[Erwin Ketelaar]   [Article]

ERWIN KETELAAR Following four years of working for consultancy firms like PricewaterhouseCoopers, Erwin started last March as a freelance management consultant, working e.g. for PwC. In this period he succesfully executed a multitude of projects, mostly for private and sometimes public organisations. His expertise lies mainly in the domain of innovation combined with sustainable development. He strongly believes that the next driver for innovation will mainly be focussed on sustainability, because the carrying capacity of the earth is seriously damaged by the actual out dated industrial and managerial methods. It is time to reconstruct the Porter's value chain into a value circle. In which no emissions, no waste whatsoever will longer exist and only renewable resources will be used. The new industrial era will therefore be a real symbiosis between industry and the natural environment. Erwin is convinced that management consultants should not be solely theorists, but they have to be prepared for their advisory task through real line management positions in the industry ("learning by doing yourself"). Reasons why he himself for more than 10 years worked as a manager in the industry, first for Heineken (Dutch multinational beer and beverages company) and later for Henkel-Ecolab (a German/American multinational fine-chemicals and hygiene company). Innovation and sustainability are of strategic importance for any company. Therefore top management should be involved. Erwin is specialized in designing new strategies, starting with defining business principles and stakeholder mapping (not only shareholders are important), building the business case and implementing durable change in the organization.