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 

Tags
#research
#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 

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

AI in Higher Education: MBA Thesis Analyses Opportunities and Threats of New Tools 

https://www.wittenborg.eu/ai-higher-education-mba-thesis-analyses-opportunities-and-threats-new-tools.htm

Rabee Jilani’s Study Reveals Importance of Human-Centred Approach

With AI-based tools playing an increasingly important role in every sphere of life, what threats and opportunities do these technologies pose to the higher education sector? 

That is the question that Iranian graduate Rabee Jilani sought to answer in her master’s thesis. Rabee, who recently completed a Master of Business Administration (MBA) in Education at Wittenborg, explains that she chose this topic based on her experiences as both a teacher and a student. “During my first semester at Wittenborg, I became familiar with AI-based tools, which were a new topic for the school. At the same time, as a French teacher, I saw the potential for students to use AI in their learning process. So, the more I stay up to date in this field, the better I can integrate AI into my classroom.” 

Having adopted a quantitative approach, the researcher distributed an electronic questionnaire, which was completed by 145 students from three Dutch universities of applied sciences. Among other topics, the questions addressed how respondents perceive the user-friendliness of AI-based tool interfaces, whether AI makes academic tasks easier and more effective, and how quickly and effectively students can complete tasks using AI systems. 

The results showed a positive relationship between AI-based tools and the enhancement of students’ skills, including academic performance, knowledge acquisition and knowledge application. However, the effect was moderate, suggesting that other factors should be considered to maximise the effectiveness of AI tools. “AI tools can be seen as facilitators in the process of improving students’ skills in higher education, as education is a human-centred endeavour. The study reveals that about 50% of the improvements in students’ skills depend on factors beyond artificial intelligence. Therefore, combining AI with human capabilities can make the learning process more effective,” Rabee underlines. 

The graduate recommends that the higher education sector continuously review the functions of various types of artificial intelligence and introduce the most suitable tools to students. “In addition to using these technologies to facilitate learning, AI can also be used to measure and evaluate students’ skill levels,” she says. 

Rabee advises current students to choose a thesis topic that aligns with their career, experience and interests. Now that she has graduated, she plans to continue building on her skills and career. “I want to improve my Dutch language skills, as well as my knowledge in teaching and technology, so that I can become a French teacher at a school in the Netherlands, just as I was in Iran,” she remarks.

WUP 04/07/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#SDG4: Quality Education
#Internationalisation
#Diversity
#internationalstudent
#research

Meet Wittenborg’s IAAP Members: Marina Dabić

https://www.wittenborg.eu/meet-wittenborgs-iaap-members-marina-dabic.htm

Croatian Scholar Underlines Importance of Support and Knowledge Sharing in Academia

For Marina Dabić, joining Wittenborg’s International Academic Advisory Panel (IAAP) four years ago was a way to exchange experiences and connect with other highly qualified professionals. “Together, we are stronger,” she sums up.  

Dabić, from Croatia, completed a PhD in Economics and Business at the University of Zagreb, where she is a tenured professor. She also holds a tenured position at the University of Dubrovnik, and has worked as a researcher and educator in Slovenia, France and previously in the UK. 

Dabić has published over 230 papers in respected journals, served on editorial boards and was listed among the top 2% of scientists in business and management by Stanford University for three consecutive years. Her research spans innovation, technology management, knowledge sharing, and female and immigrant entrepreneurship. 

Additionally, she has sought to create synergies between teaching, research and accreditation throughout her career. Dabić serves as an AACSB mentor, is a peer review team member for EFMD accreditation, and has been a panel member for the European Research Council since 2023. 

Despite her achievements, the educator remains forward looking. When reflecting on Wittenborg’s trajectory, she praises its steady progress and emphasises the importance of accreditation. “The school is progressing every year, which is evident and great. Some key steps for the institution are accreditations by AACSB and EFMD.” 

One of the biggest influences in her career has been Michael Harvey, whose philosophy of ‘paying it forward’ has resonated with her. “Knowledge sharing and support are values that I try to uphold in my career.” 

Outside of academia, Dabić finds inspiration in literature. She recommends Hemingway’s ‘The Old Man and the Sea’ not just for its story, but for its soul. “In a world that often chases quick rewards and instant success, this novel reminds us of a deeper truth: that struggle is not a failure, and that dignity lies in how we endure, not just what we achieve. Santiago, the old fisherman, never loses his will, discipline or respect for life. Even when life seems to beat you down, your spirit remains yours alone – unbroken and unconquerable,” she concludes.  

