Ronald van Haaften
What is this website all about?

This web site is about sharing. Over the last 20 years I have read, learned and shared hundreds of PDF, presentations, knowlegde, experiences, and so on and so forth. With my web site I would like to get some structure and sustainability in my data & information stream. For that reason I have build this non-commercial web site especialy for you.

I trust you will appreciate my website project and its content. It has been designed and presented to the best interests of you and your fellow web site visitors. Although I realize that it is far from complete, I trust this nice quote will comfort you..."It is better to travel well than to arrive." (Buddha).

Kind regards,

Ronald van Haaften MBA.

A friendly quote from Prof. Dr. Waldemar Pfoertsch concerning Corporate Branding:

"I read your paper, and I liked how you structured. Thank you for sending me all this wonderful information.
I looked at the stuff, it is really great. You have developed a very detailed system based on all the important
concepts in the industry. What I also liked that you quoted my publications and that you developed some
nice graphs from the concepts of the Kotler/Pfoertsch B2B Brand management book..."


Communication skills

CommunicationInfluence others? Start with yourself!

As soon as you are aware of the interpersonal circumplex and once you start properly using it, it could help you to communicate and collaborate at a higher level of effectiveness and efficiency. By choosing the right consciously certain behaviour, you can positively influence the other eventually to get the best out of your mutual collaboration.

Psychologist Timothy Leary developed an interaction behaviour theory which demonstrated a strong and consistent interdependency of behaviour between people. 

Read more: Communication skills.

Customer satisfaction

Customer-satisfactionCustomer satisfaction means; the relationship between the firm and its customers, to create, build and maintain the right set of brand associations as an enabler for future business and loyal customers.

Satisfied customers form the foundation of any successful business as customer satisfaction leads to repeat purchase, brand loyalty, and positive word of mouth.

Obviously customer satisfaction is often one of the strategic objectives of a marketing communication strategy plan. Hence I have studied and reviewed several satisfaction models. Now it's ready for you: discover the theory of customer satisfaction.

Read more: Customer satisfaction.

Strategy model

Strategy-creationOver the last 50 years many strategy models have been designed for all sorts of markets and segments. I have studied several books full of models, and honestly I still do. Each model gives you a the benefit of understanding what is happening in your playing field. Some models cover a single strategy element and some cover a full process.

One of my favourite models is the model I have constructed, tested and used over the last 10 years. And it still hold stand! Lets be honest, most of the models are look-a-likes, constructed around the same core elements, concept, idea and/or theory only presented in a different model. The same counts for the model I have made!

Read more: Strategy model.

Corporate branding

Corporate-brandingIn my MBA Thesis I have addressed corporate branding as a holistic strategic tool that could contribute significantly to international business development. The reason for research was addressed to the strategy transition of international organizations, from a local responsiveness strategy to a transnational strategy, which requires a healthy balance between the extent of integration and local responsiveness.

For me,corporate branding means; strategic corporate orientation, harmonization and communication between the firm and its external environment, to create, build and maintain the right set of brand associations. Learn how to handle with complex processes start here.

Read more: Corporate branding.

Satisfaction survey


It is important to be aware of that many customers will not complain after they have been subject to negative experiences and this will also differ from one industry sector to another. In other words, we often are not aware of the extent of satisfaction / dissatisfaction as long as we do not ask. Customer satisfaction research should be done with greatest care. Measuring customer satisfaction must be a continuously, consistent, timely, accurate and reliable process. This is where a customer satisfaction research (survey and analyse) approach becomes a powerful strategic business development tool.

Once you understand what is driving customer satisfaction your are able to built sustainable customer relationships.

Read more: Satisfaction survey.

Brand integration

Brand-integrationBuilding and properly managing brand equity has become a priority for companies of all sizes, in all types of industries, in all types of markets. After all, from strong brand equity flow customer loyalty and profits. The rewards of having a strong corporate brand are clear.

To understand the magnitude of branding and to determine the actual points of attention, I have developed a brand integration model and a survey structure. The model and model survey found their origin in my MBA thesis Corporate Branding and have proven to be a very usefull research tool to me, I hope it will serve you as well.

Learn how to handle complex brand processes start here!


Read more about Brand integration.

Getting things done.

Rovaha-Getting-things-DonePushed forward with our endless to-do list and KPIs we are often so occupied with our daily routine and activities in life that we simply forget why we do what we do and for what reason we do it. Once a while reviewing the processes behind our activities and added values could leverage organizations, teams, and individuals significantly. 

Pessimist or optimist?

A pessimist is more into the outcome as where an optimist is more attached on the process. A pessimist will always tell you why something is not possible or achieved due to something that’s beyond the pessimists influence. They are more focused on what is wrong with others.