Update Magazine - School of Business and Economics - Maastricht ...

June 2008
Update Magazine
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For alumni of the Faculty of Economics and Business Administration

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Update Magazine | nr 3 1 | July June 2006 2008
Preface
A Dynamic Life
Life today is ever more fluid and dynamic. For example, my sabbatical began with an Internet search and
subsequent email to the Marketing Department here at Maastricht University and resulted in me, my wife,
three young children, dog, and several large suitcases arriving from Boston by train here in Maastricht last
August 2007. Through relationships that we are able to develop and foster on a global scale via physical as
well as virtual connections, we encounter opportunities for personal enrichment and adventure that were
unimaginable as recent as a decade ago.
In the book “The World is Flat,” author Thomas Friedman refers to how
individuals, including students, professionals (and yes, even professors) are
becoming more mobile world citizens: “It is now possible for more people than
ever to collaborate and compete in real time with more people on more different
kinds of work from more different corners of the planet and on a more equal
footing than at any previous time in the history of the world.”
What does this mean with respect to higher education? It means that
internationally-oriented institutions such as Maastricht University that emphasize
both a local- and world-view will be well-positioned to train students entering
the workforce during this dynamic period characterized by innovation, change,
and global mobility. It means that faculty face the challenge (or opportunity,
depending on how one looks at it) to incorporate new pedagogical methods and content in keeping up with the
dynamicism that characterises our students’ present and future lifestyles. It also opens up new opportunities
to pursue scholarly research that reflects upon and examines the dynamic nature of life and work. It means
that students will continue to realise significant opportunities to develop their careers at companies and
organisations, large and small, in industries yet-to-be-developed in locations within or beyond the European
community.
This issue of Update Magazine is dedicated to the concept of A Dynamic Life. We have included several stories
from Maastricht alumni and companies that epitomise the dynamic nature of lifestyles and business today …
companies including adidas, L’Oréal, KNVB (Royal Dutch Football Association) and PSV Eindhoven.
Yet, sometimes it is important as well to slow down, reflect, and think. With this in mind, please take a few
minutes to read and enjoy this issue of Update!
Dr. Andrew Rohm
Visiting Professor, Maastricht University, Marketing Department
Associate Professor, Northeastern University, College of Business Administration, Boston, MA USA
Contents
2 A Dynamic Life
3 Alumni Homecoming
Day & Lustrum Event
4 OMA story
6 UM Alumni: Dynamic
8 UMBS news
8 Internships
Colofon
Update Magazine is a publication
especially for the alumni of the
Faculty of Economics and Business
Administration of the Maastricht
University.
Editor
Leann Poeth
Coordination and final editing
Laurent Lebouille
Leann Poeth
Photographs
Patrick Belgareh
Maastricht, June 2008
Maastricht University
Faculty of Economics and Business
Administration
P.O. Box 616
6200 MD Maastricht
www.unimaas.nl/feba
L.Poeth@efb.unimaas.nl
Although every effort has been made
to provide information that is current
and accurate, Universiteit Maastricht
cannot be held responsible for any
errors, omissions, or misinterpretations.
Design
gewoon biel.
www.gewoonbiel .nl
Printing
SCHRIJEN – LIPPERTZ
Druk, print en grafische diensten
www.schrijen-lippertz.nl

Maastricht University: Alumni Homecoming Day
Maastricht was the “place to be” on Saturday, 7 June! Many of our graduates
came back to Maastricht for the annual Alumni Homecoming Day. It was a great
day to meet old friends and to make new contacts.
Our “dynamic” guest speaker, Ruud Veltenaar,
enlightened us about the future of entre-
preneurship in an online environment.
Veltenaar was the former CEO of Planet
Internet, at the time that it was the biggest
internet provider in the Netherlands. He paved
the path for the take over by World Online,
integrating the two companies perfectly.
After that, he started two companies: Net
Integrators and Net Ventures. At Net Ventures,
he invests in up-and-coming high-tech
companies both in the Netherlands and
abroad. He is truly a “dynamic” individual!
A regular favourite of the annual Alumni
Homecoming Day is the Speed Networking
event. Familiar with the “speed dating
concept”? Well, this event provided the
opportunity to meet new friends and business
contacts in a very short time frame. And it was
lots of fun! The Speed Networking event was
hosted by Peter Berends (alumnus 1996).
