“Frisian entrepreneurs are very internationally orientated.” Utter these words at a birthday party and everyone would look at you like you have lost your marbles. “Though it is definitely true,” says Mariska van der Giessen, professor (applied sciences) International Entrepreneurship at NHL Stenden University of Applied Sciences. “Frisians are very internationally orientated. They just don’t shout it from the rooftops.”
Down-to-earth and modest; that is how people view Frisians. “But you almost never hear people speak about the Frisian entrepreneurial spirit, even though Frisian companies are investing heavily in international trade,” Mariska notices. “I see that Frisians have an excellent business sense and furthermore have the audacity to expand their boundaries. But this is somehow not conveyed properly.”
Seeing is believing
The Frisians are -for the most part- responsible for this themselves. “Frisians are simply too modest,” Mariska finds. She has spent a few years working in the southern province of Limburg, where people simply claim that they are very internationally orientated. If you just make enough noise, you will become what you claim to be. A good regional story-based branding can work miracles. Frisians, however, are a lot more reserved. Seeing is believing; that certainly goes for international trade. “’We first have to make it happen before we start spreading the word’, that’s the Frisian mentality,” says Mariska.
Frisian companies unite
When Frisians see that something is possible, they believe it. This holds true for the step towards international trade. A recent study on internationally operating Frisian companies and their support needs, shows that they prefer to draw help and knowledge directly from the region, Fryslân. “Frisian companies often ask other companies for tips and information,” Mariska says. “So why wouldn’t we use this principle to offer support with international trade? One of the recommendations that resulted from our study for a provincial policy is therefore: set up a company mentoring programme. Make sure there is excellent match making, facilitation, and strong regional communication, both internal and external. A company mentoring programme can reach several goals. On the one hand, business owners who are starting to venture into international trade can be pointed in the right direction, and on the other hand, internationally mature companies can be made into international flagships. This makes companies more visible, which in turn can add to the internationally orientated region branding.” To fuel this idea, the provincial government could add said programme to the current subsidy arrangements. It could also be added to current supportive structures within the province. “After all, there is a good knowledge infrastructure here, helping companies with their export, for instance.”
Proud
“I think that Frisian companies can be prouder of the things they achieve internationally. ‘Dare to be proud’ is something that can be much improved in Fryslân. Why not inspire and motivate other companies with success stories?” This could also be a positive contribution of the ‘companies learn from companies’ principle.
Mariska van der Giessen is professor (applied sciences) International Entrepreneurship at NHL Stenden University of Applied Sciences. She is looking for international opportunities together with business