PhD ceremony Medina Savira
Title: Meaningful innovation and digital engagement in rural entrepreneurship in Indonesia
Supervisors: dr. Koen Salemink, prof. D. Suroso, prof. Tialda Haartsen, Co-supervisor: dr. F.Z. Fahmi
Watch online: rug.nl/digitalphd
Digital technology and innovation are closely linked. Digital technology has become an essential part of life, even in rural areas. Many people assume that advances in digital technology bring positive impacts, and those who do not use it are often perceived as being left behind. This assumption also applies to entrepreneurship. When online options are unavailable, entrepreneurs who stick to traditional methods may be too outdated to compete effectively, resulting in lower profits compared to their online counterparts.
An interesting story from rural areas in Indonesia presents a different perspective on digitalisation. Entrepreneurs adopt both digital and non-digital innovations based on their relevance to their needs and local conditions. Culture-based entrepreneurs who prioritise preserving cultural traditions and traditional practices often find digital technology unnecessary. In some cases, they worry that an increase in orders could overwhelm their production capacity, leaving customers unsatisfied.
Additionally, they consider their handmade products, such as woven fabrics, valuable, and fear that posting them on social media may lead to lower-quality imitations produced at lower prices. Farmers in these areas also illustrate the meaningful role of digital technology in their daily lives, beyond just economic functions. For instance, they find smartphones useful for watching YouTube during their lunch breaks. While purchasing fertilisers online might seem appealing due to lower prices, they often question the quality of these products.
Therefore, the decision to engage with digital technology is not solely based on skills; it is more about making informed choices informed by thoughtful consideration of personal values.
Dissertation: https://hdl.handle.net/(...)d8-bde9-3db32cff057e