iEMFC March 2019 seminar | Sneak Preview

Looking ahead, the month of March is going to be important for many reasons. We kick off a seminar with a new series of courses, we welcome a fresh cohort of nine students, we invite a selected company of exciting expert speakers, and we are offering two inspiring site visits!

Kicking off

On Sunday March 17, after a scheduled round of examinations, we officially kick off the iEMFC March 2019 Seminar with a welcome session in informal setting, traditionally accompanied by drinks and “Limburgse vlaai”. This first 2019 seminar will set out to include courses in International Financial Accounting, Accounting Information Systems, Corporate Finance and International Tax & Transfer Pricing.

New students bring diversity

Without giving away too much yet, we proudly present a brief overview of our new student cohort to be welcomed in March:

  • We welcome four students with roots in Morocco, Turkey, Germany and China;
  • The cohort represents a broad range of organisations, including ASML, BAM Infra, EPCOR, FrieslandCampina, KPMG, Nutricia, and Resources Global Professional;
  • The intake’s average age is 33 (which seems to have become a constant over time!);
  • Work experience reaches as high as 8 years on average;
  • With 5 out of 9 students being female we are neatly moving towards a more gender-balanced iEMFC student body (which unfortunately wasn’t the case in the early years!).

With statistics showing increased diversity, we are confident we can advance the level of our programme once more, which benefits each and everyone involved!

Old friends return as expert speakers

As usual, we cordially invite a selection of expert speakers to our seminar. The speakers will introduce their employers and share some unique career challenges and experiences on their road to success. March’s line-up of expert speakers includes:

Roger Dassen
Roger is the newly appointed CFO at ASML, former CEO at Deloitte Netherlands, and former Managing Director of the Postgraduate RA programme at Maastricht University. We happily look back at good old times and look forward to welcoming Roger again at Maastricht University soon!

Suzanne van Noppen
Suzanne is alumna of the iEMFC programme, cohort 2004. At current, she is Director Finance Business Group Ingredients at FrieslandCampina. Obviously, we are very curious about the wise lessons she will be sharing and we are really excited to have her back on campus again!

Beer & Arts combined

Our site visits in March will blend the seemingly opposing worlds of fine arts and… beer! The iEMFC students will be visiting The European Fine Art Fair (TEFAF), which is widely regarded as the world’s pre-eminent organisation of fine art, antiques, and design. After a brief welcome, participants will be offered a presentation on site and will subsequently be able to take a good look around and enjoy the beautiful art works on display. For more information, visit

The seminar’s second site visit will bring our students to the “Brand Bierbrouwerij”; an ancient beer brewery located in Wijlre (Limburg), which was acquired by multinational Heineken in the late 80s. What will follow is an inspiring presentation, a guided tour through the brewery and of course a possibility for attendees to do some field research and taste various beers produced by Brand! For more information, visit

Seven years of cooperation between UMIO and NEVI

There are seven days of the week, seven colours of the rainbow, seven notes on a musical scale, seven seas and seven continents and now we are entering the 7th year of successful cooperation between NEVI, a global procurement-training organisation, and UMIO.

Meeting professional challenges in procurement

Procurement professionals in managerial and executive positions are confronted with increasing responsibilities. How can they align the various interests within the organisation to ensure that they create added value for the entire organisation? What is the best way to engage suppliers in the process? And what will be the impact on the company?

Frank Rozemeijer

Prof. dr. Frank Rozemeijer, holds the NEVI Chair Purchasing & Supply Chain Management and the UMIO Chair in Services Innovation at Maastricht University. Next to his research and teaching activities in Maastricht, Frank acts as a consultant for (inter)national companies. This placed him in an excellent position to develop together with NEVI the international Procurement Leadership Programme (PLP) in 2013. Frank is responsible for the curriculum of the programme and shaped the international character of PLP. He has ensured that the English-language programme is aligned with the MaastrichtMBA curriculum of UMIO| Maastricht University to guarantee the desired level of quality of the programme. His experience as a consultant enabled him to paint an integrated picture of the different disciplines within the PLP curriculum and translate that into required competences for procurement leaders in an international context.

The benefits of the programme extend far beyond developing skills, learning theories, and acquiring academic insights. It gives insight into leadership qualities and enables procurement leaders to bring change in their organisation.

