Those student representatives come from University of Groningen, University Of Southern Denmark, Victoria University of Wellington, Birmingham City University, University Malaysia Perlis, San Beda University, Universiti Malaysia Kelantan, Princess of Naradhiwas University, Prince of Songkla University, and Banking University of Ho Chi Minh City, as well as students of SBM ITB.

SEED is a cross-culture learning program for management that routinely hold every year. ITB through SBM is the initiator and pioneer of this program which regularly hold the program since 2007, before it is also adopted and hold by other universities under ALN.

Vice Dean for Academic Affair of SBM ITB, Prof Dr. Utomo Sarjono Putro said that SEED aims to expose students to the community in order to understand the life and social environment in Indonesia. Moreover, it also aims to give the opportunity to recognize Indonesian mindsets, habits, traditions, and customs, especially in West Java.

He added that participants of SEED will conduct field research on social and economic potency of the society through observation and first-hand field experience on the real life of the society, so that it is expected that they will apply the knowledge and come up with innovative idea to develop the potency of society.

Prof. Utomo also added that students of SBM need global insight, not merely local insight. Hence, it requires cooperation in culture exchange through SEED as an innovation in the cross-nations cooperation. “Our students interact with other students abroad, share their experience with local community, involved directly and bring impact to society,” he said.

The person in charge of SEED is Dr. Bambang Rudito and other mentors that come from SBM ITB, and from partner universities abroad, such as, Prof Ian Williamson from Victoria Business School, Victoria University of Wellington, NZ, and Prof Mark Gilman from Birmingham City University, UK.

Dr. Bambang Rudito said that the event will be conducted in Sumedang Regency, in Sukasari District to be precise. Geographically, this location is very supportive and has the potency for agriculture, plantations, and husbandry, supported by service and trade activities. “So that it can give not merely small contribution in the development of agribusiness as one of the pillars of the realization of Sumedang District’s vision,” he said.

He hopes that through SEED, students will have empathy. Students should not consider only about business school as the way to gain material benefit, but also consider about having the empathy towards people with different lifestyles, thoughts, employments, and about how they improve the welfare. “Within this SEED, there will be knowledge and management collaboration with students abroad. The enthusiasm is massive especially from universities in ASEAN. Hopefully this idea will spread to ASEAN, not only to Indonesia,” he concluded.