategies for services. Journal of Services Marketing, 4(5). pp. 290-297.

Hollendsen, S. (1998). Global Marketing: A-market responsive approach. Hampshire: Prentice hall.

Indonesia Eximbank. (2010). Struktut Pasar Ekspor Indonesia. Retrieved from: http://www.indonesiaeximbank.go.id/elearning/mod/resource/view.php?id=41.

Indonesia Investment. (2016). Indonesian Economy: GDP Growth at 5.18% in Q2-2016. Retrieved from http://www.indonesia-investments.com/id/news/todays-headlines/indonesian-economy-gdp-growth-at-5.18-in-q2-2016/item7073

Jeannet, J-P., and Hennesey, H.D. (1995). Global Marketing Strategy 3rd ed. Boston: Houghton Mifflin Company.

Levy, Brian, Albert Berry and Jeffrey Nugent. (1999). Fulfilling the Export Potential of Small and Medium Firms, Boston: Kluwer Academic Publishers.

Micro, Small and Medium Enterprises Act No 20, 2008, Republic of Indonesia

Oberman, R., Dobbs, R., Budiman, A., Thompson, F., and Rosee, M. (2012). The Archipelago Economy: Unleashing Indonesia’s Potential. Jakarta, Indonesia: McKinsey Global Institute.

Onenews. (2016). SME is main solution to reduce unemployment. Retrieved from http://onenews.id/2016/05/umkm-solusi-utama-kurangi-angka-pengangguran/

Siringoringo, H., Prihandoko., Tintri, D., and Kowanda, A. (2009). Problems Faced by Small and Medium Business in Exporting Products. Delhi Business Review, 10 (2), 1-8.

Tambunan, T. (2011). Development of Micro, Small and Medium Enterprises and Their Constraints: A Story from Indonesia. Gadjah Mada International journal of Business, Vol 13, No 1.

Terpstra, V., and Sarathy, R. (2000). International Marketing 8th ed. Florida: The Dryden Press.

Terpstra, V., and Yu, C-H.J. (1990). Piggybacking: A Quick Road to Internationalization. International Marketing Review, 7 (4), pp. 52-63.

Yin, Robert K. (2003). Case study research, design and methods (3rd ed., vol. 5). Thousand Oaks: Sage.


  • There are currently no refbacks.