Breaking New Ground: Wittenborg’s 2024 Year Report Showcases Institutional Progress

School Invests in Quality Education, Staff Well-being and Solid Partnerships

Wittenborg’s recently published 2024 Year Report shows that, in line with the institution’s goals, significant advancements have been made in infrastructure, educational offerings, institutional partnerships and accreditation. 

According to Wittenborg President Peter Birdsall, 2024 proved to be a successful year, both financially and in terms of student growth, upholding the growth patterns outlined in Wittenborg’s strategic plan. Birdsall highlighted that during this year, the school consolidated its student housing while continuing to develop plans for a new campus in Apeldoorn, and other initiatives in the strategic plan progressed successfully.  

“Looking ahead to 2025, we can see the importance of strong strategic partnerships, plans to develop further transnational education and further embedding specialisations and pathways that lead to employability into our degree programmes. As artificial intelligence becomes, on one hand, the norm and, on the other hand, a disruptor, we are convinced that we are developing the policies and strategies, along with the tools and knowledge, to excel in a future world of new technologies,” he said.  

For Rector Ron Tuninga, a key strength of Wittenborg is its collaboration with the business community and local government. He underlines that these partnerships enhance the school’s practice-based education model, ensuring its students attain the skills and knowledge needed to excel in today’s dynamic business landscape.  

“By working closely with industry leaders, we continue to bridge the gap between academic theory and professional practice, preparing our graduates for impactful careers. This year's major milestone has been our progress toward AACSB accreditation, one of the most prestigious global accreditations recognising business education and research excellence. We are pleased that Wittenborg is ready for the AACSB Peer Review Team visit. External recognition of Wittenborg’s education quality validates our continuous improvement and academic excellence,” Tuninga commented.   

Student-centred approach 

The year saw the launch of the Expat Centre Central Netherlands, a partnership between Wittenborg and VNO-NCW Midden. The initiative aims to boost the retention of highly skilled migrants in the Stedendriehoek region, where employers face a growing need for qualified professionals. To support this goal, the centre helps international students, graduates and workers adapt to their new living and working environments. 

To enhance student comfort and quality of life, Wittenborg has been renovating its housing facilities. Five upgraded apartments in South Apeldoorn have been completed, featuring new kitchens and bathrooms. Renovation work is also underway at the dormitory on Ruyterstraat 3. 

Additionally, the school conducted its first Internal Student Satisfaction Survey, designed to assess strengths and identify areas for improvement. The initiative reinforces Wittenborg’s commitment to student-centred education and continuous development based on the needs and experiences of its diverse student body. Another important step was the introduction of new bachelor’s and master’s degree specialisations in various fields to align with market trends and boost students’ career prospects.  

In 2024, six Global People Lunch & Talk sessions were hosted, where students engaged with industry professionals, gaining valuable insights into diverse career paths. Moreover, Wittenborg welcomed guest lecturers from different industries, who shared their success stories and professional journeys, offering inspiration and practical advice. Students also had the opportunity to visit various companies, experiencing real-life corporate environments firsthand, and attended various career fairs. To further support career readiness, the Work Placement Preparation Module is delivered twice a year, ensuring students are well-equipped for internships and future employment.  

As part of its ongoing internationalisation efforts, Wittenborg has seen a significant increase in both the number of scholarships awarded and the diversity of their recipients. In 2024, 98 students received scholarships, up from 61 in 2023. The number of represented nationalities also grew substantially, rising from 17 to 28.   

Solidifying partnerships 

In October, Wittenborg appointed its former Vice President of Academic Affairs, Ron Tuninga, as the institution’s new Rector. Professor Tuninga, an experienced academic in the field of international business and marketing, has been playing an important role in leading the school’s management team through the final phase of its AACSB accreditation process. Additionally, he has overseen various academic initiatives and represented the institution in discussions with other organisations.  

The school made remarkable progress toward its goal of obtaining AACSB accreditation, reflecting a strong commitment to academic quality and institutional development. The year marked a crucial phase in a multi-year journey, with focused efforts to strengthen internal systems, improve programme alignment and enhance overall educational standards. As preparations lead up to the AACSB Peer Review Team visit, Wittenborg enters the final stages of the accreditation process.  

