AmChamNews - American Chamber of Commerce in the Netherlands

AmChamNews 

AMERICAN CHAMBER OF COMMERCE IN THE NETHERLANDS 

MUCH DISQUIETED AND TROBLED WITH THAT CARE, I CONFERRED WITH GASPER CONTARINUS (A MAN 

ANELY INSTRUCTED IN ALL KINDE OF LITERATURE) WHO THEN WAS EMBASSADOUR WITH THE EMPER- 

R HIS FAMOUS COMMONWEALTH OF VENICE. WHEREBY WEE KNOW (DISCUSSINGE THE MATTER WITH 

ARGUMENTS) THAT THIS STRANGE REPORT, NEUER HEARD BEFORE, MIGHT VERY WELL BE, AFTER THIS 

R: THIS CASTELLEĀ SHIP SET SAYLE FOS OF GORGODES TOWARDS YE WEST, WHICH WAY ALSO THE 

GOETH. THENCE IT CAME TO PASSE, THAT HAUINGE FOLLOWED THE SUNNE, THEY HAD EUERY DAY 

, ACCORDING TO THE QUANTITY OF THE WAY THEY MADE, WHEREFORE HAUINGE PERFITED THE 

WHICH THE SUNNE PERFORMETH IN 24. HOWERS TOWARDS THE WEST, IT CŌSUMED & SPENT ONE 

DAY, THEREFORE IT HAD FEWER DAYS BY ONE, THEN THEY WHO FOR THAT SPACE OF TIME, KEPT ONE 

E PLACE OF ABOADE. BUT IF THE PORTUGALL FLEETE, WHICH SAYLETH TOWARD THE EAST, SHOULD 

E AGAINE VNTO THE GORGODES, CONTINUING THEIR COURSE VNTO THE EAST, BY THIS WAY AND 

IO, NOW FIRST FOŪD & DISCOUERED TO MORTALL MEN, NO MAN WOLD DOUBT SEEING THEY 

HAUE 

DAYES, 

PERFITED 

LE, BUT 

. WHOLE 

SHULD 

VNTO 

UER & 

AND SO 

LE DAY, 

RE 

SHOULD 

ORE BY 

SO IF 

FLEETE, 

HE CAS- 

ND THE 

L, HAD 

E THE 

FROM 

ODES, AND THE 

E HAD SAYLED TOWARDES 

AND THE PORTUGALLES HAD TOWARDS 

TURNINGE STERNE TO STERNE, AND HAD RE- 

THE GORGODES, BY THESE DIUERS WAYES, IN THE 

E OF TIME, AND AT YE SAME MOMENT, IF THAT DAY HAD BIN 

O THE GORGODES, IT HAD BIN WEDENSDAY TO THE CASTELLANES, 

WHOLE DAY WAS CONSUMED INTO LONGER DAYES. BUT TO THE POR- 

GALLES, TO WHOM BY SHORTENINGE OF THE DAYES, ONE DAY REMAINED 

OUER & ABOUE THE SAME DAY SHOULD BE FRIDAY. LET PHILOSO- 

PHERS MORE DEEPLY DISCUSSE THIS MATTER, WE YEELD 

THESE REASONS FOR THE PRESENT.” “AND AMONGE 

OTHER NOTABLE THYNGES BY HYM [PIETRO MAR- 

TIRE D’ANGHIERA] WRYTTEN AS TOUCHYNGE 

THAT VYAGE, THIS IS ONE, THAT THE SPAN- 

YARDES HAUYNGE SAYLED ABOWT 

THREE YEARES AND ONE MONETH, AND 

THE MOST OF THEM NOTYNGE THE 

DAYES, DAY BY DAY (AS IS THE 

MANER OF ALL THEM THAT SAYLE 

BY THE OCEAN) THEY FOUNDE 

WHEN THEY WERE RETURNED TO 

SPAYNE, THAT THEY HAD LOSTE 

ONE DAY. SO THAT AT THEYR AR- 

RYUALL AT THE PORTE OF SIUILE 

[SEVILLE] BEINGE THE SEVENTH 

DAY OF SEPTEMBER, WAS BY 

THEYR ACCOMPT BUT THE SIXTH 

DAY. AND WHERE AS DON PETER 

MARTYR DECLARED THE 

STRANGE EFFECTE OF THIS 

THYNGE TO A CERTEYNE EXCEL- 

LENTE MAN [GASPARI CONTARI- 

NI OF VENICE] WHO FOR HIS SIN- 

GULER LERNYNGE WAS 

GREATELY ADUAUNCED TO 

HONOURE IN HIS COMMON 

WELTHE AND MADE THEMPER- 

OURS AMBASSADOURE, THIS 

WOORTHY GENTELMAN WHO 

WAS ALSO A GREATE PHILOSO- 

PHER AND ASTRONOMER, AN- 

SWERED THAT IT COULDE NOT 

OTHERWYSE CHAUNCE UNTO 

THEM HAUYNGE SAYLED 

THREE YEARS CONTINUALLY, 

EUER FOLOWYNGE THE 

SOONNE TOWARDS THE WEST. 

AND SAYDE FURTHERMORE 

THAT THEY OF OWLDE TYME 

OBSERUED THAT ALL SUCHE 

AS SAYLED BEHINDE THE 

SOONNE TOWARDE THE WEST, 

DYD GREATLY LENGHTEN THE 

DAY.” BEINGE THE SEVENTH DAY 

OF SEPTEMBER, WAS BY THEYR 

ACCOMPT BUT THE SIXTH DAY. AND 

WHERE AS DON PETER MARTYR DE- 

CLARED THE STRANGE EFFECTE OF THIS 

THYNGE TO A CERTEYNE EXCELLENTE MAN 

NI OF VENICE] WHO FOR HIS SINGULER LERNYNGE WAS GREATELY 

NOURE IN HIS COMMON WELTHE AND MADE THEMPEROURS 

HIS WOORTHY GENTELMAN WHO WAS ALSO A GREATE PHI- 

TRONOMER, ANSWERED THAT IT COULDE NOT OTH- 

CE UNTO THEM HAUYNGE SAYLED THREE 

Special Anniversary Edition 

SOON HE LEFT DEN-THEN 

HE LEFT DEN- 

MARK IN 1921 FOR CHINA MARK IN 1921 FOR CHINA 

TO WORK FOR THE TEXAS OIL CO. TO WORK FOR THE TEXAS OIL CO. 

HE STAYED IN CHINA FOR ALMOST 20 HE STAYED IN CHINA FOR ALMOST 20 

YEARS. IN 1940 HE TRANSFERRED TO YEARS. IN 1940 HE TRANSFERRED TO 

BANGKOK AND FROM THERE TO RANGOON BANGKOK AND FROM THERE TO RANGOON 

IN 1942. IMMEDIATELY AFTER WWII CHINA SAW IN 1942. IMMEDIATELY AFTER WWII CHINA SAW 

HANSEN BACK IN CHUNGKING, AND IN 1946 HE HANSEN BACK IN CHUNGKING, AND IN 1946 

WAS APPOINTED ASST. GENERAL MAN- 

WAS APPOINTED ASST. GENERAL MA 

AGER OF CALTEX IN SHANGHAI. HE 

ER OF CALTEX IN SHANGHAI. H 

WAS CALLED BACK TO NEW YORK 

CALLED BACK TO NEW 

IN 1948 TO BECOME MANAGER 

1948 TO BECOME MA 

OF THE CALTEX PACIFIC DIVI- 

THE CALTEX PACIF 

SION, WENT TO JAPAN IN 1950 

WENT TO JAPAN 

AND WAS TRANSFERRED TO 

WAS TRANSFE 

THE NETHERLANDS IN 1951. 

NETHERLAN 

HANSEN WAS REGARDED 

HANSEN W 

BY MANY AS THE NESTOR 

BY MANY 

OF THE AMERICAN BUSI- 

OF THE 

NESS CO-MMUNITY IN THE 

NESS C 

NETHERLANDS. HANSEN 

NETHE 

LED THE CAMPAIGN FOR 

LED T 

THE AMERICAN LIBRARY 

THE 

OF THE NEDERLAND- 

OF 

AMERIKA INSTITUUT, OF 

AME 

WHICH ORGANIZATION HE 

WH 

WAS A BOARD MEMBER 

WA 

FOR MANY YEARS. HE 

FO 


A B 

OF THE US EDUCATIONAL 

US 

FOUNDATION, THE AMERI- 

DA 

CAN BUSINESSMEN'S 

BU 

CLUB AND OF THE NEDER- 

AN 

LANDSE KAMER VAN KO- 

SE 

OPHANDEL VOOR AMERI- 

D 

KA, AS WELL AS THE 

W 

FOUNDER AND FIRST 

AN 

PRESIDENT OF THE AMER- 

TH 

ICAN ASSOCIATION. 

TIO 

HANSEN WOULD REMAIN 

RE 

AMCHAM'S PRESIDENT 

DE 

UNTIL HIS RETIREMENT IN 

ME 

MARCH 1963. AT A FARE- 

FAR 

WELL DINNER OFFERED 

FERE 

TO MR. AND MRS. J.M. 

J.M. 

HANSEN BY THE AMCHAM 

AMCH 

BOARD OF DIRECTORS ON 

RECTO 

MARCH 15, 1963, THE 

1963, TH 

AMCHAM MEDAL OF 

OF HON 

HONOR (THE FIRST ONE) 

WAS PRE 

WAS PRESENTED TO "AM- 

CHAM'S 

CHAM'S FOUNDER AND 

FIRST PRESI 

FIRST PRESIDENT IN RECOG- 

NITION OF HIS 

NITION OF HIS EXCEPTIONAL 

SERVICES IN PR 

SERVICES IN PROMOTING THE 

DEVELOPMENT 

DEVELOPMENT OF COMMERCE 

MERCE BETWEEN T 

BETWEEN THE UNITED STATES 

STATES OF AMERICA 

OF AMERICA AND THE NETHER- 

NETHERLANDS." HANSEN 

LANDS." HANSEN WAS BORN IN DEN- 

BORN IN DENMARK (1898) AND 

MARK (1898) AND STUDIED LAW AT THE UNIVERSI-IED 

LAW AT THE UNIVERSITY OF COPENHAGEN 

TY OF COPENHAGEN. HE LEFT DENMARK IN 1921 LEFT DENMARK IN 1921 FOR CHINA TO WOR 

FOR CHINA TO WORK FOR THE TEXAS OIL CO. FOR THE TEXAS OIL CO. HE STAYED IN CHINA 

HE STAYED IN CHINA FOR ALMOST 20 FOR ALMOST 20 YEARS. IN 1940 HE TRANS- 

YEARS. IN 1940 HE TRANSFERRED TO FERRED TO BANGKOK AND FROM 

BANGKOK AND FROM THERE TO THERE TO RANGOON IN 1942. IM- 

RANGOON IN 1942. IMMEDI-MEDIATELY 

AFTER WWII 

ATELY AFTER WWII CHINA SAW HANSEN 

CHINA 

BACK IN

2 

Celebrating 

AmCham's 

50 th Anniversary OCt 

AmCham will be celebrating 

its semicentennial with four 

high profile events. 

Committee of Recommendation: Ambassador Renée Jones-Bos; 

Ambassador Fay Hartog-Levin; Mayor Jozias van Aartsen, City 

of The Hague; Greg Case, Aon Corporation; Tom de Swaan, Board 

Executive; Ben Noteboom, Randstad Holding N.V.; Paul Polman, 

Unilever N.V.; Don Shepard, US Chamber of Commerce; Bernard 

Wientjes, VNO-NCW. 

Task Force Semicentennial Celebrations: Lex Geerdes, Aon; 

Helen Mets-Morris, Avery Dennison; Tom van der Meer; Sander 

Pabbruwee, Iron Mountain; Riëtte Blacquière, AmCham; Hans 

Scholten, AmCham. 

OCt 13 Young Leaders Inspiration Event 

October 13, 2011 – 15:15 hrs. – Deloitte Office, Maas Tower, Rotterdam 

GREEN: from just a color to the ultimate way to lead your 

company. An event to change the mindset of future leaders. 

This event is organized for the young professionals within your 

organization, you are therefore requested to communicate this 

date and time to your company’s internal young professional 

organization! 

Register your Young Professionals: yp@amcham.nl 

31 Seminar Discussion & Business Dinner 

October 31, 2011 – 14:30 hrs. – Zuidas, Amsterdam 

Corporate Responsibility and Global Scarcity Concerns: 

Threat or Opportunity? 

Seminar: October 31, 2011 - 14:30 hrs. 

Location: ING House, Amsterdam 

Speakers seminar: Jan Peter Balkenende, Former Prime 

Minister & Partner, Ernst & Young; Wout Dekker, CEO, Nutreco. 

Dinner: October 31, 2011 - 18:00 hrs. 

Location: Loyens & Loeff, Amsterdam 

Speakers dinner: Marcel Smits, CEO, Sara Lee; 

Maarten van der Weijden, Chairman Executive Board, 

Loyens & Loeff; Helen Mets-Morris, President, AmCham. 

DeC 13 Wine & Cheese Party – Special Edition 

December 13, 2011 – 18:00 hrs. – Hotel des Indes, The Hague 

The Wine & Cheese Party is a long standing social 

tradition. For four decades this event brings politicians, 

business leaders and diplomats together annually in 

a sophisticated but casual ambiance. 

JAn 23 50 th Anniversary Gala Dinner 

January 23, 2012 - 18:00 hrs. – City Hall of The Hague 

By invitation of Mayor Jozias van Aartsen the culmination 

of the anniversary activities of the Chamber, a gala 

dinner, will be hosted in the Atrium of the City Hall 

of The Hague. Prominent corporate representatives 

and US and Dutch dignitaries are expected to attend 

this evening of festivities with fine entertainment and 

good conversation. 

Speakers: Stef Kranendijk, CEO, DESSO Group B.V., 

Prof. Michael Braungart, Cradle-to-Cradle Guru; Coen 

van Oostrom, CEO, OVG Real Estate; Inka Pieter, Global 

Head Sustainability & CSR, KLM Royal Dutch Airlines; Prof. 

dr. Roger Dassen, CEO, Deloitte; Harry Starren, CEO, DE 

BAAK-VNO-NCW (moderator). 

More information available on: www.yp-amcham.nl 

Concluding the Chamber’s fiftieth year we will make 

the fortieth Wine & Cheese Party extra festive. More 

information will be disclosed closer to date. 

Guest of Honor: Prime Minister Mark Rutte 

Host: Mayor Jozias van Aartsen 

Master of Ceremonies: Charles Groenhuijsen 

3

4 

yOung leADerS 

inSpirAtiOn event 

MAnAging SuStAinAbility - inSpirAtiOn fOr 

the next generAtiOn Of buSineSS leADerS 

Do you have what it takes to be a visionary leader in an environmentallychallenging 

era? Are you brave enough to sometimes go against the 

grain of convention? And where do you find your inspiration? Find out 

from the vanguards of a new leadership paradigm at this special event 

which kicks off AmCham's semicentennial celebrations. 

