This study analyzes citizen brand ambassadors' motivations and the effects they perceived deriving from participation in a citizen-focused ambassador network which constituted one element of a city's destination brand strategy. The results of this study of Berlin's citizen ambassador program indicate that participating in an ambassador program resulted in perceived positive effects for ambassadors. One major finding is that few citizens engaged in the ambassador program due to feelings of commitment or civic pride, but rather as a means to enhance the reach and exposure of their individual projects. A further finding was that ambassadors did not voluntarily function as active message senders on an individual level. The study reveals new insight into the key factors of the decision-making process determining whether citizens engage or do not engage with ambassador programs.
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Foreword : Education is the key to widen people’s opportunities in our globalizing world. The Hague, city of Justice and Peace, is rapidly improving its position in higher education. New universities and academies have established themselves in recent years. They broaden the offer of courses, degrees and research opportunities. The Municipal Government and The Hague University of Applied Sciences invited all interested international organizations, corporations, researchers and educational institutes to reflect on the best pattern of international higher education that should be organized in the future. Education should service the needs of both the Dutch and foreign population groups in The Hague and the region around it. With hundreds of large and small international institutions, tens of thousands of employees from abroad, as well as a growing interest of The Hague’s Dutch citizens, it is important to design the best possible facilities for higher education. This report summarizes the views and proposals expressed during the working conference. The reader may find many useful ideas for further development.
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The Research Group International Cooperation investigates the acquisition of international competencies by internships or study abroad, the international competencies of lecturers, the needs and demands for international competencies of alumni and employers and which factors are important to attract international students to stay and work in the Netherlands. Sending students abroad is, by itself, not enough to develop international competencies, just as bringing students of different nationalities together in an international classroom is, by itself, not enough. The Research Group International Cooperation has therefore developed a training module to prepare students for the purposeful acquisition of international competencies (PREFLEX, Preparation for your Foreign Learning Experience). The Hague University of Applied Sciences wishes to be and to present itself as an international institute of higher education. That requires both a whole package of interventions to strengthen its international character and a clear message to Dutch and foreign partners and to prospective international and Dutch students. In order to bring policy, implementation, profiling and research together, The Hague University of Applied Sciences organized on 15 March 2013 an international conference for team leaders and directors, for internationalization and internship coordinators, for researchers and foreign partners and for international Dutch and foreign students. The aim was to sharpen the vision and the profile of The Hague University of Applied Sciences and to equip the participants with the ideas and the tools to engage all lecturers and students in international cooperation. After the introduction by Susana Menéndez and the keynote lecture by Lisa Childress, the workshops gave the participants an opportunity to go deeper into various aspects of internationalization and to engage actively in discussions with the workshop chairs, who introduced the topics. I hope that these proceedings will give all participants an insight in all workshops and also that non-participants can taste the fruits of this most inspiring and informative gathering.
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