Wittenborg’s inaugural Globalisation Conference, held in August, brought together academics and researchers to discuss critical aspects of globalisation, reinforcing the institution’s role as a centre of intellectual production. The event was organised by Wittenborg’s Research Centre, which also coordinated six research projects involving institutions from 11 countries in 2024.  

To broaden its research horizons, the school joined OpenResearch.Amsterdam, a renowned knowledge platform dedicated to sharing and promoting research connected to the city of Amsterdam. This partnership provides Wittenborg access to a robust network of resources, including valuable data, research works and opportunities for collaboration. Wittenborg also began a collaboration with the Cambridge Education Group to offer the first 60 credits of its Bachelor of Business Administration programme at the OnCampus location in Amsterdam.   

Staff and faculty qualification and well-being  

In November, Wittenborg launched its Postgraduate Certificate (PGCert) in Teaching and Learning in Higher Education, aimed at helping educators refine their teaching practices and adapt to the evolving demands of higher education.  

To support faculty development, Wittenborg provides opportunities for further study, including PhD preparation, doctoral completion and specialised teaching qualifications in higher education. These initiatives ensure that faculty remain at the forefront of academic and professional advancements, continuously enriching their expertise and the quality of education delivered. 

Wittenborg continues to focus on supporting international staff by facilitating their integration into Dutch society and the labour market. Initiatives included invitations to networking events like Beursvloer Apeldoorn and the Apeldoorn Business Awards. In its commitment to long-term employment relationships, Wittenborg continued to offer flexible working arrangements and remote work options, as well as occasional support with housing.   

Wittenborg in numbers 

In 2024, Wittenborg counted 1,566 students representing over 100 nationalities. Approximately 51% of the institution’s graduates find employment in the Netherlands, while 25% start a career in other countries. 

The school's staff is also diverse, with its 243 employees coming from 57 different countries.  

Wittenborg’s 80 intellectual contributions in 2024 included 33 published journal articles, 15 faculty members invited to speak at academic events, 10 research papers presented at conferences, 11 participations in academic or professional meetings, eight book chapters, two books and one published case study.

WUP 25/04/2025 
by Ulisses Sawczuk 
©WUAS Press 

Wittenborg Earns 5 Stars in Employability and Good Governance in QS Stars Rating

Recognition Highlights School’s Strengths Across Broad Spectrum of Criteria  

Wittenborg has been awarded the maximum 5-Star rating in two strategic areas of the QS Stars Rating: Employability and Good Governance. The system, maintained by Quacquarelli Symonds, evaluates higher education institutions worldwide using a detailed framework that goes beyond traditional rankings. Rather than positioning universities against each other, it assesses their strengths across a wide array of criteria such as teaching, employability, facilities, global engagement and governance. The school began the evaluation process in 2024 as part of its broader strategy to enhance quality assurance and international recognition.  

Wittenborg’s overall 4-Star rating in QS Stars marks a significant milestone in the institution’s growth and development. The school achieved strong results across the board, including 4 Stars in categories such as Teaching, Facilities, Programme Strength and Diversity, Equity & Inclusion.  

For Kriszta Kaspers-Rostás, Head of Education Development and Quality Management, the result reflects the dedication and commitment of Wittenborg’s academic and administrative staff.  

“A 4-Star overall rating indicates that we are performing very well across a broad spectrum of criteria. On top of that, the 5-Star scores on Employability and Good Governance are a clear validation of the hard work across departments and reflect our core strengths,” she said.  

According to Kaspers-Rostás, the rating offers a valuable benchmark for future development. “There’s room for improvement, but these results provide clear direction and encouragement for our ongoing work.”  

She added that the QS evaluation highlights Wittenborg’s agility and competitive standing, particularly as a private, international institution. “For comparison, institutions with 5 Stars overall tend to be large, research-intensive and often state-funded universities with significantly more resources and longer histories. For a private, international and agile business school like Wittenborg, 4 Stars shows that we are punching well above our weight.” 

Wittenborg president Peter Birdsall echoed this sentiment, calling the recognition a significant milestone in the school’s ongoing journey of growth and quality assurance. “A high ranking like this not only boosts our global visibility but also enhances the confidence of prospective students, partners and stakeholders in the value and integrity of a Wittenborg degree,” he said. 