Never before have business and sustainability been so inextricably 

linked. And this is especially true for the Netherlands. With the 

threat of rising sea levels, climate change could have potentially 

disastrous consequences for this low-lying nation. That's why 

this unprecedented 21 st -century challenge demands a new breed 

of leaders – visionary thinkers who are informed, pro-active and 

pragmatic. Leaders who are able to balance environmental concerns 

with an astute business sense, combined with the courage and selfconfidence 

to go against the grain of convention and instill sustainable 

working practices that really do make a difference. 

For this special occasion – the first in a series of four events celebrating 

the 50 th anniversary of the American Chamber of Commerce 

– influential figures from the realms of business and academia have 

been invited to present and debate the critical issue of sustainability, 

as well as offer inspiration to the emerging generation of new 

business leaders and entrepreneurs. They include Dr. Roger Dassen, 

CEO of Deloitte Netherlands; Helen Mets-Morris, President of the 

Board of Directors of the American Chamber of Commerce, and 

Vice-President & Managing Director of Avery Dennison; Inka Pieter, 

Head of CSR & Environmental Strategy for KLM; Harry Starren, 

General Director of De Baak Management Center and co-author of 

The 21 Commandments of Leadership; and Coen van Oostrom, founder 

and CEO of OVG Real Estate (coincidentally, the developer behind 

the Maastoren). 

CrADle-tO-CrADle: reMAking the WAy We 

MAke thingS 

Keynote speaker is Professor Michael Braungart, a world-renowned 

chemist and visionary thought leader in design for sustainability. 

Along with William McDonough, Braungart was the co-creator of 

the Cradle-to-Cradle paradigm. This model advocates changing the 

way things are made – essentially by redesigning industrial production 

processes. As one of the major polluters, the manufacturing 

industry has been forced to adopt 'greener' practices to ensure less 

environmental impact. However, although production may be more 

environmentally friendly, most products – many containing toxic 

substances – still end up as waste. By contrast, the cradle-to-cradle 

model advocates designing waste-free products from the outset that 

can then be recycled – in their entirety – to provide raw materials for 

new goods. Taking a holistic approach to industry, economy and 

society, this paradigm offers endless possibilities for eco-efficient 

and eco-effective products and processes. 

One Dutch company that has successfully implemented the cradleto-cradle 

principle is European carpet manufacturer, Desso. This 

has led to the production of its first cradle-to-cradle carpets which 

are used in KLM planes. During Braungart's presentation, Stef 

Kranendijk, CEO of Desso Group BV, will share his experiences in 

his quest to authentically enhance the company's green credentials. 

Following this and other presentations – including a short movie 

screening – the event will draw to a close with an interactive panel 

discussion and informal networking session. 

event DetAilS 

ÌÌThursday 13 October 2011 

ÌÌLocation: Deloitte Office, Maas Tower, Rotterdam 

ÌÌDresscode: Business attire 

ÌÌTime: 15:15 hrs. 

SpeCiAl thAnkS 

This event was organized by the Young Professionals Semicentennial 

Task force: 

ÌÌSander Pabbruwee, Regional Sales Manager, Iron Mountain 

ÌÌSharoepa Janki, Relationship Banker, Royal Bank of Scotland 

ÌÌJad Oseyran, Managing Consultant, IBM 

ÌÌMatthijs Geerts, Broker FI Benelux, Aon 

ÌÌPieter Medema, Analyst, Citibank 

ÌÌYasemin Oruc, Business Development Manager, Htel Serviced 

Apartments 

ÌÌHans Scholten, Associate Director, AmCham. 

INVITATION 

Young Leaders Inspiration Event 

Part of AmCham’s 50th anniversary event series. 

THU 13 OCT 2011 

Green. 

FROM JUST A COLOR TO THE ULTIMATE WAY 

TO LEAD YOUR COMPANY. AN EVENT TO 

CHANGE THE MINDSET OF FUTURE LEADERS. 

For more info on speakers and program: www.amcham-yp.nl 

Maas Tower, Rotterdam 

15:15 until 19:30 hrs. 

AMCHAM’S GOLD STAR ANNIVERSARY SPONSORS AMCHAM ACKNOWLEDGES ITS GOLD STRIPE ANNIVERSARY SPONSORS:

6 

Ambassador's 

Message 

renée JOneS-bOS 

AMbASSADOr Of the kingDOM Of the netherlAnDS tO the 

uniteD StAteS Of AMeriCA 

As the world economy struggles with uncertainties, one thing remains certain: 

the Netherlands – US economic and political partnership is strong. Our countries 

share four centuries of history, an entrepreneurial spirit, an innovative mind and 

a commitment to free trade and a level-playing field. 

As a country with an open economy, the Netherlands is always affected by the global 

economic tides. But throughout the last half century, the American Chamber of 

Commerce in the Netherlands has served as a steady pilot for American companies 

looking to do business with or in the Netherlands. It has further cemented the 

bond between two like-minded nations. 

As we prepare our economies for the future, our strong partnership provides a solid 

foundation to build upon. With 1750 American companies that made the Netherlands 

their second home today, the US is the largest investor in the Netherlands. Viceversa, 

the Netherlands is the third investor in the United States and our trade and 

investment relationship provides for over 800,000 American jobs. 

This relationship is certainly also the result of the wonderful work of the American 

Chamber of Commerce in the Netherlands. That is why I warmly congratulate 

the Chamber on its accomplishments in the last fifty years. I know that you will 

continue to play an equally important guiding role in the future. 

fAy hArtOg levin 

AMbASSADOr Of the uniteD StAteS Of AMeriCA tO the 

kingDOM Of the netherlAnDS 

This year marks the 50th anniversary of the American Chamber of Commerce in the 

Netherlands: five decades of service to the US business community. As Ambassador 

of the United States of America, I would like to extend my congratulations to the 

American Chamber of Commerce for having served as an independent voice of US 

commercial interests in the Netherlands. The Chamber has represented American 

employers in the Netherlands since its inception in 1961. 

The American Chamber of Commerce is well-respected by the Dutch government 

and other leaders and opinion makers, who pay close attention to its policy recommendations, 

especially the annual Investors’ Agenda of Priority Points. AmCham 

has always played a significant role in improving the trade and investment climate 

between the Netherlands and the US. 

The Netherlands is one of the most important destinations for US direct invest- 

ment in Europe. The strong economic ties between the Netherlands and the US 

are clearly reflected in the fact that the United States is the second-largest foreign 

investor in the Netherlands, while the Netherlands is the third- largest direct foreign 

investor in the United States. About 1,700 American companies in the Netherlands 

directly employ some 250,000 people. 

For the last half century the American Chamber of Commerce has facilitated the 

transaction of Dutch-American business. I congratulate the American Chamber 

of Commerce for this special edition of AmCham News, and its ongoing commitment 

to advancing the interests of American businesses overseas and serving its 

American and Dutch members. 

7

8 

Message from 

Maxime 

verhagen 

Deputy priMe MiniSter 

AnD MiniSter Of eCOnOMiC AffAirS, AgriCulture & innOvAtiOn Of the netherlAnDS 

CONGRATULATIONS ON YOUR 50 TH ANNIVERSARY 

Close friends. Trusted allies. Partners in growth. I am proud to say that 

the United States and the Netherlands have been all three for the past 

four hundreds years. Our enduring ties have a solid foundation. They 

are built on a common culture, shared values and a similar outlook on 

economic growth. 

Today, the Netherlands is the third-largest investor in the United States 

and the seventh-largest market for US products. Trade and investment 

with the Netherlands generate more than 800,000 jobs in the United 

States. 

In turn, the United States is the largest investor in the Netherlands. US 

companies employ more than 200,000 people and are among the most 

productive in the country. US companies strengthen the health of the 

Dutch labor market and the competitiveness of our economy. We cherish 

this contribution to our prosperity. 

AmCham is an indispensable part of this. For 50 years, AmCham has 

been a valuable partner of the Dutch government and the local business 

community. AmCham has given us insightful advice and feedback that 

has enabled us to increase the attractiveness of the Dutch investment 

climate. For this, I am grateful. 

Looking ahead, I see economic challenges and opportunities alike. Now, 

more than ever, is the time to create shared opportunities and remove 

obstacles. 

I am confident that AmCham and the Dutch government will continue to 

partner on this. I look forward to continue working with AmCham and its 

wonderful people. 

9

10 

President's Message 

helen 

Mets-Morris 

preSiDent 

AMeriCAn ChAMber Of COMMerCe in the netherlAnDS 

A PARTNERSHIP BUILT TO LAST 

As we take a moment to reflect on AmCham’s 50-year history, we should 

feel an enormous sense of pride in the evolution of this organization 

– our large and growing constituency, and the strong partnership 

forged between the US and the Netherlands which is helping to promote 

economic welfare on both sides of the Atlantic. 

The US/EU transatlantic partnership was built on trust, respect and 

shared success over the years. It is one of the strongest bonds between 

regions and currently accounts for nearly 50 percent of the world’s GNP. 

The US-Dutch relationship is perhaps the most intensive bilateral bond 

in this partnership and the beating heart of AmCham. We must continue 

to nurture and protect it in the years to come. 

While past performance is often the best indicator of future performance, 

it’s not necessarily so. Global conflict and economic instability present 

us with new challenges. To face down these issues, partnership between 

nations will become less a choice than an imperative. It is only through 

cooperation that we will continue to drive mutual growth and prosperity. 

With 50 years of successful collaboration behind us, we are well positioned 

to move into the next 50. By acting with determination on our 

Priority Points, and providing a relevant network for our members, we will 

continue to promote investment in the Netherlands and to raise the voice 

of foreign investors here to pave the way for employment and economic 

health. 

As we celebrate the 50 th anniversary of AmCham Netherlands through 

various signature events in the coming months, let’s look back with pride 

and look ahead with confidence. 

I am humbled by our history, optimistic about our future and extremely 

proud to lead AmCham into its sixth decade. 

11

12 

Patron Members 

of the American Chamber of Commerce in The Netherlands 

FLUID TECHNOLOGY 

Founding Members 

of the American Chamber of Commerce in The Netherlands 

American Express Company, Inc., The 

Amsco Europ N.V. 

Amstel Brouwerij N.V. 

Amsterdamsche Bank N.V. 

Apparatenindustrie Defense Electronics N.V. 

Aramco Overseas Company 

Arthur Andersen & Company 

Asscher’s Diamant Maatschappij N.V. 

Badger N.V. 

Bersma’ s Handelmaatschappij N.V. 

Borden Company Holland N.V., The 

Byron Jackson N.V. 

Caltex Petroleum Maatschappij 

(Nederland) N.V. 

Cenco Instrumenten Maatschappij N.V. 

Coca-Cola Export Corporation (Holland 

Branch), The 

Continental Columbian Carbon 

Nederland N.V. 

Controls Maatschappij Europa N.V. 

Dien, Van Uden & Co, Van 

Dillon Agnew Associates (Europa) N.V. 

Dorr-Oliver N.V. 

Du Pont de Nemours (Nederland) N.V. 

Esso Nederland N.V. 

Esso Research and Engineering Company 

Ferro Enamels (Holland) N.V. 

Fischer & Porter N.V. 

Friden Holland N.V. 

Fusite N.V. 

General Motors Continental Netherlands 

Branch 

General Tire & Rubber Company Holland 

N.V., The 

Gillette (Holland) N.V. 

Groot, Christopher de 

Gulf Oil (Nederland) N.V. 

Handelmaatschappij voor Grafische 

Machines HAGRA, N.V. 

Harris (Holland) N.V., Frederic R. 

Hecht, Bernard G. 

Hercules Powder Company, N.V. 

Holland-Amerika Lijn, N.V.Nederlandsch- 

Amerikaansche Stoomvaart-Maatschappij 

Holland Heating & Ventilating Company, 

N.V. 

Hollandsche Bank Unie N.V. 

Honeywell N.V. 

Hotel des Indes 

Hudig & Company, D. 

Huf jr., Naamlooze Vennootschap v/h 

Anton 

Insurance Company of North America 

Internationale Bedrijfsmachine 

Maatschappij N.V. 

International Drilling Company N.V. 

Internationale Transport Agenturen 

“Nederland” (INTRANED), N.V. 

Karnebeek, Jhr. H.A.van 

Kodak N.V. 

Koppers International C.A. 

Landbank N.V., De 

Lummus Nederland N.V. 

McCann-Erickson (Nederland) N.V. 

Mees & Zoonen, R. 

Merck Sharp & Dohme Nederland N.V. 

Mobil Oil Nederland N.V. 

Moppes & Zoon, N.V.Diamantindustrie 

A.van 

Nationaal Kasregisters v/h Cord.H. van 

Erk, N.V. 

Nederlandsche Dow Maatschappij N.V. 

Nederlandsche Ford Automobiel Fabriek, 

N.V. 

Nederlandse B.F. Goodrich Cie, N.V. 

Nederlandsche Handel-Maatschappij N.V. 

Nederlandse Overzee Bank N.V. 

Nederlandsche Standard Electric 

Maatschappij N.V. 

Nicholson File Nederland N.V. 

Pan American World Airways Inc. 

Peat, Marwick, Mitchell & Company 

Phillipp Brothers (Holland) N.V. 

Polymeric N.V. 

Printing Developments International 

(Nederland) N.V. 

Reed Roller Bit Company (Nederland) N.V. 

Robertson & Son (Netherlands Division), 

Edward T. 

Rotterdamsche Bank N.V. 

Royal McBee Nederland N.V. 

Schelde”, N.V.Koninklijke Maatschappij 

“De Seven Provinces Insurance Company 

Ltd., The 

Shell Nederland N.V. 

Steenkolen-Handelsvereeniging N.V. 

Tentler & Company N.V. 

Thomassen & Drijver Blikemballagefabrieken 

N.V. 

Thornpson Company N.V., J. Walter 

Time- Life International (Nederland) N.V. 

TokheimN.V. 

Twentsche Bank N.V., De 

Unilever N.V. 

United Centrifugal Pumps Netherlands N.V. 

United Fruit Company (Europa) N.V. 

United States Lines Operations, Inc. 

Verolme United Shipyards N.V. 

Warendorf, Mr. J.C.S. 

Weber N.V., Industriële- en Handelmaatschappij 

Wilton-Fijenoord N.V., Dok- en Werfmaatschappij 

Woodward Governor Company 

Wybrand de Jong, H. 

13

14 

T h E h I S T O r y O F A m C h A m 

The Sixties 

AmCham’s First Decade - In the beginning…. 

At the beginning of the 1960s the postwar emigration wave 

out of the netherlands had largely seceded and Marshall plan 

aid had made its impressive impact on getting the economy 

back on track after a devastating war. 

Although a Cold War had set in, an optimism of rebuilding 

and renovation had taken hold of the country. A European 

Economic Community of six nations had taken hold in an 

attempt to economically weave its members to such an extent 

that war among them would become unthinkable. 

The initiative to form AmCham was first taken in June 

1961 and led by Mr. J.M. (Hans) Hansen, then President 

of Caltex Petroleum Mij. (Nederland) NV. Hansen headed 

an Organizing Committee to found an American Chamber 

of Commerce in the Netherlands. This included exploratory 

meetings with officers of other AmChams in Europe. 

Mr. J.A. Nollen, Counsel for Aramco Overseas Company, 

drafted the Statutes of the Chamber. A membership drive 

was conducted to ensure a sound financial operating basis 

would be available. The Royal Charter on the Statutes was 

obtained by Decree No. 55 of September 7, 1961. 

