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

Tegar Awan Putra ()
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Tegar Awan Putra: Hasanuddin University

A chapter in Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), 2025, pp 1162-1166 from Springer

Abstract: 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.

Keywords: Sustainability marketing; ocean energy; global brands; co-branding; renewable energy; Indonesia; ESDM; Shoe Dog; green marketing; eco-labeling (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-758-8_94

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