Novika Candra Astuti
I am a 4th year PhD student at the Queensland University of Technology (QUT), Business School, Australia. I am excited to investigate why and how entrepreneurs in Indonesia are able to enter international markets given the high competition of the global world. My research project aims to understand International Entrepreneurship in emerging markets, especially in Indonesia that is relatively undocumented and/or understood.
The Story Behind a Cup of Coffee
(2020 - digital photograph compilation)
The artwork invites audiences to think beyond the taste of coffee. The picture is a part of the documentation of the thesis taken from one of the case studies in the coffee industry in Aceh, Sumatra, Indonesia. The artist aims to show how and why international entrepreneur in Indonesia pursuing opportunity overseas. The case study revealed the complexity of doing international business crossing national border with different institutional environment, language, and cultural challenges. The social venture (cooperative) is pursuing international opportunities for social goals to alleviate the welfare of coffee farmers. The international opportunity is created together with more than 2000 farmers, women (household), middleman, local government and foreign buyers. The process of the business deal usually takes times approximately 6-12 months. The entrepreneur must actively attend international trade fairs regularly every year and promote coffee products to search for potential buyers. If the foreign buyers are interested, they will visit the location to see the coffee production, meet local farmers, do the coffee tasting, and negotiate with the entrepreneur. Thanks to the international entrepreneur, you can enjoy a cup of coffee.