Best Bachelor Thesis of the Year: Sofiia Evdokimova Wins for Research on Digital Ruble 

https://www.wittenborg.eu/best-bachelor-thesis-year-sofiia-evdokimova-wins-research-digital-ruble.htm

Study Analysed Consumer Perceptions of the Digital Ruble and the Factors Influencing its Adoption

On 11 July, Sofiia Evdokimova’s graduation assignment was awarded Best Bachelor Thesis of the Year 2024 during Wittenborg’s Summer Graduation Ceremony at the Grote Kerk in Apeldoorn. Her study focuses on a timely subject: the introduction of the Digital Ruble in Russia and the key factors influencing its acceptance by consumers. 

Sofiia completed an International Bachelor of Administration (IBA) in Economics and Management at Wittenborg. With the Bank of Russia aiming to launch the Digital Ruble nationally in 2025, her research brings valuable insights into the human side of digital currency implementation, and how governments and financial institutions can ensure its success. 

“The success of Russia’s Digital Ruble pilot depends on public acceptance, which is influenced by users’ perceptions and understanding of Central Bank Digital Currencies (CBDC),” she explained. “I chose this topic to address the existing gap in research on Russian consumers’ attitudes and behaviours toward CBDC.” 

Her research used a combination of surveys and interviews to gather data. The survey collected responses from 185 people in Russia who fit the user profile for CBDC, while 13 interviewees – including banking specialists, academics, central bank executives and financial experts – shared their views on broader adoption factors. Topics ranged from the public’s awareness of CBDC to issues of security, functionality and trust. 

The findings revealed a moderate level of interest (60%) among Russian consumers but low overall readiness to adopt the Digital Ruble. According to Sofiia, this reluctance stems largely from limited digital literacy, lack of awareness and trust issues. Common concerns among survey respondents included security, technical stability and unclear benefits. 

At the same time, participants highlighted their preferences for features such as strong security, data privacy, wide acceptance, high speed and ease of use. Based on these results, the study concludes that the Central Bank of Russia should focus on improving public education, offering clear communication and ensuring broad accessibility and trust in the system to boost adoption. 

Reflecting on the research process, the graduate said she especially valued the real-world perspective gained through interviews: “I really enjoyed conducting interviews, as they gave me a deeper understanding of the topic and added a valuable real-world perspective to my research. Talking with people who are deeply involved in the field was extremely encouraging and motivating, since the topic truly interests me.” 

She also highlighted the importance of mentorship and academic support. “Working with my supervisor, Lasantha De Silva, was both exciting and insightful; I learned a lot from his guidance and feedback.” 

Now back in Russia, Sofiia is working as a corporate finance specialist. “At the moment, I'm focused on building my experience and expertise in the finance field, and my main career goal is to grow into a more strategic role where I can shape big financial decisions,” she said. 

To students currently working on their graduation assignments, she advises: “Choose a topic that genuinely interests you, as it will keep you motivated throughout the whole process. Time management is crucial when writing your thesis, start early and break your work into smaller parts. It will help you avoid last-minute stress and will keep you focused. Additionally, always seek feedback from your supervisor or peers. It will greatly improve the quality of your work and help you stay motivated.”

WUP 28/07/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#SDG9: Industry, Innovation and Infrastructure
#Internationalisation
#internationalstudent
#research

Enjoy the Best of Summer in Apeldoorn 

https://www.wittenborg.eu/enjoy-best-summer-apeldoorn.htm

City Brimming with Music Concerts, Museum Exhibitions, Sports Activities and More  

We’re nearing the middle of summer in the Netherlands, and there’s still plenty to do in Apeldoorn. During the year’s warmest season, the city becomes a hub for cultural, sports and outdoor activities. Whether you’re looking for something to do on your own, with friends or with family, here’s your go-to guide:

Live music in the air

Musical events across all genres are scheduled over the coming weeks, many of them open-air and with free admission. Every Sunday until 31 August, GIGANT (Nieuwstraat 377) hosts the CityOasis festival from 14:00 to 22:00. The event offers refreshing drinks, delicious food, silent discos and live music every week. 

Oranjepark also becomes the stage for Sunday afternoon concerts featuring styles such as blues, country, rock, jazz and more. You can check the full programme online.  

On 22 and 23 August, starting at 18:30 and 17:30 respectively, the third Beer & Blues Festival will take place at SOAP (Vlijtseweg 100), bringing the best of blues, soul and R&B to Apeldoorn. 

If you're into electronic music like hard house, trance and hard techno, don’t miss ABNØRMAAL’s stage at the Night of Apeldoorn (Nacht van Apeldoorn) on 29 August from 19:00 at Van Reekumplein (behind GIGANT).  

A toast to summer

For the first time ever, the TAPT Festival is coming to Zwitsal Apeldoorn (Vlijtseweg 120A) on 1 and 2 August, bringing a big summer celebration. Alongside craft beer, the event will offer cocktails, wine, street food, lawn games, Disco Bingo and dancing in the sun. Check out the event’s website for tickets and more information. 

