SBM ITB invited Dr. Monika Kackovic, MSC on International Virtual Course attended by students all over the world on Tuesday (19/7/2022). Monika Kackovic is an Assistant Professor and coordinator of the MSc BA Entrepreneurship and Innovation in the Creative Industries (EMCI) program at the University of Amsterdam Business School. She also teaches in the EMCI program there. Other than being a lecturer, Monika is also a visual artist and consultant in the arts and culture sector.
In the International Virtual Course, Dr. Monika presented her lecture entitled Soft Power: Creative and Cultural Industries, discussing what is soft power, what are the cultural and creative industries (CCI), why are CCI important, understanding its success in CCI, and the business case. Monika opened her lecture by mentioning Indonesia’s civil society and its culture and nature with various food, art, music, and language. She mentioned rendang, Batik Pekalongan, and Wayang Golek.
Then, Monika discussed power, which is the ability to affect others to get the outcome you prefer using coercion, payment, and attraction. She also mentioned American Soft Power, which is dominated by the popularity of US movies that influenced world affairs and complemented/extended “hard power” in military and economic matters. She deeply discussed the US motion picture industry that declined around 2017 as the trade war and reduced demand for US movies in China.
Next, Monika challenged students to understand what, why, and how to gain/maintain soft power by exporting Creative & Cultural goods to the rest of the world. Monika first explained the difference between the kinds of goods that are in the market: search products, experience products, and credence products. She then explained the understanding of the culture and creativity in the case of Balenciaga shirts and Lidl shirts, that have different price despite the same design. Lastly, Monica summarized the presentation to understand the what and why of gaining/ maintaining soft power by exporting creative & cultural products to the rest of the world.