Discovering New Markets: Thesis Analyses Potential for Car-Sharing Services in Nigeria

https://www.wittenborg.eu/discovering-new-markets-thesis-analyses-potential-car-sharing-services-nigeria.htm

Gilda Ofiyai’s Research Highlights Opportunities and Challenges in Lagos

Although car-sharing services are practical and innovative commuting solutions that have grown increasingly popular in Europe, their adoption remains limited in Nigeria. To explore both the opportunities and the challenges related to implementing such services, Wittenborg graduate Gilda Ofiyai dedicated her master’s thesis to this topic. 

Gilda, who recently completed a Master of Business Administration (MBA) in International Management, focused her research on Lagos, the most populous city in Africa.  “I first experienced the car-sharing service Share Now in Berlin, and it really struck my mind that it could be interesting for Nigeria because it’s affordable, flexible and, most importantly, eco-friendly. Lagos often faces traffic congestion and lots of air pollution, so I thought it could benefit the city. At the moment, there are no services of this type in Nigeria, in which the client drives the car, although apps such as Uber and Bolt are present in Nigerian cities,” she explains.  

To gather data for her thesis, Gilda adopted a mixed-methods approach, including interviews and a survey. While the interviews were conducted with 10 managers and entrepreneurs in the car-sharing segment, the survey was administered to 109 customers who use these services. Both the interview and the survey focused on the potential barriers faced by car-sharing platforms in Nigeria as well as the readiness of the public and entrepreneurs to adopt such solutions.  

While the survey included questions on motivations related to environmental consciousness, trust, ease of use and cost, the interview addressed Nigeria’s current infrastructure, legal environment and policies that could facilitate the implementation of car-sharing services, among other topics.  

Gilda points out that approximately 95% of respondents believe using car-sharing services would bring benefits, including more security for the consumer. “Due to the rising security concerns in the country, many people are holding back from using current apps because they don’t feel like being driven by someone else. But with this service in which you drive the car yourself, you feel that safety is in your hands.” 

She adds that apps such as Share Now also provide more flexible and affordable options than the current services. “This is a system that allows the customers to pick up and drop-off the car in accessible, convenient locations, which is a big advantage for them. And it’s also flexible when it comes to payment methods,” the graduate highlights.  

However, there are significant obstacles to the adoption of solutions of this type including the lack of proper infrastructure in Nigeria. “The potential for a service like Share Now is definitely there, but the government needs to implement effective policies and infrastructure such as better roads and GPS tracking systems,” Gilda points out.  

According to her, the most exciting phase of her research was the data collection. “It was very interesting to be able to hear people’s opinions and learn more about the challenges they face.” 

The graduate advises current students who will soon be working on their theses and graduation assignments to start early and stay organised. “I would like to thank my supervisor, Dr Alexander Bauer, because he was super helpful, and also Wittenborg. Thank you for having me as a student,” she adds. 

Regarding her plans for the future, Gilda says that she is considering starting a business similar to Share Now in Nigeria. “But right now, my most immediate goal is to stay in the Netherlands and find a job in sales, marketing or even a different area. I’m open to trying new things.”

WUP 01/10/2025 
by Ulisses Sawczuk 
©WUAS Press 

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#SDG9: Industry, Innovation and Infrastructure
#SDG11: Sustainable Cities and Communities
#Internationalisation
#Diversity
#highered
#research
#studyinholland
#internationalstudent

Combining Strategy and Adaptability: Zahra Abedini's Journey in the Netherlands 

https://www.wittenborg.eu/combining-strategy-and-adaptability-zahra-abedinis-journey-netherlands.htm

A Path of Learning, Resilience and Global Career Development

Wittenborg graduate Zahra Abedini is not afraid to take big steps to achieve her goals, having lived and studied in Iran, India and the Netherlands. 

Originally from Tehran, Zahra earned a bachelor’s degree in Electrical Engineering. After graduation, she transitioned into the business world, taking on a role as a data analyst at a trade company. Her work involved managing relationships with international suppliers, a task that broadened her horizons and inspired her to move abroad. 

