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

Master’s Thesis Analyses AI Acceptance Among MBA Students in the Netherlands

https://www.wittenborg.eu/masters-thesis-analyses-ai-acceptance-among-mba-students-netherlands.htm

Research by Enes Karaboga Shows Perceived Usefulness as Key Driver of Acceptance

As Artificial Intelligence (AI) evolves and brings groundbreaking changes to education and business, students must adapt and prepare for the future. To better understand how they are navigating this shift, Wittenborg graduate Enes Karaboga, originally from Turkey, wrote his master’s thesis on AI acceptance among Master of Business Administration (MBA) students in the Netherlands. 

“As future business leaders, MBA students need to understand AI to improve their decision-making and efficiency. I also chose this topic to connect my academic learning with real-world business needs,” says Karaboga, who recently completed an MBA in Data Analytics. 

His study is based on the Technology Acceptance Model 2 (TAM2), an improved version of the original Technology Acceptance Model (TAM), that incorporates social influences, including factors such as subjective norms, image, job relevance, output quality and result demonstrability. As such, the newer model goes beyond the original, which focused specifically on technology-related factors rather than broader behavioural aspects. 

To gather data for this research, Karaboga relied on a survey that was administered to 79 Wittenborg MBA students. Among other topics, the questions explored how useful and easy respondents find AI tools, whether their classmates and lecturers encourage their use, how relevant and reliable students consider AI for academic tasks, and whether those who use AI technologies are seen as more innovative. 

The study finds that the main factor driving students to adopt AI is its perceived usefulness, whether for research, writing or decision-making. The respondents were less likely to be influenced by peers or lecturers.  

“MBA students appeared to base acceptance on their own evaluations instead of external pressures. On a similar note, the research indicates that MBA students might not consider AI to be a status-enhancing element in academic settings. This contrasts with workplace studies. There, subjective norms often play a larger role because of company policies and expectations. Additionally, the pressure to use AI by colleagues often amplifies the effect of peer behaviour in work environments,” Karaboga explains. 

The graduate highlights that researching Artificial Intelligence and its adoption is highly enjoyable, adding that it will be a key area of research in the near future. “I encourage all students to become familiar with AI, as it will greatly impact their careers. In the future, I plan to integrate AI tools into my workplace to streamline tasks, improve decision-making and enhance overall efficiency.” 

Karaboga encourages students working on theses and graduation assignments to organise their ideas clearly, focusing on practical outcomes and making sure their research is relevant to both their studies and future careers. “In other words, the projects they are going after should have potential implications in both school and business,” he concludes. 

WUP 30/06/2025 
by Ulisses Sawczuk 
©WUAS Press 

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

Wittenborg Alumnus Oleg Voronin Talks AI, Ethics and Data Careers

https://www.wittenborg.eu/wittenborg-alumnus-oleg-voronin-talks-ai-ethics-and-data-careers.htm

Turning Data into Opportunity: AI, Ethics and Career Insights from a Wittenborg Alumnus  

On 19 June, Wittenborg welcomed back alumnus Oleg Voronin to its Amsterdam study location, for a guest lecture that gave students more than just insights into artificial intelligence and data ethics – it gave them real-life tools to approach the job market with clarity and confidence.

Oleg, who has a background in chemistry and works as a Business Intelligence Analyst at Incotec Europe B.V., part of Croda’s Life Sciences division, focused his talk on the intersection of AI, machine learning, business strategy and ethics, with a special spotlight on the agriculture industry in the Netherlands.

Why Agriculture?

Oleg explained that his company plays a vital role in global sustainable agriculture, offering advanced seed enhancement technologies for vegetables and field crops. 

“In the Netherlands, there are a lot of agricultural companies. This is a massive opportunity for you to find a great job,” he said, noting that the Netherlands is the third-largest agricultural exporter globally. 

