The Dutch Vietnam

Management Supporter
What is your image?
“I’m in PR.” Have you ever heard someone tell you this?
If so, perhaps you wanted to know more. You asked what
Prof. Loek Hopstaken
the person was actually doing. Chances are, you found out
Email:
he’s actually working in a marketing department, or into loek@hopstaken.com
advertising. Sure, there is some Public Relations to Mobile:
090 888 9450
marketing and advertising. I admit: “I’m in PR” has a
chicque twist to it. But if PR is not Marketing, what is it? 5th year, no. 3

PR is often defined as: “Making good works well May 21, 2011
known.” I prefer: “Advancing mutual understanding
This magazine was first
between an organization and its publics.” PR people published in March 2007. It is
organize events, try to get positive media attention, and digitally distributed among
my Vietnamese and Dutch
look after the company’s reputation—its image. Make sure business & private associates.

the external communication creates a favorable image. Purpose: to keep them

Lesser known is PR’s concern with the company’s identity. informed about my activities
in Vietnam and overseas.
For PR is an easier job when internally all is fine.
This amazingly attractive and
PR pros also have a 1:1 communication line with the energetic country has rapidly
conquered my soul, and
leader, to advise, occasionally train and even groom him become my home away
from home.
or her to be the recognizable and well-respected face of the
organization. And: to prevent the leader from saying Loek Hopstaken

things that might be misinterpreted & lead to bad press.

Which is why they are often a leader’s spokesperson, to In this issue:
handle the situation and if needed, to correct the mistake.
And yes, now & then they do write a press release. What is your image? 1
Dear Reader 2
For more on PR, read this issue of The DVM Supporter.
Gossip 3
Dalat Hasfarm 4
PR Dutch style 5
Bitexco
Royal Courses 6
Financial PR & Good Looks 7
Tower 2011 Spring Trip 8

hosted a PR & Sales 9

Truths, lies, videotape 10
royal Dutch
Standing Offer 11
event. Contact information 12
See page It Don’t Mean A
5 Thing If It Ain’t Got
That Swing
5th year, no. 3 2
The Dutch Vietnam Management
Supporter
Meeting Mr. David Yong, CEO of the HCMC
Dear Reader, based Financial Access, at a CityNetEvents
meeting. David is a Dutch investment expert.
In most organizations you will find an HR department. No
His background is international banking, focus-
doubt you are familiar with it. It’s all about humans who
ing on Asia.
hire themselves out as resources (hands & brains). As hu-
mans are hired, guided an fired, this process needs to be
controlled. Hence, HR Management.
You may also find a department called PR. Public Relations.
A ‘public’ is usually a group that has a specific relationship
with an organization. Human resources working in PR
build, maintain and control these relationships. However,
these are often beyond their control; ‘PRM’ is rare. Instead,
PR uses a set of tools to influence those relationships.
I entered the PR field after many years of working in HR.
What made me change—or better: add this field is commu-
nication. While HR communicates primarily with managers
and employees, PR communicates with anyone who has any
dealings with the organization. For me this was a natural
career step. Less manageable, but at least as challenging.
In this issue of The Dutch Vietnam Management Sup-
porter we lift a few veils of this oft-misunderstood,
-misplaced and -misused, yet frontline profession.
Loek Hopstaken (loek@hopstaken.com) Photo: Nicole Vooijs

Get the 2011 edition of Prof. Loek Hopstaken’s

Catalog (pdf). Send your request to
loek@hopstaken.com.
Vietnam’s Hollywood infatuation Bad imitations are bad taste
Having attended many Vietnamese wedding ceremonies—
including my own—I am struck by the way these are near-
and often bad imitations of American wedding ceremonies.
Hollywood is the benchmark, with its pumped-up fairy tale
decors & protocols. Within this framework it’s not easy to be
different. So the dozens of event organizers do what they
can to impress the couples who are looking for a venue.
What prevents change, is fear of being too different, and re-
ceiving bad comments as a result. So nothing changes.
I’m afraid it will take a long time before anything resem-
bling authentic & good Vietnamese taste & tradition will re-
conquer the wedding venues.

“You cannot reason a person out of something

they were not reasoned into.” Jonathan Swift
5th year, no. 3 3
The Dutch Vietnam Management
Supporter

Did you ever fall a prey to gossip?

