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Strategic Marketing as Solution for Growing Uncertainties among National Non-Profit Sport Federations in the Netherlands - Research Design.

Dutch National Sports Organizations (NSFs) is currently experiencing financial pressures. Two indications for this are described in this paper i.e. increased competition in the sports sector and changes in subsidy division. Decreasing incomes from subsidies can be compensated with either increasing incomes from a commercial domain or increasing incomes from member contributions. This latter solution is gaining interest as a solution for the uncertainties. Many NSFs have therefore participated in a special marketing program in order to enlarge their marketing awareness and create a marketing strategy, in order to (re)win market share on the sports participation market and gain a more stable financial situation. This paper introduces my research related to the introduction of marketing techniques within NSFs and the change-over to become market oriented. An overview of existing literature about creating marketing strategies, their implementation, and market orientation is given. This outline makes obvious that the existing literature is not sufficient for studying the implementation of marketing techniques and market orientation within NSFs. Therefore, it shows the scientific relevance of my research. The paper concludes with the chosen research methodology.

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Simulation of Future Electric Vehicle Charging behavior

The Netherlands is a frontrunner in the field of public charging infrastructure, having a high number of public charging stations per electric vehicle (EV) in the world. During the early years of adoption (2012-2015) a large percentage of the EV fleet were Plugin Hybrid Electric Vehicles (PHEV)due to the subsidy scheme at that time. With an increasing number of Full Electric Vehicles (FEVs) on the market and a current subsidy scheme for FEV only, a transition of the EV fleet from PHEV to FEV is expected. This is hypothesized to have effect on charging behavior of the complete fleet, reason to understand better how PHEVs and FEVs differ in charging behavior and how this impacts charging infrastructure usage. In this paper, the effects of the transition of PHEV to FEV is simulated by extending an existing Agent Based Model. Results show important effects of this transitionon charging infrastructure performance.

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Simulation of Future Electric Vehicle Charging behavior

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Strategic Marketing as Solution for Growing Uncertainties among National Non-Profit Sports Federations in the Netherlands

Today, Dutch National Non-profit Sports Organizations (NNSFs) experience financial pressures. Two indications for this are described in this paper i.e. increased competition in the sports sector and changes in subsidy division. Decreasing incomes from subsidies can be compensated with either increasing incomes from a commercial domain or increasing incomes from member contributions. This last solution has been the motive for the increasing interest in the use of marketing techniques as a solution for the growing uncertainties. Many NNSFs have participated in a special marketing program in order to enlarge their marketing awareness and create a marketing strategy. This paper deals with possible impediments resulting from the implementation of the marketing strategies. It is primarily based on a literature review, however, the first results from a qualitative research to the increasing use of marketing techniques among NNSFs provides insights in the experienced impediments of NNSFs .

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Dutch Sport Federations Changing into Market Oriented Organizations: The Institutional Theory Applied on Three Case Studies