“We had very important suppliers from India, so I decided to pursue my first master’s degree, in Marketing & Human Resources, at the Indian Institute of Technology Madras (IITM), one of the country’s best universities. This way, I could study while being in contact with our suppliers and managing relationships with them,” she says.  

After returning to her job in Iran, Zahra set her sights on further expanding her qualifications, with an initial plan to move to Canada. Although a Canadian university accepted her, her immigration applications were denied multiple times during the COVID-19 pandemic. “This made me change my focus to Europe, and I figured that the Netherlands was the ideal destination due to its English-speaking environment, which provides international professionals access to the job market.” 

Her choice of Wittenborg’s Master of Business Administration (MBA) in Smart Industry was equally strategic. Zahra explains that she was drawn to the school’s identity as a university of applied sciences, a model that aligned with her professional experience and her desire for a practical, rather than purely theoretical, education. “I liked how the programme blended business subjects with data analytics and artificial intelligence, including a practical, data-science-related thesis. It was a perfect fit for my goals, as I wanted to study something different from what I already knew.” 

While studying for her degree, Zahra had to overcome financial challenges and manage the demands of balancing work with her studies. This was particularly difficult during her seven-month internship at ASML, a major semiconductor company. “I was living in Amsterdam and working in Eindhoven, so I had to go on a five-hour round trip every day. It was a time of intense pressure, and the internship was very demanding.” 

Despite the challenges, the ASML internship proved to be an enriching professional experience. It was there that she truly understood the nuances of Dutch organisational culture. “The organisational culture is flatter in the Netherlands, while in Iran it is more hierarchical. On top of that, the projects here are highly professional and operate at a deeper level, so I needed to adopt a different way of thinking. I was a different person after my internship at ASML. It gave me a lot – not only technical skills but also helped me develop my professional attitude.” 

Zahra highlights that Wittenborg lecturers were very supportive and helped her advance in her career. “Lasantha De Silva introduced me to my first job, and after I graduated, Professor Gabor Molnar, who was my thesis supervisor, helped me secure a position at Divitel, where I worked as an AI engineer for a year. But this also happened because I spoke up and communicated with my professors. Students need to be proactive and not just wait for opportunities to come to them.” 

Today, Zahra works as a business data analyst and also manages supply chains at Nike, a role she describes as a dream come true. A lifelong sports fan, the opportunity to work for the company held deep personal significance for her. “Joining Nike was a very meaningful moment for me because I had always wanted to be in a sport-related environment. On top of that, the organisational culture is very friendly and supportive. It’s a challenging job, as the company has 800 factories worldwide and we have many tasks, but it is rewarding and I’ve been learning a lot.” 

Regarding her career goals, Zahra plans to stay at Nike and progress into a managerial position, leveraging her dual expertise in data and operations. She also dedicates time to learning project management to further her professional development.  

When asked for advice for current students, she emphasises the importance of a well-defined plan from the very beginning. She encourages students to proactively research job descriptions on platforms like LinkedIn to identify in-demand skills, to invest in networking and to seek out internships to gain invaluable professional experience and cultural understanding. 

Zahra points out that the most valuable lessons she has learned are the importance of planning and the need for flexibility. “Immigration is all about coming out of your comfort zone. You need to be adaptable and prepared for everything, because even your most structured plans can go a different way than you imagine. But having a clear plan from the start is essential,” she concludes.

WUP 29/09/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#SDG9: Industry, Innovation and Infrastructure
#Internationalisation
#Diversity
#highered
#internationalstudent
#studyinholland

Wittenborg and Texas MBA Students Collaborate in Workshop for Zuidoost Werkt 

https://www.wittenborg.eu/wittenborg-and-texas-mba-students-collaborate-workshop-zuidoost-werkt.htm

Students Develop Strategies for Employment and Language Support for Zuidoost Werkt

On 25 August, Wittenborg University of Applied Sciences’ Amsterdam study location welcomed Zuidoost Werkt, an employment social enterprise that helps residents of Amsterdam Zuidoost find training and employment. The initiative is part of the Masterplan Zuidoost (2021–2040), a long-term strategy aimed at empowering residents, strengthening community ties, and creating sustainable career pathways, especially for those facing barriers to employment.  

