The Master of Management Program, UNAIR, and the Faculty of Human Ecology, IPB University (FEMA IPB) organized the International E-Seminar and Book Review on Monday, April 20, 2020.
Head of the Committee, Dr. Gancar Candra Premananto SE., M.Si revealed that the event was an effort to commemorate Consumer Day on April 20 and Earth Day on April 22. According to him, the event was trying to inspire people that work from home (WFH) does not mean staying at home without activities.
“The International E-Seminar has become a challenging activity because the registrants have reached more than 800 from various regions in Indonesia and abroad. We will use several Zoom applications simultaneously, “he explained.
The speakers at the seminar consisted of founders, administrators of the Asia Association of Consumer Interest and Marketing (AACIM), as well as book editors and contributors. Speakers came from various institutions including from FEMA IPB, Faculty of Human Ecology, Putra Malaysia University (FEM UPM), and Victoria University of Wellington.
The book was about several issues including green issues from the perspective of practitioners, consumers, and non-governmental organizations. The book consisting of 25 chapters is the collaborative work of AACIM members to elaborate on the latest topics on sustainability.
There are 33 experts and practitioners in the field of consumer and marketing involved in writing the book. The leader and the originator of the idea were the President of AACIM who is also the Dean of FEMA IPB, Prof. Ujang Sumarwan.
“Book authors other than Indonesia, also come from Malaysia and New Zealand. The book is written in English so it can be enjoyed by academics and practitioners abroad,” he explained.
In the domain of green marketing, the book is unique and has added value because of the diversity of authors’ backgrounds on various sustainability issues from various theoretical and practical perspectives. Some relevant theoretical concepts are proposed. They include resource-based, green-oriented marketing, resource-advantage models, market orientation, green segmentation, cause-related marketing, and competency-based theory.
“I hope this E-Seminar will be the beginning of another extraordinary activity, which inspires the community to remain active during working from the home period. It is even an inspiration to become responsible consumers, “ he concluded.