Dr. Hans Renia
Embassy of the Kingdom of the Netherlands in Greece
Holland
Pioneers in International Business
1) Holland, a few facts.
2) Strategy & Tools
for International Success.
3) A few Simple Success Secrets.
Holland, a few facts:
• A very small country
(1/3 the size of Greece.)
• 16 million inhabitants
(800,000 visit Greece each year).
• GDP € 570 bn.
• Exports € 310 bn.
• Imports € 276 bn.
Why do we do International Business ?
1) It is fun !
2) It is good for our country.
Holland's ranking in global business
• 2nd agricultural exporter
• 5th exporting country
(behind China, Germany, USA & Japan.)
•
•
•
•
•
6th FDI provider
7th FDI recipient
7th trading country
16th economy
10.000 Foreign companies
History in International Business
• VOC; Dutch East India Company (1602)
• A Japanese monopoly (1641- 1853)
• Meritocracy really pays off.
• No need to always re-invent the wheel
2/3 of exports to 6 regions:
•
•
•
•
•
•
Germany
24%
Scandinavia 12%
Belgium
11%
France
9%
UK
8%
Spain
3%
Who determines export strategy?
1st. Business Community
2nd. Ministry of Economic Affairs
Who executes this strategy? (1/2)
Business community:
•
•
•
•
VNO-NCW www.vno-ncw.nl
NCH www.handelsbevordering.nl
Fenedex www.fenedex.nl
Commercial banks
(ABN AMRO- ING-Fortis- RABO)
• 160+ Trade organizations.
• Individual business large & small !
Who executes this strategy? (2/2)
Ministry of Economic Affairs:
• EVD www.hollandtrade.com + www.evd.nl
• BEB External Relations (WTO, G20 etc.)
• 12 Chambers of Commerce www.kvk.nl
• Ministry of Foreign Affairs www.mfa.nl
• Ministry of Agriculture www.minlnv.nl
• Ministry of Transportation
www.verkeerenwaterstaat.nl
• Ministry of Finance www.douane.nl
10 strategic Export Sectors:
1. Maritime
2. Creative industries
3. Energy (renewable, oil & gas)
4. Food & Flowers
5. Water
6. Infrastructure
7. Life Sciences & Health
8. Environment
9. High-tech Systems & Materials (incl. ICT)
10.Transport & logistics
Tools (1)
Financing:
EVD provides very limited financing:
• Prepare 2 Start (for SME’s, a 50% contribution with €
11.000 maximum)
• CPA’s
• 2g@there ( G2G support)
• Market scans.
• PPP to embassies
NOTE: The EU has very strict regulations on
financing to maintain a level playing field!
Tools (2)
Country Branding:
Holland
Pioneers in International Business
1 brand identity for 3 activities
Promoting Exports www.hollandtrade.com
Attracting Investments www.nfia.nl
Attracting Tourists www.holland.com
Tools (3)
Export Insurance & Bank Financing:
Export insurance
• Was NCM (1925-2003)
• Since 2003: Atradius, Coface, Euler
Bank Financing:
Commercial banks support their business
customers in a professional way on
healthy commercial terms.
Tools (4)
Training in International Business:
• Part of the national mindset
• Integrated in educational system
• Chambers of Commerce
• Fenedex
• Self-study
Tools (5)
Information Supply:
•
•
•
•
•
•
•
•
•
EVD website (only in Dutch)
EVD country advisors
Chamber of Commerce export advisors
Embassy staff (speed-dating)
EVD magazines
Trade magazines
National newspapers
The internet
Vacation in the target country
Tools (6)
E-commerce:
• E-commerce is business as usual,
only at a much higher speed.
• 86% of Dutch people frequently use the internet
(4th highest usage in Europe,
after Norway, Iceland, Sweden)
A few simple success secrets:(1/2)
• “In business learning is optional,
as is survival”
(Peter Drucker)
• Good business is often simple, but rarely easy.
•
•
•
•
•
Learn the rules & play by the rules.
Big customers start as small customers.
Do the homework and come prepared.
Read what is already available.
Don’t reinvent the wheel but copy what works.
A few simple success secrets:(2/2)
• Build on your available strengths and goodwill
• Sometimes it is be more profitable to change your
opinion then to defend it .
• Participate in the Floriade 2012.
Mr. Efthymiadis,
well known
Thessaloniki businessman
and
Honorary consul of
the Netherlands
Mr. Angelopoulos,
Chairman of SETE
SETE has decades of
experience in meeting
the needs of your
potential customers abroad !
Mr. Nicos Dalpis & Mr. Lubbers Dutch Prime Minister 1982-1994
This wall is in the garden of a Dutch customs officer…
COME TO FLORIADE 2012
A1 international Horticultural Exhibition
30 Million inhabitants within 2 hrs
2+ Million visitors
660 stremmata
Open for 6 months
12 countries claimed
their free pavilion
Will Greece claim its ?
www.floriade.nl
We are always open for business !!!