vn newsletter21
TRANSCRIPT
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In this issue:
The DutchVietnam
Management Supporter
This magazine was first
published in March 2007. It is
digitally distributed among
my Vietnamese and Dutch
business & private associates.
Purpose: to keep them
informed about my activities
in Vietnam and overseas
This amazingly attractive andenergetic country has rapidly
conquered my soul, and
become my home away
from home.
Loek Hopstaken
P r o f . L o e k H o p s t a k e n
E m a i l :
l o e k @ h o p s t a k e n . c o m
M o b i l e :
090 888 9450
March 25, 2012
6th year, no. 2
Branding
Czar Peter the Great
1
2
The Ideal Match
Learning is a Life Skill
Investment in MBA
3
4
5
At the HOSE
Finders, keepers
Amsterdam
6
7
8
Hopstaken Services
Contact information
9
10
Behind famous brandsIt has become the buzz word of the 21st century: brand-
ing. We are all able to call out many famous brand names.
We try to figure out how to turn our own product or ser-
vice into a famous brand. Because we believe that once
our brand is famous, rivers of gold will flow our way.
Yet, there is no recipe for brandfame. Market behaviour
is hard to predict. Building a successful brand depends onmany factors. The market can be a casino: you may invest
a ton of money in promotion, but waste it. Or: your brand
becomes a success.
Is this marketing, a
Tipping Point
effect*), or just luck?
Many hope & wait
for the day they are
lucky. If its all a
matter of luck, why
invest? Just realize
that the people be-
hind those successful
brands apply the law
of demand & supply. They invest in thorough market
research, PR, promotion, and inpeople: only educated
professionals recognize & seize opportunities.
They dont wait & hope for luck, they prepare for success!
*) Read Malcolm Gladwells book The Tipping Point
A mans reach should exceed his grasp.Robert Browning
But watch out ...
A person is inclined to grow to a level
beyond his competence.The Peter Principle
So, explore your boundaries! Learn!
What is your brand?
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26th year, no. 2
The Dutch Vietnam Management
Supporter
Dont be trapped by dogma.Steve Jobs
The 2012 edition of my catalog (pdf) will be yoursafter sending a request to [email protected].
Amsterdam, March 25, 2012
Winter in Holland is gone, yet its
too early for real spring & tulips.I have been in my home country
for a few weeks. To meet family &
friends, for business, and to
deliver a Master Class at
Wittenborg University. Subject:
The Phenomena of Black Swans.
The building (left) is near the old
Port of Amsterdam. The text
reads: The cost comes before
the profit. Investments made the
city rich. But not only its citizens.Russian Czar Peter the Great
(1672-1725) invested in learning.
He studied in Amsterdam & lived
with a Dutch family. After his
studies Czar Peter founded the
city of St. Petersburg and made
Russia leap forward. He knew it:
learning is investing in future.
Loek Hopstaken
Major activities in April & May:
In-company training programs:
- Allround Manager pts. 10-11-12
- Management Development program pt. 3
Public courses (Royal Business School):
- Recruitment & Career Start
- Career Planning & Training
See page 7
Television (Hoanggia Media Group):
- RecordingKey to Success shows
You & I have this thinking process in common:
problem analysis idea / solution
Tip: when persuading someone to accept your idea,
summarize your thinking processin sequence.
If you dont, he/she will not understand and resist it.
If you do, you enable the other person to follow your
reasoning, and possibly, to accept your idea.
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The Dutch Vietnam Management
Supporter
6th year, no. 2 3
Do your recruits meet your
expectations?We are constantly searching perfection. Even when we realize this is unattainable, we
still keep dreaming about it. When we think we have found it, we embrace ituntil we wake
up, admitting this is not quite it. Perfectionism is a trap. While this is true for a wide range
of thingsfrom cars to weatherit also applies to employers and staff. Employers seek the
perfect staff, staff is looking for the perfect employer. So, how do we match these two?
