EVERYONE HAS
SOMETHING TO ADD
.respect, quality, enjoyment...
I
Respect
Intensive
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On April 25th, 2002, Karei Vuursteen took his leave as Chairman
of the Executive Board of Heineken N.V. Over the past ten years
he has been one of the driving forces behind the international
growth of Heineken. Personally he is modest about the role he
played: "You can't do it alone. Everyone has something to add to
the value of our brands. That was always the truth of it and will
continue to be."
Respect, Quality, Enjoyment. Three characteristic values of Heineken,
three values that have marked Karel Vuursteen's chairmanship over
the past ten years. "Primarily those values are integral to the brand,"
explains Mr Vuursteen. "Respect for consumers, employees, suppliers,
shareholders and the world around you. And then a passion for
quality, for ensuring you offer people an outstanding product.
And, lastly, fun: we're not in the vinegar business, we sell beer.
And beer means having fun, it means enjoyment."
When Mr Vuursteen took up his post as Chairman of the Executive
Board in 1993, he still had to gain people's respect. As he recalls:
"I came from Philips, a company which in those days did not have
optimum credibility, and people looked at me a little strangely."
Gradually he was able to convince the organisation of his qualities,
especially by making people committed to the mission of the
company. Respect is characteristic in particular of the way
Mr Vuursteen handles the Heineken Operating Companies
throughout the world. "Those are the locations where it happens.
No-one in Amsterdam can tell me how you have to sell beer in
another part of the world. If there's one thing I'm sure of: you
have to give your managers the tools and the confidence to take
full responsibility for their task. That creates commitment and
success."
"In certain countries our people are constantly confronted with
unsafe situations, for instance in Africa. If things threaten to become
too precarious, we take action. In practice what this means is that
we then make sure that a manager's wife and children are brought
to a safe place. The manager himself stays behind: 'I'm looking after
my brewery!' That commitment, that sense of identifying with the
business, is tremendous - you simply have to give those people
your support." After almost ten intensive years as Chairman, Mr
Vuursteen has no fears about the next stage in his career: "My
primary focus is to ensure a good hand-over of responsibilities to
Thony Ruys. From a management point of view that should go very
smoothly. For me personally I will have a time-schedule that is not
as tight as it was. But I will remain committed to Heineken, though
with a different intensity."
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