What Makes the Gym Experience Stick? Mridul Dharmapal's Research Explores Budget Fitness Clubs 

https://www.wittenborg.eu/what-makes-gym-experience-stick-mridul-dharmapals-research-explores-budget-fitness-clubs.htm

How Servicescape Elements Shape User Loyalty in Low-Cost Gyms

In an era where fitness is more than just a trend, gym owners and managers are realising that customer loyalty is essential for long-term success. However, few have explored the role of the physical environment — or servicescape — in driving that loyalty. Mridul Dharmapal, a Master of Business Administration (MBA) student from Wittenborg, examined how the design, layout and overall ambience of budget gyms in Munich impact customer loyalty. His work uncovers fascinating generational and gender differences that can help fitness centres enhance customer retention.

The Genesis of the Research

Mridul's research stems from his personal journey into fitness, both in India and later in Munich. As someone passionate about sports and wellness, he initially pursued certifications in personal training, yoga and massage therapy to develop a holistic understanding of physical fitness. "I was always passionate about fitness and sports, but once I joined the corporate world, I witnessed the impact of work pressure on physical well-being firsthand," says Mridul. "That life-changing moment in my own life made me shift gears, and I wanted to explore the importance of physical training from both a professional and functional perspective."

His experience in fitness clubs, particularly low-cost gyms, sparked his curiosity about the atmosphere and its role in user experience. "As I started exercising regularly, I became increasingly sensitive to how the atmosphere of fitness clubs — particularly budget gyms — affects user experience and long-term loyalty. This observation was the genesis of my research," Mridul explains.

Exploring the Fitness Industry's Growth

The global fitness industry has been growing rapidly in recent years, fuelled by trends such as fitness influencers, virtual fitness clubs, and a post-pandemic focus on wellness. With Millennials and Gen Z driving new trends, gyms must adapt their strategies, particularly with respect to their "servicescape" — a term that refers to the physical environment where services are delivered.

"It's more important than ever that gyms innovate their strategy, specifically tailored to their physical environment. This study allowed me to combine my passion for fitness with a timely, ever-evolving business landscape," Mridul notes. His research provides valuable insights into how budget gyms can leverage design, layout, and ambiance to retain customers in this competitive market.

The Research Methodology

Mridul's research utilised a quantitative approach through surveys, combining in-person data collection and an initial literature review. He gathered responses from 410 customers at four budget gyms, such as Basic-Fit in Munich, categorising participants by generation (Gen X, Y, Z) and gender (male and female). This extensive dataset provided a broad and diverse perspective on what factors most influence customer loyalty in fitness centres.

"The survey was designed to quantify the perceived performance and importance of various servicescape attributes, such as cleanliness, layout, equipment condition, ambience, signage, and facility systems," Mridul explains. "We also measured customer loyalty through repeat use, recommendations, and positive word-of-mouth."

Key Findings: Generational and Gender Differences

Mridul's study revealed that certain servicescape elements, such as ambient conditions, facility layout, and equipment/facility conditions, are the most influential in driving customer loyalty. However, the importance of these factors varied based on demographic factors such as gender and generation.

"The findings were quite revealing," says Mridul. "Male customers were more interested in the facility design and ambient conditions, while female customers placed greater importance on facility layout and equipment condition."

For different generational groups, the results were even more specific. Gen X and Gen Z males rated facility design as the most important factor, while for Gen Y males, ambient conditions topped the list. On the other hand, Gen X and Gen Z females valued equipment and facility conditions most, while Gen Y females prioritised facility layout.

"These generational and gender-specific insights are incredibly valuable for gym owners who want to tailor their approach and better meet the needs of their diverse customer base," Mridul adds.

Interestingly, the study also found that signage and facility systems had minimal impact on customer loyalty, despite performing well in the survey. "While gyms often invest in signage and advanced facility systems, these elements were not as crucial as other servicescape attributes when it came to customer retention," Mridul observes.