Personal wishes: what a person wants in terms of an ideal job.
Personal skills: what a person is able to accomplish: competences, talents, skills.
Organizational needs: what an employer needs to realize the corporate goals and strategy.
Recruitment is a constant search for the Ideal Match.All you canand mustdo, is
a. Clearly define the needs of your organization, focusing on the desired results (full job
description, including the required competences, talents & skills).
b. Find out what the applicant is looking for: usually much more than a well paid job.c. Have tools to check if the applicant has the required competences, talents & skills.
In the field of recruitment there are no certainties. But you can get very close to find
the Ideal Match. Many young job seekers seem to fly from one job to the next, each time
hoping to find the Ideal Match. Just like most employers hope to provide the runway where
their Ideal Match can safely touch downto stay, and contribute to their companys success.
The Ideal Match
13
personalwishes
personalskills
organizationalneeds
IDEALMATCH
Hopstaken for Royal Business School
Recruitment Tip:
Never hire a
Know Best.
This persons
confidence is
based on the
fixed idea that
there is nothing
more to learn.
If you hire, youll
import a future
disaster!
Recruitment Tip:
During a job
interview many
applicants wear
a mask. It is the
recruiters duty
to look behind
this mask. How?
Dont ask What
if questions.
Ask for real life
experiences!
Success in any business is:
85% ability to relate to other people and attitude (soft skills),
and only 15% job knowledge & technical skills.Dale Carnegie
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The Dutch Vietnam Management
Supporter
6th year, no. 2 4
Have you ever tried to teach someone who thinks he knows everything? If you have,
you may have said to yourself: This guy will never learn anything. Its sad to meet a person
who exhibits this fixed idea, only to keep himself from learning anything new. While lifes
constant changes demand a professional learning attitude, this know-best will fall behind.
It is said that babies are the fastest learners. Having no fixed ideas, they observe and absorb
whatever they can, picking up bits & pieces of life: language, social skills, and so on. A few
years later, some children apparently wake up one day and decide they know everything.
Others start to doubt their abilities, and become uncertain. Like too much praise and lack of
guidance can create false confi-dence, too much criticism or push
beyond a childs intellectual bounda-
ries will result in self-doubt. In both
cases, learning slows down. Many
know-best kids get into trouble at
school, at home, and later at work.
Until one day they realize they
a. dont know everything;
b. as a result, are less confident;
c. feel a strong need to change;d. decide to restore confidence.
How? By learning. However, by now
they have lost the fast-learning
ability they had when they were
babies. So how do we learn? First, you need to open your mind. Practice taking different
viewpoints. You need a purpose: Why am I doing this? And, tools: How do I ensure under-
standing & application? How do I avoid learning traps? How do I discipline myself?
Learning is a skill. We need lots of knowledge & know-how to have a good job & create a
good life. Learning is a life-skill. We need practical know-how to make our learning effort
successful. So, learn how to learn!If you want to learn how to learn, contact me.
Learning: a life skill
On-the-job training: an all-in learning experience
Learners have personal preferences. Some are auditory: you may prefer to listen & to try to understand.
Or you are visual: you want pictures or text to support your understanding. Or you prefer kinesthetic: you
like action, cannot sit for a long time. Which is why teachers use different techniques to get their knowledge &know-how across to their students. Which is why some fall asleep during a lecture, while others have no
problem paying attention (auditory). Which is why PowerPoint is popular (visual). Which is why teachers must
be energetic, and why so many Vietnamese like to play games (kinesthetic). Note: babies like all three!
You hear & you forget.
You see & you remember.You do & you understand.