Zwitsal Apeldoorn will also host the city’s Wine Festival on 22 and 23 August, featuring a fine selection of wines, smooth music and a variety of treats including cheese platters, charcuterie and surprising vegetarian dishes. Alcohol-free drinks will also be available. Tickets start at € 12.95 and can be purchased on the event’s website.

Let’s get moving

This summer, Sportservice Apeldoorn is once again organising an extensive programme of sporting activities. With more than 40 free events, options include canoeing, stand-up paddleboarding, beach volleyball, boot camps, football tournaments, dance workshops, snorkelling and more. Check the programme and register for activities here.

DE OPENING

From Thursday 29 to Saturday 31 August, Apeldoorn will host DE OPENING, a brand-new, free festival marking the national start of the cultural season. Expect three vibrant days filled with performances, pop-up acts, exhibitions and a spectacular opening show at Marktplein. Leading cultural venues such as Paleis Het Loo, the Kröller-Müller Museum, Orpheus Theatre, GIGANT and CODA will present special programming. 

On Saturday 31 August, AVROTROS will broadcast Musical Awards: The Kick-Off live from Paleis Het Loo. Another highlight is the exhibition How = Now 2025 at ACEC, showcasing works by more than 100 artists from Gelderland and Overijssel. This is a unique opportunity to see Apeldoorn transformed into an open-air museum and stage.

Open-air film festival

Movie lovers can indulge in Apeldoorn’s traditional Open Air Film Festival, taking place from 22 to 30 August at Stadspark Berg & Bos. The programme features a wide range of films, many of them in English and suitable for the whole family. For tickets and more information, visit the event’s website.  

Hunting for treasures

Whether you are a collector or simply enjoy browsing antique markets, there is plenty happening in Apeldoorn this summer. 

On 14 August, Apeldoorn will host its renowned Antiques and Curios Market, the largest event of its kind in the Netherlands. Taking place from 09:00 to 16:30 on Market Square in the city centre, the market will bring together traders, collectors and antique enthusiasts from the Netherlands, Belgium and Germany. A wide range of food and drink stalls will also be available throughout the day. 

More than 4,000 books will be available at the book market held at Denksportcentrum Noord (Sleutelbloemstraat 22A) on 30 August, from 10:30 to 15:00. Most titles will be priced at € 1 or € 2, covering a wide range of genres including fiction, science, history, biographies, poetry and more. 

Every Saturday from 26 July to 16 August, between 09:00 and 15:00, more than 200 vendors take part in the car boot sales held on the lawn along Landgoedlaan. Proceeds from the market support aid shipments to Eastern Europe, organised by the WHOE foundation. 

If you love a good bargain, don’t miss the ‘Rug Festival’ (‘Kleedjes Festijn’) on 23 August, from 10:00 to 15:00. Held at the Nettenfabriek parking lot (Spoorstraat 27b), the event offers everything from mugs and statuettes to electronic devices and more.

WUP 25/07/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#SDG3: Good Health and Well-being
#Internationalisation
#Diversity
#apeldoorn
#internationalstudent

Summer Graduation: Wittenborg Celebrates the Next Wave of Global Changemakers 

https://www.wittenborg.eu/summer-graduation-wittenborg-celebrates-next-wave-global-changemakers.htm

Wittenborg Summer Graduation Sparks Inspiration for Class of 2025

On 11 July, Wittenborg held its summer graduation ceremony at the Grote Kerk in Apeldoorn. Graduates, their families, faculty and local officials gathered to celebrate the achievements of bachelor’s and master’s students.

Wittenborg and Apeldoorn: A Shared Future

Deputy Mayor of Apeldoorn, Nick Derks, a special guest at the event, reminded graduates that Wittenborg is more than just a school in Apeldoorn; it is part of the city’s fabric. “You—its students, staff and alumni—are part of our city’s story,” he said. “Your presence, projects and ambitions have brought energy, creativity and purpose to our local community. And we want to see more of this.”

Derks highlighted the recent Job Fair for English Speakers held at Apeldoorn City Hall where hundreds of students, alumni and expats connected with local companies. “Seeing the talent, the companies and the intense conversations, it all took place right here in our city. That was simply amazing.”

Acknowledging challenges in the Dutch labour market, he urged graduates to stay and contribute. “There’s a need for people like you who don’t mind working hard, who are ready to help drive innovation, sustainability and growth. We want you to stay in the Netherlands, in our region, in Apeldoorn. Bring your ideas, your entrepreneurial mindset, your drive and your energy to our economy. Together, we can build a young, vibrant and future-ready region.”

Reflecting on Achievements and Looking Ahead

MBA (Master of Business Administration) student Arvin Gharib from Iran spoke on behalf of his peers, sharing a heartfelt reflection on the sacrifices behind their success. “We left behind our homes, families and friends in pursuit of a dream and a purpose. Every challenge faced, every sleepless night, every moment of doubt was worth it. Today, we stand here ready to embrace the future.”

Nikita Pahwa, Assistant Professor of Applied Sciences, introduced the MBA students warmly, acknowledging their courage and resilience. “You arrived from all corners of the globe, bags packed with clothes, minds brimming with questions, and hearts full of hope,” she said. “Together, you navigated the complexities of Dutch systems, weather, housing and deadlines. Sometimes chaotic, always united.”

