Forward-thinking (business) professionals are needed to shape (their) companies and help them stay ahead of the curve. Today’s business environment requires professionals who are not afraid of change and innovation. Your investments today are the basis for success in the future. We invite you to our workshops Strategy & Governance Excellence series, organized by The Decision Institute. Learn from the latest, best and most impressive Harvard cases, by expert in case teaching and writing Prof. Dr. Fred van Eenennaam. The Excellence Series makes the latest international insights on strategy and governance quickly available and practically applicable for professionals in the Netherlands. Every masterclass touches on today’s issues; making it possible to learn from recent themes on strategy and governance.


January 15, 2019,
16:00-20:30hr at Loetje aan 't IJ
Crash Course: Rocket Internet Rocket Internet, a unique technology incubator based in Germany, invests in and develops startups in Europe and emerging markets that are versions of successful technology firms primarily located in the United States, such as eBay, Zappos, Amazon and Groupon. Throughout the years, Rocket Internet has been criticized for its ‘copycat’ strategy.

Fundamentally, the company seeks to reduce the uncertainty of entrepreneurial startup ventures by imitating proven business models and replicating them in other geographic regions. Over the years Rocket Internet has begun to expand into emerging markets more aggressively, and its chief executive officer must now decide on the best strategy to continue the firm's global expansion.

Is this strategy unethical or just plain smart?
Rocket Internet
April 9, 2019,
16:00-20:30hr at Loetje aan 't IJ
Building (Luxury) Brand Value This case discusses the world’s leading flower auction, Royal FloraHolland, and outlines the (potential) challenges Royal FloraHolland faces in relation to several disruptive forces in the flower cluster: globalization, digitalization, changes in the supply and value chain, emerging technologies, and new consumer preferences.
How could Royal FloraHolland switch its focus to the demand side of the supply chain and see where the growers collective could add value for its members and customers when it came to branding of the commodity flowers towards the end consumer?

Dhamani started as a loose gemstone dealer in 1969 in Jaipur, India. By the 2000s, it was headquartered in Dubai, United Arab Emirates and had expanded into diamonds and retail. The family business was now in its second generation of leadership and aimed to become a top global jewelry brand within the next 10 years. The family had been successful throughout its various inflection points in the past. Had it positioned itself well to soon begin competing with the global, high-end jewelry houses such as Cartier and Bulgari?
Royal FloraHolland & Dhamani Jewels
August 28, 2019,
11:00-15:00hr at Landgoed de Salentein
Summer School: Shared Value CreationAs the largest company, by revenue, in the world, Walmart has been a lightning rod for criticism. However, in an attempt to stay ahead of traditional and digital retailers, and keep customers satisfied with evolving demands, the company is strengthening its competitive advantage by creating Shared Value. Current CEO, Doug McMillon, outlines his strategy for fending off competition, navigating a challenging retail landscape, and positioning Walmart as a leading retailer for today and the future.

Enel has transformed from the Italian state-owned energy monopoly into a global leader in renewable energy and shared value creation. Through its open innovation model, the company has catapulted to the cutting edge of electric mobility and distributed power generation, partnering with the likes of Google and Tesla. Under the leadership of Francesco Starace, the company has gone through a significant change, committing to 100% renewables while placing an emphasis on growth in middle-income countries and capturing new revenue sources from energy management services as well as balancing stockholder pressure for short-term earnings with a legacy of coal and gas fired power plants against its futuristic vision.
Walmart & Enel

Application Form

Prof. dr. Fred van Eenennaam is specialized in ‘moments of truth in strategic decision-making’ and ‘corporate governance’ and is ranked with an 8.2 for his case teaching skills in 2013. He teaches Strategy & Governance to executives, board members, MBAs and Health MBAs on a regular basis and is affiliated with Erasmus University Rotterdam, George Washington University and Universität St. Gallen. He is non-executive and supervisory board member in and outside The Netherlands and is director of consultancy firm The Decision Group and business school The Decision Institute. Prof. Michael Porter PhD., with whom Van Eenennaam wrote the Dutch Flower Cluster Case, added him to his hall of fame at Harvard Business School in December 2012.