To illustrate the impact of data in agriculture, Oleg shared a striking example: “One gram of tomato seeds costs more than one gram of gold. Why? Because one seed can produce between 120 to 150 kilos of tomatoes. Imagine the efficiency – that’s why the cost of this seed is higher than gold.” 

He walked students through the three main areas of the agricultural business: seeds, seed enhancement, and growing. Each of these, he said, relies heavily on data analysis and market forecasting. 

“Imagine you have a massive green field,” he said. “Is it a good idea to sow cucumbers, tomatoes or aubergines? You first need to do a good market analysis. And if your customer – for example Albert Heijn – requires 100 kilos of tomatoes every two weeks, you need to plan your production around that or you lose money.” 

The Real-World Relevance of Your Degree

Throughout the lecture, Oleg encouraged students to take what they’ve learnt at Wittenborg seriously. 

“During your statistics course here, there are several instruments you use. Believe me, everything you’ve learnt in statistics is very important. This is real life. These are not academic things that you will not use,” he said. 

He emphasised that data and business analysts are needed in almost every sector today – from agriculture to logistics and finance. 

“Everyone requires data analysts at this point in time. There are a lot of innovations in Europe. The opportunities are there – you just have to go and find them.” 

Don’t Just Learn the Tools – Understand the Business

Oleg also offered practical advice on what really matters when applying for jobs. 

“They won’t pay you because you know Python, Power BI or Qlik,” he said. “They will pay you because you can find problems and give solutions. It is important to know your instruments, yes, but the most important thing is to understand the business.” 

He added that understanding how to communicate across departments – from marketing and production to supply chain and R&D – is essential. “In small companies, people like to work within their own departments. You will see this constantly. As a data or business analyst, you’ll have a lot of discussions with different stakeholders. Rely on your previous experience.” 

Speaking frankly about the job market, Oleg told students to consider both their strengths and their competitors’ weaknesses. 

“All of you have different backgrounds. You’ll compete for data analyst positions with people who studied quantum physics or applied mathematics. You might lose out on the maths or technical knowledge. But you have something powerful – you understand the process.” 

He credited his own career success not to his statistical ability, but to his background in chemistry and understanding of how business works. 

“I landed this job not because I was good at statistics, but because success was based on my previous experience. Think about your current experience. If you have engineering experience and you see a position at a greenhouse in data analytics, you can connect your knowledge to energy consumption or energy supply. Don’t underestimate your previous experience.” 

Creating Opportunities and Staying Practical

Oleg closed the lecture with a motivational message: 

“There’s always a small chance you will land in a company – but you need to create opportunities. Look at the most active industries – choose six and identify where you want to work.” 

He reminded students that failure is part of success.

“You believe I have a success story, but I have failed more than you have tried.” 

He encouraged students to stay practical, pursue local certifications, learn Dutch, and even referenced classic business literature like Philip Kotler’s marketing principles as essential reading. 

“Almost everything I learnt at Wittenborg, I’m using right now. Try to connect the things you’ve learnt here to make your job interview successful.” 

Academic Reflections

Nikita Pahwa, Assistant Professor of Applied Sciences, reflected on the importance of the session for students entering their final block. 

“For many students it is the last block of their study, so we end with some real handy tips for the job market,” she said. She also highlighted how Oleg’s lecture reinforced the real-world value of the curriculum. 

“He emphasised the importance of understanding the nuances of finance, marketing, business, supply chain and statistics when preparing and presenting job applications. Effectively showcasing what is taught at the business school and linking it to specific business needs can be instrumental in achieving success in today’s job market.”

WUP27/06/2025 
by Erene Roux 
©WUAS Press

Tags
#SDG4: Quality Education
#Internationalisation
#SDG8: Decent Work and Economic Growth
#Diversity
#highered
#internationalstudent

Meet Wittenborg's IAAP Members: Erik Devos

https://www.wittenborg.eu/meet-wittenborgs-iaap-members-erik-devos.htm

Sharing Knowledge Across Continents to Help Business Education Evolve

Erik Devos may live and work in the United States, but his connection to Wittenborg runs deep. A Dutch native with extensive academic and professional experience, Devos joined the International Academic Advisory Panel (IAAP) a year ago, aiming to contribute to the school’s international growth while also gaining valuable insights for his own institution. 