She spoke about the turbulent global backdrop against which the graduates persevered, from conflicts and economic instability to humanitarian crises. “Despite it all, you kept learning, collaborating and growing. That, to me, is the very definition of resilience.”

Pahwa emphasised that their education extends far beyond a qualification. “You’ve forged friendships across continents, gained a truly global outlook, and developed skills that will serve you well beyond any job title. Life rarely follows a straight path; it zigs and zags, and at times feels uncertain, and that’s perfectly okay.”

Her parting message was clear: stay curious, stay generous and stay connected. “Keep learning, help others when you can, and remain in touch with us. Your stories—the triumphs, the lessons, even the setbacks—are all part of your journey. Wittenborg isn’t just where you studied, it’s where you discovered who you could become.”

Assistant Professor Hind Albasry addressed the MBM (Master of Business Management) students, praising their growth as critical thinkers and responsible leaders. “You have honed skills in strategy, innovation and decision-making that will serve you well in today’s fast-paced, complex business world. Keep your minds open to lifelong learning—I’m confident you’re ready.”

Lecturer Emmah Muchoki spoke to the bachelor’s graduates about the knowledge, friendships and resilience they have cultivated. “You have learned to question, collaborate and persevere. These aren’t just academic skills, but life skills that will support you wherever your path leads.”

Bachelor’s representative Alexandra Kukhtina offered a personal reflection on embracing one’s unique journey. “Each of us holds a ticket for our own flight—you cannot board someone else’s, no matter how appealing it seems. You are exactly where you need to be. You don’t have to be the best to make a difference. Your unique story truly matters.”

After everyone received their diplomas, Kriszta Kaspers, Head of Education Development and Quality Management, announced the Best Thesis of the Year Awards. At bachelor’s level, Sofiia Evdokimova received the honour, while Shayesteh Nasabi was recognised at master’s level.

Embracing AI with Balance and Growth

The ceremony ended with a keynote from Xander Kupers, Senior Modern Workplace Specialist at Microsoft. Using Microsoft Copilot, he congratulated the graduates and spoke about the role of Artificial Intelligence (AI) in their work and studies.

“You’ve already used AI for your theses and assignments, and that’s a good thing,” he said. “But a recent study shows that relying on AI too much can weaken critical thinking.”

Kupers introduced the Goldilocks principle, finding the balance that is “just right”, encouraging graduates to embrace challenges without becoming overwhelmed. “Real fulfilment comes from facing and overcoming obstacles. That discomfort is part of growth.”

He urged the graduates to use AI for routine tasks but warned against losing the value of creative struggle. “Wrestling with problems and frustration builds deeper learning and stronger skills.”

Kupers closed by reminding the graduates to keep a growth mindset and find their “sweet spot” where challenge meets ability. “The future is uncertain and you will face setbacks. Learn from them and keep pushing forward. You have already risen to challenges here at Wittenborg. You will continue to grow, sometimes with AI, but always with your own courage and determination.”

WUP 23/07/2025 
by Erene Roux 
©WUAS Press 

Tags
#SDG4: Quality Education
#SDG8: Decent Work and Economic Growth
#Internationalisation
#Diversity
#Ethics
#internationalstudent
#studyinholland
#wittenborgfamily
#apeldoorn

Employers in the Netherlands Value International Graduates, Nuffic Report Confirms 

https://www.wittenborg.eu/employers-netherlands-value-international-graduates-nuffic-report-confirms.htm

International Graduates Bring Innovation and Global Perspective to Dutch Workplaces

International graduates are increasingly recognised as vital contributors to the Dutch labour market, according to a new report by Nuffic titled International Graduates in the Workplace – The Employer’s Perspective.  

Drawing on insights from a survey of 382 employers and 34 in-depth interviews with company representatives, the study shows that nearly 80% of employers experience more advantages than disadvantages from hiring international employees – particularly those who have studied in the Netherlands.

Maike Zürcher, HR Manager at Wittenborg, says: “International graduates typically bring flexibility, adaptability and resilience. They are eager to learn and contribute.” She adds that international staff bring diverse perspectives that broaden the company’s outlook and encourage innovation. “They help to prevent being stuck in a country-specific mindset, which is very beneficial for companies wanting to expand their global reach.”

The report highlights the value of international graduates holding Dutch degrees, which provide employers with confidence that these candidates meet local standards and understand Dutch society and work culture. Many graduates gain familiarity with the Dutch way of working through internships during their studies.

Employers in the study also emphasise soft skills such as communication, cultural awareness and emotional intelligence as key strengths of international graduates. According to the report, these personal qualities are often valued more highly than complex technical skills, which are considered teachable.

Zürcher notes a growing interest among Dutch employers in recruiting international graduates: “In the Randstad it has been common for years that the working language shifts to English and companies are more open to recruiting internationals. More and more, this is something that we also observe in companies outside of Randstad, for example in and around Apeldoorn.”

She adds: “Even very people-focused businesses, such as hotels in the region, now employ people who do not necessarily speak Dutch. That in turn leads to normalising it for customers which creates more and more opportunities for internationals.”