During the visit, Project Manager Wouter Plaisier presented the masterplan to a joint group of Wittenborg and University of Texas at El Paso (UTEP) MBA (Master of Business Administration) students. The plan emphasises a shift from top-down planning to inclusive, community-led solutions that enable local residents to thrive.  

Following the presentation, students took part in a brainstorming workshop to develop strategies to help highly educated migrants access employment and language training. Wouter and Mirjam Ros from the Municipality of Amsterdam circulated among the groups, providing guidance and feedback. The session benefited greatly from the expertise of students with HR backgrounds, which added to the quality of the recommendations.

Groups presented ideas focused on three key themes:

Mentorship and Community-led Support
Language and Confidence Building
Partnerships and Fair Access to Work
Wittenborg students also shared their experiences as non-Dutch speakers navigating the local labour market, offering valuable insights for the United States visitors about the challenges migrants face in language learning and workplace integration.  

Senior Lecturer Amy Abdou, who organised the event, described it as a “win-win for everyone involved.”  

“The executive MBA students from Texas were excited to meet their local counterparts and exchange ideas. The organisation received meaningful feedback, compiled into a report and translated it into Dutch. Wittenborg students gained networking opportunities and insight into initiatives supporting people like them.”  

Fernando Jimenez-Arevalo, Associate Professor at UTEP, noted the parallels between Amsterdam Zuidoost and El Paso, highlighting shared challenges UTEP has faced to empower students who may lack English language skills.  

WUP 26/09/2025 
by Erene Roux 
©WUAS Press

Tags
#SDG17: Partnerships to achieve the Goal
#Internationalisation
#Diversity
#Ethics
#internationalstudent

Expanding Horizons: Wittenborg Connects with International Professionals at ICEF London 

https://www.wittenborg.eu/expanding-horizons-wittenborg-connects-international-professionals-icef-london.htm

School Represented by Michael Sheppard and Marlon Birdsall at Major Higher Education Event

Wittenborg had the opportunity to strengthen its ties with professionals from the global higher education sector during ICEF Higher Education London, held at the Intercontinental O2 hotel from 12 to 14 September.  

The school was represented by Recruitment & Sales Representative Michael Sheppard and Customer Relations Administrator Marlon Birdsall. The event gathered 500 professionals, including 150 representatives of higher education institutions, 100 service providers and 250 student recruitment agents.  

The programme also featured ICEF Monitor Global Summit, now on its second edition, which brings together influential professionals from across the sector to share knowledge, discuss trends and support the sustainable growth of the industry.  

Sheppard highlighted that Wittenborg kept up with the tradition of being incredibly popular at ICEF events, filling two full schedules and having additional meetings on top. “ICEF London offers a unique opportunity, as it is a global event, with agencies from every region participating. I met with many agents whom I've had the pleasure of meeting before, from diverse areas in Europe, Asia, Africa and South America. A key insight I hear every time is the rising popularity of Europe and especially the Netherlands, with its near-native level English and very affordable, high-quality education.”  

For Birdsall, participating in ICEF London was a rewarding experience. “It was great to meet people from all over the world and share ideas. For Wittenborg, having students from many different countries and backgrounds is really important, because that’s what helps the school grow while staying diverse. ICEF London is a respected event, and we came back with valuable insights.”