“The programme contributes to significant progress in your personal development” Marjon Veenendaal, alumnus of the PLP programme

‘In my view, buyers should be aligned with the business, just like sales people, only in reverse; aligning the organisation with the market. You have to know exactly what the internal customer objectives are, and you need to be aware of the developments within the company as well as in the supply market. It is important to be aligned in order to be able to purchase products and services for maximum benefit.’

‘You learn so much from so many different disciplines, but more importantly, it contributes to your personal development in a fabulous way. Once i had completed the programme, my career accelerated. Integrated thinking was one of the most important lessons I have learned from the PLP. By taking the end customer’s request as a basis, you can utilize opportunities to a maximum. For me, it is a great challenge to be able to do this on a daily basis.’

“Being a more effective leader brings me peace of mind” Huib Spit, Procurement Director at Ahrend, alumnus of the PLP

‘The programme has really helped to increase my impact on the organisation. What PLP offers, with its focus on both theory and practice, with individual, targeted coaching was exactly what I wanted. Particularly the experience-driven learning approach, instead of someone spelling out instructions, was of great help to Huib in his career. ‘I have noticed that people are far more inclined to accept my suggestions, even though they are sometimes perceived as deviating from the standard of practice. People have faith in my ideas, because they see their positive results. This has increased my impact on the organisation, and that brings me great peace of mind.’

More information about the programme

Contact Prof. dr. Frank Rozemeijer

Edward Huizenga inaugurated as Professor

On 1 February, Edward Huizenga accepted his appointment to the Business Practice Chair for Strategy, Innovation, and Change at Maastricht University’s School of Business and Economics.

The central question of his oration:

Does it make sense to design strategies in disruptive times? Yes, As long as we build on people’s behaviour in daily life. Strategy and innovation are foremost a behaviour challenge.

Dr Huizenga has always been fascinated by iconic companies that come up with innovations that are a success. He looks at why seemingly clever products and services don’t get used, even if there is a market for them. This process falls under what business call the 20/80 Rule. Twenty percent of all innovations are a success in the market while eighty percent don’t live up to expectations.

“We’re constantly asking consumers what they think about specific products and services. And we wonder, when they say upfront they like it, but in the end they do not act upon it by buying and using the product and service: have they being collective lying to us, or have we asked the wrong questions? This is where behavioural science comes into play.”

In his inaugural address, “Strategy meets behaviour: new design principles to innovate”, he asserted that companies should define long-term strategies in disruptive times.

“Theories concerning strategy and innovation work from the supposition that people are rational, but they are not. People have their own, personal beliefs, biases and habits in daily life and make predictable irrational decisions. Strategy is more than a plan, it is a behavioural challenge. To this end, we must balance a variety of opposing movements.”

This is the University’s first Business Practice Chair and Dr Huizenga is the first to occupy it. Alongside his teaching position, Edward Huizenga is partner at Benthurst & Co. a strategy consulting firm where he works for companies in Amsterdam, Brussels, Singapore, Germany, and Switzerland to name just a few. It was in his consulting work that he learned how to combine strategy with innovation and behavioural science. As he sees it, strategy models have been around for a while and don’t work as well as they used to, so they need some rejuvenation. During his inaugural address, he talked about the place in business where strategy meets behaviour.

“Businesses and governments are always performing a balancing act in terms of how aspirational their strategy should be, how much money they want to set aside for innovation, and how closely they should pay attention to the facts or have faith in a higher purpose.”

Dr Huizenga considers the existing way of strategy thinking unbalanced. To remedy this, he works according to six design principles that both businesses and government can use to conceive their own strategies:

  1. Aspiration: “Faith over facts” – Balancing an absolute aspiration with demystifying facts.
  2. Discipline: “More over core” – Balancing where to play and how we want to win.
  3. Movement: “Adjust over act” – Balancing adjustment and acting fast.
  4. Behaviour: “Disrupt over do” – Balancing disruptive behaviour with just doing.
  5. Innovation: Balancing exploration and exploitation.
  6. Impact: Balancing purpose and performance.