The founding meeting of the American Chamber of 

Commerce in the Netherlands was held at the American 

Embassy on October 20, 1961 and hosted by US Ambassador 

John S. Rice. There were 59 people present including 42 

active members. The membership drive of the Organizing 

Committee had noted 152 companies and individuals 

applying for membership of which 85 companies as 

founding members (founding members paid a contribu- 

tion for 1961 to be listed as a founding member, others 

commenced membership with dues payment per 1/1/1962). 

A Board of Directors was elected at the founding meeting 

and was given the task to find suitable office space for the 

Chamber, to engage a general manager and staff, to establish 

a reference library and arrange for a regular publication, and 

to formulate programs necessary to implement the general 

purpose of the Chamber. 

AmCham's First President - Hans Hansen 

The first meeting of the Board of Directors was held on 

November 10, 1961 at the Haagsche Golf & Country Club. 

The Chamber now had 172 active members. During this 

meeting the election of officers took place. Johannes M. 

(Hans) Hansen, the initiator of AmCham Netherlands, was 

elected AmCham's first President. 

Hansen was born in Denmark (1898) and studied law at 

the University of Copenhagen. He left Denmark in 1921 for 

China to work for the Texas Oil Co. He stayed in China for 

almost 20 years. In 1940 he transferred to Bangkok and 

from there to Rangoon in 1942. Immediately after WWII, 

China saw Hansen back in Chungking, and in 1946 he was 

appointed Asst. General Manager of Caltex in Shanghai. He 

was called back to New York in 1948 to become Manager of 

the Caltex Pacific Division, went to Japan in 1950 and was 

transferred to the Netherlands in 1951. 

Hansen was regarded by many as the Nestor of the American 

business community in the Netherlands. Hansen led the 

campaign for the American Library of the Nederland-Amerika 

Instituut, of which organization he was a board member for 

many years. He was a board member of the US Educational 

Foundation, the American Businessmen's Club and of the 

Nederlandse Kamer van Koophandel voor Amerika, as well as the 

founder and first President of the American Association. 

Hansen would remain AmCham's President until his retirement 

in March 1963. 

At a farewell dinner offered to Mr. and Mrs. J.M. Hansen 

by the AmCham Board of Directors on March 15, 1963, the 

AmCham Medal of Honor (the first one) was presented to 

"…AmCham's Founder and First President in recognition of his exceptional 

services in promoting the development of commerce between 

the United States of America and the Netherlands." 

AmCham still has Hansen's Medal! 

For some reason, lost in the mists of time, the Chamber 

still has possession of the Medal of Honor 

awarded to Hans Hansen in March 1963. 

Did he forget to take it with him after 

the dinner? Did the dinner develop into a 

bacchanal wherein Hans Hansen lost the 

medal somehow? Did he leave AmCham 

no forwarding address when it was finally 

found? Who knows? 

AmCham's First General Manager - Henk 

Poutsma 

During the second meeting of the Board 

of Directors on December 8, 1961 (again 

at the Haagsche Golf & Country Club) the 

President announced that the search for a 

general manager for the AmCham had been 

concluded. Mr. Henk Poutsma was deemed 

by the Executive Committee fully qualified 

for the position. The Board minutes noted: 

"Compensation for the job would not exceed Dfl. 

25,000 per annum (all included)." 

One board member, Mr. M. Dickinson of Insurance Comp. 

of North America, while in agreement with Poutsma's 

candidacy, stated he had hoped an American would fill 

the job. It was not to be. Henk Poutsma was unanimously 

appointed by the Board to be AmCham's General Manager 

as of January 1, 1962. 

Henk Poutsma was born in Leeuwarden in 1905. After 

finishing studies at the HBS in Haarlem in 1924, Henk 

worked for Internatio (a Rotterdam-based trading company 

established in 1863) and was sent out to the then Dutch East 

Indies in 1927 where he worked in the various commercial 

departments of Internatio at Batavia, Bandung, Surabaya, 

Semarang and Medan during a period of ten years. Thereafter 

he was transferred to the shipping department of Internatio 

and, as a manager, was stationed at Jakarta, Medan and 

Singapore. From May 1958 he was in charge of the Royal 

Rotterdam Lloyd office at Singapore from where he left on 

retirement at the end of 1960. 

AmCham's First Tax Advocacy Issue 

On Monday January 2, 1962 AmCham Netherlands started 

its activities in temporary office space offered by Esso in 

their building on the Benoordenhoutseweg 6 in The Hague. 

Within two weeks Poutsma coordinated an AmCham 

Netherlands' response to a draft tax bill that had been 

released by the Ways and Means Committee of the US House 

of Representatives back in August 1961. The bill proposed 

changes in the tax treatment of US foreign subsidiaries and 

Americans working abroad - the result having a detrimental 

effect on business conduct and a substantial reduction of 

the amount of income exempt from US taxation. Action 

was further taken to the Senate when the bill passed the 

House. Even a cable was sent to the President and Senator 

Fulbright simultaneously with other AmChams in Europe 

on August 30. 

Here's the text of the cable we sent: 

AMERICAN CHAMBER OF COMMERCE IN THE 

NETHERLANDS REPRESENTING SUBSTANTIAL PART OF 

AMERICAN BUSINESS IN THE NETHERLANDS RESPECTFULLY 

SUBMITS SERIOUS OBjECTIONS AGAINST SECTION TWELVE 

OF HR 10650 PARTICULARLY IN THAT IN THE EUROPEAN 

ECONOMIC COMMUNITY IT WILL PLACE AMERICAN 

INVESTORS AT A COMPETITIVE DISADVANTAGE AND FISCAL 

INEqUALITY WITH SHAREHOLDERS OF OTHER FOREIGN 

CORPORATIONS NOT BEING SUBjECT TO DOMESTIC TAx 

ON UNDISTRIBUTED PROFITS STOP FURTHER SUCH 

TAxING OF US SHAREHOLDERS WILL FORCE CONTROLLED 

FOREIGN CORPORATIONS TO DECLARE DIVIDENDS 

WHICH MAY FRUSTRATE DUTCH FISCAL LAWS ALLOWING 

Medal of honor 

15

16 

TAxFREE ACCUMULATION OF CERTAIN SPECIFIED 

RESERVES STOP FINALLY THE CHAMBER ENDORSES 

VIEWS ExPRESSED BY OTHER AMERICAN CHAMBERS IN 

EUROPE STOP CONSEqUENTLY URGE WITHDRAWAL 

PROVISION CONCERNING TAxING OF UNDISTRUBUTED 

EARNINGS = j M HANSEN PRESIDENT 

It was to no avail. 

We did receive a polite response from the Assistant Secretary 

of the Department of the Treasury. Basically he disagreed 

with our point of view arguing the effect on business would 

be marginal. The bill was passed by the House and Senate 

and signed into law by President Kennedy. 

This action marked the beginning of AmCham's long and 

trying relationship with tax authorities in both the US and 

the Netherlands. 

“The Chamber archives still has the 

complete text of J. Dewey Daane's 

speech in its files...” 

The Poutsma-Van der Graaf Tandem 

Poutsma engaged as his secretary (later office manager) and 

right hand Miss Adriana van der Graaf who had extensive 

experience as an executive secretary with Esso and, most 

recently, a Rotterdam-based company called Stanvac. She 

was also a fully qualified teacher of English and an accredited 

translator Dutch/English. Adriana van der Graaf commenced 

work full time at AmCham in February 1962. 

Both Henk Poutsma and Adriana van der Graaf would stay 

with AmCham for the rest of their working lives - Henk until 

retirement in 1974 and Adriana (who succeeded Poutsma as 

General Manager) until her retirement in 1984. 

AmCham's First Events and First AGM 

On June 26, 1962 AmCham hosted its first event for members 

- a luncheon with guest speaker the US Treasury's Under- 

Secretary for Monetary Affairs. The man's name was J. Dewey 

Daane. It was held in the Kurhaus Hotel in Scheveningen. 

Some 125 people attended and paid Dfl. 12.50 per person. 

The Chamber archives still has the complete text of J. Dewey 

Daane's speech in its files - a US Treasury analysis and 

comparison of the US and Dutch economies. 

A couple of months later on September 25, 1962 - again 

in the Kurhaus Hotel - the Chamber's second Luncheon 

Meeting was held with guest speaker Mr. P.A. Blaisse, Vice 

President of the European Parliament. Blaisse talked on The 

Rules of Competition for the EEC. Again, the speech is on file. 

Following the September 25 luncheon the Chamber held 

its first Annual General Meeting with 49 Active Members 

(i.e. eligible to vote) in attendance. Other than the election 

of 5 new Board members, the meeting agreed to support 

the establishment of a Council of American Chambers of 

Commerce in Europe. There were now seven AmChams in 

Europe (Belgium, France, Germany, Italy, UK, Spain and the 

Netherlands). The seat of the Council would be established 

in Brussels and would be financed on a proportional basis by 

all AmChams in Europe ($500 for AmCham Netherlands). 

The meeting approved this contribution on a trial basis of 

two years, and with the proviso that the other AmChams 

would likewise join forces. (Spain didn't end up joining at 

first, but the Council went ahead anyway without them in 

May 1963. Spain came on board a year or so later). 

By its first AGM AmCham Netherlands had 181 corporate 

members, 29 individual members and 114 associate 

members. 

A Reference Library 

By the end of 1962 the Chamber had set up a modest reference 

library including a complete set of US roadmaps, a US tariffs 

schedule, statistical information, dozens of US and Dutch 

directories listing suppliers of everything from nuts to 

bolts and a collection of both US and Dutch periodicals. 

The reference library was maintained until the 1980s when 

it housed some 2500 articles of reference and information. 

The advent of the fax machine - and later internet - put paid 

to the small reference libraries of many business associations. 

There were no tears shed at AmCham at the library's 

demise. The reference library attracted few visitors in the 

1970s and 80s - and they were mostly students looking for 

internships in the US. Not really AmCham's target group. 

The resources and space saved at its closure were welcome. 

The Second Tax Legislative Hurdle - The Gore Amendment 

In February of 1964 US Senator Gore (yup, that's Al's father) 

introduced an amendment to Tax Bill HR 8363 to reduce the 

$35,000 exemption for US residents abroad for three years 

or more to $6,000 and the $20,000 exemption on residents 

abroad less than three years to $4,000. 

Obviously, American bosses of US companies abroad were 

much vexed with this assault on their paychecks and came 

out shooting with all the means open to them. Hell hath no 

fury than a man whose government threatens his paycheck - to paraphrase 

the English poet and playwright William Congreve. 

1. 1968 - prince bernhard and AmCham president frans van der Sleeson 

1.

18 

1961 

The response was, amongst others, via protest cables from 

the European Council of AmChams as well as via the individual 

AmChams themselves. AmCham Netherlands was 

no exception. Strongly worded cables were sent to the 

Chairmen of the Ways & Means Committee and the Finance 

Committee. Furthermore airmail copies of the cable were 

sent with covering letters to President Lyndon Johnson and 

the Secretaries of Commerce and State. 

The Council, in a later report on its activities published in 

1966, stated the following result: This action…succeeded in appreciably 

modifying the inequities that existed in the Gore Amendment; 

nevertheless, continual vigilance on this front is imperative. 

That was an understatement. In October 1969, the US Senate 

Finance Committee - in a surprise move (the amendment had 

been in limbo for 5 years!) - passed the Gore Amendment to 

reduce the federal tax exclusion on foreign source income. 

Cable traffic from AmChams in Europe again burned 

the bottom of the Atlantic - now to President Nixon and 

the new individuals occupying the posts of Secretary of 

Commerce and Secretary of State. Furthermore, individual 

members were encouraged to write their local Congressman 

and Senator "to join in a strong opposition to this dangerous 

amendment." 

The results? US expats worldwide rose to the occasion. The 

Gore Amendment was again put on the back burner. But 

this was not yet the end - the Gore Amendment was down 

but not out. It was to be reborn in the 1970s as the Hartke- 

Burke Amendment. 

Speakers to the AmCham in the 1960s 

There were a couple of dozen. But these names still ring a 

bell in many minds in 2011: 

Dean Acheson, Former US Secretary of State under President 

Truman (September 1963) 

Sicco Mansholt, Architect of the EEC Common Agricultural 

Policy and President EEC (April 1965 and again in November 

1970) 

Jan Tinbergen, The first (co)recipient of the Nobel Prize for 

Economics (November 1965) 

HRH Prince Bernhard as Patron of the Chamber 

AmCham Netherlands hosted the Council of AmChams- 

Europe for their spring 1968 meeting. On this occasion His 

Royal Highness the Prince of the Netherlands accepted the 

patronage of the Chamber and was presented with a scroll 

at the Council dinner in May 1968 at the Amsterdam Hilton 

Hotel. 

“Individual members were 

encouraged to write their 

local Congressman and 

Senator...” 

Prins Bernhard remained Patron of the American Chamber 

of Commerce in the Netherlands until his death in December 

2004 - a period of over 36 years. 

The Estate Tax Treaty Project 

An item of concern for many in the American community 

in the Netherlands was the levy of death duties by the 

Netherlands tax authorities against the estate of Americans 

ÌÌJohn Kennedy succeeds Dwight Eisenhower as the 35th President of the United States. 

ÌÌThe Soviet cosmonaut Yuri Gagarin became the first human in space. 

ÌÌRoger Maris hits his 61st home run of the season - beating the 34 year old record held by Babe Ruth. 

ÌÌPresident Kennedy sends 18,000 'military advisors' to Vietnam. 

ÌÌErnest Hemingway dies (suicide). 

ÌÌThe building of the Berlin wall commences. 

ÌÌAnton Geesink becomes the first non-Japanese to win a world championship in judo. 

ÌÌAdolf Eichmann is tried and convicted for crimes against humanity and war crimes in Jerusalem. 

ÌÌThe one millionth b/w television is sold in the Netherlands. 

ÌÌBillboard Magazine's number one hits included The Lion Sleeps Tonight (The Tokens), Runaway (Del 

Shannon), Surrender (Elvis Presley), and Calcutta (Lawrence Welk). 

ÌÌWest Side Story comes out in a film version. 

ÌÌAnd… AmCham Netherlands sees the light of day. 

temporary resident in the country. Inheritance taxes were not 

included in the US-NL double taxation treaty. In the past the 

question of double taxation of the estate of an American who 

dies in the Netherlands had led to problems. A similar risk 

of double death duties was run by Dutch expats temporarily 

resident in the USA. 

In August 1966 the Legislative and Tax Committee (formed 

earlier in the year to address this issue) reported to the 

Chamber identifying the major problems in this area and 

examined whether a treaty would resolve some or all of these 

problems. Based on these findings the Chamber's Board 

resolved that it would serve the interests of its community to 

sponsor a further study of the subject and eventually prepare 

a draft treaty. 

To finance the project an appeal was launched to the whole 

US/NL business community and the AmCham membership 

to contribute to the project - either a lump sum or 

an amount related to the number of expats employed by 

them. The appeal generated sufficient income ($15,400) to 

engage Baker & McKenzie some months later to commence 

a detailed technical study. This lengthy report was completed 

February 1968 and forwarded to US and NL tax authorities. 