WUP 25/09/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#SDG17: Partnerships to achieve the Goal
#Internationalisation
#Diversity
#highered
#internationalstudent
#studyinholland

Wittenborg Visits South Africa to Connect with Prospective Students 

https://www.wittenborg.eu/wittenborg-visits-south-africa-connect-prospective-students.htm

Eunice Cheung Highlights Opportunities for South African Students at Wittenborg

Wittenborg University of Applied Sciences recently made its mark in South Africa, as Eunice Cheung, Regional Admissions Manager, travelled to Johannesburg, Durban and Stellenbosch to meet prospective students at the Sable International Study Abroad Expo.  

“The purpose of the event was to meet students from South Africa who are interested in studying abroad and to introduce them to the academic opportunities at Wittenborg as well as the cultural experience of living in the Netherlands,” Eunice explained. “It was really encouraging to see how genuinely interested the students were.”  

The expo, organised by Sable International, took place from 8 to 10 September and welcomed students and parents from colleges across the country. Eunice described South Africa as “a beautiful country with warm, welcoming people and wonderful weather,” which made the visit even more enjoyable.  

Wittenborg Visits South Africa to Connect with Prospective Students 
“What stood out for me most was the cultural and linguistic connection,” she said. “The similarity between Dutch and Afrikaans as well as shared cultural aspects makes it easy for students to adapt.”  

During the events, Eunice also had some memorable conversations. “I spoke with a parent who had studied in the Netherlands himself and now wants to send his children there. It really highlighted the strong reputation Dutch education holds across generations,” she said.  

Beyond meeting students and parents, Eunice took the opportunity to connect with representatives from universities all over the world. “It was a great chance for multicultural interaction and to gain insights into the education landscape in different countries,” she added.

Apart from the recent events in South Africa, Wittenborg has a number of exciting opportunities for prospective students to meet the team and learn more about studying in the Netherlands. Upcoming events include the Onderwijsbeurs Zuid in Veldhoven on 26 and 27 September, the BSN University Fair at The British School in Voorschoten on 1 October, and ICEF Berlin 2025 from 2 to 4 November. Wittenborg has also recently visited London, Zimbabwe and many other countries as part of its ongoing international recruitment efforts. 

WUP 24/09/2025 
by Erene Roux 
©WUAS Press 

Tags
#SDG17: Partnerships to achieve the Goal
#SDG4: Quality Education
#Internationalisation
#Diversity
#studyinholland
#internationalstudent

Wittenborg IAAP Member Honoured with African Excellence Award

https://www.wittenborg.eu/wittenborg-iaap-member-honoured-african-excellence-award.htm

Professor Ben Honyenuga Recognised for Outstanding Contribution to Technical and Vocational Education

Professor Ben Honyenuga, a member of Wittenborg University of Applied Sciences’ International Academic Advisory Panel (IAAP), has received the African Excellence Award at the closing ceremony of the 7th Pan African Youth Forum and the 2025 Annual Conference of the Association of Technical Universities and Polytechnics in Africa (ATUPA). The event was held in Durban, South Africa, and recognised individuals who have made outstanding contributions to technical and vocational education across the continent.

Honyenuga, who is Vice-Chancellor of Ho Technical University (HTU) in Ghana, described the honour as a strong motivation to continue his work in education and leadership.

“The award provides further motivation for me to do more for my university, Ho Technical University, and all the other universities that I am associated with, as well as for my country, Ghana, and Africa as a whole,” he said. “Because the Association of Technical Universities and Polytechnics in Africa has several members—roughly over 400—it also encourages me to do more on transnational education, the education across borders, including the work that I do at Wittenborg. I am sure it will also encourage me to look beyond my own environment and contribute my quota to developing other environments, especially when it comes to education.”

Reflecting on his professional journey, Honyenuga highlighted more than two decades of service in technical and vocational education. He has held senior leadership roles, including his current position as Vice-Chancellor, and has contributed to continental initiatives such as serving on the board of ATUPA and helping to shape the 2024 to 2028 Strategic Plan for the Association for the Development of Education in Africa.

As a member of Wittenborg’s IAAP, Honyenuga, who holds a PhD in Management from the Open University of the Netherlands and brings extensive experience in higher education leadership and policy development, said the award strengthens his commitment to supporting the business school’s international ambitions. He explained that being part of a panel of professors from around the world allows them to share ideas, discuss global challenges, and recommend solutions. 

