Rhenald Kasali

This nation Poor Entrepreneurship Rhenald Kasali talking about the limitations of marketing to penetrate the market. Business expert and chairman of the science graduate programs FE-UI management that emphasizes the importance of a holistic approach. Later, he wanted to follow in the footsteps Stephen Covey. Since a teenager, the lure Rhenald Kasali been prominent in speaking. At least, it is testimony Rano Karno, film and soap opera actor, friend neighbor when I was in junior high school. "From the first he has talked with a convincing," said Rano, on an occasion. Until now the allure is still stunning. It also include making Rhenald, management expert and chairman of the science graduate program FE-UI management, dashed into one of several business experts whose voices are heard and referred by businessmen in the country. As a scholar, doctoral management science from the University of Illinois at Urbana-Campaign is claimed to not want to stuck only in college alma mater. He penetrated the outside world, along with another scientist, spoke to business people, through seminars or talkshownya on television. Besides the academics, by RKS (Rhenald Kasali) Management she held management consulting services. On television, he became host of the show business Surgery Rhenald Kasali, events featuring successful entrepreneurs from various fields and parts of Indonesia. "The human brain is like a parachute. He just works when open," he said, explaining why he never wanted just to be in an ivory tower campus. He also invited outsiders, the practitioners, a professor at the program that he led. Starting from Robby Djohan and Abdul Gani, two well-known banker, Philip Purnama, Bogasari executive who graduated from Harvard, Bambang Bhakti, the former Coca Cola executive and columnist WartaBisnis, and much more. Introduction by Phillip also brought related to Michael Porter, Professor of the world's top business. Here he did not waste the opportunity. Together with Phillip who is the direct farm Porter, Rhenald distance learning initiated Porter each week for students. Besides that, he was a lecturer fly in management master degree programs in various universities, to Lampung, Tanjung Pura to Bali. "Three years more of my work here is complete. My goal is to have some sort hermitage like Stephen Covey. Teaching about leadership. I'm really interested on the subject," he said. Several decades ago, he always felt jealous of the rose leaves macroeconomists before. According to him, economic topics for this macro is very popular, thanks to the support of the mass media. However, topics such as marketing, received less attention. He did not give up. Thanks to his experience working as a journalist, he wrote in various mass media, even though the number of journals he also took the time. His writing received rave reviews. In the UI campus in Depok, a small office but Resik decorated a number of information technology devices, which he professes to help him access the 'world. " An atmosphere in contrast to the first state office. You see, when first asked to fix the UI's graduate program first, he admitted his office is a room in the corner, near a garbage dump. Students can be counted on the fingers, the money in cash only Rp 5 million. Now the program that fosterage followed no fewer than 200 students, the fragrant, stylish and smart. WartaBisnis reporter Eben Ezer Siadari, Telly Joko photojournalist Triyono and Alfian, interviewed in the room, Tuesday, October 28. A large photograph of him with the family hanging on the wall, revealing himself to sit chatting with his wife and two children. "That's all. I do not ngoyo person. Happy alone," he said when asked if there was between his ideals are not achieved. Marketing issues, during the last 10 years is very popular in Indonesia. Maybe it can not shift the economic issues of the macro, but he was more attracted many interests. What is encouraging increased the issues? Rhenald Kasali: I think it can not be separated from Kertajaya Hermawan. When was he just escaped from Sampoerna, he was a director there, from large companies. Then he kept talking marketing, he arrived just in time, when we were questioning our companies are as blunt ends. Hermawan comes with saying, "This end must be sharpened." What do you mean by the blunt edge? When we see all the data on the collapsed state, all the losses. At that time began Cacuk Sudarjanto finished improve Telkom. When Cacuk left Telkom, Telkom's as a new body teradiasi virus. Bergeliat, and they are looking for people, so one person diributin market when in fact it is Telkom. That's where, suddenly energized marketing. While on the other hand, when it was Iwan Jaya Azis of the FE UI go to America. Market macroeconomists empty. How important is the macroeconomic approach is beneficial to the business world? We realized that the macro is necessary but not sufficient. Necessary, because banking deregulation that's the macro. Approach to fiscal, monetary, how to move the economy, the macro. But also realized that the bank was marketing needs. Meanwhile, our exports continue to be driven. A foreign trade goals to spur exports and expand employment. So marketing as energized. And there is our view, there are differences of thought, especially after the 1998 economic crisis. Economics and marketing that differ in the reading market. Meaning? Economics