Birdsall emphasised the importance of the institution’s top performance in Employability and Good Governance. “These two areas speak directly to the heart of our mission. For employability, it validates the success of our student-centred approach, our focus on practical, industry-aligned education and the strength of our alumni outcomes. Meanwhile, the 5-star rating in good governance reflects the transparency, ethical leadership and institutional maturity we’ve worked hard to build – it’s a strong endorsement of the way we operate as an independent, professional higher education institution.” 

WUP 24/04/2025 
by Ulisses Sawczuk 
©WUAS Press 

Wittenborg Representatives Visit International University of Monaco

Meeting Focuses on Collaboration Opportunities

With the goal of better understanding how a similarly sized private higher education institution operates in Europe, Wittenborg representatives visited the International University of Monaco (IUM) on 20 March. The meeting also provided an opportunity to discuss IUM’s journey toward accreditation by the Association to Advance Collegiate Schools of Business (AACSB). Wittenborg was represented by its President Peter Birdsall, CEO Maggie Feng and Rector Ronald Tuninga. They were welcomed by Jean-Philippe Muller, Dean of IUM's Business School.  

According to Tuninga, the two institutions will continue to discuss future opportunities to work together. "It’s always inspiring to connect with dynamic institutions like the International University of Monaco. Just like Wittenborg, they’re doing an excellent job of combining theory with a practical, hands-on and business-oriented approach. Opportunities like this allow us to learn from one another and explore how we can continue evolving on our institutional journey."

WUP 23/04/2025 
by Ulisses Sawczuk 
©WUAS Press 

Regional Prosperity & Student Voices Highlighted at Regioconferentie Stedendriehoek

Student Voices, Including Wittenborg’s, Drive Regional Dialogue

On 2 April, De Zwitsalhal in Apeldoorn played host to the Regioconferentie Stedendriehoek — a major gathering of regional leaders, educators, and students focused on shaping a stronger, more innovative future for the area.

Organised by Regio Stedendriehoek, a partnership between eight municipalities — Apeldoorn, Brummen, Deventer, Epe, Heerde, Lochem, Voorst, and Zutphen — the event emphasised the collective mission to strengthen the region’s broad prosperity.  

Led by writer and presenter Özcan Akyol, the programme featured talks by Jaap Fluit (Bredenoord), Mariëlle van der Most (Royal Van der Most), and Daan Dijkhuizen (Topicus), who stated: “If you’re truly rooted in a community, you can make an impact worldwide.”

Their words reflected the event’s central themes: safety, digitalisation, and sustainability — pillars of a resilient regional future.

Innovation took centre stage during a live interactive experiment by De Kien, where over 70 attendees helped train a Digital Twin model by choosing between green space, housing, employment and innovation. The results leaned heavily towards green space, which was further demonstrated on 16 April during the Kien Expo(sed) event at the Deventer Schouwburg.

One of the conference highlights was the student panel with representatives from Aventus, Saxion, Zone.college, and Wittenborg, who engaged in open dialogue with Mayor Ton Heerts. Among them was recent Wittenborg graduate Jacques Jordaan, originally from Stellenbosch, South Africa. He completed an MSc in Digital Marketing & Communication and is currently living in Apeldoorn while exploring career opportunities in the Netherlands.

“Studying in such an international environment has broadened my perspectives and shaped my career ambitions to work for international organisations,” said Jacques. “The region has a lot to offer — great quality of life, strong infrastructure, and a growing business environment. But to retain international talent, more networking opportunities, mentorship, and support with integration would be a big step forward.”

Jacques was personally approached after the event by the CEO of Topicus, who invited him to tour their office and discuss potential roles.

“It wasn’t a direct job offer, but a very encouraging sign that local companies are open to connecting with young professionals,” he shared.

Of the event, another highlight for him was speaking directly with regional leaders. “It was inspiring to hear firsthand about their vision for the future and their commitment to improving the region’s business environment. The main takeaway was the emphasis on collaboration and innovation as key drivers for regional success. Mayor Heerts and the other students also highlighted the importance of creating a supportive ecosystem for businesses and entrepreneurs.”

The event also marked the launch of the Economic Board Regio Stedendriehoek, a strategic alliance between business, government, and education to drive economic development and innovation. Wittenborg CEO Maggie Feng was appointed as one of the board’s members.

“Together, we aim to bring business, education, and government closer—investing in our region for the future," Feng told Samen1 afterwards. “At Wittenborg, we’re on a mission to connect international graduates with the Dutch labor market. Our goal is to retain this talent and help shape a diverse and innovative workforce for the Netherlands.”