“If I can teach my students just one thing, it would be to find out what drives people in their daily lives. In every strategy and every innovation, there is really just one challenge – the behavioural challenge. The better you understand that, no matter how irrational people’s behaviour is, the better you can plan for it.”

Dr Huizenga (1970) holds degrees in Economics from Maastricht University and in Business Administration from the University of Zaragoza. In 2001 he obtained a PhD in Innovation Management at Maastricht University. He has written several management bestsellers, including Innovation Management – How Frontrunners Stay Ahead (2001), The Knowledge Factor (1997), and The Knowledge Enterprise (2015).

The Business Practice Chair is established by UMIO, the executive branch of Maastricht University’s School of Business and Economics (SBE). SBE is a leader in strategy, international business, and behavioural economics.

Design Thinking op de Dag van de Limburgse Financial

Dinsdag 20 november werd TheaterHotel De Oranjerie in Roermond gevuld door circa 240 financieel professionals. Ze waren afgekomen op de alweer achtste Dag van de Limburgse Financial, die in het teken stond van het thema Digitalisering & Leiderschap.

Professor Dr. Harold Hassink, hoogleraar aan de Maastricht University School of Business and Economics (SBE) en programma-directeur bij UMIO, stond in 2011 mede aan de wieg van dit initiatief: “Ten onrechte wordt vaak gesteld dat er te weinig senior financiële posities zijn in onze regio. Deze dag draagt bij aan de bewustwording op dit vlak”. Dat deze dag nu al voor de achtste keer plaatsvindt, onderstreept de geldigheid van deze visie.


Na de opening door Harold Hassink was het woord aan Menno Middeldorp, Hoofd RaboResearch Nederland en Hoofdeconoom Nederland voor Rabobank. In zijn keynote lecture benadrukte Middeldorp dat technologische kennis onmisbaar is voor de moderne finance professional, maar dat management niet mag ondersneeuwen door de aandacht voor technologische innovaties. Na het plenaire deel splitsten de aanwezigen zich op om twee van in totaal acht masterclasses bij te wonen.

Masterclass ‘Doing is Thinking’

Dominik Mahr – Associate Professor bij Maastricht University en wetenschappelijk directeur van Service Science Factory – verzorgde een van de masterclasses: Doing is Thinking – De innovatie van digitale financiële diensten.

Digitale disruptie, teweeggebracht door diverse technologische ontwikkelingen, zorgt voor opschudding in vrijwel elke sector. Innovatieve nieuwkomers als Airbnb en Uber tornen aan de posities van het establishment. Bedrijven die tot de gevestigde orde behoren, worden gedwongen hun bestaande bedrijfsmodel kritisch onder de loep te nemen. De financiële dienstverlening vormt daarop geen uitzondering.

Hoe geef je als organisatie handen en voeten aan innovatie? Een bijzonder praktische manier daarvoor is Design Thinking. Deze methodologie is erop gericht om een probleem vanuit de behoefte van de klant te definiëren en met innovatieve oplossingen te komen. Design Thinking draait om denken door te doen, dat wil zeggen goede ideeën snel in de praktijk brengen, van de ervaring te leren en ze te verbeteren. Deelnemers ervaren tijdens de masterclass hoe Design Thinking in zijn werk gaat, door tijdens een korte workshop zelf aan de slag te gaan met een case.

Wat workshopdeelnemers zeiden:

“Design Thinking heeft me aan het denken gezet over de vraag of we binnen onze organisatie wel écht klantgericht bezig zijn.”

“Als deze workshop me één ding heeft geleerd, is het wel dat je bij innovatie altijd vanuit de klant moet denken.”

“Het ‘denken door te doen’ en ‘doen is begrijpen’ sprak mij erg aan.”


Service Design voor u?

In een Service Design-traject van acht tot twaalf weken kan Service Science Factory ook uw organisatie helpen bij het vergroten van de innovatiekracht en het ontwikkelen van een nieuw of verbeterd serviceconcept. Organisaties als APG, Siemens en Volkswagen gingen u voor, en profiteerden van de praktische toepassing van de nieuwste wetenschappelijke inzichten en methodes. Voor een eerste kennismaking met Service Design is de Workshop Service Design Thinking bijzonder geschikt.