“I’ve been associated with Wittenborg for a few years, starting with the AACSB accreditation process. Wittenborg is a special higher education institution. Its mission and approach to education speak to me as a fellow business school leader in a totally different country. I think there is much to learn from each other,” he explains.  

Devos received his PhD in Finance from Binghamton University, after completing his master’s degree in Financial Economics at Erasmus University Rotterdam. Now based at the University of Texas at El Paso, where he serves as Senior Associate Dean and Professor of Finance, the scholar brings many years of academic expertise to the panel. His research spans both real estate and corporate finance, and he has published in high-profile journals such as ‘Review of Financial Studies’ and ‘Real Estate Economics’. He also serves on the editorial boards of several journals and is actively involved with finance and real estate associations worldwide. 

According to Devos, Wittenborg’s strengths lie in its adaptability and its international outlook. “Its capability to evolve alongside an ever-changing business world, through curriculum innovation and student experiences, is second to none,” he says. 

Looking ahead, Devos sees Wittenborg continuing to develop future business leaders who are equipped to thrive in a rapidly evolving global landscape. “The world is changing fast, and so are the demands on business education. Wittenborg is well-positioned to be an example of how to prepare students from all over the world.” 

Reflecting on his journey in international education, he emphasises the importance of collaboration across borders. “It has been really interesting and surprising that while we are in a competitive environment, we all seem to be working together with educators, staff and administrators very willing to support each other across university and country borders.” 

One of the scholar’s biggest influences has been his dissertation advisor, Upinder Dhillon. “He showed me what it means to be an academic and later, when he became Dean, what it means to be a good administrator. The basics are simple: be genuine, be fair and truly care about everything you do.” 

In addition to his professional career, Devos is passionate about traveling. "Travel exposes us to new cultures, people and perspectives. It truly enriches one's life, and I’m fortunate that my work allows me to meet fascinating people from around the world," he says. 

And when asked about a book recommendation for students, he doesn’t hesitate: John von Neumann - The Scientific Genius Who Pioneered the Modern Computer, Game Theory, Nuclear Deterrence, and Much More by Norman Macrae. “It’s a fascinating read that shows how one doesn’t need to focus on just one field. Great minds can contribute in many areas, and that’s a powerful message for any student today.”

WUP 25/06/2025 
by Ulisses Sawczuk 
©WUAS Press 

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

Stars Aligned: Wittenborg Receives Certificates from QS Stars Rating 

https://www.wittenborg.eu/stars-aligned-wittenborg-receives-certificates-qs-stars-rating.htm

CEO Maggie Feng Represents School at QS Higher Ed Summit: Europe 2025

Wittenborg is now officially a QS Stars-rated higher education institution. From 16 to 17 June, CEO Maggie Feng attended the QS Higher Ed Summit: Europe 2025 in Porto, Portugal, where she received the QS Stars certificates on behalf of the school.  

Wittenborg has been awarded the maximum 5-Star rating in two strategic areas: Employability and Good Governance. In addition, the institution received an overall 4-Star rating. 

The QS Stars system, administered by Quacquarelli Symonds (QS), evaluates higher education institutions worldwide through a comprehensive framework that goes beyond traditional rankings. Rather than comparing universities against one another, it assesses their strengths across a broad range of criteria, including teaching, employability, facilities, global engagement and governance. 

Wittenborg began the evaluation process in 2024 as part of its broader strategy to strengthen quality assurance and enhance international recognition. 

According to Feng, the recognition is highly positive and provides the school with even greater visibility. “It is yet another acknowledgement from an independent global organisation that evaluates universities. QS Stars is well known and trusted by agents, parents and students, so this is very important for us. However, it only reflects what we have achieved so far and will not stop us from continuing to improve and further develop our institution,” she said. 