in the reading glasses market using purchasing power. While our marketing people to see that the market is the strength of the desire to buy. How can the government stimulate the economy?. With low interest rates, low inflation. Goods available. While we say well, do not lower the price of cooking oil and Filma Bimoli. Multiply cooking oil is a commodity. In the sense of bulk cooking oil. Filma was used by rich people. Although diturunin price, do not stimulate demand. Rich people buy because the brand is not for the price. The second, was talking about the macroeconomic aggregate demand. While we are talking about segmented demand. So we teach segmentation. In 1998, I launched my book about it. Once again we are changing the way they look. We're talking about the brand at that time. We were criticized when the economy is providing subsidies on aggregate demand. To the total market. Cheap gasoline. Cave seneng aja sih. But I think that's not fair. The period we are able to subsidize the same with the bus driver, microbus driver, with people selling vegetables, it is not fair. We are all subsidized. Which must be subsidized by them. We rob the poor their rights. Not so. In other words, the subsidy should be segmented. Just do not see in the government. Because they pake macro how to read the segmentation. But we've told them. Hey, the market is not so. The third, the macro view is always a market commodity. Per category. Automotive demand, demand for property. If we do not. We say demand this year Toyota Kijang gimana. East abis, Toyota Kijang good. But if economists would say the automotive market will be destroyed. Because averaged all. Meanwhile, in his own business practitioners there is also an exciting debate about how important and dominant marketing approach than other approaches in the management of the company. What do you think? Well, here after the end sharpened, 'train' has started to move. At first his death. Once given a new engine, marketing earlier, we move. But we soon saw kok other countries are moving faster. Proverbial they have superfast train, we are still only up Parahyangan, Jakarta Bandung, still 4 hours, there are still many obstacles. Then I thought, if you want kenceng road, locomotives do not just put in the front. There are three locomotives, in front, in the middle and at the back. This locomotive is what we call management. That in front of marketing. However, if he nyundul-nyundul taken while the circuit path length and slow, then it must be addressed. That's why I go to learn to Michael Porter on strategy. Not just marketing. So you better as a strategy than a marketing expert? Cave ngga tau. Whatever the market. But I think, marketing is not only as marketing. Academic people say marketing is not just marketing, its marketing management. If people who come from the field, practitioners, they say marketing. We are from the academic world can not teach just marketing, we must teach marketing as a management tool. Then there is planning, organizing, how did you develop the organization? There is leadership, controlling. Now this contrived management concerns. Regarding resources, regarding purchasing, finance, accounting concerns, and companies can benefit not only because of marketing, but because a lot of things. Where we need awareness, and later realized Philip Kotler in his Marketing Move. Unfortunately in Indonesia are not popular. He said a holistic marketing. He was talking of values exploration. At first, explore its value, continue to have value creation, the new value delivery. During this marketing people always focus on value delivery. And it just ends. Philip Kotler this together. He said this holistic marketing. Marketing is intact. These two strategies. If drawn further to a country, how Indonesia should combine macro and marketing approach is to increase competitiveness? If we want to increase the benefits of Indonesia, the key is productivity. Productivity is the foundation only three. First of social capital. Unfortunately, politicians often destructive of social capital. Social capital is encouraged in a society that allows its members to do the coordination and cooperation. If social capital is not built, there is no trust. Business will be difficult. Want to say anything will not work. Both trust. Social capital is capital trusts. You come to Thailand, a good man's eyes, while you're down in Gambir, jealous eyes. Trust is very important. If there is no trust, Indonesian companies will never become a big company. Everything will be small companies. Italian who gave birth to low trust small companies. If the higher the trust society like America, Western Europe could give birth Siemens, GE, Boeing. Therefore they run to the capital market to the labor market run. Taking one of the labor market, capital ngambil from capital market. Because we trust is low, people ran to the IMF, the wife, in-laws, family. Capital capital families. Labor him from the family. All. Will never be trusted by the family business community. The latter is entrepreneurship. We are just beginning. So I am very serious to make television shows about entrepreneurship. Entrepreneurial poor of this nation. Why, because talking about purely indigenous. In fact, no story to be an entrepreneur is indigenous. Chinese people who became entrepreneurs are Overseas Chinese. In China who were entrepreneurs rather than the