Employers in the report expressed the need for closer cooperation with universities, including facilitating internships and providing a dedicated contact person at institutions to improve the transition from study to work.

Wittenborg’s External Relations & Events Manager, Sophia Faraji, also explored this topic in her 2023 master’s thesis, which examined the employability of international graduates from universities of applied sciences in the Netherlands. Her research found that international graduates bring valuable cross-cultural communication skills, adaptability and a global outlook to the Dutch labour market – insights that closely align with the findings of the Nuffic report.

To read the full report International Graduates in the Workplace – The Employer’s Perspective, visit Nuffic’s website.

WUP 21/07/2025 
by Erene Roux 
©WUAS Press 

Tags
#internationalstudent
#studyinholland
#Internationalisation
#SDG8: Decent Work and Economic Growth
#Diversity

Wittenborg Researcher Co-Authors Study on Sustainability in Independent Restaurants 

https://www.wittenborg.eu/wittenborg-researcher-co-authors-study-sustainability-independent-restaurants.htm

Adam Jones Develops Toolkit to Empower Small Businesses with Practical Strategies

As sustainability becomes a growing priority for businesses worldwide, a new study led by Wittenborg associate professor Adam Jones offers practical guidance to help independent restaurants transition toward more environmentally responsible operations. The research, published in the open-access journal ‘Tourism and Hospitality’, proposes a sustainability toolkit informed by the experiences of small restaurant owners and managers in Brighton and Hove, UK. 

Titled ‘Creating a Sustainability Toolkit for Restaurants’, the study was co-authored by Jones alongside the University of Brighton’s Timothy Laing, Francisca Farache and Julian Riano, and Ivanka Majic from Restaurants Brighton. Together, the team applied the Motivation-Opportunity-Ability (MOA) framework to examine how restaurants can be supported in implementing sustainability strategies that align with the United Nations Sustainable Development Goals, particularly SDG 12: Responsible Consumption and Production. 

“Sustainability is not just a buzzword, it’s a necessity. But for many small restaurants, especially independent ones, the path to sustainability can be unclear and often daunting. Our goal was to understand the real challenges they face and identify concrete ways they can be supported,” Jones said.

Understanding the challenges
The research was carried out through two in-depth focus groups comprising eight restaurant owners and managers. The first group involved businesses already engaging in sustainability efforts, while the second featured restaurants still in the early stages of adopting such practices. This two-step methodology allowed the researchers to extract real-world motivations, barriers and enabling factors from both perspectives. 

A key takeaway from the study was that restaurant sustainability is typically framed through a narrow environmental lens, while broader concerns such as financial viability, ethical sourcing and social responsibility are often overlooked. Despite this, participants demonstrated a deep, if informal, awareness of these interrelated aspects. 

“Sustainability wasn’t always a strategic choice at first. Often it started with a personal belief: a chef who wanted to use responsibly sourced fish, or an owner who wanted to reduce waste because it felt like the right thing to do. What we found is that these personal values often became the foundation for broader sustainability strategies,” Jones explained.

From values to action
Participants identified a number of motivations for adopting sustainable practices, including environmental concerns, personal ethics, cultural values and even the influence of starting a family. Financial incentives were also key: rising energy and water costs pushed several businesses to reevaluate their operations. 

One restaurateur noted that after gas prices tripled, sustainability became not just a preference but a financial imperative. Others highlighted the appeal of high-quality, locally sourced ingredients, which aligned with both ethical values and business objectives. 

The study also explored what opportunities were available to these restaurants. Waste reduction emerged as a central theme, both in the kitchen and on the customer-facing side. Several businesses had begun rethinking how they used ingredients, developing creative ways to use what would otherwise be discarded. Others shifted practices to reduce customer waste, for instance by serving water on request rather than by default. 

However, these efforts were not without complications. Supply chain constraints, lack of staff training and inconsistent access to reliable waste disposal services were frequent hurdles. Participants also expressed frustration over customer expectations: while diners often voiced support for sustainability, they were not always willing to pay more for sustainable options. 

“As one owner put it, customers assume you’re doing it already, and they don’t expect to see it reflected in the price. That’s a real challenge for small businesses trying to balance people and planet with profit,” the associate professor stressed.

Building ability, sharing knowledge
The third pillar of the MOA framework – ability – was another focus of the study. Here, gaps in knowledge and access to reliable information were major obstacles. Participants reported that even when motivated to act and presented with opportunities, they often lacked the skills or resources to make informed decisions. 

Examples such as energy and water audits illustrated the importance of building this ability. One restaurant discovered they could drastically reduce costs and emissions simply by changing how they produced ice, but only after conducting a detailed energy audit. 

To help bridge these gaps, the study proposes a Sustainability Toolkit tailored to the needs of independent restaurant owners and managers. This toolkit includes static components such as checklists, case studies and guides as well as dynamic elements like peer-to-peer networking and real-time information updates. 

“Many participants said the most valuable part of the focus groups was simply hearing what others were doing. That kind of knowledge exchange can’t be underestimated. The toolkit needs to replicate that – it has to align with practical needs,” Jones said.