Meer informatie? Neem contact op met Dominik Mahr


Achtste ‘Dag van de Limburgse Financial’ op 20 november

Op dinsdag 20 november vindt voor het achtste jaar op rij de ‘Dag van de Limburgse Financial’ plaats. Ruim 250 finance professionals komen samen in TheaterHotel De Oranjerie te Roermond om te netwerken en kennis te delen. Het centrale thema dit jaar is Digitalisering & leiderschap.

Professor Dr. Harold Hassink, hoogleraar aan de Maastricht University School of Business and Economics (SBE) en programma-directeur bij UMIO, stond in 2011 mede aan de wieg van dit initiatief: “Ten onrechte wordt vaak gesteld dat er te weinig senior financiële posities zijn in onze regio. Deze dag draagt bij aan de bewustwording op dit vlak”. Dat deze dag nu al voor de achtste keer plastsvindt, onderstreept de geldigheid van deze visie.


Ook dit jaar wordt er een reeks masterclasses gegeven door organisaties uit de regio. Zij delen hun praktijkervaringen en best practices met de deelnemers, over diverse onderwerpen die verwant zijn aan Digitalisering & Leiderschap. Volg de link voor een overzicht van de masterclasses.

Doing is Thinking

UMIO | Maastricht University wordt vertegenwoordigd door Dr. Dominik Mahr, Associate Professor bij SBE en Scientific Director Service Science Factory bij UMIO, met de masterclass Doing is Thinking – De innovatie van digitale financiële diensten. Hoe moeten we innoveren rond alle digitale kansen zoals Internet of Things, Blockchain en Kunstmatige Intelligentie? Tijdens de sessie ondervindt u hoe Service Design-denken kan worden ingezet voor financiële diensten.

UMIO voor Financials

UMIO staat voor de doorvertaling van academische expertise naar concrete toepassingen voor  individuele professionals  en organisaties. Niet alleen op het gebied van Design Thinking, maar ook met specifiek op Financials gerichte opleidingen:

International Executive Master of Finance and Control
International Executive Master of Auditing
Postdoctorale Opleiding tot Registeraccountant
Postdoctorale Opleiding tot Registercontroller
Permanente Educatie voor Finance & Control Professionals

Deelname aan de ‘Dag van de Limburgse Financial’ levert 4 PE punten op. U kunt zich inschrijven via

Bijzondere dubbelinauguratie professor Brüggen en Brüggen

‘Iedereen wil graag lang leven, maar niemand wil oud worden’: letterlijke woorden uit de inaugurele rede over pensioencommunicatie van Lisa Brüggen (1977). Maar als je dan toch oud wordt, kun je dat maar beter samendoen, moeten zij en haar man Alexander Brüggen (1976), die op dezelfde 14 september werd geïnaugureerd, hebben gedacht. Een kort verslag van een unieke ‘echtelijke’ duo-inauguratie.

Alexander en Lisa ontmoetten elkaar voor het eerst tijdens hun studie aan de Maastricht University School of Business and Economics, zij het pas als promovendi. Toen al vulden ze elkaar perfect aan en sindsdien zijn zowel hun persoonlijke als professionele levens met elkaar én met Maastricht University verbonden.


In een relatie gebaseerd op gelijkwaardigheid, is het bijzonder dat Alexander en Lisa ook in professioneel opzicht aan elkaar zijn gewaagd. Alexander licht die gelijkwaardigheid toe: “Deuren openhouden voor vrouwen lijkt misschien hoffelijk, maar het suggereert ook dat de vrouw het zwakkere geslacht is. Lisa is een sterke vrouw; ook zonder man gaan er deuren voor haar open.” Denk nu niet dat Alexander niet galant is, want hij was zo attent om op Lisa te wachten om één groot, gezamenlijk inauguratiefeest te kunnen geven.

Gezonde zenuwen

De overeenkomsten tussen Alexander en Lisa – van hun Duitse roots, interesse in het economisch vakgebied tot hun liefde voor het bourgondische – zijn net zo evident als de verschillen. Die verschillen komen tot uiting in hun respectieve oraties, maar ook al daarvoor. Want waar er bij Lisa sprake is van een naar eigen zeggen ‘gezonde spanning’, beweegt de ogenschijnlijk stoïcijnse Alexander zich zichtbaar nerveuzer door de coulissen. Al is daar eenmaal op het podium van de Aula aan de Minderbroedersberg nog maar weinig van te merken.