WUP 03/072025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#SDG17: Partnerships to achieve the Goal
#SDG4: Quality Education
#Internationalisation
#highered
#research
#accreditation

July in Amsterdam: Sun, Sounds & Seriously Good Vibes 

https://www.wittenborg.eu/july-amsterdam-sun-sounds-seriously-good-vibes.htm

July in Amsterdam is buzzing with festivals, celebrations and more

Looking for the best things happening in Amsterdam this July? From colourful parades and buzzing food festivals to open-air gigs and cinema under the stars, there’s plenty to keep you entertained all month long. 

Celebrate Culture and Community

For a real taste of Amsterdam’s diversity, don’t miss the Kwaku Festival running from 12 July to 3 August in Nelson Mandela Park. It’s a fantastic celebration of food, music and culture from all over the world – perfect for dancing and soaking up those summer vibes.

The famous Pride March on 26 July kicks off at Amstelveld and marches through the city to Vondelpark. There are also street parties, performances and the iconic canal parade, turning the whole city into a sea of colour.

Another standout is Keti Koti on 1 July, which marks the abolition of slavery in Suriname and the Dutch Antilles. Join the Bigi Spikri parade in traditional dress from Waterlooplein to Oosterpark, followed by a remembrance ceremony and a full day of music at Museumplein.

Food, Drink and Open-Air Feasting

If you love food, TREK Festival at Amstelpark from 4 to 6 July is a must. Picture food trucks serving everything from sushi to vegan bites, with live music and theatre adding to the festival vibe. It’s casual, it’s tasty, and it’s the perfect way to spend a summer day.

Later in the month, the Amsterdam Terrassen Festival takes over Rembrandtpark from 24 to 27 July. Expect pop-up terraces from top local restaurants, summer cocktails, and tunes playing all day long. There’s something for everyone, whether you’re chasing a chilled drink or dancing till sunset.

Fancy exploring the city’s historic heart? The Wallen Festival on 5 and 6 July offers more than 70 events throughout the Red Light District, including food tastings, live music and unique workshops inside historic buildings and hidden spots. It’s a brilliant way to see a different side of the neighbourhood.

Music and Summer Performances

There’s music for every taste this July. The Vondelpark Open Air Theatre runs free weekend shows all summer long – with dance on Fridays, family shows on Saturdays, comedy on Saturday evenings and a mix of classical and pop on Sundays. Just turn up, pay what you can and enjoy.

De Parade is back at Martin Luther King Park from 25 July to 10 August with its iconic travelling theatre festival. You’ll find short, creative performances spanning theatre, dance and live music, alongside great food and drinks in a playful park setting.

If you’re in the mood for smaller-scale gigs, head to the waterfront terrace at Muziekgebouw aan ’t IJ. Their Summer Terrace Concerts happen every Friday to Sunday with DJ sets before and after intimate live performances – perfect for a laid-back summer evening by the water.

Big Festival Energy

Festival season is in full swing, with something happening almost every weekend. From Guilty Pleasure and Vunzige Deuntjes to Verknipt, Macumba and No Art, there’s plenty on offer if you’re after basslines and big energy.

The Milkshake Festival on 26 and 27 July at Westerpark is a real highlight – an inclusive celebration of love, music and identity with outrageously fun outfits, great acts and a brilliant crowd.

If you’re into electronic music, don’t miss Awakenings or Dekmantel, which kicks off on 30 July and runs into August with a world-class line-up and serious dance credentials.

Cinema and Summer Nights

Tuesday nights are made for Films With a View at Pllek. This beloved open-air cinema runs until September, screening films by the water with headphones, deck chairs and sunset views. Just grab your ticket, check the weather, and settle in for a film under the stars.

As part of Pride Week, there’s also free open-air cinema popping up at Mercatorplein and Gershwinplein on 31 July and 1 August. With 400 seats, it’s a lovely way to wind down after a long day in the sun.

And for something a bit unexpected, Artis Summer Nights return every Saturday. Amsterdam’s zoo stays open late with live music, drinks and a unique chance to wander through the park after dark. It’s perfect for families, couples or just anyone who fancies a magical evening among the animals.