In the official after movie of the conference, Feng concluded: “I expected that we would have many conversations together about the future of our beautiful region. Hopefully, in the future, we can leave something meaningful behind for the next generation.”

To cap off the day, the region introduced its newest tool for progress: Regio in Cijfers (The Region in Figures). This evolving dashboard offers insights into regional development through real-time data—supporting transparency and informed decision-making.

WUP 22/04/2025 
by Erene Roux 
©WUAS Press 

How Chatbots are Shaping the Future of Fashion E-Commerce

Wittenborg Lecturer Eirini Bazaki Co-authors Study on Chatbots in Fashion

The fashion industry has rapidly embraced digital technologies, driven by the rise of e-commerce, social media and the metaverse. During the COVID-19 pandemic, online shopping became essential, and platforms experienced a surge in sales due to the need for social distancing. This shift has driven a need for online retailers to communicate more effectively with customers and understand their preferences and expectations. One promising solution is the use of interactive recommendation systems, including AI-powered chatbots.

Eirini Bazaki, a visiting lecturer at Wittenborg, co-authored a paper presented at the 2024 Global Fashion Management Conference in Milan. The paper, which was invited for publication in the special issue of the Journal of Global Fashion Marketing on Digital Fashion Marketing in the Age of Transformation, evaluates how the ‘DigAI’ chatbot functions as a gateway for personalised clothing recommendations.

Bazaki explained, "The paper explores the capabilities of an enhanced DigAI chatbot designed to act as a gateway for a recommendation system, aiding users in discovering suitable clothing options. The performance of the proposed chatbot was evaluated among consumers from two culturally distinct countries, the UK and Brazil. This evaluation contributes to the broader effort of improving and personalising the online fashion shopping experience."

In the study, participants assessed their satisfaction with the chatbot’s ability to provide personalised recommendations compared to a simpler Graphical User Interface (GUI). The comparison between these two distinct systems offers insights into consumer perceptions and satisfaction levels with AI-driven chatbots versus traditional interfaces. This cross-cultural evaluation is particularly valuable given the differences in consumer behaviour influenced by cultural values.

Bazaki’s work sheds light on how chatbots can be leveraged to improve the online shopping experience, particularly by providing real-time, personalised recommendations that cater to the specific needs and preferences of fashion consumers across different contexts.

The research found that while chatbots offer a sophisticated, interactive experience, simpler systems like GUIs are still a viable option for fashion e-commerce. This finding is crucial for fashion retailers as they continue to explore the most effective tools for enhancing the customer experience.

Bazaki also noted, "Cultural values significantly impact how consumers in Brazil and the UK perceive the effectiveness and trustworthiness of chatbots. The findings of this study provide important lessons on how cultural differences mediate attitudes toward AI-based recommendation systems."

WUP 17/04/2025 
by Erene Roux 
©WUAS Press 

Meet Wittenborg’s IAAP Members: Léo-Paul Dana

Canadian Professor Has Extensive Experience in Institutions from Multiple Countries

A member of Wittenborg’s International Academic Advisory Panel (IAAP) for over five years, Professor Léo-Paul Dana highlights the role of the IAAP in guiding the school’s direction. “I am particularly glad that Ron is also involved, as he is a true visionary, and I see Wittenborg as an institution destined for success,” he says, referring to the school’s recently appointed rector Ronald Tuninga.  

Originally from Canada, where he completed his doctorate at McGill University, Dana has extensive experience in international education. Currently, the professor is involved in teaching and research at Kazimieras Simonavicius University (KSU) in Lithuania, ICD Business School Paris (France), Dalhousie University (Canada), and serves as a Visiting Professor at LUT Business School (Finland). He is also affiliated with the Sorbonne Business School.

According to Dana, education professionals can significantly benefit from mastering multiple languages, which broadens their career horizons. He emphasises that teaching carries great responsibility, as it has the power to change students’ lives. “To this day, I am grateful to my professor at McGill, Henry Mintzberg, whose work truly inspired me and whose guidance was essential to my progress.”

For Dana, one of his most important achievements has been editing the ‘World Encyclopaedia of Entrepreneurship’, published by Edward Elgar Publishing. He describes himself as an enthusiast of academia. “It is my one and only passion, and my purpose in life,” the professor concludes.  