“This recognition makes me more humble and determined to work with my colleagues to advance Wittenborg’s ambition of becoming the number one international university of applied sciences everywhere, while bringing my experience from Africa to add to the mix,” he said.

Honyenuga added that the award naturally strengthens Wittenborg’s global mission.

“Having been recognised among my peers in Africa and working alongside colleagues from around the world, you cannot separate the award from the work I do here. My contribution extends beyond my immediate environment to the wider international community.” 

WUP 23/09/2025 
by Erene Roux
©WUAS Press 

Tags
#SDG4: Quality Education
#research
#Internationalisation
#Diversity
#Ethics
#societalimpact

Wittenborg Strengthens International Presence at EAIE 2025 in Gothenburg

https://www.wittenborg.eu/wittenborg-strengthens-international-presence-eaie-2025-gothenburg.htm

Strong Visibility for Wittenborg at EAIE 2025 in Gothenburg

With more than 7,000 participants from 106 countries, the 35th edition of the EAIE (European Association for International Education) Conference transformed Gothenburg, Sweden, into a hub for international higher education. This year’s theme, “GO-create,” encouraged collaboration and co-creation, and the energy across the conference reflected it: ideas flowed freely, networking was constant and partnerships began to take shape.

Representing Wittenborg University of Applied Sciences were President Peter Birdsall and Head of Business Development and Operations Stephen Orme. Orme, who was appointed to his role earlier in 2025 and has been involved with EAIE committees since 2008, attended the event both as a representative of Wittenborg and as one of the five EAIE board members.

Birdsall and Orme represented Wittenborg at Nuffic’s NL Pavilion, where they discussed study-abroad programmes, forged international partnerships and explored new opportunities for collaboration.

“It was really valuable to collaborate with other Dutch institutions and have a shared space where we could meet, connect and represent Dutch higher education as a whole,” Orme explained.

His dual role meant a packed schedule, balancing high-level EAIE responsibilities with strategic meetings on behalf of Wittenborg.

“For me, it was two things: attending as a Wittenborg representative and as an EAIE board member. That made the week very full but also gave Wittenborg excellent exposure,” he said. “Indeed, the combination has just been really rewarding. I’m thankful to Wittenborg for supporting me in both capacities.”

For Orme, the venue itself also contributed to the conference’s energy. Unlike the previous year’s conference, Gothenburg’s layout made it easy to navigate and connect with others.

“I noticed a higher level of energy at this year’s conference. The venue was compact and easy to navigate, which made it easier for people to connect and get involved. Overall, it was a very successful week,” he said.

In addition to the social programme, including the Opening Reception at Liseberg theme park, Orme and Birdsall attended various sessions and keynotes. Orme also participated in multiple evening events including the Baltic, Romanian and Dutch receptions as well as the President’s Reception with Birdsall. He highlighted three major discussion themes: geopolitics, the enduring value of international education and artificial intelligence (AI).

In particular, the closing keynote by Swedish journalist, author and Gothenburg native Andreas Ekström explored how the ongoing AI revolution is reshaping learning, innovation and decision-making. Building on this theme, Orme later joined a panel discussion organised by The PIE to discuss AI as well as the role of agents, aggregators and the future of student recruitment, drawing on insights gathered during the conference.

Reflecting on the week, Birdsall said the event was both inspiring and a reminder of Wittenborg’s unique international character. He noted that EAIE consistently highlights the school’s global identity, with more than 1,500 students from over 100 countries and an internationally focused curriculum, teaching style and literature.

Among the many standout sessions, one of the most significant explored how international higher education in Europe should navigate shifting political landscapes and the growing threats to student mobility. “Although I have known EAIE board members and presidents in the past, having our very own Stephen Orme serve as one of the five members of the board truly puts Wittenborg on the map,” Birdsall said. “He represents us in so many ways and brings Wittenborg into key discussions with stakeholders.”

