The Malaysian Education Blueprint 2015-2025 (Higher Education) highlighted the need for collaboration between universities and the industry to spur institutions of higher learning to achieve greater success. As such, the Faculty of Business and Management (FBM), Universiti Teknologi MARA (UiTM) forms formalized collaboration with its partners in the areas of research and innovation. FBM initiated, organized and hosted the 4th Advances in Business Research International Conference (ABRIC) 2022 on 11th to 12th of June 2022 at Shah Alam, Malaysia. This event was led by Dr. Nor Lelawati Binti Jamaludin together with a group of committees consisted of FBM’s academic and non-academic staff.

The 4th ABRIC conference was held with collaboration from a number of esteemed partners specifically from Universitas Trisakti, Indonesia Banking School and UniKL. It also collaborated with Malaysia Airline System (MAS) as the official airline and obtained considerable sponsorship from He & She Coffee, Chatime, Richiamo, Perodua Berhad, Sukhothai Restaurant and Shopee. The goal of ABRIC 2022 is to gather scholars from around the world to share their ideas and knowledge that are relevant to the rapid change brought about by the 4th Industrial Revolution through digitalization, an economy that is increasingly reliant on information technology. It also served as a platform for academics and practitioners to showcase new research in the areas of sustainability, digitization, and innovation in business, which aligned with the conference’s theme of “Towards Sustainable National Competitiveness: Unlocking the New Wave of the Digital Era”.

This auspicious event was officiated by Professor. Dr. Ahmad Sazali Hamzah (Rector UiTM Cawangan Selangor), accompanied by Professor. Dr. Noryati Ahmad (Dean, FBM and patron of the event) and Associate Professor. Dr. Amirul Afif Muhammad (Deputy Dean Research and Innovation, FBM). Ms. Lau Yin May (Group Chief Marketing & Customer Experience Officer From Malaysia Airline System (MAS), En. Muhamad Izwan Aris Bin Jamil Aris, Sales Mice Executive Mas, Associate Professor Dr. Mohd Farid Shamsudin, Head of Research and Innovation, UniKL Business School and Dr. Mohd Faizun Mohamad Yazid, Head of Section, Marketing and International Business, UniKL Business School were also present.

This conference was held in dual-mode, where physical and virtual presentations have been scheduled concurrently over two days. More than 60 papers were successfully presented physically and virtually. ABRIC 2022 has received participants locally and internationally from countries such as Indonesia and Germany. The participants have also gained from the sharing from the keynote speakers who have graciously shared their time and knowledge with the participants physically and also virtually. In particular, Ms. Lau Yin May from Malaysia Airlines Berhad has shared her inputs during the Opening Ceremony, in Mardhiyyah Hotel & Suites, while distinguished professors — Professor Piyush Sharma, Professor Mehmet Asutay, and Professor Asep Hermawan did their sharing session virtually from Australia, the UK, and Indonesia, respectively.

Throughout the duration of the two-day conference, participants have had the opportunity to explore new knowledge to understand businesses, government, and societies in search of a more equitable and sustainable future. This collaboration model nurtures a closer understanding from the participating universities and industry players to work towards similar goals. The strategic partnerships that have made ABRIC 2022 a success has resulted in an exchange of research ideas and the development of quality and practical solutions applicable to societies. Thus, the spotlighted program is a good measure to move the Faculty of Business and Management, and UiTM forward and make it more visible.