On March 26, 1968 representatives of the US and Netherlands 

Governments commenced negotiations on an Estate Tax 

Treaty between the two nations. This result was more than 

AmCham had hoped for when the initiative was born less 

than two years earlier. 

The Convention between the United States of America and the 

Kingdom of the Netherlands for the Avoidance of Double Taxation 

and the Prevention of Fiscal Evasion with Respect to Taxes on Estates 

and Inheritances was signed on July 15, 1969. 

2. 

3. 

4. 

2. (1963) liston hills, AmCham's second president with laudatory remarks at the 

farewell of hans hansen (AmCham's first president) 

3. farewell Dinner for hans hansen, hotel des indes, february 1963 

4. i.M. edwards, AmCham president 1966 - 1967 

19

1. 


The Seventies 

AmCham's Second Decade 

this was not an easy decade for the multinational 

company (MnC) - especially an American multinational 

company. the uS was up to its nostrils in an increasingly 

unpopular war in vietnam at the beginning of the decade. 

Also the US government and several ill-behaving MNCs 

were linked in the unsavory opposition to the candidacy 

and later the presidency - and death - of Chile's Salvador 

Allende. They were also seen to be meddling in the affairs 

of other Latin American countries. All for the purpose of 

checking the perceived communist threat and stopping the 

next domino stone from falling. 

American politics and the misbehavior of a few US MNCs 

reflected on all American businesses overseas - no matter 

how apolitical or socio-economically constructive they tried 

to be. The ugly American (originally the title of a 1959 book, 

filmed in 1963 starring Marlon Brando) became largely 

manifest in American business abroad. The multinational 

corporation had a significant PR problem. 

What also didn't help was that the decade was marked by 

recession, high inflation rates (the term stagflation became 

a household word), relatively high unemployment and an 

energy crisis - which was blamed on big oil (and a lot of big 

oil was American) as much as it was on OPEC. Gasoline 

was rationed at the beginning of 1974 in the Netherlands. 

For many the multinational company became the scapegoat 

for much of society's ills. When Shell Nederland established 

its head office in Rotterdam, one Rotterdam alderman stated 

that he hoped it would be the last multinational to make such 

a decision for the city. Even in the United States the Foreign 

Trade and Investment Act - based on the belief that US MNCs 

were exporting jobs out of America with their investments 

overseas - was barely defeated in Congress in 1973. 

It would take another decade or two for the MNC to recover its 

more accurate image as a catalyst for growth and prosperity. 


During this decade AmCham again attracted dozens of 

business and political leaders including: 

Emile van Lennep, Secretary General of the OECD from 

1969-84 (June 1972) 

David Rockefeller, Chairman Chase Manhattan Bank (June 

1975 - over 400 attendees including Prins Claus!) 

Wim Duisenberg, Minister of Finance (June 1977) 

General Bernard Rogers, Supreme Allied Commander 

Europe SHAPE (January 1980) 

Wim Kok, Chairman FNV (December 1980) 

1. uS Ambassador McCloskey (right) is presented with a 1977-79 copy of the netherlands-American trade Directory by Dan piliero and Adriana van der graaf. 

21

22 

2. 3. 

The V.A.D. 

There has - probably - been no other proposed piece of 

Dutch legislation that has united so many Netherlands 

business interests as much as the very controversial VAD 

- the Vermogensaanwasdeling or Excess Profits Sharing bill. 

Publicized on May 4, 1976 by the Den Uyl Cabinet it proposed 

that 10 percent share of any excess profits earned in 1975 

be paid into a national fund to be administered by Dutch 

labor unions. For 1976, the percentage would be fixed at 

12 percent. In principle all enterprises subject to corporate 

income tax fell under the VAD regulations. Only smaller 

enterprises with profits not exceeding Dfl. 250 thousand 

were exempted. 

Although this bill had been simmering in the wings for some 

4-5 years, its publication hit business in the Netherlands 

like a Sonny Liston uppercut. A response was coordinated 

by AmCham along with Chambers from Belgium/ 

Luxembourg, Japan, Germany, France, UK, Austria, Sweden 

“In the US, in the late 1960s 

and early 1970s, foreign direct 

investment became increasingly 

politicized... ” 

and Switzerland and forwarded to Parliament on September 

14. On behalf of the group AmCham President Dan Piliero 

testified before a special committee of the Netherlands 

Parliament on September 23 - further detailing the joint 

VAD report/survey of foreign business in the Netherlands 

on the possible consequences of the bill. It was the first 

time that foreign business had ever addressed Parliament. 

The bill was put on hold for further debate. In 1977 it 

emerged again in a compromised version surrounding 

the negotiations of a new government led by the Christian 

Democrats and Prime Minister Van Agt. Again - on June 

19, 1978 - AmCham President Dan Piliero testified before a 

parliamentary committee on the negative consequences of 

the proposed bill and gave suggestions to limit these should 

the bill go through. And again the bill was put on the back 

burner - adding to the uncertainty of the investment climate 

in the country. 

By 1981 the VAD slowly began to fade away as the issue lost its 

urgency among organized labor. One now little recalled fact 

is that Wim Duisenberg - then Minister of Finance and later 

President of the Netherlands Central Bank - was the mover 

behind the bill along with the then Minister of Social Affairs 

in 1976. One is curious to learn what Duisenberg thought 

of the wisdom of his initiative later in his life. 

The Foreign Trade and Investment Act of 1973 

In the US, in the late 1960s and early 1970s, foreign direct 

investment became increasingly politicized. Organized 

labor, convinced that foreign investment exported jobs, 

undertook a major campaign to reform the tax provisions 

which affected foreign direct investment. The Foreign Trade 

and Investment Act of 1973 (or the Burke-Hartke Bill) would 

have eliminated both the tax credit and tax deferral, prohibited 

US patent holders to produce the patented product 

abroad (even under license), and introduced permanent 

import quotas. 

The Nixon Administration, influential members of Congress 

of both parties, and well-financed lobbying organizations - 

including all AmChams abroad - came to the defense of the 

multinational. The massive counterattack of the multinational 

corporations and their allies defeated this first major 

challenge to their interests. 

The Tax Reform Act of 1976 

Again - as some years earlier - the US Congress, in its 

persistent search for tax resources, voted on a new tax bill 

in 1976 that would, among other measures, amend section 

911 of the tax code. Section 911 permits exclusion, for US tax 

purposes, of a certain amount of foreign-earned income. 

The Tax Reform Act of 1976 eliminated a substantial portion 

of this exclusion for many US citizens working abroad. A 

particularly inequitable feature of the bill was the provision 

to make the changes retroactive to the beginning of 1976. 

Again intensive cable traffic to Senators and House members 

took place to support an amendment to eliminate the retroactivity 

of the Bill. This action was successful. 

Fiddling with Section 911 would remain a concern for the 

coming decades among US citizens working abroad. 

2. 1975 - henk poutsma is decorated for his contribution to uS-nl 

commercial relations. 

3. february 1980 - pM van Agt with AmCham president Dan piliero 

and uS Ambassador geri Joseph. 

1971 

ÌÌThe first Monty Python film appears - And Now 

For Something Completely Different (the film 

included Python's famous Dead Parrot sketch. 

ÌÌOther films that came out included: Luchino 

Visconti's Death in Venice; Stanley Kubrick's 

A Clockwork Orange; and Wim Verstappen's 

controversial Blue Movie. 

ÌÌCigarette advertising is banned on radio and TV 

in the USA. 

ÌÌA new stock market index called the Nasdaq 

debuts. 

ÌÌThe end of one TV era and the beginning of 

another: The Ed Sullivan Show airs its final 

episode but Archie Bunker comes into US 

homes with All in the Family. 

ÌÌPresident Nixon ends the direct convertibility of 

the dollar to gold marking the breakdown of the 

postwar international gold-dollar standard. 

ÌÌLed Zeppelin released their Fourth Studio album 

"Led Zeppelin IV" which went on to sell 23 million 

copies. Musically in the pop music scene it was 

the heyday for bubblegum music with hit singles 

like the Osmonds' One Bad Apple and Go Away 

Little Girl (Donny Osmond solo). But, something 

completely different, there was also the Rolling 

Stones' Brown Sugar. 

ÌÌWalt Disney World opens in Orlando, Florida. 

ÌÌJim Morrison, lead singer of The Doors, is found 

dead in his bathtub in Paris, France. Fans are still 

visiting his grave in the Père-Lachaise cemetery 

in 2011. 

ÌÌAjax Amsterdam wins the Europa Cup I beating 

Greece's Panathinaikos 2-0. 

23

1. 


The 

Eighties 

AmCham's Third Decade 

the slowdown in Dutch economic activity in the second 

half of the 1970s continued into the early 1980s. in 1983 

a cautious recovery began but didn't really pick up until 

the second half of the decade. 

The Netherlands' government struggled to get spending 

under control - the borrowing requirement was some 10 

percent of GNP at the end of 1982. 1982 marked a dent in 

NL-US political relations when a protest demonstration (four 

Dutch journalists had been killed in El Salvador and a link 

was seen by the demonstrators to US political involvement in 

that country) on Amsterdam's Museumplein resulted in an 

attack on the US Consulate General. The authorities would/ 

could not protect the building sufficiently. The damage and 

the political repercussion were such that the building was 

closed for some months. 

US foreign political policy, thus again, served to reflect - 

rightly or wrongly - on American businesses abroad. Security 

came to the forefront among US companies - especially those 

with a high public profile. Damping this profile became a 

priority - stay out of the news and, if necessary, keep your 

head down. 

Still, the decade had a couple of excellent reasons for celebration 

where AmCham was concerned. 1982 also marked the 

Bicentennial (200 years) of Netherlands-American friendship 

and 1986 was highlighted by the 25 th anniversary of AmCham. 

A host of events were organized to fittingly celebrate these 

two occasions. 

1. Dan piliero presents Ambassador Dyess with the AmCham's bicentennial lithograph. 

By the end of the decade, however, a careful optimism 

prevailed - growth was sound, inflation was low. Transatlantic 

investment had begun to accelerate - and eventually 

grew to proportions no one could have dreamed of. 

1982 - Two Hundred Years of Netherlands-American 

Friendship 

The United States' partnership with the Netherlands is its 

oldest continual relationship and dates back to the American 

Revolution. Formal diplomatic and commercial relations 

were established between the two nations in 1782. In 1982 

much of AmCham's external relations encompassed practically 

all sectors of Dutch society in connection with the 

celebration of two hundred years of Netherlands-American 

friendship. While focusing its own Bicentennial activities 

on the business aspects of the relationship between the two 

countries, AmCham was also involved in various events and 

ceremonies sponsored by the Dutch and US governments, 

local authorities and private organizations. 

The highlight of the Chamber's Bicentennial program was 

the three-day visit of twenty senior executive officers of US 

companies to the Netherlands in June. The visit was organized 

in close cooperation with the Netherlands-American Bicentennial 

Commission (NABC) in Washington with the objective 

25

26 

2. 

2. AmCham goes to Washington - ruud lubbers meeting with the uS Secretary of Commerce with AmCham president Dan piliero looking on. 

to reinforce the existing ties between the two countries and 

to create an opportunity for the American businessmen to 

discuss with their Dutch counterparts and Dutch government 

leaders the challenges and problems facing the international 

business community. The social part of the program included 

a reception by HM the Queen, a dinner hosted by the Minister 

of Economic Affairs, plus receptions and dinners hosted 

by AmCham and the cities of Rotterdam and The Hague. 

Also a forum discussion was organized in June to debate 

the opportunities and constraints for closer business ties 

between the US and Europe. Forum participants included 

the presidents of Philips (W. Dekker), Akzo (A. Loudon) 

and Vroom & Dreesman (A. Dreesman). 

AmCham President Dan Piliero attended the Bicentennial 

celebrations in Washington and New York during the state 

visit of HM Queen Beatrix and HRH Prince Claus in April. In 

June Piliero was invited by the Dutch Government to participate 

in the Netherlands Economic Mission to the United 

States during Her Majesty's second visit. AmCham's General 

Manager Adriana van der Graaf was also included in the 

mission which visited Houston, Los Angeles and Chicago. 

1986 - AmCham's 25 th Anniversary 

No holds barred at this celebration. Two events marked 

AmCham's Silver Anniversary. 

On October 31 st over 400 Chamber members and guests 

gathered in the beautifully restored Nieuwe Kerk in The 

Hague. Jubilee addresses were made, among others, by 

AmCham President Peter Legro, the Minister of Transportation 

Neelie Smit-Kroes and Frank Popoff, Executive Vice 

President of the Dow Chemical Company. Following these 

speeches a grand cocktail reception was held in Kasteel De 

Wittenburg to toast the AmCham. This was attended by 

AmCham's Patron HRH Prince Bernhard. 

On December 8 the doors of the Concertgebouw opened to a 

black tie event for AmCham. All the seating in the Grote Zaal 

had made way for tables and chairs for a grand dinner with 

orchestral music and further entertainment by Tony Randall 

- an American comedian and film star. A spectacular dessert 

buffet was later served in the upper foyers with music and 

dancing and further entertainment (including a magician) 

in the Kleine Zaal - all ending at 1:00 a.m. 


Prominent names in this decade included: 

ÌÌHRH Prince Claus (April 1981) 

ÌÌJan Terlouw, Minister of Economic Affairs (October 

1982) 

ÌÌJoop den Uyl, Minister of Social Affairs (January, 1982) 

ÌÌEdward Heath, former UK prime minister (March 

1982) 

ÌÌRuud Lubbers, Prime Minister (February 1983, May 

1986, October 1987)) 

ÌÌWim Kok (as FNV Chairman - March 1983; as Prime 

Minister - April 1990) 

ÌÌOnno Ruding, Minister of Finance (January 1984) 

ÌÌWim Duisenberg, President of Netherlands Central 

Bank (January 1985) 

ÌÌWalter Mondale, former US Vice President (December 

1985, November 1990) 

ÌÌMalcolm Baldrige, US Secretary of Commerce (April 

1986) 

Advocacy Issue of the Decade - the Vredeling Directive 

Henk Vredeling - a Dutch socialist - was a reluctant (he would 

have rather been posted for Agriculture) Commissioner for 

Social Affairs of the EEC when the first draft of the Directive 

was promulgated in 1980. The Directive was designed to 

improve disclosure of relevant information to employees 

and would be applicable to companies in the EEC with more 

than 1000 workers. The purpose was to inform employees 

about activities of the company and to encourage employee 

participation in decision-making for the company. Information 

was to be provided on an annual basis covering five 

topics ranging from the economic and financial position 

to the employment situation, and was to include explanations 

in addition to bald figures. The Commission approved 

an amended version in June 1983 which was submitted to 

member countries then. The Social and Economic Council 

(SER) in the Netherlands was divided on the directive and 

could not submit a compromised opinion to the government. 

The American business communities in the Netherlands - 

and all over Europe - were adamantly against the directive. 

"The employees are not going to tell me how to run this company!" 

was the general management view. 

AmCham's Legal Committee, chaired then by Willem Stevens, 

coordinated a response by the US business community in 

the Netherlands. The Committee met with the Minister of 

Social Affairs in May 1984 to outline the specific concerns of 

American business. The directive was eventually put to the 

EEC back burner in 1986 and would not be examined again 

before 1989. In the end it rose again in another substance in 

1994 as the European Works Council Directive. 