He added that the conference also generated promising new connections, including talks with European universities interested in expanding Erasmus and EU projects, as well as institutions from India, China and Africa.

“The conference is always a warm gathering of like-minded people celebrating internationalisation and the values we hold so dearly,” Birdsall concluded. “Thanks to the EAIE board, the staff who make it all possible and the leadership of Mervin Bakker for a truly memorable experience. I’m already looking forward to the next EAIE conference in Glasgow.”

WUP 22/09/2025 
by Erene Roux 
©WUAS Press 

Tags
#SDG11: Sustainable Cities and Communities
#SDG17: Partnerships to achieve the Goal
#Internationalisation
#Diversity
#Ethics
#studyinholland
#societalimpact
#EAIE

Wittenborg Associate Professor Explores Sustainable Tourism Adoption in China

https://www.wittenborg.eu/wittenborg-associate-professor-explores-sustainable-tourism-adoption-china.htm

Study by Ahmed Mehta Focuses on Factors Influencing Local Entrepreneurs  

Wittenborg associate professor Ahmed Mehta is the lead author of a newly published paper, ‘Empowering sustainable futures: local entrepreneurs’ adoption of sustainable tourism practices in China: a TAM‑based study’. The work was co-authored by Rauf Abdul, Head of Wittenborg’s School of Business, alongside Muhammad Asif (UE Business School, Pakistan) and Muhammad Farrukh Shahzad (Beijing University of Technology, China).  

Published in the Journal of Environmental Studies and Sciences (JESS), the study investigates the influence of perceived usefulness, ease of use, awareness, attitude and government support on the adoption of sustainable tourism practices among Chinese entrepreneurs. 

The research is based on the Technology Acceptance Model (TAM), which aims to shed light on the processes underpinning the acceptance of technology, particularly perceived usefulness and perceived ease of use. Additionally, the study considers other important factors such as the awareness of sustainable tourism practices, entrepreneurial attitudes towards sustainability, social influence and the support from local government and institutions, which play a pivotal role in encouraging local entrepreneurs to adopt sustainable tourism practices.  

According to Mehta, the importance of sustainable tourism practices (STPs) has grown in response to global trends such as climate change, over-tourism and cultural degradation, which pose significant challenges to the sustainability of tourism destinations. He highlights that the integration of sustainable practices into tourism has become a global priority, with governments, international organisations and industry stakeholders advocating for more responsible tourism models.  

“Local entrepreneurs play a crucial role in promoting STPs, as they are often the primary drivers of tourism activities in their communities. By adopting and implementing sustainable practices, these entrepreneurs not only contribute to environmental conservation and cultural preservation but also enhance the economic resilience of their regions,” says the researcher.  

Why support networks matter

Drawing on a quantitative methodology, the authors gathered data from 358 entrepreneurs across prominent Chinese tourism hubs like Beijing, Shanghai, Guilin, Xi’an and Lijiang. 

The paper reveals that while awareness of sustainable practices and a positive entrepreneurial attitude are essential, they do not directly translate into adoption. Instead, these factors play a critical mediating role, strongly influencing an entrepreneur’s perception of the practices’ usefulness and ease of use. “Our findings show that simply telling an entrepreneur about the benefits of sustainability isn't enough,” Mehta explains. “The real change happens when they see these practices as something that will genuinely help their business and that won’t be overly difficult to implement. You have to demonstrate the tangible benefits and make the process as seamless as possible.” 

A particularly compelling finding of the research highlights the role of government support. “This support, which includes policy frameworks, incentives and educational programmes, not only directly encourages adoption but also enhances the perceived usefulness and ease of use for entrepreneurs. When governments actively promote sustainability, they create an enabling environment that reduces perceived risks and costs, making it easier for business owners to commit to these practices,” Mehta emphasised. 

