Dear UNDIRA friends, Amid growing global demands for responsible business practices, management now plays a central role in helping companies operate not only efficiently from an economic standpoint but also with care for environmental and social impacts.

As modern industries continue to grow, awareness of the environmental consequences of production and consumption activities is also increasing. Thus, today’s managerial practices are expected to go beyond short-term profits and instead address long-term sustainability challenges. This aligns with national regulations, such as Law No. 32 of 2009 on Environmental Protection and Management, which emphasizes the importance of environmental conservation as a key component of development agendas.

In this context, the concepts of Green Economy and Green Market Orientation (GMO) have become increasingly relevant. Green Market Orientation is a marketing management approach that integrates environmental awareness into business strategy.

GMO is not only about increasing profits and market share; it encourages companies to create value by considering the ecological impact of their products. A tangible application of GMO is the use of environmentally friendly and recyclable materials in product design and manufacturing processes.

In management science, this marks a turning point from traditional market-oriented management. GMO-based management goes beyond efficiency — it teaches companies how to raise consumer awareness about environmental issues while still producing high-value goods.

This approach opens up opportunities for innovation across various areas, from developing eco-friendly products (green product innovation) to streamlining production through green process innovation.

Furthermore, GMO is closely linked to supply chain management that considers environmental factors at every stage — from production to logistics and distribution. These practices create competitive advantages based on sustainability values, which are now increasingly appreciated by the market.

A real-world example of this strategy was implemented through the Community Service Program (Pengabdian kepada Masyarakat, PkM) by a lecturer of Dian Nusantara University (UNDIRA) at PT Aurora World in Cianjur. The program reinforced the idea that Green Market Orientation not only helps companies identify sustainable business opportunities but also strengthens their position among consumers who are becoming more critical of corporate social and environmental responsibility.

Ultimately, Green Market Orientation helps businesses align their production processes with eco-friendly principles while encouraging innovation in the use of sustainable materials and methods. As a result, this strategy has proven effective in offering competitive advantages through a more equitable and green supply chain.

For UNDIRA friends who wish to understand the concepts of Green Economy and Green Market Orientation in depth, UNDIRA provides learning opportunities through its Management Study Program.

Through this program, students not only gain insights into how to manage a profitable business, but also how to develop it creatively, innovatively, and sustainably. With strong managerial skills and a collaborative spirit, UNDIRA students have great potential to become pioneers of the green economy — a future economy that is fairer, more innovative, and environmentally sustainable.

Journal of Reference: Pengaruh Environmental Performance dan Green Innovation Terhadap Green Competitive Advantage Pada UMKM di Jakarta