The hardest nut to crack in PR is a persis-
tent gossip campaign. Gossipers are often
disappointed people. Feeling hurt by Life and
reacting out of frustration, they spread bad
news. The higher the proportion of truth, the
more convincing the lie. As a lie will become
‘truth’ when told over and over again, gossip-
ers tend to believe in their own version of the
truth. They become ardent missionaries who
won’t allow facts to get in the way of their
self-pronounced ‘truth’. Recently it turned
out that even a respectable PR firm let itself
be hired for a ’smear campaign’, when Face-
book tried to ruin Google’s reputation. So how do PR pros deal with gossip? How do they
‘right the wrongs’? This is part of the PR profession: reputation management. The 3 most
used tactics are:
1. Telling the truth—inform loud & clear, again & again, everywhere you can.
2. Publicly ridicule the gossiper, if you know him/her.
3. Do nothing: count on people’s common sense to know what’s true and what’s not.
Take President Obama’s case. Gossip: he wasn’t born in the USA, so he is an illegal Presi-
dent. Obama did #1: show the birth certificate. He did #2: publicly ridicule gossiper Don-
ald Trump. But: Obama
Gossipers wear different masks. Some tell you their version of “the
waited too long (#3). What
truth” displaying disappointment, often adding a moral indignation:
works best? Don’t do #3, do “This is so WRONG!” Others show great concern for your well-being
#1 right away. Then you while infecting you with false information: “Trust
might not need to do #2. me, I know.” You may recognize the “happy gossip-
Problem 1: true believers er”, who enjoys spreading rumours.
don’t let themselves be con- Social networks and media (newspapers, inter-
fused by facts. They believe net, tv, radio) function as 24/7 megaphones, making
their fiction is fact, and any- sure we won’t miss the “news”.
They can be VERY persuasive. Blindly following Social networks
one doubting that is wrong. public gossipers—demagogues—can lead to massive are the favourite
Problem 2: it may take a disaster. Millions followed German dictator Adolf
playground
for gossipers.
long time before you find out Hitler, who succeeded in convincing them that ‘the
about the gossip. It really is Jews’ were to blame for everything bad in the world, and should be
the hardest nut to crack. exterminated. As a result, 6 million Jews were massacred.

"A man with a conviction is a hard man to change.

Tell him you disagree and he turns away.
Show him facts or figures and he questions your sources.
Appeal to logic and he fails to see your point."
Leon Festinger
5th year, no. 3 4
The Dutch Vietnam Management
Supporter

A World Class Act: Dalat Hasfarm

Da Ron packers take a Mid May. In Da Lat, to deliver a seminar for

break. Every day tens of
thousands of flowers are
the ‘Green Club’: the up-and-coming manag-
flown to SE Asian & Aus- ers of the fastest growing agricultural compa-
tralian destinations ny in Vietnam. Dalat Hasfarm—founded in
1994 by Mr. Thomas Hooft—now has over
1,600 employees, and 55 ha. of greenhouses in Da Lat, Da Quy and Da Ron. 30% of Dalat
Hasfarm’s production is for the Vietnamese market, 70% is exported to countries like
Japan and Australia. Dalat Hasfarm’s expansion continues: more greenhouses are being
built. Lesser known fact: next to the Da Ron greenhouses, over 400 cows daily produce 16-
18 litres of milk each for customer Dutch Lady. Dalat Hasfarm opened a shop in Da Lat
centre, offering cut flowers, pot plants and bouquets. More shops are planned: Hanoi, Da
Nang, Can Tho and Ho Chi Minh City. A World Class Act! See http://www.agrivina.com/.

In Da Lat, land is being prepared for

new greenhouses
5th year, no. 3 5
The Dutch Vietnam Management
Supporter

PR Dutch style: the Royalty Factor

March 29: Crown Prince Willem Alexander addresses Dutch and Vietnamese From the 47th floor of Saigon’s Bitex-
guests at the reception in the Reunification Palace, Ho Chi Minh City. His co Financial Tower the host points out
wife, Princess Maxima, stands in front. An informal gathering, Dutch style: the landmarks to Prince Willem Alex-
anyone can have conversations with anyone—including the royal couple. ander & Secretary of State Mr. Atsma.