The study offers valuable practical implications for the tourism sector, urging policymakers to design targeted support programmes that are both accessible and demonstrably useful. The authors also advocate for training and mentorship programmes that cultivate positive attitudes and simplify the integration of sustainable practices into daily operations.  

The research also delved into the moderating role of social influence and found a significant relationship between social influence and government support. Mehta points out that, in a collectivist culture like China, social norms and peer expectations can amplify the impact of institutional backing. 

“This means that when a government initiative is endorsed by a community, it becomes even more effective at encouraging adoption. Therefore, policymakers and tourism planners may leverage community networks and influential industry leaders to promote their initiatives, creating a ripple effect that goes beyond financial incentives. Nevertheless, it must be stressed that personal values or motivations primarily guide individuals’ awareness and entrepreneurial attitudes towards sustainable tourism,” he concluded.  

WUP 19/09/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#SDG8: Decent Work and Economic Growth
#SDG11: Sustainable Cities and Communities
#Internationalisation
#research
#societalimpact
#Impact Statement

Student's Research Highlights Barriers to Non-EU Graduate Employability 

https://www.wittenborg.eu/students-research-highlights-barriers-non-eu-graduate-employability.htm

Alexandra Kukhtina’s Study Explores Perspectives from Employers and Students

Inspired by her own experiences in the Netherlands, Wittenborg graduate Alexandra Kukhtina chose to write her graduation assignment on the challenges faced by non-EU students trying to start a career in the country. Originally from Russia, Alexandra recently completed a bachelor’s degree in International Business Administration (IBA), with a specialisation in Economics and Management. 

Alexandra says that, with increasing global mobility and a growing number of international students in the Netherlands, it's important to understand how universities of applied sciences (UAS) can better prepare students for real-world employment. “I chose this topic because I personally experienced some of these challenges and wanted to explore how education, employers’ expectations of graduates and students’ individual choices intersect to influence career outcomes.” 

To gather information for her study, Alexandra adopted a qualitative research approach, conducting 18 semi-structured interviews with recent non-EU bachelor’s graduates in business administration from universities of applied sciences, as well as with employers from various sectors. She also performed a secondary analysis of UAS curricula to triangulate her findings. 

Among other topics, the interviews explored the gaps between soft and hard skills, as well as the extent to which graduates can apply the knowledge they acquired in practice. The questions also addressed whether the Dutch language poses a barrier to employability, the role of internships, the relevance of career-support modules offered by higher education institutions and visa sponsorship barriers faced by students. 

The research shows that employers value soft skills like communication, adaptability, flexibility, cultural awareness and emotional intelligence more than complex technical skills, which are considered teachable. They also emphasised that visa sponsorship is a structural obstacle to the employment of non-EU graduates.  

Graduates, on the other hand, appreciate the strong theoretical foundation provided by universities of applied sciences. However, they report problems such as scarce practical training, insufficient professional support, limited knowledge of Dutch and immigration barriers – including visa sponsorship and unrealistic salary threshold requirements for entry-level positions. 

Alexandra points out that an analysis of the curricula revealed variations in practical emphasis. “While some successfully integrate applied learning, others still rely heavily on lectures and individual assignments. So, although they show a clear commitment to aligning education with labour market needs, the level of integration is not yet consistent across all institutions.” 

Additionally, she offers several recommendations for institutions to enhance graduate employability, such as strengthening digital skills training, expanding career support, integrating longer internships earlier in the programme, ensuring consistency in practical learning and offering optional Dutch language education throughout the curriculum. “Current students should start learning Dutch early, approach job searching as a long-term strategy, develop key technical skills independently if needed, use LinkedIn actively and choose internships that offer real mentoring and networking opportunities.” 

According to Alexandra, the interviews were the most enjoyable part of her research. “Hearing firsthand from employers about what they value in candidates and from graduates about what they wish they’d known was incredibly eye-opening. It made the whole research process feel real and relevant. It gave me both motivation and clarity, knowing that the research could have practical value for many students.” 