Held at the Vilar Oporto Hotel, the event brought together higher education professionals from 56 countries and featured a series of talks by speakers representing various institutions. Feng’s session, titled ‘Diversity as Strategy: Building Inclusive Institutions to Drive Global Competitiveness’, focused on Wittenborg’s approach and discussed why Diversity, Equity and Inclusion (DEI) should be integrated into institutions’ internationalisation strategies, curricula, hiring policies and research agendas. 

Wittenborg’s CEO noted that the session by QS Senior Vice President Ben Sowter was particularly insightful, featuring a discussion on key challenges faced by Europe, such as an ageing population and the need to attract more international talent. 

“Another highlight was the speech by QS Executive Director Selma Dröfn Toohey. She encouraged all of us, as higher education leaders, to use our collective voices to shape the three P’s: Policy, Perception and Projection. She also called on universities and business schools to communicate the value of international students, not only in terms of their contribution to society, but also their economic impact at both national and global levels. This aligns with Wittenborg’s purpose and philosophy,” Feng concluded.

WUP 24/06/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#SDG16: Peace, Justice and Strong Institutions
#SDG4: Quality Education
#Internationalisation
#Diversity
#Ethics
#highered
#research

Study by Wittenborg Researcher Analyses Attitude Changes in Festival Participants 

https://www.wittenborg.eu/study-wittenborg-researcher-analyses-attitude-changes-festival-participants.htm

Adam Jones' Book Chapter Proposes New Methodology Based on Participatory Research

Wittenborg Associate Professor Adam Jones is the co-author of a study proposing a new methodology for assessing changes in attitude among participants of community festivals. The work, co-authored with University of Brighton Senior Lecturer Mandy Curtis, was published as a book chapter titled ‘Measuring Attitudinal Change in Community Light Festivals’ in Routledge’s ‘Reimagining Community Festivals and Events’. 

The chapter delves into the experiences of participants in two new community light festivals in the United Kingdom: Bexhill After Dark in East Sussex and University of East London (UEL) After Dark. Both events were designed to engage local communities in new and interactive ways, transforming familiar public spaces through performance, projection and street theatre. Their primary objective was not only to entertain, but also to foster a sense of community ownership and pride, as well as revitalise the areas where they were held. Moreover, both festivals were firmly grounded in community participation and audience development.  

Held in 2022, the first Bexhill After Dark festival attracted an audience of 12,000 and was successfully delivered by the local events company 18 Hours. Later, the organisers were approached by the University of East London (UEL) to develop a similar event involving multiple university departments, students and the wider community. A UEL student committee was formed and played an active role in organising the University of East London After Dark festival. 

According to Jones, while many have researched event experience in terms of motivation and satisfaction, attitudes to events have not received the same level of attention. “The approach taken in this research is an evaluation process linked to expectation, with participants’ attitudes being measured before and after their participation in the festival,” he highlighted.  

The researcher added that the primary assessments of events and festivals are economic evaluations, with quantitative metrics used as the main vehicle to assess their value within policy contexts. “This hegemony of economic impacts is challenged with a desire to understand the social impacts of events and festivals. Due to their novel qualities on personal, social, cultural and political as well as economic aspects of people’s lives, there is a need to develop methods that evaluate the totality of the contribution they make.” 

Through the method of participatory research, conducted in partnership with the community organisations responsible for organising the light festivals, the authors selected diverse groups of participants. For Bexhill After Dark, these included mobility scooter users, local skateboarders and young neurodivergent individuals, while the other group consisted of university students at all levels who were part of the UEL After Dark organising committee. 

To collect data for the study, the researchers used a mixed-methods approach that included having participants express their expectations through writing or drawing, sorting photographs, ranking statements and voting on them. Moreover, the authors also relied on observation, note-taking and recording the output from the activities, including group discussions. The data was collected before, during and after the festivals to ensure that participants’ evolving attitudes were tracked.  

