AMBA's Ambition magazine: Issue 73, June 2024

EDITOR’S LETTER 

FROM LECTURES TO LEGENDS

EDITORIAL Head of editorial Colette Doyle c.doyle@amba-bga.com Content editor Tim Banerjee Dhoul t.dhoul@amba-bga.com

Real-life stories can be a powerful tool for educators aiming to provide students with an unforgettable lesson

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Art editor Sam Price Sub-editor Heather Ford

ho doesn’t love a good yarn? Whether you’re a paperback fan or a Kindle aficionado, the power of words can stimulate our imagination in endless ways; in fact, the art of storytelling has been an essential part of being human from the time before the written word even existed.

In the business education sector, storytelling can be beneficial in numerous ways, including encouraging student engagement and attention. It’s a powerful tool that educators can use to make learning more engaging, effective and memorable, as stories tap into our natural inclination to connect with narratives. By illustrating a principle or theory with a historical anecdote, a scientific discovery narrative, or even a personal experience, academics can bridge the gap between theory and real-world application. Such stories let students see information from different perspectives and consider its impact. This can lead to a more nuanced understanding of the topic and encourage critical thinking. Many of these points are referenced in this month’s cover story, which comes from Stephan Manning at the University of Sussex Business School. He elaborates on how complex concepts can feel abstract, but stories provide a context that makes them relatable. Elsewhere in this issue we look at how flexible working can benefit staff performance and retention. An article from Neoma examines how employers should ensure the work environment is dynamic and constantly providing employees not only with fresh challenges, but also opportunities to have their abilities recognised and rewarded. We learn, too, how the American University of Cairo’s School of Business has been spearheading a campus-wide entrepreneurial ecosystem to help nurture and grow tech-enabled start-ups. Then we hear from Essca on how business schools need to adapt to the ongoing seismic shift in technological advancement by partnering more closely with science and technology organisations. All in all, plenty of compelling stories that we hope will attract your interest.

Insight, content and PR manager Ellen Buchan e.buchan@amba-bga.com CORPORATE Commercial relations director Max Braithwaite m.braithwaite@amba-bga.com

Head of marketing and communications Leonora Clement

Senior marketing executive Edward Holmes

Head of IT and data management Jack Villanueva

Head of events Carolyn Armsby

HR and employer relations manager Aarti Bhasin Finance and commercial director Catherine Walker

Colette Doyle , Editor, Ambition

THIS MONTH’S CONTRIBUTORS

Chief executive officer Andrew Main Wilson

Executive assistant to the CEO Amy Youngs a.youngs@amba-bga.com ACCREDITATION ENQUIRIES accreditation@amba-bga.com

SHERIF KAMEL

STEPHAN MANNING

MARK MINEVICH

SERGE DA MOTTA VEIGA

JOAN RODÓN MÒDOL

ORSOLYA SADIK-ROZSNYAI

SANJA SEVER MALIŠ

HOWARD THOMAS

Copyright 2024 by Association of MBAs and Business Graduates Association ISSN 2631-6382 All rights reserved. Material may not be reproduced without the permission of the publisher. While we take care to ensure that editorial is independent, accurate, objective and relevant for our readers, AMBA accepts no responsibility for reader dissatisfaction rising from the content of this publication. The opinions expressed and advice given are the views of individual commentators and do not necessarily represent the views of AMBA. Whenever an article in this publication is placed with the financial support of an advertiser, partner or sponsor, it will be marked as such. AMBA makes every opportunity to credit photographers but we cannot guarantee every published use of an image will have the contributor’s name. If you believe we have omitted a credit for your image, please email the editor.

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Ambition | JUNE 2024 | 7

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