In order to distinguish themselves from the competition, RSM wants to take a different approach and launched a new mission. The school is committed to working with research, education, alliances and involvement of students, alumni and stakeholders in a more relevant way with more impact on the major societal challenges. Dean Steef van de Velde, notes that more and more companies are rehearsing their role in society, how they can best contribute to society and the value they can bring about it.