3. 

1981 

ÌÌReggae icon Bob Marley dies at the age of 36. 

Other deaths in that year include rock & roller 

Bill Haley, Albert Speer (Hitler's architect) and 

Anwar al-Sadat (President of Egypt from 1970- 

81). 

ÌÌRonald Reagan inaugurated as the 40th President of the United States. 

ÌÌThe TGV in France makes its first run clocking 

381 km/h. Later that year a high speed rail 

service between Paris and Lyon begins. 

ÌÌAt the University of California at Los Angeles, 

Dr. Michael Gottlieb describes a mysterious 

new illness - AIDS. 

ÌÌPrince Charles marries Lady Diana Spencer. 

ÌÌNetherlands field hockey men win the 

Champions Trophy for the first time. 

ÌÌNumber one hits included Every Little Thing 

She Does Is Magic (The Police), 9 to 5 (Dolly 

Parton), Woman and Imagine (both by John 

Lennon), Physical (Olivia Newton-John), and 

Endless Love (Lionel Richie and Diana Ross). All 

pretty harmless stuff. But, an omen of things to 

come - the thrash metal band Metallica forms 

in Los Angeles. 

ÌÌTop grossing films (US) were Raiders of the 

Lost Ark, On Golden Pond, and Superman II. 

But Chariots of Fire won the Oscar as Best 

Picture. 

ÌÌOn April 18 a Minor League Baseball game 

between the Rochester Red Wings and the 

Pawtucket Red Sox at McCoy Stadium in 

Pawtucket, Rhode Island, becomes the longest 

professional baseball game in history: 8 hours 

and 25 minutes/33 innings (the 33rd inning is 

not played until June 23). 

ÌÌSimon & Garfunkel perform The Concert in 

Central Park, a free concert in New York in front 

of approximately half a million people. 

3. 1982 - Queen beatrix and prince Claus being presented with a lithograph celebrating 200 years of uS-nl relations. 

27

28 

1. 


The 

Nineties 

AmCham's Fourth Decade 

in the 1990s the information age 

became of age - information age 

technologies became widely used 

by the general public. the cell 

phone gained massive popularity 

in this decade, millions acquired 

internet access. 

The internet or dot-com bubble began to fill at the beginning 

of the decade, only to explode at its end. The Nasdaq index 

broke the 500 mark in April 1991, peaked at 5135 in March 

2000 and collapsed to 2470 by the end of 2000. 

Politically many European social democrats reshuffled their 

ideological cards and moved with their electorate to the middle 

of the political spectrum - Tony Blair's New Labour in the 

UK ran parallel with Wim Kok's redesign of the PvdA in 

the Netherlands. 

Wim Kok dominated the political scene in the Netherlands 

as Minister of Finance and Deputy Prime Minister 

from 1989-1994 and Prime Minister from 1994-2002. He 

was instrumental in bringing the government's finances in 

order including drastic reductions in monies spent on the 

WAO - the national disablement insurance scheme which 

was being significantly abused (at its nadir - almost a million 

qualifiers). 

In Europe, the decade was marked by the dissolution of the 

Soviet Union, German unification, the embracing of Eastern 

European countries of market economics, the introduction 

of the Euro, the expansion of the European Community from 

12 to 15 member states and the opening of negotiations 

for membership to another 14 countries. In the Far East 

the Asian tigers found their roar. South Korea, Singapore 

and Hong Kong became first world nations. China began 

to shrug off Mao's ideological chokehold. 

American business gained a new confidence. Foreign 

investors - regarded with some distrust in earlier decades - 

were welcomed with open arms and attractive investment 

packages. The reflection of US foreign policy on American 

corporations abroad began to fade. The identity of the multinational 

corporation became less fixated on its country of 

origin. The foreign investor became an international investor 

- thinking globally and acting locally. 

A Quiet Decade - AmCham Matures 

AmCham's 30 th , 35 th and 40 th anniversaries came and went 

with no champagne corks popping. Perhaps we were still 

hung over from the exuberant 1980s with the US-NL bicentennial 

celebrations and our own silver anniversary in 1982 

and 1986 respectively. A bit like many young couples - wild 

weekends and frequent, mad, passionate sex until you get 

married. You settle down, the rat race begins, work on the 

career, long working hours, the first of 2.3 children arrive, 

frequent sleepless nights attending a crying baby or young 

child, sex - if you're lucky - only in the weekend, first home 

‘The long waited US-NL Tax Treaty was 

signed in December 1992 - something which 

the tax committee had focused on for years.’ 

is purchased (mortgaged to the hilt), social contacts hard to 

maintain, marriage experiences its first strains, etc. 

It was a decade where several efforts of AmCham behind 

the scenes saw their fruition. The long awaited US-NL Tax 

Treaty was signed in December 1992 - something which 

the Tax Committee had focused on for years. The amended 

proposal for a Directive on European Works Councils (detailed 

below) had been a concern of the Legal and HR Committees 

since its first guise as the Vredeling Directive back in 1983. 

The changed broad public opinion on foreign investment 

and multinational companies encouraged AmCham to alter 

its advocacy stance to the Netherlands government. In the 

past, AmCham advocacy efforts had been largely reactive - 

responding to a proposed piece of legislation, for example. 

With the publication of the first edition of the Investors' 

Agenda of Priority Points in December 1995, AmCham took 

on a proactive role for itself. AmCham took on the role - as 

2. 

leader of the foreign investment community in the Netherlands 

- of suggesting or pointing to policy initiatives that 

might be taken to improve the investment climate in the 

country. AmCham became a partner for government agencies 

- such as the Netherlands Foreign Investment Agency - in 

attracting foreign investment to the Netherlands. 

A consensus was born within much of the 

developed world. A country that wishes 

to prosper can not afford not to listen to 

the foreign investment community. A 

country striving to maximize growth and 

job creation must create the conditions for 

all business - both domestic and foreign - 

to prosper and grow. AmCham's agenda 

became one to provide input for increased economic activity 

in the Netherlands via foreign investment. 

This newly crystallized function of AmCham continues to 

characterize AmCham in its sixth decade. 


Here are the headliners that spoke to AmCham members 

during the 1990s: 

ÌÌWisse Dekker, Chairman of the Supervisory Board, 

Philips NV (May 1991) 

ÌÌLee R. Raymond, President, Exxon Corporation 

(November 1991) 

ÌÌRuud Lubbers, Prime Minister of the Netherlands 

(March 1992) 

ÌÌOnno Ruding, Vice Chairman, Citicorp/Citibank 

(November 1992) 

1. Mid 1990s - Wim kok (with AmCham board) sitting between Ambassador Dornbush and president buford Alexander. 

2. AgM 1992 - AmCham's birthday cake for pM ruud lubbers who was guest speaker that day. 

29

30 

1991 

ÌÌFeature films released included Oscar winner The Silence of the Lambs, the year's top US-grossing Terminator 2, 

Steven Spielberg's Hook, and Thelma & Louise. 

ÌÌA Michigan court bars Dr. Jack Kevorkian from assisting in suicides. 

ÌÌThe liberation of Kuwait from Iraqi occupation (Operation Desert Storm) 

ÌÌIn the Netherlands, thieves steal 20 paintings worth $500 million from the Van Gogh Museum in Amsterdam. Less 

than an hour later they are found in an abandoned car near the museum. 

ÌÌIn April the Dow Jones Industrial Average closes above 3,000 for the first time ever, at 3,004.46. 

ÌÌGeorgia, Latvia and Estonia vote for independence from the Soviet Union. The dissolution of the Soviet Union 

commences and is a fact at the year's end. Also the end of the Warsaw Pact. 

ÌÌThe South African Parliament repeals the Population Registration Act, which had required racial classification of all 

South Africans at birth. 

ÌÌTim Berners-Lee announces the World Wide Web project and software on the alt.hypertext newsgroup. 

ÌÌÖtzi the Iceman is found thawing in the Alps. 

ÌÌArkansas Governor Bill Clinton announces he will seek the 1992 Democratic nomination for President of the United 

States. 

Ì ÌProminent 

deaths include jazz legends Stan Getz and Miles Davis, writers Graham Greene and Dr. Seuss, French 

actor and singer Yves Montand, and Queen lead singer Freddie Mercury, 

ÌÌNumber one hits include Let's Talk About Sex (Salt-N-Pepa), Bohemian Rhapsody (Queen), Black Or White 

(Michael Jackson), Don't Let The Sun Go Down On Me (Elton John and George Michael), and Do The Bartman (The 

Simpsons). 

ÌÌLee Huebner, Publisher International Herald Tribune 

(May 1993) 

ÌÌSir Michael Perry, Chairman Unilever PLC (November 

1994) 

ÌÌWim Kok, Prime Minister of the Netherlands (May 

1995) 

ÌÌHans Wijers, Minister of Economic Affairs (May 1996) 

ÌÌGerrit Zalm, Minister of Finance (December 1996) 

ÌÌKarl Vuursteen, Chairman Executive Board, Heineken 

NV, (May 1999) 

ÌÌCees van der Hoeven, President & CEO, Royal Ahold 

(October 1999) 

The EU Directive on European Works Councils 

The concept of the EWC was introduced in the 1994 directive 

(94/45/EC). That directive applied to companies or corporate 

groups with 1,000 employees or more in the European 

Economic Area (EEA) and at least 150 in two separate member 

states. There was no obligation to set up an EWC when these 

thresholds apply unless a request was received from at least 

100 employees in at least two countries, or the employer 

elected to take steps to set up an EWC by unilateral initiative. 

On receipt of a request, or if it initiates the process itself, the 

company was required to set up a special negotiating body 

with the aim of agreeing the terms of an EWC agreement. 

If an agreement cannot be reached, statutory subsidiary 

requirements apply. 

Importantly, the 1994 directive would not apply to agreements 

providing for transnational information and consultation of 

employees that were signed before 22 September 1996. This 

exclusion was laid down in article 13 of the 1994 directive. 

(Almost 50 per cent of existing EWCs are based on ‘article 

13 agreements’. Because they fall outside the scope of the 

1994 directive and its requirements, article 13 agreements 

have traditionally been more flexible from an employer’s 

perspective.) 

This Directive was the result of almost 15 years of negotiation 

between the European Commission, employers associations 

and unions. To AmCham's surprise the Netherlands government, 

with the agreement of employer organizations like 

the VNO, elected to adopt the Directive into legislation that 

went beyond the Directive itself - i.e. the EWC would be a 

greater burden on a company than it would in a neighboring 

country. This is a member state's prerogative, but, in this 

case, not a very sensible decision to take. It would mean that 

- given a choice - a non-EU investor might elect to place the 

investment elsewhere for that particular reason. It would at 

least influence his choice. 

AmCham's direct and timely intervention assured the Directive 

was implemented into legislation that conformed with, and 

did not go beyond, the Directive. 

3. 1991 - budget rent-a-Car's Cees klaasen wins AmCham's 

Marketeer of the year Award. 

3.

32 

The 

NaughtiesÌ 

1. 


AmCham's Fifth Decade 

politically, the 9/11 attacks colored the whole decade - to 

this very day. economically, however, globalization, which 

had intensified in the post-Cold War 1990s, continued to 

influence the world in the 2000s. 

ÌÌ For lack of a better term. In the English-speaking world, a name for the decade has never universally been accepted in the same manner as for the 90s, 80s, etc. The BBC listed "the noughties" as a 

potential moniker for the new decade on january 1, 2000. 'Nought' is a word used for zero in many English-speaking countries. However, in the USA the word is spelled 'naught' - which also gives it 

a bit of double entendre. 

The Internet became one of the prime contributors to 

globalization, making it possible for people to interact with 

other people, express ideas, introduce others to different 

cultures and backgrounds, use goods and services, sell and 

buy online, research and learn about anything, along with 

experiencing the whole world without having to leave home. 

The institutions, linkages and technologies that emerged 

or were redefined earlier would subsequently in this decade 

benefit many countries, in particular China and India. 

The most significant evolution of the early 2000s in the 

economic landscape was the long-time predicted breakthrough 

of economic giant China that had a double-digit 

growth during nearly the whole decade. To a lesser extent, 

India also benefited from an economic boom which saw 

the two most populous countries becoming an increasingly 

dominant economic force. The rapid catching-up of emerging 

economies with developed countries sparked some protectionist 

tensions during the period and was partly responsible 

for an increase in energy and food prices at the end of the 

decade. The world's economy - in nominal GDP and not 

adjusted for inflation - almost doubled in size. US investment 

in Europe tripled, that in the Netherlands more than 

quadrupled. 

The dot-com bubble burst of 2000 didn't lead to a recession 

thanks to the ability of central banks to reduce interest rates. 

These remained low and led to a housing bubble in the US. 

When rates were raised, the housing market collapsed with 

resulting loan payment failures in the US. The subsequent US 

mortgage crisis caused a global financial crisis because these 

mortgages - thanks to innovative banking - had been securitized 

and sold to foreign banks and investment funds. Despite 

the extensive intervention of central banks, including partial 

and total nationalization of some major North European 

banks, the crisis of sovereign debt became particularly acute. 

Economic activity was severely affected around the world 

in 2008 and 2009. At the beginning of the new decade, the 

western economy is still not out of the woods. 

The euro, a common currency for most EU member states 

(established electronically in 1999) was put into circulation 

in 2002 and the old currencies were phased out. Only 

three countries of the then 15 member states decided not 

to join the euro (UK, Denmark and Sweden). In 2004 the 

EU undertook a major eastward enlargement, admitting 10 

1. AmCham's brabant Chapter visit to the DAf truck plant - April 

2011. this Chapter was established in 2010 to better serve the 

uS business community in the province.. 

2001 

ÌÌGeorge W. Bush becomes the 43rd President of the 

United States. 

ÌÌA severe fire in Volendam early New Year's day killed 

14 young people and maimed another 150. 

ÌÌThe Netherlands becomes the first country in the 

world to permit same-sex marriages. Mayor Cohen 

of Amsterdam performs the first civil marriage 

ceremony for four homosexual couples. 

ÌÌCelebrity deaths: Herman Brood (Dutch rocker), 

William Hewlett (co-founder of Hewlett-Packard), 

Perry Como (American crooner), Archie Bunker (he 

of All in the Family; real name: Carroll O'Connor), 

Isaac Stern (violinist), and George Harrison (Beatle). 

ÌÌSports highlights include Lance Armstrong's third 

consecutive victory in the Tour de France; Tiger 

Woods wins his second Masters tournament; San 

Francisco Giants' Barry Bonds broke the single-season 

record of 70 home runs (set by Mark McGwire, 1998), 

hitting his 71st and 72nd homers of the year at home off 

LA pitcher Chan Ho Park on Oct. 5. Bonds hit his 73rd homer on the final day of the season. 

ÌÌWikipedia, an online encyclopedia, is launched on the 

internet. 

ÌÌAlmost 3,000 are killed in the 9/11 attacks at the 

World Trade Center in New York City; the Pentagon 

in Arlington, Virginia; and in rural Shanksville, 

Pennsylvania after American Airlines Flight 11 and 

United Airlines Flight 175 crash into the World Trade 

Center's Twin Towers, American Airlines Flight 77 

crashes into the Pentagon, and United Airlines Flight 

93 crashes into grassland in Shanksville. 