Attributed to Master Kong
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56th year, no. 2
The Dutch Vietnam Management
Supporter
Is MBA a sound investment?MBA: the most sought-after degree. By those who want to have a career and by
those who need highly educated personnel. It is unknown how many MBA certifi-
cates are issued around the world every year. I wouldnt be surprised if its tens of thou-
sands (real AND fake). Meanwhile, only those that carry the logo of a famous business
school (like Harvard, Wharton, INSEAD) are the ones that are most in demand by lead-
ing multinational companies. On Top MBAyou can explore the possibilities, but also the
reality of MBA. In short, the investment in a top MBA program like London Business
School will be earned back in say, 23 years with the salary the MBA student can expect
after graduation. MBA opens the door to an international career. That is, a real MBA: an
all-English program. As the current crisis affects some countries more than others, the
entrepreneurial MBA graduate may find a challenging job in less affected areas. In Asia:
United Arab Emirates (UAE), in South America: Brazil and in Africa: South Africa there
are job markets for MBA alumni. Top MBA programs cost, according to Top MBA, a
fortune: US$ 50,000100,000. MBA in Vietnam? US$ 5,0008,000
How about Vietnam?
MBA in Vietnam cannot be compared to the programs promoted on Top MBA. It pro-
motes genuine MBA programs, but none in Vietnam. To run a genuine MBA program in
Vietnam is not easy. One of the problems: to graduate as a genuine MBA, you need to
conduct a research project in a real business environment, resulting in a thesis that con-
tributes to that same business.Due to the oft non-transparency of
Vietnamese organizations, students
have a hard time collecting factual
data necessary to complete the pro-
ject. For CEO-level MBAs this is a
lot easier than those who work on
level 2 or lower. Another issue is
the fact that MBA course materials
lack Vietnamese business cases. Or
at least, business cases from South-
East Asian origin. True: these are
very hard to get. This is why I keep
recommending to asianize & vietnamize MBA programs. The cases we use forKey to
Success are interesting, but lack data & crucial information to function as full MBA busi-
ness cases. Yet, they aregenuine Vietnamese business cases, and in that sense a good
start. Last but not least: without soft skills, anyone is powerless. Also MBA graduates.
See also Mr. Quoc Khanhs interview with me on FBNC: http://tinyurl.com/76cx6e5 .
The problem with the world is that the intelligent people are full ofdoubts, while the stupid ones are full of confidence.
Charles Bukowski
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66th year, no. 2
The Dutch Vietnam Management
Supporter
Early March a group of MBA students from
South New Hampshire University (USA) &
their Professor Blent Aybar visited Ho Chi
Minh City. Hosted by Mr. Vu & Ms. Thuy
of HOSE, Prof. John Behzad informed them
about the young history of Vietnams stock
markets. Afterwards we conducted a Q&A
session about the odds & ends surrounding
business development in Vietnam.
Its important for MBA students to be onlocation wherever they can. Visits to com-
panies and business spots should always be
part of the curriculum.In fact, anyone who
studies business should
take a look at business
from the inside. Like
students at ERC, who
make excursions to the
Mercedes Benz plant in
HCMC (Go Vap), or to
Sacombank. So much to
learn from real life!
So much better than
books & powerpoints!
MBA @ Ho Chi Minh Stock Exchange (HOSE)
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The Dutch Vietnam Management
Supporter
6th year, no. 2 7
This year I deliver four HRM evening courses at Royal Business
school. Three have been delivered before, but have been revised;
one is new. A few notes about the first two:
Recruitment & Career StartApril 1620
Hiring new staff is a time & money consuming affair. You could say that
HR assists in purchasing labour and focuses on realizing the best match between the need
for labour and a person who can fill this need. This course covers all the steps from prepar-
ing recruitment to the first performance appraisal of the new staff at the end of the
probation period. Besides effective recruitment toolsmany new to Vietnamyou learn howto make your new recruit productive fromDay One. The English say: The proof of the
pudding is in the eating. In other words, you may think you have found a real talent, but
the real test ispositive results! So, all about on-the-job-training, mentoring & job coaching.
As this course enables the student to operate with certainty in both parts of the recruitment
processbefore AND after Day Oneits return on training investment (ROTI) comes fast.
