The NileView
AACSB MENA: Business education in the region needs more collaboration, time for action
The AACSB Middle East North Africa (MENA) conference series began in Dubai in December 2019. It was disrupted during COVID-19 but resumed in Manama in 2022, Casablanca in 2023, and Cairo in 2024, and it returned to Dubai this year. As chair of the 2025 edition, I was truly honored to have had the opportunity to interact with some of the most impactful thought leaders in business education in the region during the 2-day packed agenda, which covered a wide range of issues important for business schools, business, and society that were deliberated through insightful discussions and panel conversations with 150 participants representing 25 countries across 4 continents.
Over the years, the conference has consistently served as a platform and a unique opportunity for the AACSB business schools community, which includes distinguished scholars and practitioners from the region and beyond, to convene and address the key issues shaping the business education landscape in the MENA region. It brings participants together to share their innovative learning methods, research endeavors, community development activities, best practices, and community development activities. The purpose is to tackle the critical challenges and capitalize on the evolving opportunities facing business education while fostering collaborations that can drive innovation and realize impact throughout the region.
We live in a world where global disruptions, inclusive economic development, societal issues, climate, digital transformation, and ongoing regional conflicts pose constant challenges. However, they also present opportunities for innovative solutions and collaboration that can help nurture a more prosperous future. Human capital, the region’s most important asset, is the primary and most invaluable building block that can help transform these challenges into opportunities. Accordingly, it is imperative that the overwhelmingly young and dynamic demographics in MENA become future-ready and equipped with the skillset and knowledge necessary not just to navigate the complexities of the 21st century but also to make a difference in an everchanging interconnected global marketplace.
As business schools, we continually explore innovative approaches to empower the next generation of business leaders, entrepreneurs, and change agents, helping them drive sustainable economic growth and prosperity throughout the region to build sustainable and equitable societies. As we navigate an increasingly complex world, the role of business schools in shaping the future has never been more crucial. Some questions that keep popping up in every conference, workshop, seminar, or even informal conversation include: Is what business schools are doing relevant? Is it enough? What should change? What should be done differently? How effective are business schools in collaborating with business and industry? Is their voice heard? Is it impactful? How agile and quick are business schools in adapting to the needs of the future of work?
During the conference, leading academics, practitioners, and experts from business schools, multinational companies, higher education institutions, academic associations, service providers, consulting firms, and more shared their insights and views on the state of business education in MENA through the lens of the portfolio of degree programs offered, research projects conducted, and community service projects carried out across the region addressing issues such as employment, sustainability, digitalization, and more. They also participated in thought-provoking discussions and engaged in several networking opportunities, exploring the way forward in a region with ample untapped prospects. The conference topics covered a diverse array of issues, including the role of business schools as key stakeholders in creating resilient economies, balancing economic growth with environmental stewardship and social equity–particularly in the unique context of the MENA region; GenAI and innovative teaching and learning models; integrating sustainability into the curriculum; enhancing internationalization through regional partnerships; promoting an entrepreneurial culture; emphasizing societal impact; instilling ethical values in students and learners, and building more effective bridges between business and academia.
Some key questions that the conference sessions addressed included: What specific skills or knowledge areas are crucial for future business leaders and that business schools must offer, particularly considering the MENA region’s context? What role should business schools play in fostering collaboration between academia, industry, and government to drive sustainable economic development and resilience in the region? How can business schools adapt their research agendas to address these regional complexities and contribute to evidence-based policymaking that promotes economic resilience and inclusive growth?
The future of business education in MENA was also the focus earlier in the week when the Times Higher Education Arab Universities Business School Showcase, with AACSB as a knowledge partner, was organized to discuss the future of business education from a global perspective while considering the local context. The event emphasized reimagining business education in the region by promoting innovation, leveraging regional strengths, and adapting to the changing global and local market needs–all aimed at preparing leaders who can influence economies and transform societies.
The conference was a good opportunity for several affinity groups to meet, such as the Entrepreneurship and Innovation Affinity Group, where several deans and representatives from business schools in MENA and beyond shared their schools’ journey in establishing incubators, accelerators, centers, and programs that promote entrepreneurial cultures in their society. The discussion highlighted the role of university-based incubators and programs as centers of knowledge, venues for cutting-edge research, and a conducive space for a student-centered learning experience through access to faculty, seminars, facilities, mentorship, and networking opportunities.
The affinity group meeting aimed to share best practices and lessons learned, exchange ideas, and explore collaboration opportunities between university-based incubators and entrepreneurship programs. The goal was to enhance the MENA startup ecosystem by leveraging its unique strengths and capabilities and contributing to its growth and, consequently, the region’s economic and social development.
The conference and the showcase reinforced the importance of regional collaboration in advancing business education. It was an invaluable opportunity to engage with colleagues and friends and learn valuable insights into one of the world’s fastest-growing business education markets.
On behalf of AACSB, I would like to express my sincere appreciation for the leadership, continuous support, active engagement, and contribution of the business school community in the MENA region. This week demonstrated the potential of working together as a community of educators and practitioners to reimagine the future of business education and do whatever it takes to develop homegrown talents that can make a positive difference to society. This was an informative and inspiring week, with great energy, good spirit, and immense passion for what the future holds. Now, it is time for action.
About the author: Sherif Kamel is a Professor of Management and Dean of the Onsi Sawiris School of Business at The American University in Cairo.
30 January 2025
Issue #48
Thank you Sherif for your unwavering support of AACSB globally and your advocacy in the MENA Region. You have played an invaluable role in the growth and development of AACSB across the Gulf and the Maghreb. Many thanks!
Insightful and inspiring as always.