“One Village One Brand” for Sustainable Rural Economic Development: a Three Stream Perspective

*Nurul Azizah  -  Business Administration Department, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia
Arimurti Kriswibowo  -  Public Administration Department, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia
Received: 30 Sep 2019; Published: 30 Apr 2020.
DOI: https://doi.org/10.14710/jwl.8.1.%25p
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Section: The 4th International Conference on Regional Development 2019
Language: EN
Statistics: 153
Abstract
Brand is the concrete form to encourage the intellectual property right (IPR) awareness. IPR becomes key to promoting the product abroad. But today, it is still a little awareness about how to protect the IPR, in particular in the rural business area. Thus, it’s become necessary to create a brand in a village, which will cover all the rural masterpieces to encourage the rural economy and protect it's potential, it's the strategy which called as one village one brand. OVOB “One Village One Brand” is initiated by APEC project of Korea Institute of intellectual property, it is kind of program that supports the economic growth and development in the region of Asia Pacific. This study focused on the Agenda Setting stage. This study aims to find out how the Agenda Setting process of One Village One brand (OVOB) program in Kediri Regency. This research uses descriptive-qualitative research with data collection techniques in the form of literature review, observation, and documentation. Literature review is carried out on several relevant results of writing and writing, and various sources for the preparation of the OVOB program Agenda Setting process, while observations are made on BUMDES that have the potential to use the OVOB program. Documentation is carried out on documents related to OVOB such as draft policies, poverty data, and others. Things that can be analyzed with the three data collection techniques above, namely: Agenda method Setting the OVOB program, the technique of prioritizing public problems related to OVOB, and the Agenda Setting process of the OVOB program involving Three Stream Theory. Based on the results of research conducted by researchers, it was found that the BUMDES “Karya Mandiri” OVOB Program Setting Agenda uses the Quick Decision Analysis method. While the Public Problem Priority Preparation Technique that is used is passing through the priority process of public problems, evaluating by stakeholders on policy alternatives, and inferring priority issues. The Agenda Setting process is according to Three Stream Theory, that is, in terms of the Problem Stream, it is known that problem mapping is done by the rural government. By the Policy Stream, the single-issue background is the issue of lack of skills and infrastructure which is then reviewed and produces the OVOB program. If from Politics Stream, this program gets support from the village government and its budgeting is included in the APBD that supports what is then included in the village government work program and BUMDES

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Keywords: Village Owned Entreprise; BUMDes; SME's; Marketing; Branding; OVOP; OVOB

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