Duitse efficiency

Rector magnificus Rianne Letschert grapt in haar prelude dat de duo-inauguratie ‘een fraai voorbeeld (is) van Duitse efficiency’. Nadat ze Alexander en Lisa heeft geroemd om hun academische én persoonlijke verdiensten, is het podium aan de twee hoofdrolspelers zelf.

In zijn toespraak neemt Alexander ons in vogelvlucht mee door de geschiedenis van ‘zijn’ vakgebied management accounting. Hij vertelt hoe in één eeuw de focus is verschoven van de korte naar de lange termijn, en van kosten naar het menselijke aspect. Verder roept hij op tot interdisciplinaire samenwerking en onderstreept hij het belang om als universiteit terug te geven aan de samenleving. Tot slot bedankt hij onder anderen Lisa, voor haar liefde, geduld en steun.

Lisa’s vakgebied pensioencommunicatie is, misschien nog meer dan dat van Alexander, op de toekomst gericht. Al moet dat langetermijndenken wel nog worden ingebed in de mindset van de consument. Lisa noemt het dan ook haar ‘missie en doel’ om mensen bewuster te maken van het belang van pensioenplanning. Ook zij benadrukt dat verschillende vakgebieden veel van elkaar kunnen leren en hun eigen paradigma’s in een kritisch daglicht moeten stellen. Zij noemt Alexander tot besluit haar ‘grootste vreugde en grote trots’.

Zojuist formeel aanbeland in de warme zomer van hun academische carrières, zullen Alexander en Lisa nog lang niet aan hun pensioen denken. Vandaag in ieder geval niet, morgen wellicht. Na het slotwoord van de rector worden ze feestelijk onthaald in de patio van de Aula, in de wetenschap dat ze deze dag zeker ook aan zichzelf, maar toch vooral aan elkaar te danken hebben.

UMIO Learning Voucher verzilverd

Even voorstellen: Gijs Hendrikx, eigenaar van Theater Hotel Venlo en winnaar van de ‘Young Professional Of The Year’ award, editie 2018. De award is een initiatief van PRO77, de Venlose ondernemersvereniging voor Young Professionals en in april door de gemeente Venlo uitgereikt aan Gijs. Hij mag zich daarmee een jaar lang de meest toonaangevende Young Professional uit Venlo noemen.

Deze week kwam Gijs in het genot van zijn prijs: het Learning Voucher dat door UMIO beschikbaar was gesteld, is door Gijs verzilverd met deelname aan de derde editie van het Excellence Programme Brightlands, dat zopas van start is gegaan.
Het programma biedt 20-25 Limburgse top potentials de mogelijkheid om zich verder te ontwikkelen, hun netwerk te versterken en een bijdrage te leveren aan de ontwikkeling van de regio in een triple helix format.

Als partner in de Kennis-As Limburg en Brightlands is UMIO| Maastricht University, samen met mede opdrachtgever de Provincie Limburg, het vliegwiel om de ontwikkeling van deze Limburgse top potentials te faciliteren.

Goede keus Gijs!

Customer-centred innovation in the B2C market

After last falls’ UMIO’s brand launch, there was one visitor who went home with a surprise-gift: Frozen Brothers sales manager Nick Bölkow was the lucky winner of the Learning Voucher, good for a free half-day team session in one of UMIO’s incompany programs.

Creating impact

In its incompany programs, UMIO draws on its expertise to go beyond traditional business school disciplines in creating an impact for organisations. Small-scale, interactive learning journeys with an effective, high-level transfer of knowledge, skills, behaviour and experiences create real added value for the participants and their organisations and immediately applicable results.

Frozen Brothers choose SSF workshop

Recently, the Frozen Brothers sales team visited UMIO to redeem their voucher with UMIO’s Service Science Factory (SSF) in the form of a fully customised workshop “customer-centred innovation”. Nine participants, including Nick Bölkow and Pieter Corstiaans (General Manager Continental Europe) went into the practical details of customer-centred innovation with trainers Sabine Janssen and Gordon Miesen.