The final week of March a 100+ strong economic delegation from The Netherlands visited
Vietnam. Around 90 Dutch entrepreneurs, looking for investment and trade possibilities, were
accompanied by two Secretaries of State, and the royal couple: Her Royal Highness Princess Maxima
& His Royal Highness Crown Prince Willem Alexander—the Prince of Orange. The mission focused
on specific areas, such as water management, finance and agri-hi-tech projects. The Port of Ho Chi
Minh City explored the possibilities of its emerging relationship with the Port of Rotterdam.
Although it is too early to evaluate the results of this mission, the organization and the PR-effect
were a success. One of the delegation’s leaders remarked that the presence of the Prince of Orange &
his wife, Princess Maxima, had made a difference: in Hanoi the delegation met President Nguyen
Minh Triet and Prime Minister Nguyen Tan Dung. The news media featured the events daily.
R: The undisputed star of
the mission was Princess
Maxima, our future Queen.
She conquered the hearts of
the Vietnamese with her
natural charm and wit.
L: For the occasion of the
reception the Ho Chi Minh
City Reunification Palace
had been ‘orangified’.
5th year, no. 3 6
The Dutch Vietnam Management
Supporter

HRM courses @ Royal Business School

Human Resource Management in Vietnam is hot, so I’m told. It’s true: many HR
professionals do what they can to get more know-how. For my Career Planning & Training
Course more than half the class came from places like Dalat, Buon Ma
Thuot and Hanoi. It is interesting to hear real case stories from many
different organizations: state owned companies, government agencies,
Vietnamese and
foreign private
companies. What
makes these
organizations
different is not
necessarily their
corporate status.
CEO’s and Top
managers put an
indelible stamp
on corporate
cultures. So, a
private company
may have a
traditional,
conservative
culture, and a
state company a
modern, progres-
sive culture.

The 3 remaining courses of the 2011 HRM program:

1. Interpersonal Relations: 8 – 12 August, Prof. Loek Hopstaken,
Wittenborg University of Applied Sciences, The Netherlands
2. Organizational Development & Change: 14-18 November, Prof. Jeffrey
Mueller, National University, California, USA
3. Teambuilding: 26 – 30 September, Prof. Ronald Ainsbury, Cranfield
University, UK (note: this course will be in the morning, as some
activities will be outdoors)

September 12—16: Public Relations Course

Royal Business School—186 Nguyen Thi Minh Khai, D3, HCMC
Contact Miss Dang Thi Diem Quynh (quynh@royal.vn) for more information.
5th year, no. 3 7
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Supporter

The Benefits of Good Looks

Why are we taking so much trouble to look good
and make a positive impression?

Answer: we hope this favorable image—our good

looks—will help us having a more rewarding and hap-
pier life. We all seek recognition and joy. To get recog-
nition you need others. Joy you cannot share is at best
half the fun. To reach these objectives people work
hard to support their family and maintain their circles
of friends. That’s also why we throw & join parties,
chat, dance, sing, and visit friends, family, restau-
rants, theatres & bars. In the 21st Century, millions
go online, create Facebook pages & LinkedIn profiles,
Recognition & joy, and image building: students from
and publish blogs. (Yes, some write newsletters.) Surabaya (Indonesia) celebrate their graduation in
Ho Chi Minh City
Most individuals want to be understood, but don’t
realize that this can only be done by understanding those around you. A PR pro knows these two must balance:
mutual understanding. And when this is accomplished, we may go one step further, to make the relationship
mutually beneficial. For this reason PR is a communication discipline. Only those organizations succeeding in
two-way communication with their stakeholders (publics) reap the benefits of PR. Only those who are genuine-
ly interested in people, and know how to create balance, make it in PR. Only those will create good looks.

Pr...
How come many ‘Pr’-words are related to the ‘real’ PR?
Preaching: a trap PR’s fall into when overindulging in propaganda
Prejudice: PR’s know how to deal with fixed, negative but false notions (gossip)
Preparing: 95% of PR events is sweat, 5% glory—but the organizer is too tired to enjoy it
Preference: influencing decision makers to choose ( or not!) the PR client
Presence: when PR is absent, disaster may occur
Press: media representatives (all media, not just the printed ones)
Prestige: any PR campaign focuses on improving the client’s image
Pretending: displaying a favorable image, while the identity is (much) less than that
Pretty: part of PR’s mission is to make a person or organization look more attractive to its publics
Prevention: having press packs ready in case of an event. See also Proactive
Primaries: in the USA, massive PR campaigns to support pre-elections
Privacy: in PR you only display the elements that enhance the client’s image
Privilege: a goal of a PR campaign may be to reach star status for the client
Proactive: PR always tries to prevent negative media by advising top management
Probability: a calculated guess of what might happen to a reputation & figuring out what to do next
Projects: most of PR-plans contain series of timebound activities
Proclamation: public announcement of an event
Professional practitioner: a seasoned expert
Promotion: forwarding a positive message
Proofread: thoroughly checking to correct outgoing promo, article, blog or press-release
Propaganda: section of PR devoted to promoting ideas and beliefs
Protection: a reputation of a company or individual
Protest: using media & events to forward a counter-message
Provoking: use of demagogy to elicit a response
Provost: a PR person correcting a misrepresentation, or slander. Also: the organization’s conscience. See p. 9
Yes, you can design an entire PR Course using words that start with ‘Pr’.
5th year, no. 3 8
The Dutch Vietnam Management
Supporter

