We have unique teaching facilities that offer ideal learning conditions in the heart of Burgundy, the world’s most famous wine region
respected in the management education sector; global recognition, which can help to attract students from around the world; and quality assurance because accreditation involves a rigorous review process that ensures our accredited programmes meet high standards of quality and relevance. “In addition, it assists with continuous improvement in the sense that accredited programmes undergo regular reviews and assessment, which can help to identify areas for improvement and ensure that the programmes remain up to date and relevant. It also impacts positively on career opportunities since AMBA-accredited programme graduates are highly regarded by employers and subsequently have access to a wider range of career opportunities. “As well as these benefits, achieving AMBA accreditation has allowed our school to join the elite club of triple- accredited international business schools (AACSB, EQUIS and AMBA). Becoming a triple crown institution is a great source of pride for the school and will allow BSB to reach a milestone in its development, since such an accolade is expected to enhance its appeal and reputation.” Remote and hybrid learning are part and parcel of the post-Covid environment. Given the hands-on nature of this particular programme, has this proved to be challenging? “When the pandemic hit, BSB closed for a week during which time we quickly reorganised to provide all classes online. The objective was to deliver as close to 100 per cent of the planned
content as possible. Our particular MBA programme includes a number of national and international field trips, comprising six weeks altogether, including participation in a leading wine & spirits trade fair in Germany, as well as wine‑tasting activities. “Most of the wine knowledge/tasting classes had already taken place, but all the classes were held online for a while. As our MBA is at executive education level, we were able to return to BSB’s physical classrooms much earlier than other programmes. Naturally, our field trips to New York City and London became virtual. “Though not offering the same experience, we saved travel time and were actually able to organise more meetings than in a regular non-Covid year. The trade fair in Germany was unfortunately cancelled, which was beyond our control, but BSB’s decision to invest some €250,000 in hi-tech hybrid videoconference tools at that time was a huge advantage.” What is your vision for the course going forward? “The wine & spirits industry faces several challenges, disruptions and opportunities: for instance, the position of alcohol in society is changing with the rise in popularity of alternative stimulants and the move towards low and no-alcohol beverages; then women, Gen Z and the older generation are becoming more attractive target groups; plus, consumers want their choices to be more meaningful. We also need to keep in mind the concept of ‘local heritage’ becoming a factor that speaks to an increasing number of buyers.
“If you add disruptors like commercial wars, pandemic episodes, digital transformation, exchange rate problems and health and well-being issues, this means that our students will have to be readier than ever to handle a business world impacted by VUCA (volatility, uncertainty, complexity and ambiguity). It is our role to prepare them to become effective leaders in this context, as well as ensuring our programme constantly evolves so as to take this into consideration. “Our degree training includes various courses and activities that speak directly to this, for example our Strategic Planning & Disruption module, our FIVS-Abridge student competition and partnerships with the International Federation of Wines & Spirits, based in Washington DC, and the Wines of Chile organisation.” How do you ensure the programme best meets the demands of the wine & spirits market? “Each year I meet with close to a hundred wine & spirits executives and recruiters who share their insights on the business, as well as their needs in terms of hiring staff. We also have a strong MBA advisory board featuring international industry members and high-level academics; we work with them to decide on how we can make sure the programme meets the demands of the job market.” What do you think differentiates your programme and why should prospective students choose it? “Our programme offers a truly unique, global and strategic perspective on the
20 | Ambition | MAY 2023
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