MBA Students Present Ideas to Boost Growth in Amsterdam Zuidoost

26.06.2025

MBA Students Present Fresh Strategies for SME Growth

As part of their Project Week, Master of Business Administration (MBA) students from Wittenborg University of Applied Sciences explored the theme 'Attraction and Retention of Young Professionals by SMEs in Amsterdam Zuidoost'. The assignment challenged students to examine how small and medium-sized enterprises in the district could attract young, diverse talent, strengthen community engagement, and adapt to the future of work shaped by digitalisation and automation.

The brief also included a practical challenge from Zuidoost City: how to double the organisation’s income annually, while increasing engagement among local businesses.

Fresh Ideas: from Reputation to Revenue

The students presented their research findings directly at the Zuidoost City offices in Amsterdam, where they offered a wide range of practical and creative proposals. Many focused on reshaping the image of Zuidoost to highlight its strengths. One group noted, “It is actually one of the greenest parts of the Netherlands.” They recommended a rebranding strategy to promote Zuidoost not just as a business location but as a vibrant place to live, work and belong.

Suggestions included working with local influencers to share authentic stories, creating social media campaigns with community-driven hashtags, and partnering with universities to connect students with nearby companies. One student called for “proud marketing that reflects the area’s multicultural identity and opportunities.”

Several groups suggested hosting an annual job fair and using storytelling to strengthen the district’s reputation. Others focused on diversifying revenue streams, including launching a fashion brand tied to the Amsterdam Plus flag, building a digital marketplace, and turning commercial areas into mixed-use spaces.

There were also ideas for using AI and data analytics to support small businesses, such as mapping skill shortages, aligning salaries with market trends, and developing smarter recruitment strategies.

Insights from Zuidoost City’s Andro Bottse

Andro Bottse, director-manager of Zuidoost City, offered key insights and candid advice. A longtime resident and advocate, he reminded students that the district is often unfairly reduced to just one of its parts. “Don’t make the mistake of putting Bijlmer and Zuidoost in the same sentence,” he said. “Bijlmer is only one part. Zuidoost consists of a number of residential neighbourhoods."

He stressed the importance of storytelling to counter outdated narratives. “The first thing people mention about Bijlmer is safety. But the reality is, it is very safe. The question is whether it’s something you’ve heard or experienced.”

When asked what Zuidoost City could start doing right away, students said, “A social media campaign and local event outreach — start small but visible. Reach out to all the businesses here and show the different jobs and experiences available to residents.”

Bottse also highlighted that while large companies like Tesla, ING and ABN Amro are already present in Zuidoost, “the real challenge is attracting and supporting SMEs.”

Building the Future of a Neighbourhood

For Bottse, the project wasn’t just a theoretical exercise. Having lived in the area for over two decades, his commitment to the district is personal. “I do what I can to support the development of this area — whether in my free time or professionally.”

Reflecting on the collaboration, Amy Abdou, Senior Lecturer at Wittenborg, also noted, “Everyone living in Amsterdam Zuidoost can see the potential. At Wittenborg, we can literally look outside our windows and see the developments taking place all around us, so we are eager to play a part.” Wittenborg’s study location in Amsterdam is situated in Zuidoost, close to Bijlmer, placing students at the heart of the district’s transformation.

“This Project Week with Zuidoost City allowed our students first-hand contact with a local organisation that is shaping the area through matchmaking, masterclasses, networking events and a bevy of other services for local businesses. The collaboration yielded a win-win scenario where several of our MBA candidates got to pitch their ideas for retaining local talent and marketing the district to a wider audience.”