The Road Ahead

Looking to the future, Mridul plans to build on his research to further explore customer loyalty across different market segments. "I'd like to expand my present study by investigating how loyalty and perceptions vary across various market segments. Understanding these dynamics will help gyms fine-tune their offerings to meet specific customer needs," he says.

He also aims to specialise in areas like human behaviour, decision-making, ethical marketing, and psychology. "I want to understand what drives people's decisions in fitness and life in general," Mridul explains. "I also hope to publish my thesis and make a meaningful contribution to research in the health and fitness industry."

Advice for Wittenborg Students

Mridul's advice to students working on their final research assignments is grounded in his own experience. "Everyone has their own unique style when it comes to doing research. The key is to understand your own strengths, weaknesses, and working preferences early on," he advises. "At the beginning, it can feel overwhelming, but over time, things will start to make sense. The process is not just about understanding your topic but also about discovering yourself."

He encourages students to be patient and persistent. "There will be times when you feel stuck or stressed. When that happens, remember why you started. Focus on the bigger picture, and don't expect your supervisor to guide you step-by-step. This journey is yours, and it will test not just your academic competence but your attitude and determination."

A Thesis of Discovery

One of the aspects Mridul enjoyed most about writing his thesis was the process of connecting theoretical concepts to real-world scenarios. "I really enjoyed transforming raw data into meaningful insights and watching my research evolve from messy drafts into a structured piece of work," he reflects.

Learning new software, such as SmartPLS, for data analysis was also a highlight. "I found peace in the solitude of writing, as it became a space for reflection and deep thinking — not just about the topic, but about myself as well," he says.

WUP 09/072025 
by Erene Roux 
©WUAS Press 

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

Wittenborg Researcher Analyses UK Flight Crisis Communication Failures

https://www.wittenborg.eu/wittenborg-researcher-analyses-uk-flight-crisis-communication-failures.htm

Work by Adam Jones Sheds Light on Strategies and Possible Improvements

On 28 August 2023, a bank holiday, a major failure in the UK’s flight planning system caused chaos, disrupting thousands of flights, affecting an estimated 700,000 passengers and costing millions of pounds. The crisis highlighted not only technical issues but also problems in communication between National Air Traffic Services (NATS), airlines and customers.  

The incident is analysed in a recently published chapter by Wittenborg associate professor Adam Jones, titled ‘How to Respond When the Sky Closes Due to a Technical Issue? Navigating Air Travel Shutdowns’. Part of the Routledge volume ‘Travel Disruptions: Impacts, Responses and Resilience’, the chapter is co-authored by communication researchers and consultants Elyssa Fanning and Geri Silverstone.  

“By reviewing government documents, aviation reports, media articles and social media posts within the framework of crisis management and communication theory, we aimed to better understand the situation and propose more effective measures for future crises,” Jones explains.  

A day of turbulence

The incident began with an error in the NATS system, which incorrectly assumed that a flight bound for Deauville, France, was instead headed to Devil’s Lake, North Dakota, USA – as both airports shared the same code at the time. Since the flight had departed from Los Angeles International Airport, also in the USA, the system concluded that it would not enter UK airspace, even though it was, in fact, scheduled to cross it. As a result, the system went into maintenance mode to prevent the transfer of what appeared to be corrupt flight data. 

Due to the system failure, there was a need to revert to manually inputting flight plans, reducing the number processed to approximately 60 per hour, when under normal circumstances the UK flight planning system processes approximately 800 flight plans per hour. The impact was compounded by Heathrow and Gatwick, two of the busiest airports in Europe, being affected. The shutdown created a major incident across the aviation network that affected airports, airlines, tour operators and, most of all, their passengers. Over four and a half hours after the initial failure, the problem was finally rectified, by which time more than 2,000 flights had been cancelled.  