In 2005 and 2006, almost sixty Dutch National Sport Federations (NSFs) participated in a special program for creating a marketing strategy for the next four years. This program was initiated and organized by NOC*NSF (the Dutch Olympic Umbrella Sports Organization). The NSFs had to joint the project to receive funds. For most of them it was the first time they seriously analyzed the market with the aim of developing new programs. The purpose of this paper is to explore to what extent Dutch NSFs are capable to change their structures to become more market oriented and more market responsive in order to write strategic plans. The changed structures are investigated using the "institutional theory" (Tolbert & Zucker, 1996) and are explained by exogenous (market context and institutional context) and endogenous (interests, values, power dependencies, and capacity for action) dynamics from the neo-institutionalist framework (Greenwood & Hinings, 1996). In 2005 NSFs were expected to be in a pre-institutionalized stage, i.e. they were supposed to develop new organizational structures in response to specific problems (Kikulis, 2000). Now, approximately 1½ years after finishing their strategies, the question arises whether they have reached the semi-institutional stage, i.e. whether the new structures or actions are diffused across organizations, yet still subject to change and whether old structures are yet eroding (Kikulis, 2000). Methods Studying the intended structural change of NSFs requires an in-depth study of their social reality and the reactions and interpretations of involved actors, including their applied meanings to certain situations. Greenwood & Hinings (1996) plead for detailed comparative case-studies when studying institutional changes. Therefore three NSFs has been selected: The Royal Dutch Korfball Federation (KorfFed); The Royal Dutch Billiards Federation (BillFed); and the Dutch Jeu de Boules Federation (JeuFed). These three federations differ on size, amount of housed sports, number of associated clubs, sorts of intermediary decision making bodies, employed FTE's, and more. Therefore it is expected that the tempo of institutionalization of the new, market oriented, structures, will differ among them. Sugden & Tomlinson (2002) developed a multi-method style of qualitative research for making sense of the deep, inside information below the surface of everyday life. They call it the "Brighton method. Applying the Brighton method for this research implies that the three cases will be studied with respect to their history, their present marketing actions, their results and the changes in their organization. In-depth interviews, document analysis (policy plans, marketing plans and more), and where possible observations and participations are used to create a critical and investigative view of the organizations in change. Results The KorfFed used the marketing program to further develop existing programs. Although the outcomes of these programs were not new, the program has opened the eyes of the president, director and staff members. They are now conscious of the urgency of a market orientation, and a marketing orientation (a marketing position has already been introduced), and they see opportunities in attracting non-competition playing korfball players. They have, however, not yet reached the phase of semi-institutionalization of the market oriented structures. This can be concluded from the following: - The organization still has an ad-hoc character; - Some board members still make decisions based on their own insights rather than on information from the professional part of the organization; - Decisions to start programs are still grounded on subsidy possibilities rather than on market possibilities. Interest dissatisfaction and power dependencies are the main dynamics that form barriers in the planned organizational change. The BillFed is a federation that covers four disciplines, i.e. pool, snooker, carom, and billiard 3 cushions. The federation used to act upon these four disciplines. The marketing program has made clear that the BillFed should act upon target groups instead of on these disciplines. Therefore, the federation created a vision to reach youth, young adults, as also elderly people. Carrying out this new vision requires a market orientated structure (focus on target groups) instead of an internal orientated structure (focus on discipline groups). This new vision is created on an upper level (general board together with professional staff) in the organization. This federation also introduced a professional marketing position. Unfortunately, the underlying layers remain slightly passive and are not willing to work along the new structures, which mean that the new structures have not been diffused across the whole organization. Interest dissatisfaction, value commitments and power dependencies are the problematic dynamics. The JeuFed used to have a strong competition and tournament (internal) orientation, while many jeu-de-boules players play the game just for fun. The marketing program has created the insight that the just-for-fun players are also an important target group. Hence, 3 projects are developed to make club membership more attractive for all jeu-de-boules players. Since the federation never worked with projects before, they just found out that implementing projects such as these requires new structures. The JeuFed has just arrived in the pre-institutionalized phase, still far away from the semi-institutionalized chapter. Power dependencies and a lack of capacity for change are influencing dynamics in this case. Discussion Although it is already 1½ years ago that Dutch NSFs finished their marketing program, in none of the described cases the new structures have reached the semi-institutional stage. These new structures or actions are not yet diffused across the organizations, and the old structures are not eroding. In all three cases another combination of endogenous dynamics are influencing the process of organizational change. Continuing research is needed to find out whether these federations will ever reach the next stage of institutionalization and which dynamics will play an important role.