Practical implications for policy and practice
The study highlights the potential for local authorities, industry bodies and educators to play a more active role in supporting restaurant sustainability – whether through training, recognition programmes or policy alignment. It also affirms the suitability of the MOA model as a framework for designing targeted interventions across tourism and hospitality sectors. 

“Instrumental to this project and research was the engagement with local small restaurants made possible through Restaurants Brighton. Restaurants are an essential part of tourism, culture and community life, and they have an important role to play in building a more sustainable future. With the right support, they can lead that change,” the researcher concluded.

WUP 18/07/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#SDG11: Sustainable Cities and Communities
#SDG12: Responsible Consumption and Production
#Internationalisation
#Ethics
#research
#Impact Statement

Making Summer Count: Wittenborg Students and Staff Share Plans

https://www.wittenborg.eu/making-summer-count-wittenborg-students-and-staff-share-plans.htm

From Internships to Outdoor Adventures — Wittenborg’s Summer Stories

As the summer season is in full swing across Europe, students and staff at Wittenborg are making the most of the warmer months. From internships and academic goals to travel, outdoor activities and personal development, members of the Wittenborg community are embracing the summer as a time for both productivity and renewal.

Somayeh Rahmani, a master’s student in Data Analytics from Iran, is learning Dutch while completing an internship. Alongside this, she enjoys meditation, sightseeing and attending concerts. “I want to make a good plan for using this summer beneficially in terms of educational skills and recreation time,” she shared.

MBA (Master of Business Administration) student Bentolhoda Omidmoazzam, also from Iran, is splitting her time between visiting her home country and working on her thesis. She values setting practical goals, staying active and enjoying time with friends. “Having fun helps me stay motivated,” she said.

Pre-master’s student Pegah Pabakhsh is taking a holistic approach to summer by focusing on both physical and mental well-being. She is practising meditation, pilates and yoga, and has found joy in cooking. “I don’t have any big trips planned, but I’ve been exploring new recipes and enjoying the process of creating something with my own hands,” she said. “It’s been a great way to slow down, recharge and invest in myself.”

Recent graduate Negar Ashnaee is using the summer to prepare for her career and invest in personal development. “I want to improve my physical and mental well-being, gain career-related experience and learn new skills,” she said. In her free time, she enjoys cycling, meditating in the sun and relaxing with friends and family. 

Wittenborg staff members are also embracing the season in ways that reflect their personal passions and interests.  

HR Administrator, Anastasija Marusova, from Latvia, is embracing the outdoors and staying active. “I want to enjoy the weather outside, meet up with friends and have some fun activities like sports and music,” she shared. This summer, she travelled back to Latvia for her brother’s wedding and has been attending several major festivals and concerts in the Netherlands, including Linkin Park and Pinkpop in June, and Legends of Rock in July. “Since everyone is very busy in the summer, I try to plan things in advance. I create an agenda to plan meetings or outings depending on the weather, and finally do something I’ve postponed for a long time.” 

When it comes to relaxing, Anastasija enjoys quiet moments as well. “I like to read a book, sit outside on the balcony or watch movies,” she said. Looking ahead, she noted, “Being more outdoors is my main goal. The weather can be very nice, and I want to make the most of it.”  

Associate Professor of Applied Sciences, Vanessa de Oliveira Menezes, originally from Brazil, is taking advantage of the long summer days to travel and unwind. “I am always excited about the summer,” she said. “People are more social and the long days help a lot.” This year, she is visiting France, with plans to explore Toulouse, Carcassonne and Bordeaux. “Travelling is my biggest passion,” she added, noting how the sunny weather helps boost her motivation and productivity.

Ulisses Sawczuk, Journalist & Copywriter at Wittenborg (who also hails from Brazil), is spending his summer escaping the colder winter back home. “It can actually get a bit chilly in Londrina, where I live,” he said. In August, he plans to travel to Comox, a small town in British Columbia, Canada. There, he will meet friends, enjoy nature, go hiking and possibly even go camping.

“I’m planning to do some writing in my free time. Being able to relax helps inspire me,” he shared. For Ulisses, travelling is not only about adventure but also about stepping back and recharging creatively. “Seize the chance to do the things you’ve always wanted to do but couldn’t because you were too busy,” he advised. One of the things he is most looking forward to? “Sleeping eight hours a night — without setting an alarm — having fun, enjoying the warm weather and relaxing,” he said. “No matter where you are, it’s always possible to do something different and have fun. You just have to be creative.” 

WUP 16/07/2025 
by Erene Roux 
©WUAS Press 

Tags
#SDG3: Good Health and Well-being
#Internationalisation
#internationalstudent
#Diversity
#apeldoorn
#wittenborgfamily

Meet Wittenborg’s IAAP Members: Peter van der Sijde

https://www.wittenborg.eu/meet-wittenborgs-iaap-members-peter-van-der-sijde.htm

Peter Shares Thoughts on Future of International Education

For Peter van der Sijde, becoming a member of Wittenborg’s International Academic Advisory Panel (IAAP) was a natural next step after his involvement in the school’s accreditation process. “I was Chair of the combined FIBAA (Foundation for International Business Administration Accreditation) and NVAO (The Accreditation Organisation of the Netherlands and Flanders) panel. That’s how I got to know Wittenborg," he explains.

