Q: What attracted you to working with Leiden University BA students to solve your case?

In the first instance, the fact that I know Leiden University attracts a bright and diverse pool of students from many different countries. What then got me hooked was the pitch and presentation by Sarita (Koendjbiharie).  I was especially interested in the fact that the study was focusing on some of the main drivers behind sustainability behaviours (history, culture, economics & politics)

 Q: What added value do International Studies and Humanities students bring to your case?

Research data, market specific insights and lots of great energy.

Q:  Why not go to a business school or management programme to find student consultants?

Good question!  To be honest, this was the first time I have ever engaged in something like this and I would not rule out Starbucks also exploring other avenues in the future, as well. I also believe in providing opportunities and in this case, the opportunity came to me and I grabbed it 

Q:  How were you inspired by these teams?

They blew me away with their genuine passion for both brand and topic! That in itself was an inspiration.

Q: What will your organisation do with the ideas/solutions that were presented?

We are looking to invite the winning team to our offices in Amsterdam to give them the opportunity to present their ideas to a wider audience. We will also be sharing the insights and data with our licensing customers in the relevant countries. From there, we will evaluate what and how we can implement in some shape or form.

Q: Based on what you saw during the pitching, do you have any career advice to help and inspire our students?

My best advice is a saying by Confucius  - “choose a job you love and you will never have to work a day in your life.”  In other words, try to find that one thing that you really believe in, follow your heart but keep your head switched on as well. After all, passion alone does not put food on your table…

Q: How would you summarise your PRINS experience?

Humbling, inspiring and a great learning experience – lots of fun and lots of food for thought!