The findings show raised awareness and a positive change in attitudes towards the value of events for local engagement through community festivals. There was an increased understanding and appreciation by participants of the benefits of community festival evidenced through their energy and enthusiasm before and after participation, their contributions and the sophistication of language in their discussion. After participation, they wrote considerably more and contributed a greater number of points. One of the main points highlighted by participants was that to gain community support, event organisers should plan to support all forms of accessibility, irrespective of economic constraints or physical ability. 

However, the research also outlines that, despite participation in the festival, there is still limited understanding of the time and effort involved in delivering events, with no significant change in attitudes toward the positive cultural regeneration and employment opportunities provided by community events. There remains an attitude that community festivals are a volunteer-led activity that does not provide any significant skills, artistic and professional development, or employment opportunity. 

Jones underlined that using participatory research comes with its challenges, such as ensuring that community members and community-based organisations are empowered as equal partners in planning and conducting the research. “There needs to be a concerted effort to ensure that there is an appropriate mix of participants and that the space and place provide a supportive, non-judgmental equitable opportunity for inclusion. Despite these concerns, the benefits of participatory research are the possibility of meaningful, empowered, co-created accounts that address critical community festival matters, find possible solutions and support better, more grounded inclusive policy and decisions,” he concluded.

WUP 23/06/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#Internationalisation
#research
#SDG10: Reduced Inequality
#SDG17: Partnerships to achieve the Goal
#Diversity
#Impact Statement

Meet Wittenborg’s IAAP Members: Ajay Manrai

https://www.wittenborg.eu/meet-wittenborgs-iaap-members-ajay-manrai.htm

Marketing Expert Has Extensive Experience in Teaching and Research

With a long and distinguished academic career, Dr Ajay Manrai has published 119 research articles and received numerous awards, honours and grants for excellence in research and teaching. Originally from India, where he earned a bachelor’s degree in Technology in Mechanical Engineering and an MBA in Marketing, Manrai completed his PhD in Marketing at the Kellogg Graduate School of Management in the United States in 1986. Currently, he is a professor of marketing at the University of Delaware’s Lerner College of Business and Economics.  

Having recently joined Wittenborg’s International Academic Advisory Panel (IAAP), Manrai says that he is thrilled to contribute to the school’s future growth and success. “Wittenborg is among the most international schools compared to other institutions offering MBA programmes worldwide. I am impressed by its diversity, inclusiveness and quality of faculty, staff and students. With AACSB accreditation, Wittenborg will be even more competitive, which will help it shine and grow in the future. Moreover, its research focus and output will increase.” 

Some of the most significant influences in the professor’s life include his father, his professors and PhD advisors Dr Philip Kotler and Dr Prabhakant Sinha at the Kellogg School of Management, Northwestern University, and D.C. Anand, founder of the Anand Group of companies in India. 

According to Manrai, the most valuable lesson he has learned throughout his career is that to succeed in international education, one must follow the 4 Ps: “You have to be pliant (flexible), passionate, persistent and patient,” he emphasises.  

In addition to his career, the professor loves to travel, meet new people and try different cuisines. “I have been to more than 150 countries and all seven continents. Besides travelling, meeting people and making friends, I am passionate about the growth and success of the ‘Journal of Global Marketing’, where I serve as Editor-in-Chief,” he concludes.  

WUP 20/06/2025 
by Ulisses Sawczuk 
©WUAS Press 

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

Study Highlights Importance of Human Factors for Manufacturing Excellence

https://www.wittenborg.eu/study-highlights-importance-human-factors-manufacturing-excellence.htm

Paper by Ahmed Mehta Advocates for Integration of Human Factors with Technology

In an era of rapidly evolving technologies, companies have strived to achieve world-class manufacturing excellence. However, they often overlook the importance of human factors in fostering innovation and productivity. This motivated Wittenborg associate professor Ahmed Mehta to write the paper ‘Achieving World-Class Manufacturing Excellence: Integrating Human Factors and Technological Innovation’. Recently published in the open-access journal ‘Sustainability’, the work is co-authored by Wittenborg Head of the School of Business Rauf Abdul and Abdul Rahman Bin Senathirajah from INTI International University, Malaysia.  

