From Needs Assessment to Legal-Digital Empowerment: A Community-Based Framework for Indigenous Enterprises in Higher Education Extension Programs
Marilou O. Espina, Sales G. Aribe, Mark Ian M. Mukara, Joseph L. Abella, Nurwahyu Alamsyah
IPOs contribute significantly to local economies, cultural preservation, and sustainable livelihoods within their ancestral communities. However, many IPOs remain marginalized in digital economies due to limited digital competencies, inadequate access to technology, and insufficient legal awareness related to online enterprise participation. This study examined the marketing practices, digital competencies, and legal-literacy needs of IPOs in the Philippines and developed a legal-digital empowerment framework for higher education extension and community engagement initiatives. Using a sequential mixed-methods design, data were collected through surveys and focus group discussions involving IPO members engaged in community-based enterprises. The study assessed existing marketing practices, identified competency and legal-awareness gaps, and determined capacity-building needs related to digital enterprise participation. Findings revealed that IPOs continue to rely heavily on traditional marketing channels, with limited use of digital platforms, inconsistent branding practices, and minimal engagement in strategic digital marketing activities. Participants also expressed concerns regarding intellectual property protection, online participation, and limited understanding of legal mechanisms related to digital enterprise engagement. Despite these limitations, IPO members showed strong willingness to participate in training and mentorship initiatives. The study proposes the Legal-Digital Empowerment Framework for Indigenous Community Enterprises, which integrates digital competencies, legal literacy, institutional support systems, and rights-based market participation into a structured and context-responsive model for higher education extension programs.
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