2011 Spring Trip to The Netherlands: work ...

During my 3-week stay in The Netherlands I delivered a Master-
class ‘Corporate Synergy: PR & Marketing’ at Wittenborg University.
Consultancy sessions, a 3-day workshop Commercial Communication
for Area Managers, and had several business meetings.
Time is always spent on the
usual obligations: admini-
stration, tax report, and
taking care of business and
private affairs. I also use Flying back to Vietnam, crossing the skies
my bi-yearly visits to check of Azerbaijan, Iran, Afghanistan, Pakistan
Amsterdam book stores. & India at an altitude of 11 km.
Sure: I make time to meet
family & friends. To attend a jazz concert. Or, to see some tulip fields!

... and play!

These tulip fields are located in Zijpe, April 17, Sunday
North Holland. Far from the Keukenhof,
where all the tourists go.
morning. This flower-
growing area looked
terrific: tulips, hyacinths
& daffodils galore!

During my trip I rented

a Smart Cabrio (right).
Mercedes Benz technolo-
gy, good car to drive!

Guarded within the old red wall's embrace,

Marshalled like soldiers in gay company,
The tulips stand arrayed. Here infantry
Wheels out into the sunlight.
Amy Lowell—A Tulip Garden
5th year, no. 3 9
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Supporter

“So I’m Launching a PR Campaign.

How Many Sales Will I Make?”
Understanding the real Return on Investment of Public Relations
By Marsha Friedman, CEO EMSI Public Relations (http://www.emsincorporated.com)
If I had a nickel every time a CEO or marketing executive asked me
how many more sales they’d make by using PR, Bill Gates would be
jealous of my island-sized yacht.
In order to answer that question, however, it’s important to understand
the fallacy on which it’s based. So, let me ask you a few questions.
Do you like to be at the receipt end of obvious sales efforts? When you
walk into a department store to shop for a new pair of slacks, are you
hoping the salesperson on the floor finds you quickly? Do you watch
TV in anticipation of all the cool commercials you’ll see?
When you drive down the highway, are you excited when you see all the
billboards dotting the skyline?
If you answered yes to these questions, then you’re in the minority.
The truth is few people like to be “sold” and that’s why PR works so
well. The soul of PR isn’t promotion or sales, but rather, education and
branding. When people read newspapers or magazines or listen to radio or watch TV, they are look-
ing to be informed and entertained - that’s what PR does.
In contrast, advertising is a numbers game. You put X number of dollars in one end of the meat
grinder, and you hope for Y number of sales to come out the other end. PR doesn’t work like that.
So, the pithy way of answering the question, “How many sales will I make?” is to say that PR isn’t a
direct sales venue, but one thing is for certain - it’s difficult to sell anything without it. But why is
that? Because PR is not where sales are closed, it's where sales begin. PR doesn’t directly sell your
products or services because it’s not intended to sell anything. It’s intended to educate consumers
about who you are and what you’re about. It alerts consumers to your expertise, your intelligence,
your message and is an integral part of the consumer's decision-making process.
For this reason, PR’s ROI is far more valuable and significant than advertising. No amount of adver-
tising can accomplish what PR can accomplish. It’s about branding your company, its expertise, its
identity and its connection to your message. The reason this can only be done through PR is the
implicit third-party endorsement when you’re on the air or in the news.
In advertising, you buy the space, and consumers know they are being pitched your sales proposition.
In PR, your venues are the editorial sections of newspapers and magazines and interview segments
on talk radio and TV. Here, you’re not a commercial - you appear in between the commercials, where
consumers are looking for information.
So whenever I get asked the question of how many sales will result from PR, I don’t answer with an
imaginary number based on speculation. I answer with reality - PR is not a direct sales tactic, so it
may not directly lead to sales in the sense that a million-dollar ad campaign might. But you will have
a hard time getting any sales without PR educating the consumer that your company even exists.
Published with kind permission of Marsha Friedman
5th year, no. 3 10
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Supporter