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An energy expedition

The municipality of Apeldoorn had polled the interest among its private home-owners to turn their homes energy neutral. Based on the enthusiastic response, Apeldoorn saw the launch of the Energy Apeldoorn (#ENEXAP) in 2011. Its goal was to convert to it technically and financially possible for privately owned homes to be refurbished and to energy neutral, taking the residential needs and wishes from occupants as the starting point. The project was called an Expedition, because although the goal was clear, the road to get there wasn’t. The Expedition team comprised businesses, civil-society organisations, the local university of applied sciences, the municipality of Apeldoorn, and of course, residents in a central role. The project was supported by Platform31, as part of the Dutch government’s Energy Leap programme. The #ENEXAP involved 38 homes, spread out through Apeldoorn and surrounding villages. Even though the houses were very diverse, the group of residents was quite similar: mostly middle- aged, affluent people who highly value the environment and sustainability. An important aspect of the project was the independent and active role residents played. In collaboration with businesses and professionals, through meetings, excursions, workshops and by filling in a step- by-step plan on the website, the residents gathered information about their personal situation, the energy performance of their home and the possibilities available for them to save and generate energy themselves. Businesses were encouraged to develop an integrated approach for home-owners, and consortia were set up by businesses to develop the strategy, products and services needed to meet this demand. On top of making minimal twenty from the thirty-eight houses in the project energy neutral, the ultimate goal was to boost the local demand for energy- neutral refurbishment and encourage an appropriate supply of services, opening up the (local) market for energy neutral refurbishment. This paper will reflect on the outcomes of this collective in the period 2011-2015.

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Personen 1

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Peter van der Aalst

Management Team Member, Professional Doctorate Candidate & Lecturer

Projecten 4

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A roadmap for developing Data Analytic Capability for Digital Transformation

Digital transformation has been recognized for its potential to contribute to sustainability goals. It requires companies to develop their Data Analytic Capability (DAC), defined as their ability to collect, manage and analyze data effectively. Despite the governmental efforts to promote digitalization, there seems to be a knowledge gap on how to proceed, with 37% of Dutch SMEs reporting a lack of knowledge, and 33% reporting a lack of support in developing DAC. Participants in the interviews that we organized preparing this proposal indicated a need for guidance on how to develop DAC within their organization given their unique context (e.g. age and experience of the workforce, presence of legacy systems, high daily workload, lack of knowledge of digitalization). While a lot of attention has been given to the technological aspects of DAC, the people, process, and organizational culture aspects are as important, requiring a comprehensive approach and thus a bundling of knowledge from different expertise. Therefore, the objective of this KIEM proposal is to identify organizational enablers and inhibitors of DAC through a series of interviews and case studies, and use these to formulate a preliminary roadmap to DAC. From a structure perspective, the objective of the KIEM proposal will be to explore and solidify the partnership between Breda University of Applied Sciences (BUas), Avans University of Applied Sciences (Avans), Logistics Community Brabant (LCB), van Berkel Logistics BV, Smink Group BV, and iValueImprovement BV. This partnership will be used to develop the preliminary roadmap and pre-test it using action methodology. The action research protocol and preliminary roadmap thereby developed in this KIEM project will form the basis for a subsequent RAAK proposal.

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ArtEZ EN-ROUTE - Reach Out To Europe

In recent years, ArtEZ has worked on a broadly supported strategic research agenda on the themes New Ecologies of Matter (ecological challenges), Social Equity (social-societal issues), (Un)Learning Practices (educational innovations) and (Non)CybernEtic Fabric (technological developments). Building on these strategic themes, the ArtEZ Research Collective as developed an international research strategy to become a valuable partner in the relevant Horizon Europe (HEU) areas of Environment, Industry and Social science and humanities. With its specific knowledge position and approach from arts and creativity, ArtEZ is convinced that it can play a distinctive role in European consortia to tackle various challenges in these areas, in particular from the perspective and research topics of the professorships Fashion and Tactical Design. To achieve its ambitions and goals in its targeted research topics, ArtEZ is convinced that a combination of international connections and local applications is key for successful impact. Building upon existing relations and extending the international research position requires extra efforts, e.g., by developing a strong international framework of state-of-the-art research results, impacts and ambitions. Therefore ArtEZ needs to (further) build on both its international network and its supportive infrastructure. With this proposal ArtEZ is presenting its goals and efforts to work on its international recognition as a valuable research partner, and to broaden its international network in cutting-edge research and other stakeholders. With regards to its supporting infrastructure, ArtEZ has the ambition to expand the impact of the Subsidy Desk to become a professional partner to the professorships. This approach requires a further professionalization and extension of both the Subsidy Desk organization and its services, and developing and complementing skills, expertise and competences to comply to the European requirements.