WUP 16/04/2025 
by Ulisses Sawczuk 
©WUAS Press 

Wittenborg Graduate Analyses Challenges and Solutions for Nigerian Healthcare Sector

Patience Orukpe’s Thesis Focuses on Barriers Faced by Orthopaedic Disability Patients in Nigeria  

For her master’s thesis, Wittenborg graduate Patience Orukpe focused on solutions for the Nigerian healthcare system. Patience, who completed an MBA with a specialisation in Health and Social Care, examined the administrative barriers that restrict access to social support for orthopaedic disability patients in Nigeria.  

“I chose this topic because it helps enhance the quality of life for individuals living with orthopaedic disabilities and improves the overall healthcare system in Nigeria. The relevance of this research goes beyond academia; it has implications for the design of healthcare policies, social welfare schemes and the quality of life for Nigerian orthopaedic patients,” she says.  

The graduate highlights that her research topic has not been studied before, because other studies about the Nigerian healthcare system did not focus on orthopaedic patients. To explore it, she opted for a qualitative approach and conducted interviews with patients’ families, carers, healthcare professionals and organisational representatives. In total, 62 subjects were interviewed, selected through convenience sampling. 

“This way, I had the opportunity to engage with participants who were present at the National Orthopaedic Hospital Igbobi, ensuring timely and efficient data collection,” Patience underlines.  

Among other topics, the open-ended, semi-structured questionnaire used to collect data addressed key administrative challenges and solutions related to providing social support schemes for orthopaedic patients in Nigeria. Other questions focused on the primary administrative hurdles faced by government and social organisations in implementing these schemes, as well as administrative reforms that could improve their efficiency and accessibility. 

The study identified five key administrative challenges impacting the hospital: staff shortages, inadequate supervision, supply shortages, bureaucratic inefficiencies and negative staff attitudes. Patience points out that while respondents suggested potential solutions, it is crucial to recognise that many of these challenges go beyond the hospital’s capacity to resolve independently. Therefore, addressing these issues requires significant financial and material resources, ultimately needing intervention from federal and state governments. 

According to the graduate, her findings corroborate existing research highlighting systemic weaknesses within the Nigerian public health system. “Previous studies have consistently documented staff shortages, inadequate supervision, insufficient supplies and administrative obstacles hindering patient care, particularly in navigating the system. The convergence of these findings with prior research strongly suggests that the administrative challenges encountered at the National Orthopaedic Hospital Igbobi reflect broader systemic issues affecting orthopaedic disability patients across Nigerian public health facilities. This widespread nature significantly enhances the generalisability of the study’s observations to similar healthcare settings nationwide.” 

Patience describes the experience of writing her thesis as “exceptionally valuable, interesting and enjoyable”. In her view, a strong, collaborative relationship with the thesis supervisor is crucial to the student’s success. 

“My supervisor, Professor Cha-Hsuan Liu, did a great job guiding me, and I am grateful for her efforts. If you are working on your thesis, maintaining detailed records of all feedback received and diligently addressing each point will significantly contribute to the quality of your work and overall academic progress. This approach demonstrates commitment and lays a solid foundation for a positive and productive working relationship.” 

In the future, Patience plans to establish a non-governmental organisation (NGO) in Nigeria dedicated to providing comprehensive social support services for individuals with orthopaedic disabilities. “My long-term goal is to create a sustainable organisation that effectively addresses the unique challenges faced by this population, ensuring equitable access to resources and opportunities that enhance their quality of life. This initiative will focus on developing and implementing programmes designed to improve access to healthcare, education, employment and social integration,” she emphasises.

WUP 15/04/2025 
by Ulisses Sawczuk 
©WUAS Press 

Wittenborg Hosts Debate on Fair-Trade Policies in the Music Industry

Debating Fair-Trade Music: Rethinking Artist Compensation and Ethical Consumption 

On 19 March, Wittenborg hosted an intercollegiate debate with IES Abroad, to discuss the future of fair-trade policies in the music industry. This conversation has been gaining momentum in recent years, with artists like Taylor Swift and Chapelle Roan leading the charge for fair compensation and better rights for musicians. Led by senior lecturer Amy Abdou, the debate saw participants from diverse backgrounds, including students from New York, Seoul, Morocco, Miami, Vietnam, Türkiye, Albania, Ohio, Russia, Rwanda, Colombia, Belarus and more. 