According to Mehta, manufacturing human factors generally include ergonomics, workplace safety, employee morale or motivation, as well as the general welfare – both physical and mental – of workers. He adds that while ergonomic design focuses on creating a workplace environment that enhances comfort, safety and productivity, it is also important to involve workers in decision-making processes, fostering a culture of continuous improvement and enhancing motivation and commitment. Moreover, it is crucial to invest in employee education, ensuring that workers are well-versed in the latest technologies and manufacturing processes. This includes both technical skills, such as operating new machinery, and soft skills, such as problem-solving and teamwork. 

“Previous research confirms that manufacturing organisations with high levels of management focus and innovation around human factors tend to outperform others in terms of manufacturing performance. Our goal with this study was to quantify the impact of human factors and technological innovation on manufacturing outcomes, providing empirical validation and data-driven insights – which are still scarce in this field,” the researcher says. 

To understand the impact of human and technological factors on productivity – and the outcomes of an integrated approach – the authors developed a comprehensive survey designed to assess the effects of ergonomic design, employee engagement, technological adoption, digitalisation, productivity, quality and sustainability. Data were collected through an online questionnaire completed by 350 employees and managers in the manufacturing sector. The target population consisted of manufacturing firms of various sizes, types and industry segments. 

Based on a detailed quantitative analysis of the data, the study provides strong evidence that both human factors and technological innovation have significant and direct effects on manufacturing performance. Moreover, the research suggests that integrating ergonomic designs, employee engagement and technological advancements can lead to substantial improvements in manufacturing efficiency and competitiveness.  

“Organisations that integrate human factors with technology are better positioned to capitalise on the Industry 4.0 phenomenon. For instance, the use of collaborative robots, or cobots, in manufacturing environments has been shown to increase productivity while ensuring employee safety and well-being. Companies that involve their employees in technology design and deployment tend to achieve higher efficiency and quality,” Mehta underlines.  

The authors argue that the integration of human factors and innovation requires cooperation between the various departments and stakeholders. This process can be facilitated by multifunctional teams that comprise members from the engineering, human resources and operation departments.  

The study also reveals several hurdles that organisations may face when attempting to combine human factors with technological innovation. The primary challenge is resistance to change, particularly when new technologies disrupt established workflows and job descriptions. “To address this, companies can adopt a change management strategy that involves employee engagement from the early stages of technology integration. This includes conducting training programmes to familiarise employees with new systems, providing ongoing support and fostering a culture of open communication where employees are encouraged to contribute feedback during the transition,” the researcher comments.  

Mehta concludes by underscoring the role of organisational culture in this integration process. “Cultures that promote openness, continuous learning, inclusivity and employee involvement are better equipped to leverage technological innovations effectively. In contrast, organisations with resistant or rigid cultures may encounter significant barriers to adopting and benefiting from new technologies.”

WUP 19/06/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#research
#ResearchCentre
#SDG9: Industry, Innovation and Infrastructure
#Impact Statement

Jelani Isaacs Unpacks Media, Strategy and Storytelling at Global People Lunch & Talk 

https://www.wittenborg.eu/jelani-isaacs-unpacks-media-strategy-and-storytelling-global-people-lunch-talk.htm

Isaacs Speaks at Wittenborg’s Global People Lunch & Talk in Amsterdam

On 22 May, Jelani Isaacs spoke at the Global People Lunch & Talk at Wittenborg’s Amsterdam study location, where he unpacked the strategy behind the Dutch feature film The East (De Oost) and its transformation into a powerful educational and impact-driven platform.

Using an interactive format, Isaacs invited students to navigate his presentation by selecting topics from a set of “tiles” such as About Me, The People in My Life, Project Breakdowns and Work Highlights.