Acceptable truths, lies and

videotapes
We all know that customers turn their backs to a company with a bad image. And when
they are looking for a new supplier, guess who will not be considered?
In many ways PR is the organization’s conscience.
Whatever the organization does that society, a group or even an individual considers to be below
standard or illegal, creates a bad image. Anything done or said by its managers or personnel that
may be interpreted as bad, offensive or stupid may lead to serious reputational damage.
What is news?
When a famous person (CEO, for example) gets angry in public, it’s news. Improper manners dis-
played by V.I.P.’s always are. When your competitor ‘leaks’ information to the media suggesting your
tax reports are fake, a reporter will be all too happy using this fabricated rumor for a ’special report’,
ruining your company’s good name. When a customer sues your company, the news media—hungry
for a controversial item—will gladly jump on to it. And sure, when you are leaving your office accom-
panied by a pretty lady, a scandal may be born: a guy with a video camera, using the ‘right angle’ and
messing with the sound will make us imagine the lady is a lot more than just your assistant. Next
thing you know, you’re on YouTube. The more VIP you are, the more fragile your reputation.
How do PR professionals deal with this?
When disaster strikes, PR reacts fast. In MNC’s, the CEO will give PR authority to do what needs to
be done. PR has a direct commline with top management. It will attempt to prevent an aggressive
tidal wave from turning into a tsunami. PR goes out to find a friendly media rep willing to listen to
and publish your side of the story. PR gets all the facts. Distributes them far and wide. Instructs
everyone—from CEO to the cleaner—to know what to do when approached by a reporter. Prepares
an official statement, acknowledging the seriousness of the situation. Instead of telling a lie (like
denying everything), he’ll use an acceptable truth: “We are also shocked by the news. We have assem-
bled a task force run by Mr. X to investigate the scene. We do what we can to remedy the situation—
fast. As soon as there are new developments, we’ll inform you right away”. Sounds familiar?
Prevention is the best remedy
PR pros often feel reputational disaster of their boss (or client) is their own professional failure.
Why? They feel they should have prevented it. One of their tasks is to advise top management about
the potential effect their decisions, actions and words have on the world outside the organization.
And consequently, on its corporate image & reputation. Proactive is indeed a PR buzz word.
The position of PR in the company
When the mistake is made to disconnect PR from top management, or worse, turn it into a section of
the Marketing Department (see also Marsha Friedman’s article, p. 8), it will never be effective.
A tidal media wave may well turn into a tsunami. The right position: with a direct line to the CEO.
That’s where PR is: in a frontline position. Just an inch behind the organization’s figurehead.

“You can’t throw dirt at someone without getting dirty

hands.” Lee Majors
5th year, no. 3 11
The Dutch Vietnam Management Supporter

Standing Offer + Client List + Mini Catalog

Standing Offer for New Clients MINI CATALOG
Overview of Prof. Loek’s services
A training serves its purpose when it deepens your understanding,
WORKSHOPS
but also increases your practical skills. There is one way to get to know
A workshop is a 2-4 day group
my training style: by experiencing it. activity with a defined purpose,
One way of getting this experience is to invite me to deliver a where theory, practical exercise
FREE LECTURE (1—1,5 hours) in your company. You choose the topic. and exchange of experiences are the
For ideas, see the mini-catalog (right). Three conditions: main ingredients. Areas: HRM, PR,
Communication, and Management.
1. the participants (max. 40) should be able to understand English,
• Team Engineering
2. in case the distance from my home to your location or venue is
• Communication
>15 km, you take care of transportation
• Commercial Communication
3. your company provides a lecture space, projector & screen.
• Public Relations
Interested? Drop me an email or sms. Name the topic & the period in
• Effective Meetings
which it will be feasible for you & your team to attend the lecture. Then
• Organizational Design
we can start scheduling.
For contact information, see page 12. • Cross-cultural Communication
• Time Management / Efficiency
•
List of Hopstaken Clients & Associates Personnel Selection

