AACSB holds ICAM Conference virtually with 600 participants; Keynote Roger Martin says B-schools must be distinctive or wither away

Progressive institutions are adapting their delivery models in the wake of COVID 19 lockdown. AACSB, the leading global MBA accreditation body, recently held its annual ICAM conference virtually on April 26–28, 2020. Traditionally, ICAM is one of the largest congregations of MBA educators in the world. This year, nearly 600 participants joined the online event, with more than 50 from the Asia Pacific region and a handful from India. MBAUniverse.com was also invited to participate from India.

Using a highly interactive online platform, AACSB delivered a positive learning experience, and ensured continuity in its engagement. To accommodate multiple time zones, Sessions were repeated. Sessions were also recorded and are available to ICAM attendees after the conference.

Theme of ICAM 2020 was ‘Elevating Our Perspectives’. Speaking about the theme, Prof Geoff Perry, AACSB EVP and Chief Officer - Asia Pacific, told MBAUniverse.com: “Our theme certainly has a new connotation amid COVID-19. Business schools are responding to a rapidly changing situation while also preparing for the future. The learning sessions at ICAM 2020 offer perspectives on strategy, digital body language, leadership, diversity and inclusion, and lifelong learning, among others.”

The highlight of the conference was the Keynote by Prof Roger Martin. Former Dean of Rotman School of Management at University of Toronto, Prof Martin was recognized in 2017 as the world’s #1 management thinker by Thinkers50. Delivering his presentation titled “Strategy in the Changing Landscape of Business Education”, he said: “A company or an Institution can have only one of the two strategies – Low Cost or Differentiation. Vanguard is a great low-cost provider of financial products in US. On the other hand, Four Seasons is highly regarded by Business Travelers for its Resorts and Hotels.”

Critiquing the state of management education, Prof Martin said: “Business Education is a highly generic market, especially in the US. Internationally, I see more pursuit of distinctiveness with schools like Said, Bocconi and IMD.”

Calling B-schools to embrace change, Prof Martin said: “Business Education will see a big shift post Covid 19. Online Teaching-Learning will see a big boost. This will create unprecedented pressure for B-schools. So, be distinctive or wither away. Make a choice!"

Prof Roger Martin delivering virtual Keynote address at AACSB ICAM 2020

Author Erica Dhawan, well known authority on 21st century Collaboration and Connectional Intelligence, also delivered a Keynote at ICAM. In her talk titled ‘Leading Digitally: Fostering Human Engagement at Work’, she emphasized the need to focus a lot on communication for effective collaborations in the digital era.

Giving a background of decision to hold ICAM virtually, Prof Geoff Perry, Chief Officer Asia Pacific to MBAUniverse.com: “COVID-19 has introduced many new challenges to business education in how we operate, teach, collaborate, and network—and AACSB provides essential connections for the business education community. After careful evaluation, AACSB made the decision to transition ICAM 2020 to a virtual event to continue to provide resources and serve our members. Session speakers, event registrants, sponsors, and exhibitors responded enthusiastically to this opportunity.”

When asked on how COVID 19 will impact management education, Prof Perry said:

“The disruption caused by COVID-19 is a spectrum, with each school experiencing it in their own way. The new programs and learning approaches that have been developed as a response to COVID-19, however, will likely last long beyond the pandemic.”

Speaking of AACSB’s response, he added, “At AACSB, we have transitioned many of our own learning and development programs to engaging virtual platforms and are exploring opportunities to increase these offerings.”

Prof Perry anticipates consolidation in B-schools due to COVID 19. “There is likely to be some consolidation of business schools as the patterns and volume of students seeking business education changes. This will require business schools to clearly define their value proposition, so that students and external stakeholders understand why they should engage with them,” he added.

Prof Perry took his new role as head of AACSB in Asia Pacific on January 15, 2020. He joined Auckland University of Technology as head of economics in the AUT Business School in the mid-1990s, rising through various leadership roles to the deanship in 2010. While dean, he simultaneously served as the university’s pro vice chancellor, driving growth and strategy development efforts.

Established in 1916, AACSB International (AACSB) is the world’s largest business education alliance, connecting educators, learners, and business to create the next generation of great leaders. AACSB provides quality assurance, business education intelligence, and learning and development services to more than 1,700 organizations and 840 accredited business schools in over 100 countries and territories.

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