Design Thinking

The program is based on SSF’s (Service) Design Thinking method, which creatively prototypes new product or service offerings from the perspective of the end-users. It provides participants with the necessary mind-set, processes and tools to improve the innovation capacity of their organisation.

Frozen Brothers’ challenge

Frozen Brothers consists of a frozen drinks division with global brands Slush Puppie, Coca-Cola and Fanta Frozen, and an ice (cream) machines division with brands Carpagiani and Orion. Frozen Brothers cater to a wide variety of customers, ranging from movie theatres, to indoor children’s playgrounds and key leisure sites.
For Pieter Corstiaans the main aim of the workshop was to align the recently merged teams of Frozen Brothers and Slush Puppie Benelux, giving them the opportunity to learn from each other’s varied experiences and expertise.
“We’re looking to enable a change of perspective and encourage different views, also on our own colleagues, by getting the whole team together. A first plus is the very nice setting and location, not what at all what I expected from a university (small stuffy rooms – haha). A more concrete objective is developing our customer proposition from “just” selling machines to selling solutions with added value for our customers and our customers’ customers.”

Enhancing the customer experience

With these objectives in mind the workshop customer-centred innovation was built around enhancing the customer experience in the B2C market. Three teams developed their ideas independently and validated them between each other during the sessions. The best ideas were taken up for further detailing.

Expectations met?

So let’s hear from the team if the objectives were met:

Michael Adriaans (key account manager) and Rob Ophof (area sales manager ice cream) both felt triggered to take a step ahead in the customer journey and think about their customers’ customers. “Outside-in thinking becomes very tangible in this way and can offer some real eye-openers.”

Nadège Bremen (account manager Slush Puppie): “the challenges today were twofold: on the one hand developing concepts for integrating both divisions, and on the other hand renewing the focus on the customer experience in novel ways. We focused on immediately applicable, short-term actions and one of the lessons was that social media offer a lot of concrete opportunities to tailor the customer experience and engage with our customers.

Nick Bölkow: “The workshop offered us the opportunity to think outside the box and delivered some concrete handles on the challenges we face. It certainly broadened our horizons in terms of advising our customers on a broader level and finding fitting solutions.”
“Things went very different compared to standard company meetings. The way the workshop was set up ensured everybody was involved, situations were dynamic and solutions emerged with backing from the whole team.”

“A lot of companies could benefit from this”

For what kind of organisations would Nick recommend this workshop:
“For organisations on a fast growth path, who want to innovate in their markets this is a very simple and accessible way to challenge and adjust their own methods and approach. Basically I think there are lots of companies which could benefit from this.”

Derde editie van het Brightlands Excellence Programma van start

Op 12 september gaat de inmiddels derde editie van het Brightlands Excellence Programma van start. Een programma voor professionals uit het openbaar bestuur, bedrijfsleven en (kennis)instellingen die geselecteerd zijn op hun kennisniveau, netwerk en begrip van de triple Helix-gedachte.

Investeren in de kenniseconomie

In de ontwikkeling van de Limburgse economie speelt de samenwerking tussen bedrijven, overheid en onderwijsinstellingen een belangrijke rol. Limburg investeert fors in de kenniseconomie via de ontwikkeling van de Brightlands campussen, IBA, de maakindustrie, agro en leisure. De Brightlands Maastricht Health Campus, de Brightlands Chemelot Campus, Brightlands Campus Greenport Venlo, en de Brightlands Smart Services Campus vormen het hart van de nieuwe slimme economie.

Het Limburgse samenwerkingsmodel ligt aan de basis van het succes van de ontwikkeling van de regio. Naast investeringen in de ‘hardware’ zal ook de ‘software’ verder uitgebouwd moeten worden om de triple helix samenwerking optimaal te laten verlopen. Het Brightland Excellence Programma biedt per editie een 20/25-tal Limburgse top potentials de mogelijkheid om zichzelf hierin te ontwikkelen, hun netwerk te versterken en uit te breiden en een bijdrage te leveren aan de ontwikkeling van de regio in een triple helix format.

Vliegwiel Maastricht University

Als partner in de Kennis-As Limburg en Brightlands wil Maastricht University, samen met mede opdrachtgever de Provincie Limburg, het vliegwiel zijn om de ontwikkeling van de Limburgse top potential te faciliteren.

