[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-0-en-105":3,"doc-seo-158083-105":59,"doc-detail-158083-en":131},{"code":4,"msg":5,"data":6},0,"success",[7,13,18,23,28,33,38,43,48,51,55],{"id":8,"doc_module":4,"doc_module_name":9,"category_name":10,"show_sort_weight":11,"slug":12},1,"Document","Story & Novel",90,"story-novel",{"id":14,"doc_module":4,"doc_module_name":9,"category_name":15,"show_sort_weight":16,"slug":17},2,"Literature",80,"literature",{"id":19,"doc_module":4,"doc_module_name":9,"category_name":20,"show_sort_weight":21,"slug":22},4,"Exam",70,"exam",{"id":24,"doc_module":4,"doc_module_name":9,"category_name":25,"show_sort_weight":26,"slug":27},5,"Comic",60,"comic",{"id":29,"doc_module":4,"doc_module_name":9,"category_name":30,"show_sort_weight":31,"slug":32},6,"Technology",50,"technology",{"id":34,"doc_module":4,"doc_module_name":9,"category_name":35,"show_sort_weight":36,"slug":37},7,"Healthcare",40,"healthcare",{"id":39,"doc_module":4,"doc_module_name":9,"category_name":40,"show_sort_weight":41,"slug":42},8,"Research & Report",30,"research-report",{"id":44,"doc_module":4,"doc_module_name":9,"category_name":45,"show_sort_weight":46,"slug":47},9,"Religion & Spirituality",20,"religion-spirituality",{"id":46,"doc_module":4,"doc_module_name":9,"category_name":49,"show_sort_weight":46,"slug":50},"World Cup","world-cup",{"id":52,"doc_module":4,"doc_module_name":9,"category_name":53,"show_sort_weight":52,"slug":54},10,"Lifestyle","lifestyle",{"id":56,"doc_module":4,"doc_module_name":9,"category_name":57,"show_sort_weight":24,"slug":58},19,"General","general",{"code":4,"msg":60,"data":61},"ok",{"site_id":62,"language":63,"slug":64,"title":65,"keywords":66,"description":67,"schema_data":68,"social_meta":124,"head_meta":126,"extra_data":128,"updated_unix":130},105,"en","strategic-analysis-of-duolingo-language-learning-platform-research-article","STRATEGIC ANALYSIS OF DUOLINGO LANGUAGE LEARNING PLATFORM - Research Article","","The rising number of Internet and mobile device users is expanding the demand for educational technology solutions. Duolingo, a commercial language learning platform launched in 2012 as a free website with the aim of reducing education inequalities, grew into a leading education app. The study analyzes the company’s strategic capabilities and the factors behind its top-grossing performance since 2019 using SWOT, VRIO, and Porter’s Five Forces methods. Results indicate market-wide targeting and an engaging, gamified learning design that helps sustain competitive advantage through technology and social media.",{"@graph":69,"@context":123},[70,84,106],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/strategic-analysis-of-duolingo-language-learning-platform-research-article/158083/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/strategic-analysis-of-duolingo-language-learning-platform-research-article/158083.png","ImageObject",300,407,{"name":92,"@type":93},"Xiajie","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-10-26","2026-08-29",true,{"@type":102,"interactionType":103,"userInteractionCount":105},"InteractionCounter",{"@type":104},"ViewAction",18,{"@type":107,"mainEntity":108},"FAQPage",[109,115,119],{"name":110,"@type":111,"acceptedAnswer":112},"What is the main purpose of this article about Duolingo?","Question",{"text":113,"@type":114},"It analyzes Duolingo’s strategic capabilities to explain what led to the company creating the top grossing education app since 2019.","Answer",{"name":116,"@type":111,"acceptedAnswer":117},"Which analytical methods are used to evaluate Duolingo’s strategy?",{"text":118,"@type":114},"The article applies SWOT, VRIO, and Porter’s Five Forces analyses to assess internal and external environments and core resources and capabilities.",{"name":120,"@type":111,"acceptedAnswer":121},"How does the article explain Duolingo’s competitive success?",{"text":122,"@type":114},"It suggests Duolingo targeted a broad market and created an attractive product by gamifying learning, leveraging technological advancement and social media to gain market share.","https://schema.org",{"og:url":83,"og:type":125,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":127,"canonical":83},"index,follow",{"doc_id":129,"site_id":62},158083,1787994538,{"code":4,"msg":5,"data":132},{"doc_id":129,"user_id":133,"nickname":92,"user_avatar":134,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":135,"file_id":136,"file_url":137,"file_type":138,"file_size":139,"view_count":105,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":44,"language":140,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":141,"faqs":142,"seo_title":143,"seo_description":67,"update_tm":130,"read_time":144,"preview_page_count":4},8814010472675,"https://avatar.qwps.com/avatar/WGlhamll","Mokslas – Lietuvos ateitis / Science – Future of Lithuania ISSN 2029-2341 / eISSN 2029-2252  \n2022 Volume 14, Article ID: mla.2022. 