She advises current students to choose a topic that genuinely interests them. “You’ll hit moments of doubt or fatigue, and it’s your interest in the topic that will keep you going. Be proactive, ask for feedback and don’t be afraid to reach out to people.” 

As a recent graduate, Alexandra is focused on exploring different opportunities and continuing to learn, both professionally and personally. “I'm interested in identifying where my strengths can add value and how I can use them to support others, whether that’s in a team, a project or a business context. I’m keeping an open mind and treating this next phase as a time for growth, discovery and meaningful contribution,” she emphasises.  

WUP 18/09/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#SDG3: Good Health and Well-being
#SDG8: Decent Work and Economic Growth
#Internationalisation
#Diversity
#highered
#research
#studyinholland

Beatrice van der Heijden Receives the Academy of Management Hughes Lifetime Careers Scholar Award 

https://www.wittenborg.eu/beatrice-van-der-heijden-receives-academy-management-hughes-lifetime-careers-scholar-award.htm

Professor van der Heijden Recognised for Significant Contributions to Research and Society

Professor Beatrice van der Heijden, a member of Wittenborg’s International Academic Advisory Panel (IAAP), has recently been awarded the prestigious Hughes Lifetime Careers Scholar Award by the Academy of Management’s (AOM) Careers Division. She received the award during the 85th AOM Annual Meeting, which took place in Copenhagen, Denmark, from 25 to 29 July. This was the first time the ceremony was held in Europe.  

Van der Heijden, who completed a master’s degree in Work and Organisational Psychology at Radboud University and a PhD in Management Science at the University of Twente, is a full professor and Head of the Department of Strategic Human Resource Management at Radboud University. She has specialised in career research for more than 30 years. 

“It still doesn’t feel real because it is the highest award you can receive in my field, and it is recognised worldwide. It’s a dream I never imagined would be attainable, so it’s amazing, and I am very happy,” the professor says. 

Among other criteria for being selected for the award, which is not delivered every year and more likely to be given after one’s retirement, the committee highlighted van der Heijden’s remarkable achievements and contributions to academia. These include over 400 publications that have amassed over 30,000 citations, the development of relevant measurement instruments on occupational expertise and on employability and the publication of the Handbook of Research on Sustainable Careers, which she co-edited with professor Ans De Vos. The scholar has also been praised for her endless enthusiasm, tireless willingness to help others, creativity, inclusivity and capacity to build bridges with other domains. 

Van der Heijden is a Knight of the Order of the Lion of the Netherlands and a member of the Academia Europaea, the Royal Holland Society of Sciences and Humanities and Sigma Xi in the USA.  

Wittenborg’s Deputy Head of the School of Business, Fahad Shakeel, congratulated van der Heijden on receiving the Academy of Management Hughes Lifetime Careers Scholar Award and highlighted the importance of her contributions to both research and the school. “Professor van der Heijden has always excelled in academia, and we are very happy to have her as an IAAP member. Her guidance has been fundamental to Wittenborg’s progress. In addition, she is very approachable and friendly, always ready to help and share her knowledge.” 

Van der Heijden notes that her favourite aspects of her career are its international character and the opportunity to help other scholars grow professionally. “I enjoy being part of an international community and conducting research on topics such as careers, human resource management and work and organisational psychology. Balancing research with my work educating students, my PhD students’ supervision and administrative responsibilities related to my management role is certainly challenging, but at the end of the day, it has been a deeply gratifying experience.” 

Regarding her plans for the future, the professor says she intends to try her best to ensure her own and others’ career sustainability – a concept she has focused on over the course of her research. “I am very proud that, as the child of entrepreneurs, my parents always cared about employee well-being and health next to their performance. This has influenced my research on careers, and it led me to operationalise the concept of career sustainability, measured by three indicators: happiness, health and productivity, aligning the expectations of employees and employers,” she concludes.

WUP 17/09/2025 
by Ulisses Sawczuk 
©WUAS Press 

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#SDG17: Partnerships to achieve the Goal
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