Presented at IICIES 2012 a paper by Lenny Martini, Surna Tjahja Djajadiningrat, Anggara Wisesa

1. WOMAN AS ROLE MODEL IN
COMMUNITY DEVELOPMENT PROGRAM
Lenny Martini, Surna Tjahja Djajadiningrat, Anggara Wisesa
School of Business and Management-ITB
IICIES – 26 June 2012 – Ciputra, Surabaya

2. Abstract
Three essential concepts in community development process are
changing process, resource utilization and community capacity
development (Soetomo, 2006). To fulfill these basic elements, Wisesa
(2010) proposed to apply the role model method. Based on the case
study of Social Enterprise for Economic Development (SEED) in
Cisondari, West Java, Indonesia, woman was the ideal figure to be
the role model in the community development. This paper purposes to
elaborate more on woman characteristics that fits the requirement for
the ideal role model in community development, answering the three
basic elements in community development program (change process,
resource utilization and community capacity development).
Key words: Woman, Role Model, Community Development

3. Introduction
 Adaptation ability of human, as individual and community
 Community development as form of change
 External support can help community’s problem with limited access
 Measurement of successful community development program:
sustainability & continuity of the changes
 Constraint from knowledge sharing process from external to
community as the implementer
 Solved by looking for right role model, function as connector
 Evalution of SEED 2010 in Cisondary –West Java

4. Literature Review (1)
Community Development Program
process in which community in a specific location for social action,
build initiatives - either with or without intervention - to change their
economic, social, and cultural, and or environment situation
(Christenson, Fendley, and Robinson ,1989)
Systematic, planned, and directed activity which is intended to expand
public access to achieve a better quality of life (Budimanta, 2002)
3 Fundamental Elements
change process,
resource utilization
community capacity building
(Soetomo, 2006)
External party involvement is required
only as far as the catalyst for the change
process (Combs & Ahmed, 1980)
Self Help Approach
Community as main actor
Controller of change process
Basically, every community has
ability and potential to grow on
its own strength
(Soetomo, 2006; Green & Haines,
2008; Green, 2008)

5. Literature Review (2)
Challenge in Community Development Program
 To find what is really needed and not what is merely desirable
(Gilbert & Specht, 1977)
 Resistance, greater when change comes from outside and seems
forced
 Time factor : influence researcher’s intensity of interaction with the
community, determines how external intervention affects the goal in
implementation




Role Model
Acts as an example in performing a specific behavior so the others can copy
the behavior.
In performing a role, a model should be able to inform, motivate, and
encourage others to follow what he does
This role model encouragers others to adopt new practice by illustrating the
benefits of the new method, thus accelerating the rate of acceptance (Brown
& White, 2009).
Pilot project by right role model

6. Literature Review (3)
1.
2.
3.
4.
Criteria for Role Model (Wisesa, 2010)
A model should be well known person is by others in the community
as someone who has innovation particularly in order to improve
people's lives
The person should be friendly, sociable, has good relationships with
others, and can influence - in terms of motivating – others
The model is person who is persistent and works hard in trying new
things
The person has commitment to implement the program, teaches
others, and motivates others to apply the knowledge they acquire
Benefits of Applying the role-model method in self-help approach
1. The method does not require continuous external intervention
2. Takes a relatively short period of time of external intervention,
especially in the implementation phase
3. Role method models serve as bridge in the knowledge transfer
inside the community

7. SEED


Cross-cultural learning program conducted jointly by SBM-ITB Indonesia and
University of St.Gallen, Switzerland, Chair for International Management
(South East Asia) Asia Learning Network, 2 week, students participants
Objectives:
1. to promote economic development in a target village
2. cross cultural learning in real life of Asian context
Social Capital
Implementable
Business Plan to
Enhance People’s
Capability
Sustainable
Development
Autonomous
Community

8. The Case Study – SEED 2010
31 October 2010 – 12 November 2010, Cisondari Village, West Java, Indonesia
20 participant from St. Gallen, 5 participant from SBM-ITB = 5 groups
DayDay 1
Activities
Day 2
Day 3-7
Program Opening
Short lecture and briefing about the program,
Team grouping
Audience Session with the Chief of the Village
Village Familiarization
Day 8
Day 9
Day 10
Focus Group Discussion with villagers
Idea Presentation Preparation
Idea Presentation
Day 11-12 Final presentation Preparation
Day 13
Final presentation
Day 14
Program Closing:

9. The Case Study – SEED 2010
Group
Location
1
Kampong Ciaul, RW
14
2
Kampong Ciaul, RW
13
3
Kampong Pasir Awi,
RW 08
4
Kampong Pasir Awi,
RW 09
5
Kampong
Pangkalan, RW 17
Business Plan
Pasteurized milk and
yoghurt
Mawar cookies and
ranginang
Mushroom plantation
Status
Unimplemented
Customized Sandal
Unimplemented
Caramel candy cutting
tool
Implemented
Unimplemented
Unimplemented

10. The Case Study – SEED 2010
Kampung Gambung Pangkalan: 120 familes, more than 300 residents,
35% high school graduates, 65% junior high school graduates, main
occupations are farmer and stock breeder, additional incomes from
caramel candies and milk cracker production.
Ideas:
1. Organic Food (high price, high demand
vs conflictive views on farming and
absence of responsible person in the
organic plantation)
2. Natural Fertilizer (high investment)
3. Caramel Candy
The team developed new cutting tools for
caramel candy production that can saves 2
hours of processing time and increase
production from 400 to 800 piece a day

11. The Case Study – SEED 2010
After Action Review
 observations and interviews with local community, most of them were
the same people that had worked with the participants two years ago
 Findings: the caramel candy business was the only business that
conducted by woman among other business plans
 Hypothesized that gender might be the key success factor in this kind
of social development
 Group discussion with the former participants from SEED 2010 from
both countries
 The gender factor really determine the success of the business plan.
From the very first day of the activities in the SEED Program, this
group of woman seen more open with the new information and
knowledge that was shared by the participants. Also in the process of
business plan development, they were more actively involved with the
participant and had higher willingness to really implement the
business plan

12. Woman as Role Model
Women are successfully being the role model for their community development because
they can fulfill all the criteria to be an ideal role mode
Criteria
Explanation
A model should be well known
person is by others in the
community as someone who has
innovation particularly in order to
improve people's lives
The chief of the caramel candy business is the wife
of the Rukun Tetangga, chief of the neighborhood.
She is the one who always think about her
neighborhood and how to improve their life.
The person should be friendly,
sociable, has good relationships
with others, and can influence - in
terms of motivating – others
Seen from the nature of organic community of the
rural areas that they have very close relationship
with one another, these woman also able to
influence their neighborhood easily
The model is person who is
They were very open to the new method and
persistent and works hard in trying actively participate in the development of business
new things
plan report by the participants
The person has commitment to
implement the program, teaches
others, and motivates others to
apply the knowledge they acquire
women who are running this caramel candy
business have real commitment to implement the
program. They also teach others and motivate
others to apply the knowledge they acquire from
the SEED participants

13. Conclusion
Women are successfully being the role model for their community
development because they can fulfill all the criteria to be an ideal role
mode
The result of this research can be an important consideration in
implementing community development programs which is in the same
context with this research.
Also this research contributes to future research development in other
community development topics.
Acknowledgement
The authors would like to give high appreciation for all the SEED
Participants 2010 who had been involved in the after action review
process and to all the local community in the Cisondari Village, West
Java, Indonesia

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15. Thank you..