17731, 1–9  \n[https://doi.org/10.3846/mla.2022.17731](https://doi.org/10.3846/mla.2022.17731)  \nEconomics and management  \nEkonomika ir vadyba  \nSTRATEGIC ANALYSIS OF DUOLINGO LANGUAGE  \nLEARNING PLATFORM  \nAgnė SAKALAUSKĖ  *, Virginija LEONAVIČIŪTĖ   \nVilnius Gediminas Technical University, Vilnius, Lithuania  \nReceived 25 January 2022; accepted 20 October 2022  \nAbstract. The rising number of Internet and mobile device users influence the growing demand for educational technology solutions. Duolingo is a commercial language learning platform that offers courses on the web and a mobile app, launched in 2012 as a free website with the goal of addressing social inequalities in education. This article aims to analyze the company’s strategic capabilities which led to Duolingo being the top grossing education app since 2019. The evaluation was carried out by using methods of SWOT, VRIO, and Porter’s Five Forces analyses. The results suggest that Duolingo targeted a wide market segment and developed an attractive product by gamifying the learning process, thus securing a large share of the market in a competitive sector by taking advantage of technological advancement and social media.  \nKeywords: Duolingo, edtech, language learning, strategy, gamification.  \nIntroduction  \nEducation technology sector is currently growing rapidly. This is associated with a growing number of Internet and mobile devices users, as well as a growing demand for educational technology solutions. Approximately 4.9 billion people worldwide used the Internet in 2021 (International Telecommunication Union, 2021) . Digital language learning industry can be expected to expand and grow, asthe need for foreign languages grows. People learn foreign languages for communication, professional, and academic purposes, polyglots also learn for pleasure (Noprival et al., 2021) . According to Harvey Arce and Cuadros Valdivia (2020), it was found that 81.03% of students are more inclined to use gamified digital tools and also 82.76% of students feel more motivated to learn a second language using this methodology. There is also a study by Meltzer et al. (2021) which demonstrated the efficacy of 4 months of smartphone-based language training on improving certain aspects of cognitive functions.  \nThis article aims to analyze the strategic capabilities of the language learning platform Duolingo in order to understand what led to the company creating the topgrossing app in the Education category on both Google Play and the Apple App Store since 2019. For this purpose, four research tasks were identified:  \n1. Analysis of Duolingo characteristics, including vision, mission, values, resources, and competitors;  \n2. SWOT analysis of Duolingo internal and external environments;  \n3. Analysis of language learning software industry using Porter’s Five Forces;  \n4. Analysis of Duolingo main resources and capabilities using VRIO method.  \n1. Research methodology  \nBusinesses, operating in a complex and highly changing business environment, are faced with threats or opportunities while performing (Aygün & Sezgin, 2021) . Strategic analysis evaluates the organization’s internal and external environments and how the organization operates its business. Strategic analysis helps determine the functioning of the organization and how the goals and objectives set by the organization are met (Voxco, n.d.) .  \nSecondary data analysis with the benefit of the breadth and depth of data is a convenient and powerful tool that helps answer broad questions on a large scale (Alchemer, 2021) . The scientific approach and the methodology used for the strategic analysis of the Duolingo language  \n*[Corresponding author. E-mail:](Corresponding author. E-mail: agne.sakalauske@gmail.com)[ agne.sakalauske@gmail.com](Corresponding author. E-mail: agne.sakalauske@gmail.com)  \nCopyr","cbCairTXEAM8QHeb","https://ap.wps.com/l/cbCairTXEAM8QHeb","pdf",384980,"English","# Introduction\n## Research tasks\n# Research methodology\n## Secondary data analysis approach\n# Characteristic of Duolingo company\n## Founding and market rationale","[{\"question\":\"What is the main purpose of this article about Duolingo?\",\"answer\":\"It analyzes Duolingo’s strategic capabilities to explain what led to the company creating the top grossing education app since 2019.\"},{\"question\":\"Which analytical methods are used to evaluate Duolingo’s strategy?\",\"answer\":\"The article applies SWOT, VRIO, and Porter’s Five Forces analyses to assess internal and external environments and core resources and capabilities.\"},{\"question\":\"How does the article explain Duolingo’s competitive success?\",\"answer\":\"It suggests Duolingo targeted a broad market and created an attractive product by gamifying learning, leveraging technological advancement and social media to gain market share.\"}]","STRATEGIC ANALYSIS OF DUOLINGO LANGUAGE LEARNING PLATFORM - Research Article | PDF",23]