Communication hurdles

Jones highlights that most major airlines and airports received official notification from NATS only at 11:30, nearly three hours after the first signs of system issues. “The challenge for airlines with such late notification was that it became more difficult to recover and accommodate the revised flying programme. It was not until 15:00, seven hours after the system failure, that NATS informed airlines that the system had returned to normal,” he comments. 

The chapter underlines that, to inform passengers about the situation as well as their rights – such as rescheduling, refunds and compensations – airlines used emails, text messages and push notifications via their apps. Some companies even set up dedicated contact centres, proactively calling those who had not been able to amend their booking and informing them of their options. 

Nevertheless, many passengers reported receiving more information through online sources and social media than from their airlines, while some companies even published incorrect information regarding passengers’ rights. “On a typical day, airlines handle hundreds of flights, but with such extensive cancellations and delays, the process of managing refund and reroute requests was significantly slower, with telephone lines and email communications being quickly overwhelmed. Social media channels provided alternative options, and many airlines reported that their teams were working around the clock to respond to customer queries and concerns,” the associate professor emphasises.  

He adds that, given the scale of the disruption, assistance for delayed passengers was problematic. “Airports’ capacity to accommodate the delayed passengers was limited. Airport restaurants, cafes and retailers did not have the resources or supplies to cater for the additional demand and remain open for the extended period required. Moreover, the disruption generated significant costs for airlines, with some of them spending millions of pounds to cover expenses such as consumer hotel costs, meal costs and other flights.”

How to better handle crisis situations

Drawing on the frameworks of Restoration Theory and Situational Crisis Communication Theory, the chapter argues that NATS initially adopted a communication strategy of denial, followed by evasion of responsibility, framing the incident as an accident. 

According to the authors, airlines were more proactive, making efforts to mitigate the impact of the crisis, reduce its severity and actively contribute to resolving the issue. Additionally, they positioned themselves as victims of the NATS system shutdown. “There was a consensus that airlines responded well to the impact of the systems failure. They had learnt from previous incidents, such as the 2010 Icelandic Ash Cloud, how to manage and respond to such situations,” says Jones. 

Nevertheless, the chapter offers several recommendations for improvement. These include regulations to support the enforcement of airlines’ and airports’ consumer duties, enhancements to aviation support systems’ communication channels and improvements in the methods airlines use to communicate with passengers. The authors also suggest appointing a single post-holder with overall management responsibility and full accountability for such incidents and their resolution. Finally, they propose reviewing the systemic approach adopted by NATS to ensure more robust and timely procedures for problem identification and resolution. 

“A pillar of crisis management is the communication of crisis-related information to stakeholders, which influences their response behaviour and shapes public opinion. Effective response strategies require the effective interaction of human and technical components to ensure one flight plan does not jeopardise the whole system,” Jones concludes.

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

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#SDG12: Responsible Consumption and Production
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AI in Higher Education: MBA Thesis Analyses Opportunities and Threats of New Tools 

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

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

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

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

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

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

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

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

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

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#Internationalisation
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#internationalstudent
#research

Meet Wittenborg’s IAAP Members: Marina Dabić

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

Croatian Scholar Underlines Importance of Support and Knowledge Sharing in Academia

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

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

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

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

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

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

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

WUP 03/072025 
by Ulisses Sawczuk 
©WUAS Press 

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#highered
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July in Amsterdam: Sun, Sounds & Seriously Good Vibes 

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

July in Amsterdam is buzzing with festivals, celebrations and more

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

Celebrate Culture and Community

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

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

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

Food, Drink and Open-Air Feasting

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

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

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

Music and Summer Performances

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

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

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

Big Festival Energy

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

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

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

Cinema and Summer Nights

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

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

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

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

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

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

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

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

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

Discover Apeldoorn’s street markets

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

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

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

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

Music, laughs and fun

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

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

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

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

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

A royal summer

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

Colour and creativity

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

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

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

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#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 

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#SDG9: Industry, Innovation and Infrastructure
#Internationalisation
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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