In the afternoon, alumni could choose one of
our “online entrepreneur” workshops:
n Bands are their own record label,
by Pim Betist, Sellaband.com
A completely new business model, about
to rock the Music World. Pim Betist rocked
us with his knowledge about Sellaband’s
Lustrum Event
On Friday, 6 June the Faculty of Economics
and Business Administration celebrated
its 25th anniversary with a Lustrum Party!
International food and drinks in the Mensa,
wine and whisky for connoisseurs in the Ad
FundUM, Spanish tapas in the Kruithuis, and a
barbecue on the Mensa terrace. There was also
innovative idea, how it works and what the
future holds.
n Video-sharing and online business in China,
by Marc van der Chijs, Tudou.com
Marc van der Chijs (alumnus 1995) successfully
set up Spill Group Asia (online games) in
Shanghai, and started the largest Chinese
website for online video streaming and
sharing, Tudou.com. In 60 minutes, he
astonished us on how he set up his companies
and the challenges and opportunities of the
Asian culture.
n Do you dare? Reducing Risk Aversion
by Joost Kadijk, New Shoes Today
In Joost Kadijk’s (alumnus 1995) workshop,
the alumni didn’t have to walk on broken glass
but they did learn that you need “guts” to let
go. New Shoes Today developed a training for
“reducing risk aversion”. A journey that taught
our alumni to: think, feel and trust.
n Reunion Vectum
The study association Vectum, hosted a
spectacular afternoon for alumni interested
in Econometrics. It was the annual reunion for
the Vectum members.
music for everyone: a 15 person song
and dance band, salsa singer, jazz band and
four DJs!
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Update Magazine | nr 1 | June 2008

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Update Magazine | nr 1 | June 2008
Rugby is dynamic!
1. Who are the Maraboes?
The Maraboes rugby club was founded in
1989. It was started by a group of Maastricht
University students who were intrigued by
their university peers in the UK where rugby
was and still is a pinnacle of university life.
So the “oval ball” came to Maastricht.
The Maraboes name originates from the
history of rugby, in which the name of the
rugby team is associated with an animal and
it starts with the first letter of the city of
where the team is located. MAastricht Rugby
Association was a logical start of the club
name. It led to the name: the Maraboes.
A Maraboe (English spelling Marabou) is a large
bird in the stork family, only uglier and dirtier,
which was an ideal description of what those
first Maastricht University students wanted
for their rugby team.
The Maraboes were initiated in the Dutch
fifth division in 1990. Currently, the Maraboes
are playing in the second division, which
underlines that the Maraboes are ambitious.
2. Is rugby “dynamic”?
Rugby as a sport can be considered dynamic.
Modern rugby is a combination of physical
and mental fitness, overview of the game and
the ability to benefit from the opponent’s
weaknesses. Successful rugby players work
for their teammates, they work together
as a collective, and have the will to win
and take the pain. Modern rugby players
do not necessarily have to be physically big
but they are smart, fit and fast. Rugby is
dynamic because no other sport combines
sportsmanship, team-work and socialising in
the way rugby does.
3. Who are the OMAs?
In 1992, the Maraboes founded its alumni
or “old-timers” association, the O.M.A. (Old
Maraboes Association). The members refer
to themselves as OMA, which also means
grandmother in Dutch. Only students who
have played for the Maraboes can apply for
OMA membership. There is an annual OMA
vote to decide on the new members.
The OMA currently has approximately 60
members.
4. All OMA’s have the city of
Maastricht and Maastricht University
in common. How do you keep
connected after you leave Maastricht?
The OMA celebrated its 15th anniversary
in 2007, which was commemorated with
a lustrum weekend for all members and a
lustrum DVD with a look-back at 15 years of
student rugby in Maastricht.
The OMA has several activities that occur
annually and some special activities. Here is
how the OMA keep in touch:

n Every third Saturday in September the
OMA Day is organised by the Maraboes
student rugby association for the OMA at
the Maraboes clubhouse in Maastricht.
Food, drinks, the annual OMA members
meeting (new members elected, yearly
budget finalised, etc) and a game of rugby
are on the agenda.
n Every two years, the OMA go on an inter-
national rugby trip called the OMA Tour.
Historic destinations have been Malta, Gran
Canaria, Mallorca, Cyprus and in 2008 it is
going to be Valencia. The activities on a Tour
are a combination of rugby games against
local teams, golfing, scuba diving, an occa-
sional beer or gin tonic and a lot of fun.
n Since 1994, the Maraboes student rugby
association and the OMA join for Christmas
dinner gala in Maastricht. The past two
years the Christmas dinner was held in De
Groote Societeit on the Vrijthof with a visit
to the Winter Wonderland.
n A relatively new activity is the OMA Kids
Day. A special day for the children and their
rugby playing papa’s.