ÌÌThe United States invades Afghanistan with participation 

from other nations. 

ÌÌEnron files for bankruptcy - to that date the largest 

bankruptcy in the United States. 

ÌÌBillboard number one hits include: Janet Jackson's 

All For You; Bootylicious (Destiny's Child), I'm Real 

(Jennifer Lopez and Ja Rule), Family Affair (Mary J. 

Blige), Lady Marmalade (Christina Aguilera, Lil' Kim, 

Mýa and Pink). 

ÌÌBest films include: A Beautiful Mind, Gosford Park, 

Harry Potter and the Philosopher's Stone (top 

grossing film), Ocean's Eleven, The Lord of the Rings: 

The Fellowship of the Ring (Oscar winner), and Shrek 

(Best Animated Feature Film). 

33

34 

1,800 

1,600 

1,400 

1,200 

1,000 

800 

600 

400 

200 

0 

new member states (eight of which were former communist 

states). Two more countries, Bulgaria and Romania, joined 

in 2007, establishing a union of 27 nations. 

A Restless Decade for AmCham - and a Challenge for its 

Future 

Since its membership peaked in 1987 with 913 corporate 

members AmCham has been faced with a slowly diminishing 

corporate membership rate. In the last 10 years corporate 

membership has fallen from 584 in 2001 to the present level 

of 400 - a 30 percent decline. This is surprising seeing that 

in the period 1986 to present, US investment abroad (and in 

the Netherlands in particular) had exploded and the number 

of US subsidiary companies in the Netherlands had grown 

from about 1100 to over 1700 (see graph below). 

It should also be noted that about half of AmCham member 

companies have a US parent - a fairly consistent figure 

since 1961. However, in the 1960s almost 50 percent of US 

subsidiary companies in the Netherlands were AmCham 

members. Today that figure is about 11 percent - although 

these members do reflect a majority of the US investment 

interests in the country. 

This development had not gone unnoticed in AmCham's 

Board and some concentrated efforts had been made in the 

period to turn the tide. The most concerted effort was in 

2005-7. This rebranding/reinventing initiative involved a new 

logo and public facelift and the relocation of the AmCham 

offices to a sexier address. At the same time, the executive 

director was going to retire after eleven years of service and 

the board felt that time had come to appoint a new generation 

of management. 

The new logo was attractive and colorful - an improvement on 

the old. Unfortunately, the effects that had been projected to 

derive from the turn around program, including the relocation, 

did not meet the expectations of new member acquisition 

and retention. The new general management appointment 

did not bring the energy that was necessary to implement 

and further build on the campaign. Furthermore, AmCham's 

longstanding excellent reputation seemed to start losing 

Chart detailing the number of the US Companies in the Netherlands from 1961 - 2011 

vs the number of company members in the AmCham* 

1961 1971 1981 1991 2001 2011 

Nr. Members Nr. US Companies 

* Members do reflect a majority of the US investment in NL 

some of its glow as was the staff's motivation. However, 

through continuous hard work of the Board of Directors, the 

staff and a new executive director, the Chamber has succeeded 

to turn the tide. 

Although no longer declining, membership numbers are 

not increasing in a very significant way yet. Several reasons 

may be discerned. 

ÌÌThe comparatively (among western economies) very 

good investment climate in the Netherlands as a 

whole for US and other foreign companies. Many 

initial advocacy aims formulated in the early 1960s 

have been largely achieved leaving less need for an 

advocacy platform. The big issues have been resolved, 

the low-hanging fruit picked. Advocacy issues have 

become more technical and involved in the small print 

of legislation - difficult to communicate. 

2. 

2. AmCham young professionals at a bbQ in June 2010. AmCham yps was established in 

2007 to create a dynamic forum for high potentials in nl. 

ÌÌThe rise of the global company who does not see itself 

having a nationality at all. Many American companies 

do not want to be seen as being US in origin, but as 

being international. Some companies even have a 

general policy that forbids membership in organizations 

such as AmCham. 

ÌÌThe almost general animosity of large sections of 

the population of the 1960s and 1970s towards the 

AmCham's old logo and new logo 

multinational corporation has been turned around in 

the past 20 years. With the exception of possibly the 

far left wing political parties, the consensus of western 

political parties and their leaders is that: Foreign investment 

is a good thing - it makes my job easier when others 

create more jobs. We'll have more of this, thank you. Political 

leaders at all levels today also probably have a higher 

economic intelligence quotient. 

Result: national economic policies are increasingly being 

honed to stimulate foreign investment and fill the potholes 

in the road to investment in a country. 

One can also see a parallel development in employer and 

labor organizations in the Netherlands (and elsewhere for 

that matter). Protestant, catholic and secular employer 

associations and trade unions have lost their distinctive 

characters and have either disappeared 

or have merged. Memberships 

in employer organizations remain high 

(90 percent of companies are a member 

of one or more business associations). 

Trade union membership, however, 

has declined and continues to decline 

(only 25 percent of Dutch workers are 

members of a trade union today). Many 

foreign employer associations in the 

Netherlands similar to AmCham have 

disappeared or adopted a more social 

than a business advocacy function. 

The challenge to secure AmCham's 

future may lie in distinguishing a role 

for itself within employers' organizations 

in the Netherlands. This challenge 

is being taken very seriously by the 

current board and will certainly result 

in new focus areas and dialogues with 

membership, international business community and government. 

The aim for AmCham is to remain a relevant and 

visible platform for its membership. 

Speakers on the AmCham Podium in the 2000s 

Many individuals addressing AmCham in this period are 

still very active today. These names should be familiar to 

all in AmCham's 50 th year. 

35

36 

In 2007 AmCham AmCham decided to invest in a critical 

sector of the Dutch society and chose to make a contribution 

towards solving the problem of school dropouts. 

This initiative, Champs on Stage, was driven by McKinsey 

& Company, Randstad and AmCham member companies. 

It offers 3 rd and 4 th year Vmbo students (prevocational 

secondary education) a solid internship and career 

coaching program. Champs on Stage motivates young 

people in their school work and further study choices 

and thus helps prevent them from dropping out from 

school without a basic qualification. In 2010 the Champs 

on Stage program became a separate Foundation, 

still supported in many different ways by members 

of AmCham. In the school year 2010/2011 over 1200 

students participated in the program. 

ÌÌWouter Bos, State Secretary of Finance (June 2001); 

and as Minister of Finance (May 2009) 

ÌÌOnno Ruding, Vice Chairman, Citibank/Citigroup 

(October 2001) 

ÌÌGerrit Zalm, Minister of Finance (December 2001) - 

Minister Zalm received the AmCham Medal of Honor at this 

occasion for his contribution to improving the investment 

climate in the Netherlands. 

ÌÌNout Wellink, President, Netherlands Central Bank 

(September 2003) 

ÌÌJoop Wijn, State Secretary of Finance (November 

2005) 

ÌÌHans Wijers, Chairman & CEO, AKZO Nobel; together 

with Ben Verwaayen, CEO, British Telecom (January 

2006) 

ÌÌPeter Mandelson, EU Commissioner for Trade 

(January 2007) 

ÌÌJan Peter Balkenende, Prime Minister (May 2008) 

ÌÌJorma Ollila, Chairman of the Board of Directors of 

Royal Dutch Shell PLC and Nokia Corp. (September 

2008) 

ÌÌPaul Polman, CEO, Unilever (October 2009) 

ÌÌDick Sluimers, CEO, APG Group (February 2010) 

ÌÌJan Kees de Jager, Minister of Finance (May 2011) 

The Decade for Tax Issues 

At the beginning of the decade - effective January 1, 2001 - a 

new Personal Income Tax Act came into effect. This included 

a welcome reduction in the higher income tax rate from 

60 percent to 52 percent - still a high rate, but that was the 

best that could be achieved. The rate still holds today. The 

downside for expats was a (later) reduction in the expat 

allowance from 35 percent to 30 percent. 

The Tax Committee met with the State Secretary of Finance 

twice in 2004 to present its position on the proposed corporate 

tax reforms that would take effect in 2007. A survey was 

initiated by the Committee in 2005 (in conjunction with 

six other foreign Chambers) to determine what foreign 

businesses think of the Dutch investment climate and how 

the State Secretary's proposal to change the corporate tax 

system might affect their opinion. The survey results were 

communicated to the Ministry of Finance in a seminar 

organized by AmCham in November 2005 together with 

its sister organizations. 

By 2007 dividend tax reduction had been implemented (25 

to 15 percent) and the corporate income tax was lowered 

to a very competitive 25.5 percent (formerly 36 percent). In 

2011 the rate was reduced further to 25 percent. The much 

disliked and archaic capital tax had been abolished two years 

earlier. An innovation box was introduced to stimulate R&D. 

Years of gentle persuasion and argumentation on the part 

of the Tax Committee were beginning to pay off. AmCham's 

Tax Committee grew in this decade to become an expert and 

constructive player in the development of Netherlands' tax 

legislation as an instrument to attract foreign investment. 

3. AmCham's rotterdam Chapter 2010 new year's Dinner in 

rotterdam's City hall. the Chapter was established in 2007 to 

better serve the rotterdam region. 

3.

38 

AmCham 

presidents 

1961-2011 

JOhAnneS M. (hAnS) hAnSen 

November 1961 - March 1963 

liStOn f. hillS 

April 1963 - June 1964 

J.D. fOSQué 

June 1964 - July 1966 

i.M. eDWArDS 

August 1966 - November 1967 

frAnS W. vAn Der SleeSen 

November 1967 - September 1968 

r. lOCkWOOD 

September 1968 - November 1968 

SlOAn k. ChilDerS 

December 1968 - March 1970 

SiegfrieD e. vOn kutzleben 

March 1970 - November 1971 

DAniel J. pilierO 

November 1971 - April 1983 


April 1983 - April 1985 

peter J. legrO 

April 1985 - May 1992 

bufOrD C. AlexAnDer 

May 1992 - May 2000 

ChriS i. DevrieS 

May 2000 - May 2006 

rAOul f.M.l. OberMAn 

May 2006 - May 2011 

helen MetS-MOrriS 

May 2011 

JOhAnneS M. (hAnS) hAnSen 

November 1961 - March 1963 

liStOn f. hillS 

April 1963 - June 1964 

J.D. fOSQué 

June 1964 - July 1966 

i.M. eDWArDS 

August 1966 - November 1967 

frAnS W. vAn Der SleeSen 

November 1967 - September 1968 

r. lOCkWOOD 

September 1968 - November 1968 

SlOAn k. ChilDerS 

December 1968 - March 1970 


March 1970 - November 1971 

1961 

1962 

1963 

1964 

1965 

1966 

1967 

1968 

1969 

1970 

1971 

39

40 

DAniel J. pilierO 

November 1971 - April 1983 

AMChAM'S lOngeSt Serving preSiDent: DAn pilierO 

- A prOfile Of An energetiC MAn 

Piliero was born in New York 

(around 1918/20 - editor's estimate). He 

graduated from the American Institute 

of Banking and attended the School 

of Advanced International Studies in 

Washington, DC. During World War 

II he served as a First Lieutenant in the 

US Army. 

In the years after the war until his 

appointment to the Netherlands Piliero 

held various executive positions with 

Caltex/Chevron - in Europe from 1960 

with appointments in Germany, Italy 

and Denmark before his appointment 

as Managing Director of Chevron 

in Holland in March 1970. While in 

Italy, he was awarded the Order of 

Commanditore by President Sarragat 

of Italy. 

Piliero was elected to the AmCham 

Board in October 1971. In November 

1971 the then President Siegfried 

von Kutzleben announced he would 

step down as President to accept a 

promotion in the United States. At 

the November 11 Board meeting Dan 

Piliero was nominated and elected the 

Chamber's President. 

At the time of his election as 

President of AmCham, Piliero also 

served as President of the American 

Baseball Foundation, Vice President 

of the American Association of the 

Netherlands, and was a Member of 

the Boards of the US Educational 

Foundation and the American School, 

The Hague. In April 1973 Piliero also 

took over the Chair of the EuroMed 

Council of American Chambers of 

Commerce - a position he held until 

May 1977. He served as AmCham's 

President for over 11 years - retiring in 

April 1983. Under Piliero's Presidency 

AmCham matured to become an influential 

voice in Dutch economic life. 

His active promotion of the Chamber 

cause, along with his engaging and 

outgoing character, made him very 

popular with AmCham members. 

During his Presidency Piliero accompanied 

Queen Beatrix and Prins Claus 

to the US during the Bicentennial 

Year (1982) and made a trip with then 

Minister of Economic Affairs Ruud 

Lubbers to Washington DC in 1976 

where he met with CEOs of the largest 

corporations in America and many 

US Senators. Piliero was awarded the 

officer's cross in the Order of Oranje 

Nassau in March 1980 "for his work in 

the interest of the Dutch economy and his 

personal efforts in promoting American 

investment in the Netherlands." 

Dan Piliero retired to Greenwich, 

Connecticut with his wife Lenore. He 

remained actively informed and interested 

in AmCham's developments for 

the remainder of his life. He died on 

January 21, 2007. 

1971 

1972 

1973 

1974 

1975 

1976 

1977 

1978 

1979 

1980 

1981 


April 1983 - April 1985 

1983 - Wim Stevens and Dan Piliero (outgoing VP and President), 

Peter Legro and Siegfried von Kutzleben (incoming VP and President) 

peter J. legrO 

April 1985 - May 1992 

1981 

1982 

1983 

1984 

1985 

1986 

1987 

1988 

1989 

1990 

1991 

41

42 

bufOrD C. AlexAnDer 

May 1992 - May 2000 

Kees Storm (CEO Aegon) seated between Chris Devries and Buford Alexander, 

was guest speaker at AmCham in November 1998 

ChriS i. DevrieS 

May 2000 - May 2006 

1991 

1992 

1993 

1994 

1995 

1996 

1997 

1998 

1999 

2000 

2001 

rAOul f.M.l. OberMAn 

May 2006 - May 2011 

Helen Mets-Morris and Raoul Oberman 

helen MetS-MOrriS 

May 2011 - Present 

2001 

2002 

2003 

2004 

2005 

2006 

2007 

2008 

2009 

2010 

2011 

43

44 

1. 

2. 

Some AmCham Staff pictures 

3. 

4. 5. 6. 

Longest Serving AmCham 

Staffer - Sjaan van der Zwan 

Sjaan van der Zwan arrived at AmCham via a temporary 

work agency in October 1968. She stayed fulltime 

with AmCham until the end of 1971 when she left 

for a period of four years. During this time Sjaan gave 

birth to two daughters. 

In February 1976 Sjaan again joined AmCham (this 

time on a part time basis to give due attention to her 

children) and has been with the Chamber since - diligently 

keeping our accounts in order. Sjaan works three 

days in the week and has now been with AmCham 

for over 38 years. 

7. 

1. 2011 

2. 1990 

3. 1990 

4. 1986 

5. 1985 

6. 1990 

7. Sjaan van der zwan 

45

An AmCham Member for Fifty Years 

JOS vAn Der tAk 

There are several companies who have 

been a member of AmCham since its first 

hour. But there is only one individual 

representing a member company who 

has been on our mailing list since our 

first year. That man is jos van der 

Tak. jos was recruited to be a member 

of AmCham in its first year by Henk 

Poutsma, AmCham's General Manager. 

