EMBA Students from Texas Experience Dutch Culture and Business with Wittenborg

Students from the University of Texas in El Paso Explore the Netherlands

From 24 to 31 August, Wittenborg University of Applied Sciences welcomed eight Executive Master of Business Administration (EMBA) students from the University of Texas at El Paso (UTEP) for a week-long educational tour of the Netherlands.

UTEP, America’s leading Hispanic-serving university, is located at the westernmost tip of Texas, where three states and two countries converge along the Rio Grande. Accompanying the group was Erik Devos, a finance professor at UTEP and Wittenborg’s appointed AACSB mentor.

Since 2019, Devos has guided Wittenborg through the accreditation process, helping the university align with its strategic goals in faculty and programme development. Devos has been instrumental in Wittenborg's progress and has visited the campuses in Apeldoorn on multiple occasions.

Through the strong relationship built with Devos, the idea to support UTEP’s EMBA students on this international learning experience in the Netherlands was born. Peter Birdsall, President of Wittenborg, said, "Such partnerships often continue beyond the accreditation process, and this collaboration is an example of how relationships between universities can foster mutual learning and exchange."  

The week’s itinerary offered students an immersive experience in Dutch culture, history and business. Kicking off the visit was a scenic canal cruise, setting the tone for the days ahead. Students also visited the Anne Frank House, which was followed by a meeting at Zuidoost Werkt where they learned from local programme manager Wouter Plaisier about the socio-economic challenges and opportunities in the region.

Amy Abdou, Senior Lecturer at Wittenborg, accompanied the students to a discussion on Randstad's role in helping residents find sustainable employment in the area.

"Plaisier briefed us on the initiatives taken by Randstad to stimulate community involvement and ownership over the Masterplan initiative," Abdou explained. "He described Amsterdam Zuidoost as a place where residents are sceptical of outside efforts to intervene. The roots of this mistrust are deep and must be addressed by listening to what community members have to say. He also highlighted recent successes, like community wealth initiatives that facilitate informal communication, aiming to ensure that all parties—corporate entities, local entrepreneurs, residents and the city—are beneficiaries."

Abdou said that the group from Texas was familiar with similar community-based initiatives in the United States. "They shared their experiences working with Hispanic communities on developing role models, engaging with non-native speakers, and addressing education gaps. Both groups gained valuable insights into the challenges of public and private interventions in diverse job markets."

During the trip, students further explored Paleis Het Loo in Apeldoorn, followed by a visit to the Rijksmuseum. They also visited the Capgemini Academy in Utrecht, a leading hub for professional development in digital transformation and business innovation.

The students later visited ELAN to learn about 'Goed Bezig,’ a sustainability programme by Stay Okay hostels, providing hands-on experience in sustainable hospitality. The day ended with the Heineken Experience, where the group explored the brand’s history and innovations.

The educational tour wrapped up with a visit to PepsiCo Nederland B.V., where students gained insights into global supply chains, marketing strategies and corporate responsibility within the food and beverage industry. A farewell dinner at Humphrey's Amsterdam was the perfect close to a week filled with new knowledge and connections.  

Summing up the trip, Devos said: "The whole trip has been wonderful. All our visits were insightful and the speakers were great. The students and I are super happy with the entire experience."  

He also extended his thanks to Wittenborg’s Sophia Faraji and Myra Qui for their exceptional support in planning and organising the visit.  

WUP 10/09/2024 
by Erene Roux 
©WUAS Press