Activities such as the Christmas dinner and
the Kids day provide the partner/wife and the
children with an opportunity to experience
the OMA atmosphere. And the families get to
know each other personally.
5. How do you keep the Maastricht
spirit alive with members who live
abroad?
In order to stay in touch, there are regular
e-newsletters with information on upcoming
activities, rugby related news and news from
OMA’s currently living abroad (the OMA has
members in Germany, France, Italy, Spain,
Belgium, the UK, USA, Brazil). There is also a
website www.oldmaraboes.com
6. Why is it important for the OMA
to keep in touch?
What we built up on the rugby pitch we
continue in our professional lives. The OMA
network is effective and beneficial to its
members. The OMA network ranges from
medicine to financial markets, from solicitors
to marketing and from non-profit to ICT.
OMAs are mentors to their fellow members.
It is also an “old boys network” and the first
job applications from Maraboes through the
OMA network have already proved successful.
In other words, it is both fun and business-
wise potentially interesting to stay in touch.
The city of Maastricht and the university have
proven to be a sound platform for long-lasting
relationships.
This story was provided by Max Berkelder
(alumnus 1994), President Old Maraboes
Association
Update Magazine | nr 1 | June 2008

Update Magazine | nr 2 | December 2007
UM Alumni: Dynamic
Immediately after my graduation in 2003, I accepted a position with adidas AG
in Herzogenaurach, Germany. I also followed my heart. My husband, Dino Dario
Monpoli (International Economics & Management 1997-2002), also works for
adidas AG. We met at Maastricht University.
After four years, my first impression of
adidas still holds true: young, relaxed, and
international atmosphere, with no official dress
code and plenty of ways to follow a healthy
lifestyle. Working in the Sport Style Division,
the fashion part of adidas, I travel quite
frequently, visiting fashion fairs and customers.
Travelling made me ever more conscious of the
importance of a healthy life. When I am not on
the run, I balance my physical and mental stress
by practicing yoga and swimming.
Obviously there is a big hype around sports
when you work for a sports-related company,
but to me, the adidas inspiration goes beyond
the aim of providing athletes of all levels with
the most advanced gear. It stems from living in
an authentic way a healthy life and realising its
During my student years in Maastricht
I already worked part-time at my
current employer PSV, the football
club that is internationally referred to
as PSV Eindhoven. I am in a somewhat
fortunate position because the whole
club has been extremely successful in
the last decade.
Over ten years ago I started working on
Saturdays, game days and during holidays
doing administrative work for the ticketing
department. I even skipped tutorial groups
when they played midweek matches; giving
PSV priority over study. I also finished my final
thesis at the Philips Stadium. After weighing
up the pros and cons I applied for a job within
PSV. Currently my position is Coordinator
Marketing in the Marketing & Media
department.
The world of professional sports is dynamic
and appeals to me. It’s an intriguing mixture
of business, marketing, media, sales and of
course a little bit of the glamour of football;
a game favourite to millions. PSV is constantly
benefits for body and mind. When I first started
working at adidas, I met a man who worked
directly with Adi Dassler, the founder, who told
me several of his anecdotes about daily life.
What impressed me most is the fact that Adi
Dassler was an avid sportsman and that he tried
almost every discipline himself.
My life is dynamic: I start the day with yoga, am
health conscious about what I eat, and after
work I dip into the swimming pool. None of this
is “prescribed” by the three adidas stripes …
but in a way is living the legacy of the founder,
realizing how natural it is and enjoying it.
Maastricht University cannot be forgotten for
it has had a great influence on my life. Problem
Based Learning taught me how to structure
competing for the national championship and
has been contending in the UEFA Champions
League for longer than a decade. The pace of
work is as fast as the game itself. In an area
of opportunism it is almost like a crazy roller
coaster ride that goes game by game, month
by month and season over season. But I love
Alumna: Nicole Kierkels
Study:
International Business Studies (1996-2001)
Current Position:
Coordinator Marketing, PSV NV
problems and to find pragmatic solutions in my
job. It is a great tool for approaching all kinds
of situations. Thanks to this, the bond with our
alma mater is always present.
Alumna: Sabina Marchetti
Study:
International Business (1998-2003)
Current Position:
Sport Style Division, adidas AG
it. And while we are a club with an €80 million
budget, at the end of the week it is the players
that influence the course of decision making.
It’s literally a dynamic field to work in.
Budgets of Dutch teams are much smaller
than clubs in the UK, Spain and Italy. But on
the European level they all compete together.
