Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)

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Harnessing Indonesia's Ocean Energy Potential: A Strategic Collaboration Framework for Global Brands in Sustainability Marketing

Authors
Tegar Awan Putra1, *
1Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: tegar.awan@pln.co.id
Corresponding Author
Tegar Awan Putra
Available Online 30 July 2025.
DOI
10.2991/978-94-6463-758-8_94How to use a DOI?
Keywords
Sustainability marketing; ocean energy; global brands; co-branding; renewable energy; Indonesia; ESDM; Shoe Dog; green marketing; eco-labeling
Abstract

The increasing pressure that global brands face to become sustainable has made using renewable energy in their operations a competitive edge. This article examines Indonesia’s new find of 17 ocean energy sites with an estimated capacity of 60GW as an opportunity geostrategically for global brands in their enhancement of sustainability marketing. The Strategic Management concepts which modern marketing executives need to know are well shown in the book Shoe Dog by Phil Knight. From that perspective, this conceptual paper suggests the use of Indonesian potential of blue ocean energy companies as co-branding partners for global brands. In doing so, global brand would use eco-slogans like ‘powered by ocean energy’ for brand equity enhancement. The integration of ocean energy into global supply chains not only reduces environmental impacts but also presents opportunities for long-term competitive advantage in sustainability-driven markets. This paper discusses such partnerships considering the large amount of physical infrastructure necessary and the geographical constraints of ocean energy. Further studies need to explore the empirical results of such collaborations in developed and emerging markets.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
30 July 2025
ISBN
978-94-6463-758-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-758-8_94How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Tegar Awan Putra
PY  - 2025
DA  - 2025/07/30
TI  - Harnessing Indonesia's Ocean Energy Potential: A Strategic Collaboration Framework for Global Brands in Sustainability Marketing
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 1162
EP  - 1166
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_94
DO  - 10.2991/978-94-6463-758-8_94
ID  - Putra2025
ER  -