Abdou, who has been organising the bi-annual debates since 2019, led the discussion, with previous topics addressing issues such as child labour in the West African cocoa industry and fair trade in the coffee industry. The themes for these activities are closely tied to courses in Sociology and Organisational Behaviour.  

On the day, students divided into teams representing various stakeholders within the music industry: Spotify, musicians, non-creatives, Capitol Records, consumers, and influencers. Their objective was to explore the complexities of fair pay for artists and workers' rights in an age dominated by streaming platforms.  

The Spotify Perspective: A Platform for Access and Exposure

The debate kicked off with a team representing Spotify, who argued that streaming platforms are essential for artists to reach broader audiences and gain exposure in a rapidly changing music landscape. “Spotify provides artists with access to millions of potential listeners,” one team member remarked, “and the platform’s reach is unparalleled.”

However, they also acknowledged the challenges that come with streaming, particularly around the financial compensation for artists. Despite these platforms generating billions in revenue, the return for the musicians remains dismal. “While Spotify may not provide fair compensation on its own, it is still the best option available for many artists to get discovered,” they argued. They believed that the solution may not lie in higher subscription costs but in better revenue-sharing models that ensure a fairer distribution of earnings.

The Musicians’ View: A Struggle for Fair Pay

Next, the musicians’ team made their case about the challenges they face in the modern music industry. “Most artists signed to labels will never make it big. 80% of them will never be heard of,” Abdou pointed out. The team stressed how the financial reality of being a musician today is grim, with many struggling to make ends meet despite streaming platforms being integral to their visibility.

The musicians argued that while streaming services like Spotify provide significant exposure, they still fail to deliver substantial financial returns. Abdou also explained how streaming platforms act as “middlemen,” and are profiting greatly while the actual creators – the artists – are left with a fraction of the revenue. “Streaming services are seen as the pariahs in this,” Abdou remarked, emphasising how the platforms and record labels seem to have all the power, leaving artists to rely on alternative income streams like brand deals and live performances. 

Non-Creatives: Behind the Scenes but Without Fair Compensation

The next team represented non-creatives – those who work behind the scenes, such as managers, producers, and agents – whose jobs are essential to an artist’s success but who often go underappreciated and underpaid in comparison to the major platforms. “We ensure that everything runs smoothly, from production to promotion,” one team member argued, “but we, too, face the challenge of working within an industry that undervalues everyone except the biggest players.”

The team highlighted how non-creatives often rely on multiple projects or contracts to sustain a living, as the revenue from streaming is not enough to support their roles. “The truth is, it’s a tough world for anyone who’s not a top artist or working for a major label,” they said, urging for better revenue-sharing policies to include all those who contribute to the music ecosystem.

Capitol Records: The Power of Labels and Their Investments

The debate took an interesting turn when the team representing Capitol Records took the stage. They argued that record labels play an essential role in the development of an artist's career, investing both time and money in promotion, legal work, and marketing. “We provide the infrastructure, the team, and the capital to ensure artists can thrive,” one representative explained.

While Capitol acknowledged the underpayment of many artists, they defended the power of streaming platforms and argued that labels, investing heavily in their artists, face challenges too. The team stressed that labels and streaming services must work together to improve compensation for artists, but that this requires substantial shifts in the way the entire industry operates.

The Consumer Perspective: The Dilemma of Ethical Consumption

As the debate moved to the consumer perspective, the discussion shifted towards ethical consumption. Many participants voiced concern about whether consumers are willing to pay more for ethical music consumption. “Consumers aren’t willing to pay more,” one team member noted, referencing how streaming services like Spotify and Apple Music are already seen as expensive for the average listener.

The students acknowledged that while consumers hold some responsibility, it should not fall entirely on their shoulders to fix the industry. Instead, they suggested that streaming platforms should take the lead in addressing these issues and ensure that the people creating the music get compensated fairly. “Consumers should take responsibility in demanding ethical music consumption, but platforms should lead the way with fair payment models,” one participant suggested.

Influencers: The Unsung Heroes of Music Promotion?  

Finally, the team representing influencers made a compelling case about the power they wield in the music industry. “Influencers are driving new listeners to Spotify and helping songs go viral, especially on platforms like TikTok,” one participant noted. The team argued that influencers often play a crucial role in the success of songs, but despite their efforts, they receive little to no financial reward. “Influencers do the work, but the biggest profits go to the platforms,” Abdou pointed out, highlighting the imbalance in how revenue is distributed.