CONSULTING
in Vietnam: a.o. business field Consulting is any specified expert
• Tan Thuan IPC (HCMC) Industrial development activity to help solve a defined
• HCMC University of Technology Master of BA program problem. This can take the form of
coaching, but also, conducting a
• RMIT (HCMC campus) Bach. Commun. program
research. By definition, it is tailor
• Royal Business School (public courses) Courses & seminars made. Areas: HRM, Strategy, PR.
• Vietnam Airlines (RBS) International airline • Management Coach
• Vietnam Singapore I.P. (SPECTRA) Industrial park • Corporate Strategy
• Petronas Vung Tau (SPECTRA) Chemical factory • Personal Coach
• Nike (Tae Kwang Vina) Shoe factory • Mediation
• Le & Associates Training & consultancy • Executive Selection
• NutriWay Vietnam Animal food • In- & External Surveys (360°
• Training House Vietnam (Sacombank) Training & consultancy Feedback)
• Ministry of Labour, I. & S.A. (RBS) Civil Servants
SEMINARS
• SONY Vietnam (RBS) Consumer electronics A seminar is a 3-4 hour interactive
• CapitaLand Vietnam Real estate transference of core know-how,
• PACE Education (public courses) Seminars & courses including practical assignments.
• Dalat Hasfarm (Agrivina) Pot plants, cut flowers • People Management
• Hoanggia Media Group Key to Success TV Show • Emotions in the Workplace
• Fresh Green Earth Hi-tech agriculture • Strategic Thinking
• Unique Design Interior Design • Business Ethics
• ERC Institute Vietnam Management education • The Allround Manager™
• The Allround Communicator™
in The Netherlands, a.o. • The Soft Skills Program
• ING Bank Financial services
• Philips Electronics Investments (ex. 10% VAT / 25% PIT)
Workshops: US$ 1,200 per team/day.
• Heineken Brewery
Consulting / Coaching: US$ 90—125 per
• Yamaha Musical instruments hour.
• Voerman International International relocations Seminars: US$ 550 – 850 per seminar
• Campagne Communicatie Advertising, promotion (except the ‘Allround’ programs).
Lecture: US$ 250 per lecture.
• Damen Shipyards Ship repair wharfs Train the Trainer: US$ 1,200 per day.
• Wittenborg University IBA—BBA, MBA Prices may change due to inflation.
• Voortman Machinery CNC-contr. machinery Contact me for longterm conditions:
• Royal Van Zanten Pot plants, cut flowers loek@hopstaken.com
5th year, no. 3 12
The Dutch Vietnam Management
Supporter

The DVM Supporter is published by Loek Hopstaken.

Email: loek@hopstaken.com or
loek.hopstaken@gmail.com
Mobile: 090 888 9450
Assistant: Ms. Vo Ngoc Lien Huong
Email: jane.hopstaken@gmail.com
Mobile: 090 888 9451
Website: www.hopstaken.com
Loek Hopstaken’s company in The Netherlands:
Hopstaken Bedrijfsadvies Gouden Leeuw 628
1103 KN Amsterdam ZO. Website: www.hopstaken.com

Who is Loek Hopstaken?

“The strength of a 1951: born in Haarlem, The Netherlands
1971-1972: travels: Europe & Asia
nation derives from 1972-1975: Amsterdam City University
1976-1977: travels: North & South America
the integrity of the 1977-1993: career in banking: NCB,
Postgiro, Postbank, NMB Postbank Group,

home.” ING Group, ING Bank

Master Kong
Chia Khoa Thanh Cong CEO
The 8th series of the popular VTV1 business game
show (Wednesdays at 9.30 pm) starts June 1.
In this series 4 CEO’s (all members of Business
Network International, HCMC Chapter) compete for
the title CEO of the Month.
You can also watch the programs online:
http://chiakhoathanhcong.mquiz.net/vie/news
1979-1982: Business Administr. studies
1983-1988: Project Manager
privatization process Postgiro to
Postbank (field: P&O / HRM)
1989: Project Manager formation NMB
Postbank Group & ING Group
1989-1993: PM PR; TQM
1991: founding Hopstaken Bedrijfsadvies
1991-present time: career in training and
consultancy, coaching & mediation
1993: left ING Bank
1996-2000: Dutch business club MC
2003-2008: combining training &
consultancy with teaching at international
business schools (BBA—MBA)
2005 + 2007: Professor appointments
2007-2008: visits to Vietnam: lecturing,
consulting, surveying, delivering courses,
workshops & seminars at universities
November 2008: establishment in HCMC
2008-present time: delivering lectures,
seminars, coaching, workshops & training
courses, mediation; overseas business trips
2010: Examiner VTV1 Key to Success Show
2011: Chairman Advisory Board ERC Inst.
http://www.linkedin.com/in/loekhopstaken

Full CV: mail loek@hopstaken.com