The emergence of "I" in Indonesia: Understanding how Indonesia is slowly moving from a collective, conformist to a more individualist, assertive society
Monica Cravenetya and Satish PaiDeka Marketing Research
View the presentation deck for this paper
Introduction
Indonesia, the third largest democracy in the world, provides a lot of challenges to the marketer, given the diversity as well as the population and size.
One unique aspect of the market has been that it has been a very affiliative society and there is a significant emphasis on maintaining harmony.
Indonesia as a market started opening up in the...