ICC@M at Maastricht University: competing with the best, shaping the future

"As part of Maastricht University, the European University of the Netherlands, SBE contributes to a better world by addressing societal problems, co-creating knowledge, and developing team players and leaders for the future," Roy explains. "While fundamental research is crucial for any university, it’s just as important to share knowledge and expertise with a broader audience. This requires having one foot in science and the other in practice: a valuable combination."

According to Roy, one of the biggest challenges for students is translating theory into practice. “Many students struggle with this, but if you can master that skill, it’s a huge asset as a young professional.”

Taking on the role of Academic Director at ICC@M was a logical step for Roy. “It aligns perfectly with my work at the Center for Entrepreneurship and Innovation. ICC@M is a globally recognized competition, and I see a great opportunity to strengthen the connection between its international reach and our local region.”

One of his key ambitions is to strengthen the involvement of regional businesses in the competition. “We’re bringing 16 teams from top business schools, formed by talented students with fresh perspectives, to Maastricht. This is a great opportunity to highlight local companies and encourage students to explore career opportunities in the region. Our School is recognized as having a positive impact on the local, regional, national, and global environment to which we belong, and ICC@M is an excellent example of how we bridge academia and industry to create meaningful connections.”

For Roy, ICC@M stands out because of its location and its fit within Maastricht University’s unique Problem Based Learning (PBL) approach to teaching. “We’re in the heart of Europe, at the most international university in the Netherlands. Our PBL method fosters critical thinking and problem-solving, making it the ideal foundation for a case competition. The success of our International Case Competition teams in competitions worldwide proves that we can compete with the best.”

Additionally, the competition gives students a taste of real-world decision-making. “Sometimes, decisions have to be made in just one afternoon. You need to think fast, make tough decisions, and defend your own solutions; not just tell companies what they want to hear, but what you truly believe is the best strategy, backed by data.”

Roy has one key piece of advice for students who want to participate in ICC@M: dare to choose. “Don’t let yourself be influenced by what you think others want to hear. Stand by your solution, and make sure you can defend it with confidence. The best teams don’t play it safe; they come up with bold, original ideas. That’s what makes a real impact.” With his entrepreneurial mindset and vision, Roy Broersma is set to bring new energy to ICC@M, making the competition even more impactful for students, businesses, and the wider region.