From Business Administration to entrepreneurship: How Riduan El Mourabit combines halal products and inclusivity in retail

Why did you choose the Bachelor's in Business Administration and the Master's in Accounting and Control? 

During my secondary school years, I developed an interest in helping businesses and processes grow, and I became fascinated by the profession of accounting. After obtaining my pre-university diploma (VWO), I found it difficult to choose a course of study, as I felt that this decision would permanently close off certain options. 

After researching on the Radboud University website, I discovered that the Bachelor’s in Business Administration offers a broad foundation for acquiring knowledge about companies and business processes. Additionally, it allowed me the option to choose the Master's in Accounting and Control after my bachelor’s, keeping both options open.

Looking back, I am satisfied with my study choices and my time at Radboud University. I fondly remember my time there, especially the close-knit group of friends I had, primarily consisting of fellow students from various cultural backgrounds. This sometimes created a lively, perhaps even a bit too lively, atmosphere during lectures.

How has your education at Radboud University influenced your career?

My degrees from Radboud University opened doors at the start of my career, such as opportunities with a major accounting firm. Additionally, I was accepted into the National Government Trainee Programme. The Business Administration programme also helped me transition into entrepreneurship. The knowledge I gained during my studies, such as applying methodologies to better understand target audiences or mapping market opportunities, has been invaluable in this regard.

How do you contribute to a 'social economy', 'resilient society', and 'sustainable environment'?

I believe that our halal products make a positive and modest contribution to making traditional retail channels more inclusive. I see that these channels are becoming increasingly aware of the fact that approximately one million Dutch consumers have an Islamic background. This large group has different dietary preferences, clothing styles, and holdays, for example. This presents significant opportunities for retail companies to achieve revenue growth. In recent years, we have seen good examples of major companies, such as Albert Heijn, Douglas, and Rituals, responding to Ramadan and Islamic holidays. What I often hear and see is that the Islamic consumer is proud of this and feels recognised and seen. I therefore believe that such developments contribute to the integration and inclusiveness of Dutch society.

I am convinced that there is still much ground to be gained, as I see that companies in their marketing efforts are often very cautious when addressing this target group. They fear negative reactions from other consumers who may threaten to boycott online on Twitter or Facebook. Take, for example, the controversy that arose with Efteling when they included in their 2023 annual report their intention to invest in 'prayer rooms' in the park. This was, of course, a very nice initiative to make the park more inclusive and accessible. However, due to external pressure, they ultimately decided to abandon this plan.

What advice would you give to current students or graduates of the Nijmegen School of Management? 

To current students, I would say: make the most of your time as a student by not only developing your academic knowledge but also honing your personal skills. This includes sales techniques, presentation skills, persuasive power, networking, advisory skills, and practical skills such as Excel or content creation. You'll find that these skills often take you further in the business world than academic knowledge alone. For graduates, my advice would be: dare to make choices and follow your own path.