Due to the huge financial inequality our
club has to be creative in generating cash
flow besides football. Stadium exploitation,
media and participating in motor racing are
some examples. Marketing of course plays
a major role in developing and promoting
these products and services. The variety and
all the different target groups keep my job so
interesting. Currently I’m involved in a project
called PSV World, where we combine all fan-
related access points like ticketing, a fan store
and a museum at one location in our stadium.
On game days I’m also in charge of the press
conference afterwards, my bond with football.
It is interesting working with international
coaches such as Guus Hiddink and Ronald
Koeman. PSV is like the game itself: never a
dull moment.

In March 2007 the KNVB (Royal
Netherlands Football Association)
launched a centre for research and
knowledge management in order to
support professional football clubs
in the Netherlands. As a programme
coordinator within the business unit
professional football, it is my task
to run this centre and develop
research and consulting projects to
further professionalize the management
of these professional football
organisations.
After my studies, I started working as a
researcher/consultant at a small consultancy
firm in Utrecht. Last summer, I started looking
for a new challenge and I found a place where
I can optimally combine my personal and
professional passion: Football and facilitating
learning and development. In addition to
working as a consultant for football clubs, I
am responsible for policy development within
L’Oréal is the worldwide market leader
in cosmetics, present in 150 countries.
It has 100 years of experience in the
cosmetics business and invests € 560
million in R&D for its 25 global brands.
With 63.000 employees, 135 products are sold
each second worldwide. Year on year, double-
digit growth is obtained with its 4 divisions:
Consumer Products Division (a.o. Garnier,
L’Oréal Paris, Maybelline), Luxury Products
Division (a.o. Lancôme, Biotherm, Helena
Rubinstein), Professional Products Division (a.o.
Kérastase, Redken, L’Oréal Professionnel) and
Active Cosmetics Division (a.o. Vichy, La Roche
Posay). Recently, The Body Shop was added to
this impressive portfolio.
I joined L’Oréal since it is a very appealing
FMCG (fast moving consumer goods) company
with beautiful products. It offers a dynamic
and young working environment with
dedicated and passionate colleagues. High
responsibilities are given from the start and
many (international) career opportunities are
possible.
In February 2003, I started as a marketing intern
working on the launch of Solar-Expertise, the
Alumnus: Giel Kirkels
Study:
International Business (2001-2006)
Current Position:
Programme coordinator,
KNVB (Royal Dutch Football Association)
the business unit professional football. This
function enables me to have regular contact
with both the board of the KNVB and external
parties to decide about the strategic directions
for the upcoming years.
My first project was a benchmark report
for the clubs playing in the Dutch Eredivisie
new sun cosmetics brand of L’Oréal Paris.
I developed point-of-sale materials and worked
on various analyses. Also, I finished my thesis.
In October of that year, I started my career as
Merchandising Manager for Maybelline New
York. In this role, I was responsible for the
look & feel of the brand on the shop floor for
which a new counter unit was developed and
implemented in 1.200 stores. Also, I worked
on assortment optimisation by doing shade
analyses and competition overviews.
In August 2005, I accepted the position of
Product Manager for Garnier skincare which
gave me the opportunity to develop the optimal
media mix and promotional plan for my
brand(s).
After several launches, I became a Senior
Product Manager in January 2007 which means
I then started to manage a Product Manager
and an intern. One of the most interesting
projects in this period was the local TV- and
print shoot for UltraLift Pro-X with Caroline de
Bruijn. For this project, I closely worked with
my local advertising agency and the Garnier
marketing coordinator Europe. Some of my
responsibilities were the negotiation with
the model’s agent, hair/make-up/wardrobe
(Premier League). In this report clubs are
compared with each other on subjects such
as finance, commercial activities, human
resources and others. The report provides
insight in the fields where some clubs seem
to perform better than others and vice
versa. The next step will be the organisation
of workshops and meetings in order to
further encourage the sharing of knowledge
and experience among the football clubs.
In organising this process, the skills and
knowledge I developed during my studies at
Maastricht University are certainly helpful.
I still regularly travel south to Maastricht to
meet with my former board members of the
student football club DBSV Red Socks. I also
joined a football club in Utrecht with some
ex-KoKo members that I still know from
Maastricht. Thus, although now living further
away, my connections to Maastricht have not
disappeared.
Alumna: Monica Martinus
Study:
International Business (1997-2004)
Current Position:
Group Product Manager, L’Oréal Nederland
approval, scripts and of course budget
overview.