Career Planning & Training
May 2125
Why does a productive staff leave
your company? Is it just the money?
Or ... what? What could you havedone to keep her / him? Keeping
productive & talented staff is often a
challenge. Replacement of a talented
staff member is all too often a very
expensive & time-consuming affair.
Two new topics in this course are
Talent Management, and
Management Development. How to
plan careers, how to make an
individual development plan (IDP),
how to develop training programs.
Many practical tools & insights will
support the learner to become an
expert in talent retainment.
Are you a CEO? Then these courses
are fit for YOU!
In 2012 Royal Business School will start its MBA program, in collaboration with
Da Nang University & St. John International University (based in USA & Italy).
For information about the schedule, visit www.royal.vn and www.mba.org.vn.
Talents: finders, keepers
Your attitude, not your aptitude,will determine your altitude.Zig Ziglar
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The Dutch Vietnam Management
Supporter
6th year, no. 2 8
Amsterdam will always be Amsterdam
For several decades, many cities in Europe have been investing in preservation of their past.
In some cases this means: rebuilding the entire old city. This was the case with Ypres
(Belgium) and Arras (France), both wiped out by the mad dogs of war. When you visit these
cities, you will discover that
their old medieval centres
have been completely re-
built. Amsterdam never fell
prey to the dogs of war.
What you see are the origi-
nal, yet renovated buildings.A local foundation, funded by
citizens & supported by a
few local construction com-
panies, restores & renovates
old houses & buildings. Hun-
dreds!Result: Amsterdam
can more & more exhibit its
cultural & historical identi-
ty, while attracting tourists
from all over the world.
Amsterdam will always be Am-
sterdam.As Saigon is the motorbike
capital of the world, Amsterdam is its
bicycle capital. Right: the 3-deck bicy-
cle parking lot. If you dont want topay the parking fee, park your bicycle
along the bridge railing. Messy? Yes,
but thats typical Amsterdam. When
you ever visit my home town, rent a
bike and drive around. Youll discover
a well-conserved, yet modern city.
What do you think:
Will Saigon always be Saigon? Or
will it be Sai-gone, one day?
Photo: the 17th century West Church is close to the house where Anne Frank & her family lived.
Inside the church are graves of famousAmsterdammers, like the painter Rembrandt & cartographer
Blaeu. (No, the house on the right is not collapsing. My camera struggled with the perspective.)
Until lions have their historians, tales of the hunt shall always glorify
the hunters.African proverb
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Major Services + Client List + Mini Catalog
96th year, no. 2
The following services are in high demand:
1. Management Development programspurpose: to train
managers to qualify for higher positions, to develop soft
skills, and to increase their value to their organizations
2. Seminars & Lectures in the fields of Human Resource
Management, Leadership, Strategy, Public Relations and
Business Communications
3. Business courses: HRM; Efficiency; Presentation Skills
4. Personal Coaching of entrepreneurs
5. Business Consultancy (Management & Leadership; HRM;
PR; Strategy; internal communications)
In Vietnam: a.o. business field
Tan Thuan IPC (HCMC) Industrial development
HCMC University of Technology Master of BA program
RMIT (HCMC campus) Communication program
Royal Business School (public courses) Courses & seminars
Vietnam Airlines (RBS; ISM) International airline
Vietnam Singapore I.P. (SPECTRA) Industrial park
Petronas Vung Tau (SPECTRA) Chemical factory
Nike (Tae Kwang Vina) (SPECTRA) Shoe factory
Le & Associates Training & consultancy NutriWay Vietnam Animal food
Training House Vietnam (Sacombank) Training & consultancy
Ministry of L.I.S.A. (RBS) Civil Servants
SONY Vietnam (RBS) Consumer electronics
CapitaLand Vietnam (SPECTRA) Real estate
Institute for Potential Leaders / PACE Courses & seminars
Dalat Hasfarm (Agrivina) Pot plants, cut flowers
Hoanggia Media Group Key to Success TV Show
Fresh Green Earth Hi-tech agriculture
Unique Design Interior Design
ERC Institute Vietnam Vocational training Golden Alliance Vocational training
Schoeller Bleckmann Vietnam Oilfield Equipment
De Heus Vietnam Animal food
Centre for Tropical MedicineOxford Uni. Clinical research
Khue Van Academy Courses & seminars
Training House Vietnam Courses & seminars
In The Netherlands, a.o.