Samenbrengen, verder brengen en talent ontwikkeling voor het fundament en cement van het nieuwe Limburgse samenwerkingsmodel. Dat is het doel van het programma waarbij de alumni al een stevige humuslaag vormen en samen verder bouwen aan de regio. De deelnemers zijn Limburgse top potentials (bright people) in bedrijfsleven, overheid, maatschappelijke instellingen en kennisinstellingen. Hij of zij onderscheidt zich door zijn/haar ondernemend, innovatieve en verbindend gedrag en organisatie overschrijdende performance.

Het programma bestaat uit een 8-tal modules, deels ingericht naar competentieontwikkeling en leiderschap, gekoppeld aan de Limburg Agenda, de Sociale Agenda en de Brightlands campussen, gericht op economie en innovatie.

Triple helix

De rode draad van het programma is een triple helix samenwerking, waarbij deelnemers gedurende het programma in subgroepen een actueel vraagstuk onder de loep kunnen nemen. Begeleiders en sprekers van het programma komen dan ook uit de triple helix.

Voor meer informatie over het programma kunt u contact opnemen met Silvie Vonk.


Introducing our MaastrichtMBA students to Service Science

Innovative thinking is an important part of the MaastrichtMBA programme, in particular through the module ‘Sustaining Competitive Advantage’. In this module, UMIO’s Service Science Factory (SSF) provides participants with the necessary mind-set, processes and tools to improve the innovation capacity of their organisation. This is far from a theoretical exercise. Because participants practice service design tools and experience all stages of the innovation process during these sessions, they become empowered to implement processes and tools in their own organisation.

Bridging academia and practice

This is typical for the approach of SSF: it bridges academia and practice, facilitating companies to gain sustainable competitive advantages through service innovation. SSF has realized the potential of service innovation in different organisations through more than 50 projects, using a state-of-the-art project approach, making use of proven service design tools and multi-disciplinary teams that stimulate co-creation.

The right perspective

As a method, (Service) Design Thinking addresses complex challenges, by embracing the perspective of the end-users, when creatively prototyping new product or service offerings. Industry leaders such as Apple, McKinsey, and Mayo Clinic, place this approach at the centre of their business activities, and IBM even proclaims it wants to become “the world’s largest and most sophisticated design company”.

Practical results

The MaastrichtMBA innovation module consists of five sessions. During the final session, the teams present their innovation ideas and underlying business concepts to an expert panel, which provides practical tips for improving and implementing the ideas. The best ideas were rewarded with a panel prize and an audience prize.

Get in touch

There are several ways SSF can support you and your organization in exploring the value that ‘Interaction Design’ can provide. For instance by facilitating innovation projects for the improvement or development of new services which incorporate the ‘Interaction Design’-perspective.

Learning opportunities

There is a range of educational trajectories available where we train professionals to incorporate the ‘Interaction Design’-perspective into their daily work and specific projects.
As an introduction to the world of ‘Interaction Design’ we have developed a hands-on inspiration day for professionals, where you will work on a case, take the customer perspective and start designing interactions for delightful experiences. Feel free to contact us for more information.

Session Instructors

Dr. Dominik Mahr, Scientific Director Service Science Factory
Dominik is an Associate Professor at the Marketing and Supply Chain Management department of Maastricht University. As Scientific Director of the Service Science Factory (SSF), he is responsible for a wide range of services that create new and improve existing offers of companies.



Dr. Elisabeth Brüggen, Professor of Marketing
Elisabeth (Lisa) Brüggen is Professor of Marketing at Maastricht University School of Business and Economics (SBE). She is an internationally recognized expert in services marketing and financial well-being, particularly regarding pension communications.




Damien Nunes, Service Designer Service Science Factory
Damien has a background in design and is currently project leader and service designer at the Service Science Factory (SSF). He facilitates projects, workshops and inspires creativity within (project)groups to develop new innovative service concepts.



Sabine Janssen, Msc, Project Leader Service Science Factory
Sabine has a background in strategic marketing and business experience in corporate communications, strategic consultancy and innovation management. Her focus as project leader at SSF is design thinking, service innovation and project management and educating professionals in these respective fields.



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