The Struggle for Fair Compensation: A Path Forward

The debate culminated in a final push for a fairer system of compensation for all parties involved. A significant part of the discussion centred around whether consumers are willing to pay more for their subscriptions to support fair-trade music. While some students argued that consumers would not accept higher costs, others suggested that ethical consumption might require just that. “If we commit to fair-trade music, we know subscription costs may rise, but it’s a necessary step for long-term change,” Abdou said. 

WUP 14/04/2025 
by Erene Roux 
©WUAS Press 

Anjali Wadhwa’s MBA Thesis

Research Explores Factors that Influence Consumer Preferences on Food Delivery Platforms

Highlights Importance of Attributes Such as Restaurant Rating 

With food delivery platforms becoming increasingly widespread, what factors shape consumer preferences when using these services?  

Intrigued by this question, Wittenborg graduate Anjali Wadhwa decided to explore it in her thesis. Originally from India, Anjali recently completed an MBA in Data Analytics. 

“This subject is relevant due to the significant growth of food delivery platforms in India, which have revolutionised consumer dining habits by offering convenience and variety. For restaurant owners and platforms, understanding consumer preferences in restaurant selection is crucial for improving customer satisfaction, optimising offerings and staying competitive in this rapidly evolving industry,” the graduate explains. 

She highlights that the topic bridges her interest in consumer behaviour with the thriving food-tech sector. “Moreover, the diversity within the Indian market provides a rich context for examining how factors like price, delivery time and such influence decisions. By using conjoint analysis, a robust methodology for understanding decision making, my research aims to fill a gap in the literature and provide actionable insights for stakeholders in the food delivery ecosystem.” 

To gather information for her study, Anjali relied on an online survey. Her target demographic was professionals working in cities, who are more inclined towards ordering food online. In total, 230 responses were collected. 

The survey questions were divided into two distinct sections, with the first focusing on different categories of consumer demographics, such as age, income level, occupational category, frequency of online delivery order per month, preferred meal of the day for food delivery and personal vehicle ownership.  

The second section of the survey included hypothetical restaurant profiles with varying attributes. The participants were asked to rate scenarios based on their likelihood to select the profiles mentioned for purchase on a food delivery app. 

The study considered five attributes for the analysis – menu variety, menu pricing, delivery time, number of online reviews and restaurant rating. Anjali’s research shows that restaurant rating, with 40% relative importance score, is the consumers’ preferred attribute, followed by menu pricing (29%) and delivery time (17%). In contrast, the number of online reviews and menu variety had a smaller impact on decision making, with 9% and 5% relative importance score respectively.  

A comparison between perceived and actual rankings revealed that while restaurant rating was consistently ranked highest in customer reported ranking as well as conjoint analysis, other attributes like menu variety, menu pricing and delivery time showed discrepancies.  

“Menu variety is perceived as the second most important attribute by the respondents’ self-reported ranking but ranks fifth by statistical analysis. Menu pricing, in turn, is perceived as the third most important attribute but ranks second, while delivery time, perceived as the least important, statistically ranks third. This comparison between perceived importance and actual influence on choices highlights the effectiveness of conjoint analysis in identifying genuine consumer preferences,” comments the graduate. 

Anjali points out that what she enjoyed most about writing her thesis was conducting the data analysis. “As someone with a background in data analytics, I found it fascinating to uncover patterns and insights that directly addressed my research questions.” 

She advises current students working on their theses and graduation assignments to plan their work with set milestones and stay organised to avoid last-minute stress. “Plus, it is important to use reliable academic sources for your literature review and ensure your research design and methodology align with your objectives.” 

Regarding her plans and goals, Anjali says that she aims to build a successful career in the field of data analytics, where she can leverage the skills and knowledge she gained during her MBA. 

“In the short term, I aim to work in roles that allow me to apply data-driven strategies to solve real-world business challenges, particularly in industries like e-commerce, food tech or consulting, where analytics plays a critical role in decision making. In the long term, I aspire to grow into a leadership position, such as a Data Analytics Manager, where I can drive impactful projects that integrate analytics with strategic decision making,” she concludes.  

WUP 11/04/2025 
by Ulisses Sawczuk 
©WUAS Press