Born in the Netherlands, van der Sijde has had a long and diverse academic career. He is an emeritus professor of Organisation, Entrepreneurship & Technology at Vrije Universiteit (VU) Amsterdam, where he supervised numerous bachelor’s, master’s and PhD students. He also spent part of his career at the University of Twente and played a role in several EU-funded projects as both a partner and a project manager.

Over the years, he has supervised around 20 PhD candidates to completion and published widely in the fields of entrepreneurship and innovation. His work has focused on the intersection of business and technology — areas that continue to evolve and challenge traditional approaches to education.

Reflecting on Wittenborg, he highlights its internationalism and diversity as key strengths. “The mix of students from different backgrounds makes it unique. That kind of international environment really stands out when you compare Wittenborg with other business schools,” he says.

Looking ahead, van der Sijde sees the school continuing to grow while keeping its distinctive character. “It’s heading towards becoming an international boutique business school,” he adds, suggesting a model that is small-scale, selective, and global in scope.

Asked what he’s learned from working in international education, he keeps it simple: “Education has no nationality.”

For students, he recommends A Short History of Nearly Everything by Bill Bryson. “As a student in whatever direction, you need to be aware of the history of science and its accomplishments,” he says. The book, which explores science in a way that’s both accessible and engaging, encourages curiosity beyond one’s chosen field.

Outside academia, van der Sijde has an unusual interest: parapsychology – the study of phenomena like telepathy and clairvoyance that explore what we consider possible. “It forces me to think about the boundaries of science,” he explains.

WUP 14/07/2025
by Erene Roux
©WUAS Press

Tags
#SDG17: Partnerships to achieve the Goal
#Internationalisation
#Diversity
#highered
#research
#NVAO

Wittenborg Graduate Examines Customer Success in Brazilian Pharmacy 

https://www.wittenborg.eu/wittenborg-graduate-examines-customer-success-brazilian-pharmacy.htm

Beatriz de Rosa Soares’ Study Highlights Importance of Personalised Interactions

Customer Success practices are essential for businesses to thrive, especially in a competitive industry like Brazil’s healthcare sector. To better understand what makes companies stand out in this field, Wittenborg graduate Beatriz de Rosa Soares, originally from São Paulo, chose to focus her master’s thesis on the compounding pharmacy Fórmula Magistral Farmácia de Manipulação. 

“This is a relevant topic because Customer Success was developed within, and is typically studied in, business-to-business (B2B) companies. So, researching it in a business-to-consumer (B2C) context presents its own set of challenges. In Brazil’s healthcare sector, companies need to go beyond simply guaranteeing quality; they must also adopt a strong customer-centric approach that fosters loyalty,” says Beatriz, who recently completed a Master of Business Management (MBM) in Entrepreneurship and Innovation. 

Beatriz’s research followed a qualitative approach, drawing on eight semi-structured interviews with former employees from various levels and areas of the company. One of the topics explored was Customer Journey Mapping, including the typical steps a customer takes from their first interaction with the company to the post-purchase stage. The interviews also addressed customer segmentation practices, customer churn, how the company collects feedback to assess loyalty and how it measures the value generated by customers. 

The study finds that humanised services, such as personalised interactions and transparency, are essential for building customer trust and loyalty. Additionally, customer segmentation enables more tailored strategies and approaches, which can boost loyalty and overall satisfaction with the company. However, although the company recognises the importance of Customer Lifetime Value (CLV) and churn management, these metrics remain underutilised. 

Beatriz highlights that churn management should be proactive, including efforts to engage lost customers and understand why they left. “This needs to be aligned with feedback collection, which can help reduce churn and improve retention. One key finding of this study is the importance of trust in building loyalty. Each company practice directly impacts trust, which in turn affects loyalty,” she points out. 

The graduate expresses her gratitude to supervisor Vajihe Shojaei for all the support and advises students currently working on their graduation assignments and theses to start early and surround themselves with supportive people. She adds that having a coping mechanism or hobby is important for managing pressure and stress. 

Currently working as a Configuration Management Specialist at Tiqets, Beatriz describes herself as a hands-on professional. “I love solving problems, so my plan is to continue working with projects and processes. I intend to stay in the Netherlands and build a career in an industry that excites me, which is what I’m already doing.”

WUP 11/07/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#SDG9: Industry, Innovation and Infrastructure
#Internationalisation
#Ethics
#internationalstudent
#research

What Makes the Gym Experience Stick? Mridul Dharmapal's Research Explores Budget Fitness Clubs 

https://www.wittenborg.eu/what-makes-gym-experience-stick-mridul-dharmapals-research-explores-budget-fitness-clubs.htm

How Servicescape Elements Shape User Loyalty in Low-Cost Gyms

In an era where fitness is more than just a trend, gym owners and managers are realising that customer loyalty is essential for long-term success. However, few have explored the role of the physical environment — or servicescape — in driving that loyalty. Mridul Dharmapal, a Master of Business Administration (MBA) student from Wittenborg, examined how the design, layout and overall ambience of budget gyms in Munich impact customer loyalty. His work uncovers fascinating generational and gender differences that can help fitness centres enhance customer retention.

