Appendix: Punokawan and Pandava: The Indonesian Mythic Symbols of CI‐EL and PI‐PM in the Omnihouse Model
The concept of entrepreneurial marketing is intended to answer future challenges. The existence of digitalization and the COVID‐19 pandemic does require leaders to be agile, flexible, and resilient in dealing with change. CI‐EL is the answer so that business people, government officials, social activists, and leaders in various organizations do not stutter in responding to the dynamic environment.
The birth of this concept is also based on local Indonesian philosophy, especially from the wayang story, one of the cultural heritage stories in Indonesia. According to Javanese tradition, wayang stories are based on Indigenous mythologies and Indian epics.1 Wayang flourished in the royal courts of Java―Indonesia's main islands―and Bali for ten centuries. It has also spread to neighboring islands―Lombok, Madura, Sumatra, and Kalimantan―where it has evolved into various local performance styles and musical accompaniments.
The story that is popularly performed in the wayang shows is the Mahabharata. It is one of ancient India's two primary epics in addition to the Ramayana.2 The main protagonists in the story of the Mahabharata are the Pandava, five brothers called Yudhishthira, Bhima, Arjuna, Nakula, and Sadewa. They are nobles as well as knights with different supernatural powers.
In the Javanese tradition, there are also four local figures known as the Javanese version of clowns, ...
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