CHARACTERISTICS OF THE MARKET STRUCTURE ON-DEMAND APP GIG ECONOMY IN ASEAN
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Abstract
On-demand app gig work in the ASEAN region significantly impacts people's lives and the market order. Conversely, the growing balance of power in these sectors threatens the sustainability of the ASEAN digital market and the over-exploitation of customers and workers, exposing companies to fierce regional competition. By focusing on the e-hailing and online food delivery sectors, this study examines the characteristics of the on-demand app gig economy market structure in ASEAN. This study develops an analytical framework applying the concept of four types of market structure in industrial relations theory. The descriptive analysis of market data related to the two markets and in-depth interviews with 14 individuals in 10 ASEAN countries identify the national and regional balance of power created by multi-layered market principles in the two main gig economy sectors. The findings of the study provide a detailed characterisation of the overall regional gig economy market of ASEAN in terms of monopolies, oligopolies and monopolistic competition. Based on the findings, the study concludes with a critical discussion of the coexistence of the market principles of the on-demand app gig economy and the existence of the digital market in the ASEAN region.
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