As co-founder of the creative agency New Amsterdam and Executive Producer of The East, Isaacs shared how the film evolved into more than a historical war drama. It became a case study in audience-building, brand activation and the challenges of telling politically sensitive stories.  

The East, directed by Jim Taihuttu, tells the story of a young Dutch soldier during the Indonesian War of Independence. While most Dutch school curricula have long avoided the country’s colonial violence, Taihuttu – himself a descendant of Moluccan KNIL soldiers – used the film to raise difficult questions about national memory and identity. But bringing this story to life, Isaacs said, required more than just a film release.

Strategy for engagement beyond the screen

When cinemas closed due to COVID-19, the team pivoted. Instead of relying on traditional marketing, they launched The World of the East, an interactive digital platform where users could explore stories from different perspectives: a Dutch soldier, an Indonesian freedom fighter, a civilian, a Moluccan KNIL soldier and a representative of the Dutch government.

“This was never going to be a project that worked on hype,” Isaacs told students. “It had to go deep. It had to be personal. And it had to give people the tools to think for themselves.”

The platform includes timelines, educational resources, live event updates and free classroom materials for Dutch schools at VMBO, HAVO, VWO and MBO levels. The goal was not only to contextualise the film but to equip a new generation with a more honest view of the Netherlands’ past.

Lessons for future business leaders

Isaacs’ talk offered business students a real-life look at how storytelling, branding and education can converge. He pointed out that The East succeeded in creating long-term value by:

-Understanding diverse audiences and addressing them through tailored content

-Turning controversy into conversation by engaging with history openly

-Creating spin-off content such as Kleinkind van de Oost, an impact lesson documentary

-Partnering with schools to extend the project’s relevance and lifespan

For Wittenborg students, the session illustrated how purpose-driven projects can balance artistic integrity with sustainable engagement.

“Business isn’t just about products,” Isaacs said in closing. “It’s about people, stories and the courage to tell them.”

This ethos also underpins his work with PlusPlusOne – the Netherlands’ first free, industry-wide programme designed to build a critical mass for diversity & inclusion by increasing the pool of underrepresented talent.

WUP 18/06/2025 
by Erene Roux 
©WUAS Press 

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

Wittenborg Kicks Off Summer with Lively Celebration at The Old Irish Pub

https://www.wittenborg.eu/wittenborg-kicks-summer-lively-celebration-old-irish-pub.htm

Hawaiian-themed Party Offers an Evening of Music, Dancing and Connection

Wittenborg’s Summer Jam was a huge success, gathering almost 200 people at The Old Irish Pub in Apeldoorn on 5 June. Students and staff took the chance to celebrate together before the school’s summer break, with food, drinks, music, dance and plenty of socialising.  

Wittenborg Digital Content and Community Administrator Allegra Zazzaro described the Summer Jam’s atmosphere as “fantastic”. She added that she really enjoys helping organise events and ensuring they run smoothly. “It’s always heartwarming to see students having fun and spending quality time with their friends. I interacted with many participants and received a lot of positive feedback about our events overall. I love talking to students and hearing their perspectives; it helps us to understand what they’re looking for and gather any suggestions they might have.” 

Marianna Aghajanian, who is studying for a master’s degree in Digital Marketing and Communication, liked the party’s Hawaiian theme. “The event was very relaxed and summery, which was a nice break from our regular routines. The decorations, music and overall atmosphere made it feel like a real celebration, and it was great to see students and staff just having a good time together.” 

In her view, events like this are really important for students and help them connect with each other. “It’s a chance to meet people from different programmes and backgrounds, which doesn’t always happen during normal class hours. For me personally, since I live in a different city from Apeldoorn, it can be harder to feel involved in student life sometimes. That’s why I really appreciated the opportunity to come together with other students, chat, laugh and make some new friends outside of my class or specialisation. It made me feel more connected to the Wittenborg community,” Marianna emphasised.

WUP 17/06/2025 
by Ulisses Sawczuk 
©WUAS Press 

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