Rhenald Kasali says that many companies do not understand the era of change well | JavaPos.com

JawaPos.com – The Indonesian economy is facing the era of change as a continuation of wave disruption. Unfortunately, the understanding of the business world is slow in the face of change.

Rhenald Kasali, professor of economy and management of the House of Representatives, said he feared that many domestic companies have the potential to not take advantage of the new dynamic of economic growth due to disruptions.

"Many people say that the world is entering a new normal age, but what is the new concrete normality in a new life?" he asked on the sidelines of the launch of his latest book, The Great Shifting Home Changes, Saturday (21/7).

Through his study, he reported a number of changing events in the areas of consumerism, health, finance and banking, entertainment, the economy of esteem. , insurance, education, tourism and culture.

First, when the income of society increases, some products will become inferior goods. And this shows the failure of CEOs in reading change and trapped in a trap of fault on the belief in a decline in purchasing power.

Rhenald Kasali pointed out that the culmination of the language civilization that humanity is exploring through history is the emergence of collaborative societies and, at its peak, the nation's competence to create new technologies. And more here technology changes life faster and all that it consumes.

He gave examples of the disappearance and decline of large corporations in the face of new technological civilizations. Such as the collapse of the VOC following the formation of the industrial revolution in the 18-19 century that destroyed the logistical power of the 4,875 VV sailing ships.

The Industrial Revolution gave rise to ships equipped with steam engines that continue to evolve to liquid fuel VLCCs with modern ports, capable of hauling up to 25,000 22-foot containers. And the impact was felt at the port of Tanjung Priok who did not quickly adjust.

It is only when the ports belonging to the BUMNs have opted for the transformation in recent times that medium-sized vessels have begun to enter the archipelago and begin to reduce logistical costs.

However, Rhenald added, the logistics transformation was not over yet. The concept of maritime toll initiated by President Jokowi has yet to be pursued with bureaucratic reforms based on digital technology with support from the infrastructure.

First of all, the product has largely turned to the platform and platform of life change and has resulted in many products becoming inferior and giving up a new civilization.

Second, a new life creates a networking effect that transforms the nature of production into nirbatas, in collaboration and in complete sharing. There is a process of destruction of the existing market but at the same time causing inclusion effects such as / in financial inclusion or jargon "now everyone can fly".

"This means that the new economy has the potential to undermine the gap between the rich and the poor by providing more space for the entry of disadvantaged consumer groups into consumers," he explained.

Third, it is wrong to reduce the meaning of Shifting as a real-world shopping transfer to the online world. Move like this is certainly despite always denied the old players of the company are affected. The largest gap actually occurs horizontally and between industries, making tracking difficult for industry players.

He gives an example of a cross-transfer of consumption or spending on consumer goods at retail, such as energy drinks and snacks, travel, entertainment, online games and health insurance.

Fourth, the improvement of infrastructure and orientation development of the runoff approach that gave birth to large enterprises from the urban sector to rural development have created new opportunities in villages that have engendered economic dualism between establishment of mega-cities and rural start-ups.

Disbursements of village funds amounting to 180 trillion rupees in three consecutive years, accompanied by the construction of 121,000-kilometer village road infrastructure, could lead to the transfer of mega-cities to the country. 39, village economy

And fifth, the progress of the 4.0 industrial revolution that has been so rapid has given rise to potential new threats to the conventional industry. We also discussed the business change strategy that becomes a hot topic in the new normal economy