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MIRAZ

This project proposal aims to acquire a subsidy to fight desertification. Desertification is a global problem which is even present in Europe, as a result of overgrazing, monoculture, deforestation and water shortage. Our solution is Miraz: a product that condensates water and irrigates the created water in an effective and efficient manner. Research shows that focusing on water shortage in a holistic Sustainable Land Management (SLM-) approach will result in the best counter attack against desertification. The coming six months of this project will focus on specifying the technical aspects of Miraz, aiming to restore the first hectare of dry land in 2023.”

Afgerond

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Nul op de Trafo Analysis, Houtlaan, Assen

Based on the model outcomes, Houtlaan’s energy transition will likely result in congestion and curtailmentproblems on the local electricity grid within the next 5-7 years, possibly sooner if load imbalance between phasesis not properly addressed.During simulations, the issue of curtailment was observed in significant quantities on one cable, resulting in aloss of 8.292 kWh of PV production per year in 2030. This issue could be addressed by moving some of thehouses on the affects cable to a neighboring under-utilized cable, or by installing a battery system near the end ofthe affected cable. Due to the layout of the grid, moving the last 7 houses on the affected cable to the neighboringcable should be relatively simple and cost-effective, and help to alleviate issues of curtailment.During simulations, the issue of grid overloading occurred largely as a result of EV charging. This issue can bestbe addressed by regulating EV charging. Based on current statistics, the bulk of EV charging is expected to occurin the early evening. By prolonging these charge cycles into the night and early morning, grid overloading canlikely be prevented for the coming decade. However, such a control system will require some sort of infrastructureto coordinate the different EV charge cycles or will require smart EV chargers which will charge preferentiallywhen the grid voltage is above a certain threshold (i.e., has more capacity available).A community battery system can be used to increase the local consumption of produced electricity within theneighborhood. Such a system can also be complemented by charging EV during surplus production hours.However, due to the relatively high cost of batteries at present, and losses due to inefficiencies, such a systemwill not be financially feasible without some form of subsidy and/or unless it can provide an energy service whichthe grid operator is willing to pay for (e.g. regulating power quality or line voltage, prolonging the lifetime of gridinfrastructure, etc.).A community battery may be most useful as a temporary solution when problems on the grid begin to occur, untila more cost-effective solution can be implemented (e.g. reinforcing the grid, implementing an EV charge controlsystem). Once a more permanent solution is implemented, the battery could then be re-used elsewhere.The neighborhood of Houtlaan in Assen, the Netherlands, has ambitious targets for reducing the neighborhood’scarbon emissions and increasing their production of their own, sustainable energy. Specifically, they wish toincrease the percentage of houses with a heat pump, electric vehicle (EV) and solar panels (PV) to 60%, 70%and 80%, respectively, by the year 2030. However, it was unclear what the impacts of this transition would be onthe electricity grid, and what limitations or problems might be encountered along the way.Therefore, a study was carried out to model the future energy load and production patterns in Houtlaan. Thepurpose of the model was to identify and quantify the problems which could be encountered if no steps are takento prevent these problems. In addition, the model was used to simulate the effectiveness of various proposedsolutions to reduce or eliminate the problems which were identified

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Strategic Marketing as Solution for Growing Uncertainties among National Non-Profit Sport Federations in the Netherlands - Research Design.

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Simulation of Future Electric Vehicle Charging behavior

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Strategic Marketing as Solution for Growing Uncertainties among National Non-Profit Sports Federations in the Netherlands

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