ING Bank Financial services
Philips Electronics
Heineken Brewery
Yamaha Musical instruments Voerman International International relocations
Damen Shipyards Ship repair wharfs
Wittenborg University of Applied Sc. IBABBA, MBA
MINI CATALOG
Overview of Prof. Loeks services
WORKSHOPS
A workshop is a 2-4 day group
activity with a defined purpose,
where theory, practical exercise
and exchange of experiences are the
main ingredients. Areas: HRM, PR,
Communication, and Management.
Team Engineering
Interpersonal Communication
Commercial Communication
Public Relations
Presentation Skills
Organizational Design
Cross-cultural Communication
Time Management / Efficiency
Recruitment Skills
CONSULTING
Consulting is any specified expert
activity to help solve a defined
problem. This can take the form of
coaching, but also, conducting a
research. By definition, it is tailor
made. Areas: HRM, Strategy, PR.
Personal Coach
Business Coach
Moderator
Mediation
Executive Selection
In- & External Surveys (such as
360 Feedback)
SEMINARS
A seminar is a 3-4 hour interactive
transference of core know-how,
including practical assignments.
People Management
Emotions in the Workplace Strategic Thinking
Business Ethics
The Allround Manager
The Allround Communicator
The Soft Skills Program
Investments (ex. 10% VAT / 25% PIT)
Workshops: US$ 1,200 per team / day.
Consulting / Coaching: US$ 100 / hour.
Seminars: US$ 550 850 per seminar
(except for the Allround programs).
Lecture: US$ 250 per lecture.
Train the Trainer: US$ 1,200 per day.
Prices may change due to inflation.
Contact me for longterm cooperation:
The Dutch Vietnam Management Supporter
List of Clients & Associates
Loek Hopstakens 5 major services
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The DVM Supporter is published by Loek Hopstaken.
Email: [email protected] or
Mobile: 090 888 9450
Assistant: Ms. Vo Ngoc Lien Huong
Email: [email protected]
Mobile: 090 888 9451
Profile: http://www.linkedin.com/in/loekhopstaken
Who is Loek Hopstaken?
1951: born in Haarlem, The Netherlands
1971-1972: travels: Europe & Asia
1972-1975: Amsterdam City University
1976-1977: travels: North & South America
1977-1993: career in banking: NCB,
Postgiro, Postbank, NMB Postbank Group,
ING Group, ING Bank
1979-1982: Business Administr. studies
1983-1988: Project Manager
privatization process Postgiro to
Postbank (field: P&O / HRM)
1989-1993: Project Manager merger
Postbank & NMB Bank, & later, ING Group
(fields: PR, Marketing, Total Quality
Management
1991: founding Hopstaken Bedrijfsadvies
1991-present time: career in training and
consultancy, coaching & mediation
1993: left ING Bank
1996-2000: Business Club MC (50 meetings)2003-present time: combining training &
consultancy with teaching at international
business schools (BBAMBA)
2005 + 2007: Professor appointments
2007-2008: visits to Vietnam: lecturing,
consulting, surveying, delivering courses,
workshops & seminars
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 Show2011: Chairman Advisory Board ERC Inst.
Full CV: mail [email protected]
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The Dutch Vietnam Management
Supporter
6th year, no. 2
Great companies are like classic architecture:
by sheer purpose & style they survive & impress.
Life is potentially a big empty hole,
and there are few more satisfying
ways of filling it than by striving forand achieving excellence.
Thomas Szasz