Study programme
Participant Testimonials
(Continued)
Olaf Vugts: Directeur Marketing & Development, De Efteling
What is Imagineering to you?
“Consumers are increasingly driven by self-expressional values instead of traditional ‘survival’ values. That’s why we need imagineering more than ever. Imagineering can be seen as an essential business driver which enables us to face the challenges of the future experience economy and transform our supply focussed business to a question steered entertainment industry. In brief, imagineering to me is an outstanding way of creative and innovative business development”.
How can we see the results of Imagineering at ‘De Efteling’ in the future?
“Imagineering has been the basic-principle in the process of transforming the business-approach of the Efteling. We are transforming from a well-known theme park into a creative motor in an imaginary world; a provider of differentiated fairytale-based content. Our business-activities have become more varied; we now produce television programmes and formats as well as live-entertainment and musicals. As a strong brand, we are constantly searching for possibilities to exploit ‘the world of the Efteling’ in a symbolic environment. This is far more than the operation of our physical environment in Kaatsheuvel. Our main goal is to be available 24 hours per day for the self-expressional consumer. As a result of imagineering, the Efteling is focussed on entrepreneurship; the exploration of future applications for our brand”.
What did the Executive Master bring to you?
“First of all, the Executive Master brought me a new perspective, in a professional way as well as in a personal way. It gave me the essential theoretical and practical knowledge and expertise to maintain, improve and expand our business-activities. Furthermore, the Executive Master brought me an inspirational and constructive environment, formed by other participants and professors.
The practical approach resulted eventually in a Business Transformation Plan, which allowed me to implement the new business strategy immediately. It allows our employees to understand the new chosen perspective and helps them to realise the new business opportunities as a team.
In short, the Executive Master helped me to discover the experience economy from another point of view and gave me the opportunity to implement a new enterprise logic. It develops business leaders, competencies and expertise which are essential for success in the next episode of the creative industry”.