Background 

Jos was born in Rotterdam in 1922. His 

family just survived the bombing of 

Rotterdam in May 1940. Their home - to 

which they moved from a more central 

location a few months earlier - was just 

outside of the perimeter of the bombed 

area. To escape the arbeidseinsatz (forced 

labor in Germany), instituted in 1942, Jos 

went into hiding for the remainder of the 

war. During the war years Jos completed 

both HBS-A and HBS-B qualifications for 

university study. In early 1945 - just before 

the war's end - Jos took a clandestine 

examination to qualify for the accelerated 

university program at the Nederlandse 

Economische Hogeschool - the predecessor 

of the Erasmus University. Within 

a year Jos passed his kandidaatsexamen 

(earned a Bachelor's degree). 

Jos then continued his studies at a more 

moderate pace - enjoying his time as a 

student and also working part time at an 

accountant's office for the not very princely 

remuneration of 25 cents an hour. He earned 

his academic title of drs (Master's degree) 

in 1950. As a qualified accountant with an 

academic degree - this was considerably more 

prestigious than one without - Jos was ready 

to go out on his own. Jos took the opportunity 

to take over an accountant's office in The 

Hague in 1951. 

Van Lessen & Punt International 

One of the clients of his new practice was 

Van Lessen & Punt - an importer/distributor 

of nautical instruments and equipment. The 

company came into crisis when the founder 

and CEO of the company suddenly died. 

Jos was asked by the widow of the CEO 

to take over the running of the firm. This 

he consented to do on condition that he 

would also be able to continue work on his 

accounting practice. It was Van Lessen & Punt 

that became the AmCham member company. 

As director of Van Lessen & Punt, Jos began to 

spend half of his time selling nautical instrumentation 

and equipment in Scandinavia, 

Germany, UK and the Netherlands. In the 

1960s he clocked some 60-80,000 kilometers 

a year visiting clients - buying a new car 

every 18 months or so to stay on the road. 

In time the company's activity declined and 

Jos concentrated his efforts to develop a very 

successful accounting practice. 

The company today has no successor, has 

been in abeyance and has ceased trading for 

some years now. With just some financial 

administration to conclude the company will 

formally close next year - and thus cancelling 

its membership in AmCham. Jos takes 

pride in having met the fiftieth anniversary 

as a member of AmCham. 

Jos van der Tak Today 

Jos still comes into the office of Van der 

Tak Accountants & Belastingadviseurs on the 

Koninginnegracht in The Hague on most 

working day afternoons - driving in from his 

home in Wassenaar in style in his Porsche 

Cayenne. At 89 years of age Jos is finally 

thinking of fully retiring. One of his two 

sons - Jos also has a daughter and six grandchildren 

- is now running the accounting 

practice. 

Jos and his wife are looking forward to celebrating 

their 60 th anniversary in 2012 and 

welcoming the mayor of Wassenaar into 

their home at that time with his traditional 

congratulatory message to couples meeting 

that milestone. 

47

The Transatlantic 

Relationship 

the united States 

international investment 

position just after World 

War ii was miniscule. 

in 1950, the value 

of uS direct foreign 

investments abroad 

totaled $11.7 billion; the 

value of foreign direct 

investments in the united 

States was $3.4 billion. 

US Foreign Direct Investment from the 

end of WWII to 1980 

Thus while the United States was very open 

to trade at that point, there was little international 

ownership of assets. The United 

States long-term foreign asset and liability 

positions grew steadily at about 10 percent 

per year from 1950-1980. This resulted in an 

internationalization of investment over the 

same period in which the United States lost 

its dominant position in trade. 

At the end of World War II, the United States 

was the dominant industrial producer in the 

world. With industrial capacity destroyed 

in continental Europe - except for Scandinavia 

- and in Japan and crippled in the 

United Kingdom, the United States produced 

approximately 60 percent of the world output 

of manufactures in 1950. Its 1980 GNP was 

just over 60 percent of the total of the then 

OECD countries. This was obviously a transitory 

situation. During the 1950s the European 

economies recovered and rebuilt capacity, 

competing with the United States in world 

markets. Japan entered the competition in 

a major way in the 1960s, and in the 1970s 

several developing countries became significant 

in terms of aggregate world output and 

trade in manufactures. 

The role of the multinational company 

(MNC) in world trade and development was 

under heavy scrutiny and criticism in the late 

1960s and 1970s - certainly from organized 

labor and many academics and politicians 

with sympathy for socialist ideals. The MNC 

was seen as part of an integrated operation 

with centralized control with only secondary 

interests for the host nation. The turnover 

of some MNCs was greater than the GNP of 

many smaller countries. MNCs were accused 

by many of sucking away the development 

possibilities of third world countries. The 

consensus view of the MNC and foreign 

investment as catalysts for development 

and prosperity didn't begin to take hold 

until the 1980s. 

US Foreign Direct Investment from 1980 

to the present 

The decades following 1980 have been the 

start of a golden age of foreign investment 

(FDI) as a harbinger for economic development. 

The world stock of FDI in 2009 has 

multiplied by a factor of 25 since 1980 - from 

$700 billion to $17.7 trillion. The US share 

of the world stock of FDI investment was 

almost 12 percent in 1980. The role of the US 

in FDI has continued to grow in the following 

decades. Today the US share of the world 

stock of FDI investment is 17.5 percent (ref: 

UNCTAD 2009). 

Developing countries, emerging economies 

and countries in transition have come increasingly 

to see FDI as a source of economic 

development and modernization, income 

growth and employment. Countries have 

liberalized their FDI regimes and pursued 

other policies to attract investment. They have 

addressed the issue of how best to pursue 

domestic policies to maximize the benefits of 

foreign presence in the domestic economy. 

The overall benefits of FDI for developing 

country economies are now well documented. 

Given the appropriate host-country policies and a 

basic level of development, a preponderance 

of studies show that FDI triggers technology 

spillovers, assists human capital formation, 

contributes to international trade integration, 

helps create a more competitive business 

environment and enhances enterprise development. 

All of these contribute to higher 

economic growth, which is the most potent

50 

US Direct Investment Position Abroad on a Historical-Cost Basis - Billions of US Dollars 

tool for alleviating poverty in developing 

countries. Moreover, beyond the strictly 

economic benefits, FDI may help improve 

environmental and social conditions in the 

host country by, for example, transferring 

“cleaner” technologies and leading to more 

socially responsible corporate policies. 

Foreign Investments in the United States 

1950 to 2010 

Foreign investors have maintained substantial 

investments in the United States 

throughout its history. Up to 1960 the major 

emphasis has been on portfolio holdings 

of securities rather than direct investments. 

By 1960 foreign direct investment in the US 

totaled $6.9 billion - double the 1950 amount. 

From 1950 through 1965 growth averaged 

some $350 million annually. From 1965 to 

1970 annual growth accelerated to over $900 

million. Foreign direct investment into the 

US quadrupled in the 1970s, tripled this sum 

in the 1980s and has again almost doubled 

in the past decade. 

Europe's share of total FDI in the USA has 

remained overwhelming over the past 60 

years - over 70 percent is Europe-sourced 

today. The Netherlands' share of European 

investment in the US is about 12 percent. 

The country is the third largest investor in 

the US after the UK and Japan. 

1950 1957 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010p 

All Countries 11.78 25.39 32.77 49.32 75.48 124.05 215.37 238.36 430.52 699.01 1,316.24 2,241.65 3,908.23 

Europe 1.73 4.15 6.68 13.98 25.25 49.31 96.28 108.66 214.73 344.59 687.32 1,210.67 2,185.89 

Netherlands 0.08 0.19 0.28 0.68 1.55 3.09 8.04 7.55 19.12 42.11 115.42 240.20 521.42 

% in NL of US 

Investment in Europe 

4.6% 4.6% 4.2% 4.8% 6.1% 6.2% 8.3% 6.9% 8.9% 12.2% 16.7% 19.8% 23.8% 

p = preliminary figures published July 2011 

Source: Survey of Current Business published by Bureau of Economic Analysis, US Department of Commerce 

The Transatlantic Economy Today - Investment 

Driven* 

While trade is often seen as the conventional 

yardstick for measuring economic interaction 

between countries, it is foreign investment 

- the deepest form of global integration 

- that binds the transatlantic economy 

together. Here are some observations on the 

transatlantic economic bond between the 

United States and Europe. 

Despite the recession, the US and Europe 

remain each other’s most important markets. 

No other commercial artery in the world is 

as integrated. The transatlantic economy 

generates close to $5 trillion in total commercial 

sales a year and employs up to 15 million 

workers in mutually “onshored” jobs on 

both sides of the Atlantic. The transatlantic 

economy is the largest and wealthiest market 

in the world: 54% of world GDP in terms of 

value and 40% in terms of purchasing power. 

As globalization proceeds and emerging 

markets rise, however, transatlantic markets 

are shifting from a position of preeminence to 

one of predominance - still considerable, but 

less overwhelming than in the past. Between 

2000 and 2010 US firms sunk roughly $1.3 

trillion into Europe - over 60% of total US 

FDI for the entire decade. Europe’s share 

of total US FDI in 2010 was roughly 52%. 

Over the past decade 5 of the top 10 US FDI 

markets were European: 

1. NL 

7. Germany 

2. UK 

8. Singapore 

3. Canada 9. Australia 

4. Ireland 10. Japan 

5. Switzerland 11. Belgium 

6. Mexico 15. Spain 

US investment in the NL 2000-2010 was 9 

times more than in China. US investment in 

the UK was over 7 times more and in Ireland 

nearly 3 times more. 

Since 2000 US firms have invested more in the 

Netherlands alone than in South and Central 

America, the Middle East and Africa combined. 

Roughly 60% of US assets were located in 

Europe. Largest share: the UK (14%, $1.6 

trillion in 2008)—more than total combined 

US assets in Asia, South America, Africa and 

the Middle East. 

US assets in the NL ($1.2 trillion) were 2 nd 

largest in the world in 2008. More than half 

of US affiliate sales in the Netherlands are 

for export within the EU. 

Europe accounted for 53% of total foreign 

output of US affiliates (nearly $1.2 trillion 

in 2008). 

Foreign Direct Investment Position in the USA on a Historical-Cost Basis - Billions of US Dollars 

1950 1965 1970 1980 1990 1995 2000 2005 2010p 

All Countries 3.39 8.79 13.27 68.35 394.91 535.55 1,256.87 1,634.12 2,342.83 

Europe 2.13 6.07 9.55 45.73 247.32 332.37 887.01 1,154.08 1,697.19 

Netherlands 0.33 1.30 2.15 16.91 64.67 65.11 138.89 156.60 217.05 

p = preliminary figures published July 2011 

Source: Survey of Current Business, US Department of Commerce, Bureau of Economic Analysis 

Europe remains the most profitable region 

of the world for US firms. US foreign affiliate 

income earned in Europe rose to an estimated 

$196 billion in 2010 - a record high - after 

collapsing in 2009. 

Even in recession year 2009 Europe accounted 

for over 53% of total global affiliate earnings 

for US companies, and 57% since 2000. 

US affiliates in 2009 earned over 6 times 

more in the NL ($53 billion) than in China 

and India ($8.7 billion). 

2,200,000 

2,000,000 

1,800,000 

1,600,000 

1,400,000 

1,200,000 

1,000,000 

800,000 

600,000 

400,000 

200,000 

0 

US Direct Investment Position Abroad on a Historical-Cost Basis 

Balance of PaymentsDirect Investment Position Data (Millions of Dollars) 

1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 

Netherlands / All Industries Total Europe / All Industries Total 

The US was the top recipient of EU FDI 

outflows in 2010. European inflows totaled 

$106 billion in the first nine months of 2010, 

a 70% rise from the same period a year earlier. 

That equates to an annualized figure of around 

$140 billion - a marked improvement from 

2009, yet still well below 2008 ($202 billion). 

The upturn in US inflows from Europe 

was led by the Netherlands (+391%), the 

United Kingdom (+93%), Switzerland 

(+87%), Ireland (+85%), Germany (+53%) 

and France (+17%). Combined, these six 

countries accounted for nearly two- thirds 

of total EU investment in the US the first 

nine months of 2010. 

In recession year 2009 Europe’s investment 

stakes in the US totaled a record $1.7 trillion, 

a 13% rise from 2008 and more than triple the 

level of a decade earlier. Corporate Europe 

accounted for 74% of total foreign direct 

investment in the US in 2009 ($2.3 trillion). 

In 2009 EU FDI in the US (€1.1 trillion) was 

almost 13 times more than EU combined 

investment in China and India (€85.5 

billion). EU FDI in China totaled €58.3 billion 

in 2009, up from €47.2 billion in 2008, while 

EU FDI in India tallied just €27.2 billion in 

2009, up from only €19.3 billion in 2008. 

Between 2001 and 2009 EU FDI outflows to 

the BRICs represented only 8.4% of global 

EU FDI outflows; most was to Brazil and 

Russia, not China and India. 

EU investment assets in the US are 3 times 

the size of those in the BRICs. 

The US is the most important market in the 

world in terms of European global earnings: 

$105 billion in 2010. 

* quoted from: The Transatlantic Economy 2011 by 

Daniel S. Hamilton and joseph P. quinlan, Center for 

Transatlantic Relations, johns Hopkins University, 

Washington DC. 