‘‘The lectures from Prof. Eenennaam were really open, especially on the importance of competitive advantages for companies and nations. The courses will help in understanding company and corporate level competitive strategy. And for any national interest level enthusiast, it will definitely help in having the global-to-nations helicopter view and in planning national level competitive strategy through B2G/G2G cooperations.‘ – Participant workshop

‘The best elements of the workshop were the interactivity and the great speakers’ – Participant workshop

You can register using the application form.

The fee for a single masterclass** is €495. A series of three of the above workshops is €1395. Because of the longer duration of the workshop (four hours instead of 2,5) and the inclusion of a lunch, a supplement of €50 is asked for the Summer School Edition and the Crash Course Edition. The Excellence Series is accessible to an exclusive but wide audience, from executives and supervisors to policy makers and business analysts. All participation costs mentioned are excluding VAT.

For registration, fill out the application form or contact Barbara Mees via 020 – 4040 111 or

It is possible to register as an organization with varying participants. A business membership occurs in two forms:

      1. A series of three workshops is bought by an organization and three participants are sent to the respective workshops.
      2. Six vouchers are bought by an organization (€2395 excl. BTW), which can be exercised over a period of two years. It is possible to send (one or multiple) participants to the workshop of your choosing or not send any participants at all. Within this option, the Summer School Special is included.

For more information, please contact Annemijn Cassée. via 020 – 4040 111 or

The Decision Institute provides and collaborates in various major executive and MBA programs on strategy & governance, around the world. The Institute organizes and develops executive education, seminars, masterclasses, symposia and workshops. On request tailor-made in-house programs are composed. Since, 1996 Strategy en Governance is one of the core pillars and has a rebuy rate of 86.2%

Leading universities such as Harvard Business School, The George Washington University, Erasmus University Rotterdam and St. Gallen University are part of The Decision Institute’s international network and provide their expertise and collaboration in the Excellence Series.


Participants of the Excellence Series consist a wide audience, from executives and supervisors to policy makers and business analysts.

A partial participant roster of our strategy and governance programs:

Amrop Executive Search
APG Asset Management
SR Nederland
Asyst Technologies
Atlowa Holding BV
Big Band Networks
Brocade Communications
Cisco Systems
Delta Hydrocarbons BV
DNB Central Bank of The Netherlands
Dolphin Insight
Erasmus School of Economics
Ernst & Young
GITP Executive Partners
Governance Support BV
Hitachi Global Storage Technologies
Knotz Kinderopvang

Maes & Lunau Executive Search
Merck Sharp & Dohme
Peerco Beheer
Perfect Group
Progress Software
RE CM Regarding Capital Management
San Fransisco 49ers
Shell International
Sofitel Legend, The Grand Amsterdam
Spruit Transmissies B.V.
Start People BV
Trivium Corporate Solutions
US Commercial Service
US Embassy Beijing
Woman Capital


  • The masterclasses are given at an executive MBA level and are intended for managers, board members, financial supervisors, chairs, committee members, advisors, policy makers, managers and those interested in learning about strategy and governance.
  • A week before the masterclass, you will receive your reading materials.
  • The reading materials contain one or more Harvard Business cases and other supporting literature.
  • The directive time for self study prior to the masterclass is 3 hours.
  • If you have any questions, suggestions, compliments or complaints, please do not hesitate to contact us.
  • All questions will be answered within five days.


4:00 pm – 4:15 pm:  Welcome
4:15 pm – 6:00 pm:  Session
6:00 pm – 7:00 pm:  Dinner
7:00 pm – 8:30 pm:  Session
8:30 pm – 9:30 pm:  Drinks