03 October 2022
Startups in Brainport region more successful thanks to set of advantages of local ecosystem
For this series we talked to VDL, ASML and Philips. In this last part we answer the question why Brainport companies score so high when it comes to reputation.
Every year, The RepTrak Company publishes a reputation ranking of companies in over sixty countries. In the top six of the Dutch ranking four companies hail from the Brainport region: Philips (1), ASML (2), Jumbo Supermarkets (5) and VDL (6). IO spoke with three of them to find out why companies from this region score so highly.
What stands out in the conversations with Philips, ASML and VDL is that the companies see themselves as part of the region, and not as separate entities. This is not surprising, given the vast chains of suppliers that the companies have assembled around them.
Philips, VDL and ASML have ambitious plans for the future. However, growth is only possible if the environment can grow alongside them. Doing business with an eye for the environment is therefore crucial.
That environment is made up of more than just suppliers. For one thing, the three companies collectively need thousands of new employees on an annual basis. All these people need a place to live, drive their cars to work in the morning and their children need to go to school. These prerequisites are important to all three companies: they are keen to be good neighbors.
The sense of community is clearly evident in the partnership of Brainport with the Dutch soccer club PSV. For example, Timmers explains that companies from the Randstad region often fail to understand why VDL actually pays the club, but it does not have its own name featured on the soccer shirts. “Companies in Brainport do get that… If our region is doing well, then your company is doing well. That’s how it works internally too. If your employees are doing well, your company is doing well. I think that’s the main reason why companies from the region score so highly in the reputation rankings.”
Huizing agrees with that as well. “Our goal is not to raise brand awareness individually, but to take the region to the next level. That unites us. Companies in the Brainport region are willing to step into the shadow to serve a higher purpose.”
Which brings us back to that common thread: companies in Brainport feel part of the region where they have grown up. As a consequence, they are willing to serve the common interest and it is more than just about making a profit.