Source: U.S. Bureau of Economic Analysis 

51

52 

uS Direct investment in the netherlands 

(2009 figures revised; 2009 figures are preliminary) (billions of dollars, historical-cost basis) 

hOlDing COMpAnieS in the DAtA On uS 

DireCt inveStMent AbrOAD: 

For the past 25-30 years, US parent companies have 

funneled an increasing share of their direct investments 

abroad through holding company affiliates. Foreign affiliates 

classified as holding companies accounted for 39% of the 

US direct investment position abroad in 2010. In Europe 

this figure is 46%. In 1982, this figure was 9% and by 2000 

the figure grew to well over 25%. The upward trend of the 

holding company share is part of a broader trend of indirect 

ownership in which US parents own foreign affiliates that, 

in turn, own other foreign affiliates. One consequence of 

the rising use of indirect ownership arrangements is that 

US direct investment abroad estimates of the position and 

related flows show industry and country patterns that are 

increasingly different from the industries and countries in 

which the production and sales of goods and services by 

foreign affiliates occurs. 

p = preliminary 

d = suppressed to avoid disclosure of data of individual companies 

* not defined previous to 2003 

not fully reported in uSDOC printed statistics before 2006 

Source: uS Department of Commerce, bureau of economic 

Analysis, July 2010 

1999 2003 2005 2006 2007 2008 2009 2010p 

total europe 627.75 976.89 1,210.68 1,397.70 1,659.50 1,831.25 2,005.93 2,185.89 

total nl 121.3 186.37 240.21 280.51 389.43 426.76 481.14 521.43 

total nl minus holding companies 43.66 72.81 84.42 88.12 125.84 129.9 135.71 139.67 

Mining 2.19 3.35 2.77 2.59 3.53 5.76 2.02 2.29 

Manufacturing (total) of which: 20.85 26.87 25.29 28.36 26.01 27.85 29.62 36.68 

food 2.58 7.71 5.50 d d 1.41 1.33 1.09 

chemicals 12.44 11.55 8.82 9.22 3.96 4.45 5.21 7.85 

metals 0.68 2.33 2.63 2.76 0.99 0.45 0.69 0.64 

machinery 0.61 0.95 1.19 1.29 1.28 1.65 1.93 1.81 

computer/electronic product 1.68 1.12 1.52 1.59 1.98 1.28 1.09 3.86 

electrical eqpt/components 0.21 0.52 1.47 2.27 d d d d 

transportation eqpt 0.22 1.22 -0.2 -0.32 -0.19 -0.74 -0.04 -0.08 

other mfg* 2.01 41.18 d 5.32 d d d 

Wholesale Trade 13.64 12.59 10.83 8.92 13.53 15.14 18.26 13.31 

Information 2.41 3.52 4.55 6.15 8.88 11.33 12.30 12.62 

Banking 0.06 0.03 d d d d d d 

Finance & Insurance 1.31 23.61 32.68 33.18 49.64 47.03 51.04 50.53 

Professional Services 1.12 1.09 1.90 2.69 3.37 3.8 7.77 7.75 

Nonbank Holding Companies 77.64 113.56 155.79 192.39 263.59 296.86 345.43 381.76 

Other industries d 1.76 d d d d d d 

Direct investment position in nl holding 

companies as a percentage of nl total 

64% 60.9% 64.8% 68.6% 67.7% 69.6% 71.8% 73.2% 

uS investment position in nl as % of 

total uS in europe 

19.3% 19.1% 17.2% 20.1% 23.5% 23.3% 23.9% 23.8% 

idem excluding holding companies 10.5% 12.6% 12.2% 12.1% 11.9% 

53

54 

AmCham general 

Managers/executive 

Officers 1962-2011 

Henk Poutsma January 1962 - December 1975 

Adriana J. van der Graaf January 1976 - September 1985 

Aak van Steenbergen October 1985 - August 1993 

Kees Burgersdijk September 1993 - December 2004 

Carolina van der Ark January 2005 - October 2007* 

Riëtte Blacquière December 2007* 

* Carolina van der Ark was inactive as of may 7, 2007; riëtte Blacquière was appointed interim 

Executive Officer in September 2007 and appointed Executive Officer as of December 2007. 

1. 

2. 3. 4. 

1. left to right - henk poutsma, Adriana van der 

graaf and Aak van Steenbergen (first three gMs of 

AmCham). 

2. riëtte blacquière 

3. Carolina van der Ark 

4. kees burgersdijk 

55

56 

AmCham 

1961 - 2011 

57

58 

Colophon 

This special edition of AmCham News 

is published in celebration of the fiftieth 

anniversary of the American Chamber 

of Commerce in the Netherlands, 

Schiphol Blvd. 171, 1118 BG Schiphol. 

It is published for the Chamber by 

Zenze Communications, Almere, The 

Netherlands. www.zenze.nl 

E-mail: office@amcham.nl 

Web site: www.amcham.nl 

Tel: +31 (0)20 - 795 1840 

Fax: +31 (0)20 - 795 1850 

The contents of this special edition of 

AmCham News have been produced by 

AmCham staff. reproduction rights are 

available on simple request and by stating 

AmCham Netherlands as source. Please 

contact the editor Simon Paul. 

riëtte Blacquière, Executive Director 

riette.blacquiere@amcham.nl 

Simon Paul, Economic Policy Coordinator 

simon.paul@amcham.nl 

Elke roelant, Information & 

Communications manager 

elke.roelant@amcham.nl 

hans Scholten, Associate Director, 

member relations & marketing 

hans.scholten@amcham.nl 

Sjaan van der Zwan, Bookkeeper 

sjaan.vanderzwan@amcham.nl 

AmCham is grateful to Schiphol real 

Estate for its sponsorship of AmCham's 

offices in the WTC Schiphol. 

Older 

AmChams 

in europe 

We're Nr. 7 (or 8 or 9 maybe) 

AmCham Netherlands was founded in 1961. At that time 

of our founding meeting in October 1961 - although 

the paperwork for our establishment dated from July 

1961) - we were aware of only six other AmChams 

in Europe. 

But there was another AmCham that was established 

in the same year as we were. AmCham Ireland is a few 

months older than we are. AmCham Austria claims 

establishment in 1960, but like AmCham Ireland, did 

not associate itself with the US Chamber of Commerce 

(a kind of union card or Good housekeeping seal of 

approval for formal recognition as an AmCham) until 

some time after their founding. Our founding fathers 

were neither aware of AmCham Austria and AmCham 

Ireland in 1961 nor at the establishment of the Council 

of American Chambers of Commerce in Europe in 1962. 

The oldest AmCham in Europe - and the oldest US 

business association outside of the USA - is AmCham 

France which was established on the fourth of July 

(how appropriate) in 1894. 

In order of seniority then followed: AmCham Germany 

(1903), AmCham Italy (1915), AmCham UK (1916), 

AmCham Spain (1917), and AmCham Belgium (1948). 

59

MARK IN 1921 FOR CHINA 

DEN- LEFT HE THEN 

MARK IN 1921 FOR CHINA 

DEN- LEFT HE SOON 

TED AND TROBLED WITH THAT CARE, I CONFERRED WITH GASPER CONTARINUS (A MAN 

CTED IN ALL KINDE OF LITERATURE) WHO THEN WAS EMBASSADOUR WITH THE EMPER- 

HE STAYED IN CHINA FOR ALMOST 20 

CO. OIL TEXAS THE FOR WORK TO 

HE STAYED IN CHINA FOR ALMOST 20 

CO. OIL TEXAS THE FOR WORK TO 

COMMONWEALTH OF VENICE. WHEREBY WEE KNOW (DISCUSSINGE THE MATTER WITH 

THAT THIS STRANGE REPORT, NEUER HEARD BEFORE, MIGHT VERY WELL BE, AFTER THIS 

BANGKOK AND FROM THERE TO RANGOON 

TO 

TRANSFERRED HE 1940 IN YEARS. 

BANGKOK AND FROM THERE TO RANGOON 

TO 

TRANSFERRED HE 1940 IN YEARS. 

LLEĀ SHIP SET SAYLE FOS OF GORGODES TOWARDS YE WEST, WHICH WAY ALSO THE 

CE IT CAME TO PASSE, THAT HAUINGE FOLLOWED THE SUNNE, THEY HAD EUERY DAY 

HANSEN BACK IN CHUNGKING, AND IN 1946 H 

SAW 

CHINA WWII AFTER IMMEDIATELY 1942. IN 

HANSEN BACK IN CHUNGKING, AND IN 1946 HE 

SAW 

CHINA WWII AFTER IMMEDIATELY 1942. IN 

TO THE QUANTITY OF THE WAY THEY MADE, WHEREFORE HAUINGE PERFITED THE 

UNNE PERFORMETH IN 24. HOWERS TOWARDS THE WEST, IT CŌSUMED & SPENT ONE 

WAS APPOINTED ASST. GENERAL MAN 

ER OF CALTEX IN SHANGHAI. HE 

WAS APPOINTED ASST. GENERAL MAN- 

AGER OF CALTEX IN SHANGHAI. HE 

RE IT HAD FEWER DAYS BY ONE, THEN THEY WHO FOR THAT SPACE OF TIME, KEPT ONE 

OADE. BUT IF THE PORTUGALL FLEETE, WHICH SAYLETH TOWARD THE EAST, SHOULD 

CALLED BACK TO NEW Y 

1948 TO BECOME MAN 

WAS CALLED BACK TO NEW YORK 

IN 1948 TO BECOME MANAGER 

O THE GORGODES, CONTINUING THEIR COURSE VNTO THE EAST, BY THIS WAY AND 

T FOŪD & DISCOUERED TO MORTALL MEN, NO MAN WOLD DOUBT SEEING THEY 

THE CALTEX PACIFIC 

WENT TO JAPAN 

OF THE CALTEX PACIFIC DIVI- 

SION, WENT TO JAPAN IN 1950 

WAS TRANSFER 

NETHERLAND 

AND WAS TRANSFERRED TO 

THE NETHERLANDS IN 1951. 

HANSEN W 

BY MANY 

OF THE 

NESS CO 

NETHER 

LED TH 

THE A 

OF 

AMER 

WHIC 

WAS 

FOR 

A BO 

US 

DAT 

BU 

AN 

SE 

THE 

ED TOWARDES 

DE 

WE 

UGALLES HAD TOWARDS 

ERNE TO STERNE, AND HAD RE- 

AN 

THE 

DES, BY THESE DIUERS WAYES, IN THE 

D AT YE SAME MOMENT, IF THAT DAY HAD BIN 

TIO 

REM 

DES, IT HAD BIN WEDENSDAY TO THE CASTELLANES, 

AS CONSUMED INTO LONGER DAYES. BUT TO THE POR- 

DEN 

MEN 

HOM BY SHORTENINGE OF THE DAYES, ONE DAY REMAINED 

R & ABOUE THE SAME DAY SHOULD BE FRIDAY. LET PHILOSO- 

FARE 

FERED 

PHERS MORE DEEPLY DISCUSSE THIS MATTER, WE YEELD 

THESE REASONS FOR THE PRESENT.” “AND AMONGE 

J.M. 

AMCHA 

OTHER NOTABLE THYNGES BY HYM [PIETRO MAR- 

TIRE D’ANGHIERA] WRYTTEN AS TOUCHYNGE 

RECTOR 

1963, TH 

THAT VYAGE, THIS IS ONE, THAT THE SPAN- 

YARDES HAUYNGE SAYLED ABOWT 

OF HONO 

WAS PRES 

THREE YEARES AND ONE MONETH, AND 

THE MOST OF THEM NOTYNGE THE 

CHAM'S F 

FIRST PRESID 

DAYES, DAY BY DAY (AS IS THE 

MANER OF ALL THEM THAT SAYLE 

BY THE OCEAN) THEY FOUNDE 

NITION OF HIS 

SERVICES IN PRO 

WHEN THEY WERE RETURNED TO 

SPAYNE, THAT THEY HAD LOSTE 

DEVELOPMENT 

MERCE BETWEEN TH 

ONE DAY. SO THAT AT THEYR AR- 

RYUALL AT THE PORTE OF SIUILE 

STATES OF AMERICA A 

NETHERLANDS." HANSEN 

[SEVILLE] BEINGE THE SEVENTH 

DAY OF SEPTEMBER, WAS BY 

BORN IN DENMARK (1898) AND S 

IED LAW AT THE UNIVERSITY OF COPENHAGEN. H 

THEYR ACCOMPT BUT THE SIXTH 

DAY. AND WHERE AS DON PETER 

FOR THE TEXAS OIL CO. HE STAYED IN CHINA 

WORK TO CHINA FOR 1921 IN DENMARK LEFT 

MARTYR DECLARED THE 

STRANGE EFFECTE OF THIS 

FERRED TO BANGKOK AND FROM 

HE TRANS- 

1940 IN YEARS. 20 ALMOST FOR 

THYNGE TO A CERTEYNE EXCEL- 

LENTE MAN [GASPARI CONTARI- 

MEDIATELY AFTER WWII 

1942. IM- 

IN RANGOON TO THERE 

NI OF VENICE] WHO FOR HIS SIN- 

GULER LERNYNGE WAS 

BACK IN 

HANSEN 

SAW CHINA 

AMChAM'S gOlD StAr AnniverSAry SpOnSOrS 

AMChAM'S gOlD Stripe AnniverSAry SpOnSOrS 

HANSEN WAS REGARDED 

BY MANY AS THE NESTOR 

OF THE AMERICAN BUSI- 

NESS CO-MMUNITY IN THE 

NETHERLANDS. HANSEN 

LED THE CAMPAIGN FOR 

THE AMERICAN LIBRARY 

OF THE NEDERLAND- 

AMERIKA INSTITUUT, OF 

WHICH ORGANIZATION HE 


FOR MANY YEARS. HE 


OF THE US EDUCATIONAL 

FOUNDATION, THE AMERI- 

CAN BUSINESSMEN'S 

CLUB AND OF THE NEDER- 

LANDSE KAMER VAN KO- 

OPHANDEL VOOR AMERI- 

KA, AS WELL AS THE 

FOUNDER AND FIRST 

PRESIDENT OF THE AMER- 

ICAN ASSOCIATION. 

HANSEN WOULD REMAIN 

AMCHAM'S PRESIDENT 

UNTIL HIS RETIREMENT IN 

MARCH 1963. AT A FARE- 

WELL DINNER OFFERED 

TO MR. AND MRS. J.M. 

HANSEN BY THE AMCHAM 

BOARD OF DIRECTORS ON 

MARCH 15, 1963, THE 

AMCHAM MEDAL OF 

HONOR (THE FIRST ONE) 

WAS PRESENTED TO "AM- 

FIRST PRESIDENT IN RECOG- 

AND 

FOUNDER CHAM'S 

NITION OF HIS EXCEPTIONAL 

SERVICES IN PROMOTING THE 

DEVELOPMENT OF COMMERCE 

BETWEEN THE UNITED STATES 

OF AMERICA AND THE NETHER- 

LANDS." HANSEN WAS BORN IN DEN- 

MARK (1898) AND STUDIED LAW AT THE UNIVERSI- 

FOR CHINA TO WORK FOR THE TEXAS OIL CO. 

1921 IN DENMARK LEFT HE COPENHAGEN. OF TY 

YEARS. IN 1940 HE TRANSFERRED TO 

20 

ALMOST FOR CHINA IN STAYED HE 

RANGOON IN 1942. IMMEDI- 

TO THERE FROM AND BANGKOK 

CHINA 

WWII 

AFTER ATELY 

GREATELY ADUAUNCED TO 

HONOURE IN HIS COMMON 

WELTHE AND MADE THEMPER- 

OURS AMBASSADOURE, THIS 

WOORTHY GENTELMAN WHO 

WAS ALSO A GREATE PHILOSO- 

PHER AND ASTRONOMER, AN- 

SWERED THAT IT COULDE NOT 

OTHERWYSE CHAUNCE UNTO 

THEM HAUYNGE SAYLED 

THREE YEARS CONTINUALLY, 

EUER FOLOWYNGE THE 

SOONNE TOWARDS THE WEST. 

AND SAYDE FURTHERMORE 

THAT THEY OF OWLDE TYME 

OBSERUED THAT ALL SUCHE 

AS SAYLED BEHINDE THE 

SOONNE TOWARDE THE WEST, 

DYD GREATLY LENGHTEN THE 

DAY.” BEINGE THE SEVENTH DAY 

OF SEPTEMBER, WAS BY THEYR 

ACCOMPT BUT THE SIXTH DAY. AND 

WHERE AS DON PETER MARTYR DE- 

CLARED THE STRANGE EFFECTE OF THIS 

THYNGE TO A CERTEYNE EXCELLENTE MAN 

WHO FOR HIS SINGULER LERNYNGE WAS GREATELY 

S COMMON WELTHE AND MADE THEMPEROURS 

GENTELMAN WHO WAS ALSO A GREATE PHI-

AmChamNews - American Chamber of Commerce in the Netherlands

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