The Genesis of the Research

Mridul's research stems from his personal journey into fitness, both in India and later in Munich. As someone passionate about sports and wellness, he initially pursued certifications in personal training, yoga and massage therapy to develop a holistic understanding of physical fitness. "I was always passionate about fitness and sports, but once I joined the corporate world, I witnessed the impact of work pressure on physical well-being firsthand," says Mridul. "That life-changing moment in my own life made me shift gears, and I wanted to explore the importance of physical training from both a professional and functional perspective."

His experience in fitness clubs, particularly low-cost gyms, sparked his curiosity about the atmosphere and its role in user experience. "As I started exercising regularly, I became increasingly sensitive to how the atmosphere of fitness clubs — particularly budget gyms — affects user experience and long-term loyalty. This observation was the genesis of my research," Mridul explains.

Exploring the Fitness Industry's Growth

The global fitness industry has been growing rapidly in recent years, fuelled by trends such as fitness influencers, virtual fitness clubs, and a post-pandemic focus on wellness. With Millennials and Gen Z driving new trends, gyms must adapt their strategies, particularly with respect to their "servicescape" — a term that refers to the physical environment where services are delivered.

"It's more important than ever that gyms innovate their strategy, specifically tailored to their physical environment. This study allowed me to combine my passion for fitness with a timely, ever-evolving business landscape," Mridul notes. His research provides valuable insights into how budget gyms can leverage design, layout, and ambiance to retain customers in this competitive market.

The Research Methodology

Mridul's research utilised a quantitative approach through surveys, combining in-person data collection and an initial literature review. He gathered responses from 410 customers at four budget gyms, such as Basic-Fit in Munich, categorising participants by generation (Gen X, Y, Z) and gender (male and female). This extensive dataset provided a broad and diverse perspective on what factors most influence customer loyalty in fitness centres.

"The survey was designed to quantify the perceived performance and importance of various servicescape attributes, such as cleanliness, layout, equipment condition, ambience, signage, and facility systems," Mridul explains. "We also measured customer loyalty through repeat use, recommendations, and positive word-of-mouth."

Key Findings: Generational and Gender Differences

Mridul's study revealed that certain servicescape elements, such as ambient conditions, facility layout, and equipment/facility conditions, are the most influential in driving customer loyalty. However, the importance of these factors varied based on demographic factors such as gender and generation.

"The findings were quite revealing," says Mridul. "Male customers were more interested in the facility design and ambient conditions, while female customers placed greater importance on facility layout and equipment condition."

For different generational groups, the results were even more specific. Gen X and Gen Z males rated facility design as the most important factor, while for Gen Y males, ambient conditions topped the list. On the other hand, Gen X and Gen Z females valued equipment and facility conditions most, while Gen Y females prioritised facility layout.

"These generational and gender-specific insights are incredibly valuable for gym owners who want to tailor their approach and better meet the needs of their diverse customer base," Mridul adds.

Interestingly, the study also found that signage and facility systems had minimal impact on customer loyalty, despite performing well in the survey. "While gyms often invest in signage and advanced facility systems, these elements were not as crucial as other servicescape attributes when it came to customer retention," Mridul observes.

The Road Ahead

Looking to the future, Mridul plans to build on his research to further explore customer loyalty across different market segments. "I'd like to expand my present study by investigating how loyalty and perceptions vary across various market segments. Understanding these dynamics will help gyms fine-tune their offerings to meet specific customer needs," he says.

He also aims to specialise in areas like human behaviour, decision-making, ethical marketing, and psychology. "I want to understand what drives people's decisions in fitness and life in general," Mridul explains. "I also hope to publish my thesis and make a meaningful contribution to research in the health and fitness industry."

Advice for Wittenborg Students

Mridul's advice to students working on their final research assignments is grounded in his own experience. "Everyone has their own unique style when it comes to doing research. The key is to understand your own strengths, weaknesses, and working preferences early on," he advises. "At the beginning, it can feel overwhelming, but over time, things will start to make sense. The process is not just about understanding your topic but also about discovering yourself."

He encourages students to be patient and persistent. "There will be times when you feel stuck or stressed. When that happens, remember why you started. Focus on the bigger picture, and don't expect your supervisor to guide you step-by-step. This journey is yours, and it will test not just your academic competence but your attitude and determination."

A Thesis of Discovery

One of the aspects Mridul enjoyed most about writing his thesis was the process of connecting theoretical concepts to real-world scenarios. "I really enjoyed transforming raw data into meaningful insights and watching my research evolve from messy drafts into a structured piece of work," he reflects.

Learning new software, such as SmartPLS, for data analysis was also a highlight. "I found peace in the solitude of writing, as it became a space for reflection and deep thinking — not just about the topic, but about myself as well," he says.

