Medan – Following the weekend break, the International Sustainability Conference (ISC) FEB USU 2026 resumed on Monday, October 26, 2026. The sixth day of the conference featured discussions on sustainable business strategies, digital transformation for small and medium-sized enterprises, and global brand strategies in the context of local tourism.
The first session featured a presentation titled “Sustainable Business Strategy and Digital Transformation for SMEs,” delivered by Hazmanan Khair Pasaribu, S.E., MBA., Ph.D. The presentation explored sustainable business strategies and digital transformation for Small and Medium Enterprises (SMEs). This topic is particularly relevant amid the evolving business landscape, driven by the adoption of digital technologies and the growing need to incorporate sustainability into business strategies.
In the following session, Dr. Arman Hj Ahmad (CMktr, FCIM, CMILT) presented “The Marketing Taboos of Global Brand Strategies for Local Tourism: A Forensic Marketing Perspective.” The presentation examined marketing perspectives on global brand strategies for local tourism, focusing on issues related to the implementation of branding strategies in this context.
Both sessions offered complementary perspectives on business development and marketing. Digital transformation emerged as a key topic in discussions on strengthening enterprises, while global branding strategies and local tourism broadened the conversation on the relationship between marketing and regional development.
The conference aligns with SDG 8 (Decent Work and Economic Growth) through discussions on business strategies and SME development, as well as SDG 9 (Industry, Innovation, and Infrastructure) through its focus on digital transformation. Discussions on marketing strategies for local tourism also relate to SDG 11 (Sustainable Cities and Communities), particularly in the context of sustainably developing local potential.