Short resume
M.J.P.(Martin) Hofstede MBA RM
Mr. Martin Hofstede (born 1955) is CEO of a local Rabobank. His interest do not only include
banking. Martin has also a strong interest in marketing and diversity. Because of his present
function and the many contacts he has, he often came across “foreign” clients and
colleagues. However, his interest in this subject was not only caused by this,
but also because of his personal interest in foreign cultures and in the ways cultural
differences are being dealt with. Moreover, he has a lot of experience in managing cultural
changes and crisis management. He has been involved in some innovating developments
concerning Internet.
In 1996 he wrote an MBA dissertation for which he received an A-rating and in January
1998 his book “Growing Seeds, Ethnic Marketing & Ethnic Human Resource Management”
was published (only in Dutch). In the meantime, he published various articles and was co-
author of some books concerning diversity management. He is an advisor resp. a commissioner
of several companies and organisations in the Netherlands in the field of diversity
management and multicultural (human resource) management. He regularly gives lectures,
workshops and seminars. He is a Register Marketeer (a European certified degree) especially
because of his innovating approach, knowledge of and results in the field of ethnic marketing.
Martin is Qualified Examiner of Nima, the leading Dutch Marketing organisation.
Based on his ideas and approach three training’s have been developed for organisations
willing to introduce multicultural marketing and/or human resource management. At this
moment he is working on a thesis by which he hopes to graduate in the University of Amsterdam.
(Doctor’s degree Social Sciences Faculty).
Martin Hofstede is a member of two ministerial advisory committees for resp. the Minister for
the Home Department and the Minister for City Management. He is a board member of the
‘Diversity’ network of the Rabobank organisation and involved in many developments in the
field of ethnic marketing.
His approach is based on mutual respect maintaining his own cultural standard and values, but
emphatically also maintaining another person’s cultural standard and values within local society.
In his view ethnic marketing and multicultural human resource management are indissolubly
connected. He chooses for both profit and non-profit organisations for a marketing approach
because he considers the demands from the market as leading. This is a no-nonsense approach
assuming a commitment to exert oneself for our foreign co-inhabitants based on equivalence and
quality, but also on the necessity to integrate. An approach which is being put into practice in
various fields by now.
Books
- Etnomarketing door een coöperatieve bank, 1996, MBA dissertation for
International Management Centre, (Dutch).
- Ontkiemend Zaad, Etnomarketing & Personeelsmanagement, 1998, IVIO
Foundation, Lelystad Holland, ISBN 90-6121-827-6, (Dutch).
- Koffie Verkeerd II, 1997, co-author chapter 6: “Multicultural society asks for
multicultural employees”, ISBN 90-6121-343-6, (Dutch).
- Blikken zonder blozen, 1997, co-author chapter 8: “Rabobank: Trying to enable
people to fulfil personal choices and ambitions”, ISBN 90-6121-187-5 (Dutch).
- Implementing Diversity Measurement and Management, USA, ISBN 1-8873733-24-3 (English)
- Marketing in Multicultural Netherlands, Kluwer Managemencyclus editieon2.4.7, (Dutch)
Some other publications:
- Het Multiculturele Vliegwiel: sleutel tot de allochtonenmarkt, Holland/Belgium
Management Review, number 59, 1998, (Dutch)
- Allochtone doelgroep nog nauwelijks ontdekt, magazine for Marketing, July/
August 1998 (Dutch)
- Several publications Journal of Diverstity USA, (English).