WUP 09/072025 
by Erene Roux 
©WUAS Press 

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#Internationalisation
#internationalstudent
#SDG3: Good Health and Well-being

Wittenborg Researcher Analyses UK Flight Crisis Communication Failures

https://www.wittenborg.eu/wittenborg-researcher-analyses-uk-flight-crisis-communication-failures.htm

Work by Adam Jones Sheds Light on Strategies and Possible Improvements

On 28 August 2023, a bank holiday, a major failure in the UK’s flight planning system caused chaos, disrupting thousands of flights, affecting an estimated 700,000 passengers and costing millions of pounds. The crisis highlighted not only technical issues but also problems in communication between National Air Traffic Services (NATS), airlines and customers.  

The incident is analysed in a recently published chapter by Wittenborg associate professor Adam Jones, titled ‘How to Respond When the Sky Closes Due to a Technical Issue? Navigating Air Travel Shutdowns’. Part of the Routledge volume ‘Travel Disruptions: Impacts, Responses and Resilience’, the chapter is co-authored by communication researchers and consultants Elyssa Fanning and Geri Silverstone.  

“By reviewing government documents, aviation reports, media articles and social media posts within the framework of crisis management and communication theory, we aimed to better understand the situation and propose more effective measures for future crises,” Jones explains.  

A day of turbulence

The incident began with an error in the NATS system, which incorrectly assumed that a flight bound for Deauville, France, was instead headed to Devil’s Lake, North Dakota, USA – as both airports shared the same code at the time. Since the flight had departed from Los Angeles International Airport, also in the USA, the system concluded that it would not enter UK airspace, even though it was, in fact, scheduled to cross it. As a result, the system went into maintenance mode to prevent the transfer of what appeared to be corrupt flight data. 

Due to the system failure, there was a need to revert to manually inputting flight plans, reducing the number processed to approximately 60 per hour, when under normal circumstances the UK flight planning system processes approximately 800 flight plans per hour. The impact was compounded by Heathrow and Gatwick, two of the busiest airports in Europe, being affected. The shutdown created a major incident across the aviation network that affected airports, airlines, tour operators and, most of all, their passengers. Over four and a half hours after the initial failure, the problem was finally rectified, by which time more than 2,000 flights had been cancelled.  

Communication hurdles

Jones highlights that most major airlines and airports received official notification from NATS only at 11:30, nearly three hours after the first signs of system issues. “The challenge for airlines with such late notification was that it became more difficult to recover and accommodate the revised flying programme. It was not until 15:00, seven hours after the system failure, that NATS informed airlines that the system had returned to normal,” he comments. 

The chapter underlines that, to inform passengers about the situation as well as their rights – such as rescheduling, refunds and compensations – airlines used emails, text messages and push notifications via their apps. Some companies even set up dedicated contact centres, proactively calling those who had not been able to amend their booking and informing them of their options. 

Nevertheless, many passengers reported receiving more information through online sources and social media than from their airlines, while some companies even published incorrect information regarding passengers’ rights. “On a typical day, airlines handle hundreds of flights, but with such extensive cancellations and delays, the process of managing refund and reroute requests was significantly slower, with telephone lines and email communications being quickly overwhelmed. Social media channels provided alternative options, and many airlines reported that their teams were working around the clock to respond to customer queries and concerns,” the associate professor emphasises.  

He adds that, given the scale of the disruption, assistance for delayed passengers was problematic. “Airports’ capacity to accommodate the delayed passengers was limited. Airport restaurants, cafes and retailers did not have the resources or supplies to cater for the additional demand and remain open for the extended period required. Moreover, the disruption generated significant costs for airlines, with some of them spending millions of pounds to cover expenses such as consumer hotel costs, meal costs and other flights.”

How to better handle crisis situations

Drawing on the frameworks of Restoration Theory and Situational Crisis Communication Theory, the chapter argues that NATS initially adopted a communication strategy of denial, followed by evasion of responsibility, framing the incident as an accident. 

According to the authors, airlines were more proactive, making efforts to mitigate the impact of the crisis, reduce its severity and actively contribute to resolving the issue. Additionally, they positioned themselves as victims of the NATS system shutdown. “There was a consensus that airlines responded well to the impact of the systems failure. They had learnt from previous incidents, such as the 2010 Icelandic Ash Cloud, how to manage and respond to such situations,” says Jones. 

Nevertheless, the chapter offers several recommendations for improvement. These include regulations to support the enforcement of airlines’ and airports’ consumer duties, enhancements to aviation support systems’ communication channels and improvements in the methods airlines use to communicate with passengers. The authors also suggest appointing a single post-holder with overall management responsibility and full accountability for such incidents and their resolution. Finally, they propose reviewing the systemic approach adopted by NATS to ensure more robust and timely procedures for problem identification and resolution. 

“A pillar of crisis management is the communication of crisis-related information to stakeholders, which influences their response behaviour and shapes public opinion. Effective response strategies require the effective interaction of human and technical components to ensure one flight plan does not jeopardise the whole system,” Jones concludes.

WUP 07/07/2025 
by Ulisses Sawczuk 
©WUAS Press 

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#SDG9: Industry, Innovation and Infrastructure
#SDG12: Responsible Consumption and Production
#Internationalisation
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#Impact Statement
#research