The Emergence of I in Indonesia
Understanding how Indonesia is slowly moving from a collective, conformist to a more individualist, assertive society

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Author(s): Monica Cravenetya, Satish Pai
Collection: Asia Pacific 2015 - Asia Means Business So What's New?
Keywords: Advertising Research, Brand Research, Innovation, Culture

ESOMAR Best Paper Award 2014/2015
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This paper exmines if marketing, advertising and social media are encouraging more individualistic expression within Indonesia (which has been traditionally conformist and affiliative), and what this means for marketers, advertisers and research.

Date of publication: 19.05.2015
ISBN: 92-831-0281-9
Order Code: 37005
Number of pages: 14

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