Chinese mainland. In mainland China who are farmers and bureaucrats. Jews who managed the overseas Jewish, not Jewish in Israel. Padang people who go abroad to be an entrepreneur. That there be a farmer, scholar, head of customs. Overseas entrepreneurs who will start from the bottom, with no bank loans, had become, new loans for development. They are not spoiled. And I say this because there is the theory. Not common sense. Meaning? It's called a refugee mentality. There was a study conducted in America and Europe, who said people become entrepreneurs because they have the mentality of refugees. In Indonesia, many entrepreneurs are not in school. So many people that if you want to nyimpulin successful dropout wrote. Ntar first. A scholar (success) is also a lot. I've got it list. Who drop out become more and more unemployed people. Infinity. So can not see one side. But there are refugee educational theory could encourage people to become entrepreneurs. Because he's low education, working hard to find, if he has a spirit, has the motivation he can make his own. Be long. Owner Japos noodle, for example. His father died when she was little. He was selling the school newspaper on campus. School is not finished, drop out. Finally he selling noodles. He was selling on the roadside, he mused, grabbing every day at home, in Japos. Sell it fails, rice uduk failed, finally met noodles, noodles was good, make a small shop selling, make two, behavior. That was educational refugee. Another example Mooryati Soedibyo mother, her son had started a big, her husband had begun to retire. Confused, why. Refugee children who had become ngurusin other ngurusin. Yeah right. Many more types of 'refugee mentality' the other, ranging from parental educational to political refugee. Now you are working with Michael Porter. What exactly do you want? I actually chose not cooperate with him. As president of the Postgraduate Program Management UI, I'm deeply marketing, continued my acquaintance with Philip Purnama, an executive at a student Bogasari Michael Porter. Also the idea of Michael Porter has collaborated with 14 countries in developing cluster theory. I actually told someone else, but Harvard and Mr. Phillip wants me. So I left, too. In management theory, for an intellectual problem is too much hanging out with their own environment. Then the product is the result of "incest." Cripple happen. If 99% associate professor at the State Universities with fellow lecturer at the university, married a fellow professor, do research only with fellow lecturer, then only will happen incest. From the start I used to go out. My science is usually in the challenge by outsiders. I interact with a variety of disciplines. Met Phillip Purmana, my expertise with my kawinkan skills. He's from Harvard, but still new in the field of marketing. I ask him to teach at the UI. Although S1 was not from the UI. Apparently he was interested and able to develop. What did you learn from Porter? From Michael Porter was a match with me, because he can help the locomotive that I mentioned earlier. What's interesting is that I have studied entrepreneurship, I've studied marketing, I get the strategy right now. On the marketing front, the strategy in the middle, and entrepreneurship in the back. That's what I studied. Examples like this. Something produced not only because of marketing. Fax machine that the world market is U.S. $ 5 billion. But none of the players in the U.S. is going into the industry. There used to Xerox, but Japan's is 40. Korean approximately 5 companies. Why? The story in America they do not believe in fax machines. Because the hand is considered bad writing. If in Japan if pake typewriters or e-mail is considered rude. So in Japan it is the future faxes industries. This demand is pushing the telecommunications opened. In the United States must pay. Japanese input in an existing sector, and skilled. Well this can not be explained by the marketing. This is because the demand condition. So if anyone marketing frustrated, then I would take to look into the middle and behind him, the strategy and entrepreneurship was .*** Experts, Entertainer and endorser Kasali Rhenald known rounders. As a writer, he has written over 10 books used widely in business and education. More than 500 articles spread across the main mass media and several national journals. Bejibun activities. Besides Chairman Postgraduate Program Management FE-UI, he taught at other universities. He also became an independent commissioner at PT Indofarma and PT Dirgantara. Earning a doctorate from the University of Illinois at Champaign Urbaha, late last year he received an invitation from Harvard University, and with Michael Porter's cluster theory to discuss applied in Indonesia. Rhenald also popular as a host on the show business Surgery TPI Rhenald Kasali on. Reject Wind Jamu Sido believe it also appears as one endorser. Through RKS Management which he founded, he conducted training and consultancy business. Meanwhile, the Indonesian government believed to be members of the jury award for exporters (Primadiyarta) and members of independent commissions divestment of Bank Lippo and BII. Living in Jakarta, he was married and was blessed with two children. © Eben Ezer Siadari and WartaBisnis, No. 20, November 2003 Posted by papa Amartya (e.e.siadari) at 4:51 PM
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