After 4,5 years within the company, I currently
work as a Group Product Manager on L’Oréal
Paris make-up. In this position, I manage the
make-up team, which consists of a Product
Manager, a Merchandising Manager and an
intern. This new role enables me to develop
myself as a manager and guide the team in
their marketing challenges.
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Update Magazine | nr 2 | December 2007

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Update Magazine | nr 1 | June 2008
MBA alumni learn about Cradle to Cradle
On Friday, 25 April the MBA Alumni Association
of UMBS gathered and the central theme was
Cradle to Cradle. In a fascinating presentation
Harry Loozen, general manager of the Chamber
of Commerce, offered an elaborate explanation
of this innovative concept.
“I am fond of Cradle to Cradle”, said Mr. Loozen
enthusiastically. “In the concept of Cradle to
Cradle waste is considered food.
In fact, you can apply this principle to all kinds of
products, ranging from buildings to appliances.
The Chamber of Commerce regards C2C as
an ideal driving force for new projects and
initiatives, aimed at a clean, safe and fair world.
Particularly in the North Limburg region, with
the Floriade in 2012 as an important launching
platform, we see numerous opportunities for
government, companies and institutions. Cradle
to Cradle can generate profits.
Internships
The possibility to do an internship has
been incorporated in the curriculum
at the Faculty of Economics and
Business Administration. In the
past, internships were popular and
many students chose an internship
as an extra-curricular activity.
Many students spend their summer
completing an internship or they take
time after finishing their bachelor
study but before starting their master
programme to gain work experience
via an internship.
However, FEBA has introduced the internship
possibility into the bachelor study and is
currently incorporating an internship in
the master programme. In fact, internships
are an integral part of our new dual degree
programme (in which a student studies one
year in Maastricht and a second year at a
foreign partner university) and are being
considered for the so-called extended master
We will not have to work with cut-back
scenarios, but we can grow again.”
During the reception following the presenta-
tion, Loozen’s positive story was extensively
discussed by the members of the MBA Alumni
Association. And while they raised their glasses
they introduced a new toast: “Let’s Cradle”!
programme (MSc) which entails a regular MSc
plus an internship of half a year. A faculty
appointed project group (Wim Gijselaers,
Gaby Odekerken-Schröder, Maurice Olivers,
Roger Meuwissen, Geke Blok and Robert
Pans) developed a framework in which study
and work experience are combined ensuring
quality and excellence. In association with
the Maastricht University Career Services this
project group will develop activities and take
care of the relationships with companies.
We hope that our alumni can assist us in
providing study and work experience to our
students! Are you interested or do you actually
have an interesting internship possibility
at your company? We can arrange a special
internship alliance with your company.
Please contact Robert Pans, Manager
Student Advising and Project Manager,
Email: R.Pans@efb.unimaas.nl or telephone
+31 43 388 3846 or Nicole Weerts,
Faculty Internship Coordinator,
Email: N.Weerts@efb.unimaas.nl or
telephone +31 43 388 3706.
“Peter-Paul Muyres and Robert Amory,
chairmen of the MBA Alumni Association”.
The concept Cradle to Cradle (C2C) is based on the book Cradle to Cradle: ‘Remaking the Way We
Make Things’ of German chemist Michael Braungart and architect William McDonough.
It is a manifesto calling for the transformation of human industry through ecologically intelligent
design. Their main point is that we can be “wasteful” if the products we produce go completely back
into nature or are completely reborn as new products.
Using a cherry tree as an example, they note how “wasteful” it is. Each year it dumps a great pile of
fruit and leaves on the ground to rot. But all of this waste goes back into nature to be reborn as new
trees, bacteria, birds and other parts of the natural ecosystem. According to the authors, we should
try to emulate this natural system instead of trying to do more with less.
For more information, visit: www.umbs.nl
25th anniversary
This year the Faculty of Economics and
Business Administration is celebrating its
25th anniversary. There are various events
organised for alumni, students, employees
and the Maastricht community.
Please visit our website for a list of activities:
www.feba25anniversary.nl
Would you like to share your story?
We are always interested to know where our
alumni are working and what they are doing!
We would like to include your story in our next
issue of the Update magazine! Please contact:
Leann Poeth-Chervenic, Alumni Officer at
L.Poeth@efb.unimaas.nl
A new address? A new job?
Do we have your most recent information?
We hope to increase and improve the
accuracy of the information in the alumni
database. We encourage you to please
keep your records with us up-to-date. You
can do this online: www.alumni.unimaas.nl
or by email: L.poeth@efb.unimaas.nl