MBA in Action

Since 1988 students of Business School Netherlands have been using Action Learning to realise returns for their organisations by resolving challenging problems or identifying and capitalising on opportunities.

In the e-booklet ‘MBA in Action‘, alumni of diverse backgrounds describe how they experienced Action Learning and Action Research. They also concretise what Action Learning has contributed to their organisations and to them personally. This success story is about BSN Alumnus Leo van Bree MBA and the ‘Action Results’ for Eisen-Fischer GmbH.

PROBLEM

During the 90s the electronics industry moved from the United States and Europe to Asia. A listed company – Rood Testhuis – specialised in testing micro-electronics wanted to support its clients from an Asia-based office. Where this first Asian Testhuis location needed to be was the question of the dissertation.

ACTION

The dissertation elaborated on all considerations and analyses that played a part in the decision: the business model; a ratio analysis; the Porter analysis; Weissmann’s marketing strategy; the strategical choice to move to Asia; the consideration as to why to start a joint venture; the competitive situation; finance models and the differentiated focus strategy.

RESULTS

All roads led to Singapore, a place that is known for its great infrastructure. Texas Instruments was the first client to launch, quickly followed by Siemens and other clients. In the years that followed, more branches were opened in Taiwan and Malaysia, causing virtually all important suppliers of semiconductors to be part of our clientele.