WUP 02/07/2025 
by Erene Roux 
©WUAS Press 

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

Music, Fun, Art and Sunshine: Make the Most of Apeldoorn in July 

https://www.wittenborg.eu/music-fun-art-and-sunshine-make-most-apeldoorn-july.htm

City’s Attractions Include Street Markets, Festivals and Open-air Concerts

Summer is here, the weather is warm, and if you're spending July in Apeldoorn, there are all kinds of attractions to enjoy your vacation. Check out the list we've prepared and get ready for some fun!  

Discover Apeldoorn’s street markets

Throughout the month, the city will be filled with street markets offering a wide variety of products. Every Thursday evening, starting on 3 July, the Veluwe Evening Market will take place from 18:00 to 21:15 in the centre of Beekbergen village, around the Reformed Church (Kerkweg 35). This is a unique opportunity to watch traditional crafts such as wool spinning and clog making, taste delicious regional dishes and enjoy atmospheric live music. 

To make your life a bit sweeter, visit the Uddel Bee Market (Garderenseweg 33) on Saturday, 5 July, from 09:00 to 15:00. The market will feature around 60 stalls where regional entrepreneurs sell their products. In addition to various types of honey, you will find plenty of other environmentally friendly and sustainable items. 

Also in the centre of Uddel, on 29 July from 14:00 to 21:00, the Summer Market will host more than 110 stalls, offering books, clothes, food and traditional Dutch treats like oliebollen and poffertjes. 

Apeldoorn’s famous Antiques and Curios Market, the largest of its kind in the Netherlands, will be held on 17 and 31 July, from 09:00 to 16:30. In the heart of the city, on Market Square, antique dealers, collectors and traders from the Netherlands, Belgium and Germany will offer unique finds. Plenty of food and drink options will also be available. 

Music, laughs and fun

Various open-air festivals and concerts will turn Apeldoorn into a giant stage this July. Every Sunday afternoon, Oranjepark will host events featuring a mix of styles, including blues, country, rock, jazz and more. You can check the full programme online. 

If you’re in the mood for laughter, acrobatics and artistry, don’t miss the spectacular show Crêpes de la Bête by the group Hirondelles, taking place on 5 July from 16:30 to 18:00 at Balsemien 19. Admission is free and the performance is part of the Orpheus Treats series by Theatre Orpheus. 

On 13 July, from 14:00 to 22:00, City Beach SOAP (Vlijtseweg 100) will host Apeldoorn Celebrates Summer – The Opening Party, filled with beach vibes, entertainment and non-stop music by Bonnie St. Claire, Mart Hoogkamer, Mara Julia and DJ Meggy V. Tickets cost € 24.50 and are available on the event’s website. 

From 20 July to 31 August, GIGANT (Nieuwstraat 377) will host the CityOasis festival every Sunday, from 14:00 to 22:00, with free admission. The event features refreshing drinks, delicious food, silent discos and live music every week. 

To enjoy the summer heat with some classic Brazilian tunes from the 1970s and 1980s, don’t miss Femke Smit’s quartet performing on 12 July from 16:30 to 18:00 at Da Capo (Eksterweg 71–73). With a repertoire that includes music by Tom Jobim, Milton Nascimento, Chico Buarque, Ivan Lins and others, the concert is also part of the Orpheus Treats series. 

A royal summer

From 5 July to 31 August, Het Loo Palace will offer special summer activities, including outdoor games like archery and giant Jenga, as well as exhibitions such as The Oranges and Tegenspel. As a bonus, summer concerts will take place every weekend from 22 July to 21 August. For tickets and more information, click here.   

Colour and creativity

The beautiful nature and colours of the Veluwe region are the focus of the photography exhibition ‘FELWA – Nature in Transition’, on view at CODA Apeldoorn (Vosselmanstraat 299) until 26 October. Featuring photographs by Arja Hop and Peter Svenson, the exhibition highlights the region’s unique plants, trees, flowers and landscapes. Tickets can be purchased here.   

For those interested in painting and Dutch art history, another highlight is the exhibition ‘Charley Toorop. Love for Van Gogh’, at the Kröller-Müller Museum (Houtkampweg 6, Otterlo). Showcasing the work of Charley Toorop, strongly influenced by Vincent van Gogh, the exhibition offers insight into her powerful visual language and artistic legacy. To learn more and buy your ticket, visit the museum’s website.

WUP 01/07/2025 
by Ulisses Sawczuk 
©WUAS Press 

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