Bridging the Gap: Why Business School Faculty Must Step Out to Stay Relevant

In a recent Global Focus article, Business School Strategy – What Really Matters, Thomas Bieger aptly argues that business schools are at a strategic crossroads. Artificial intelligence is rapidly commoditising knowledge, forcing b-schools to rethink what truly differentiates their offering.
 
One key point he highlights is the need for relevance, the ability to deliver education that connects academic theory to the real world. This resonates deeply with my own experience teaching MBA and DBA students over the years.
 
The Comfort Zone of Academia
 
Many b-school faculty members excel at what they do: conducting research, publishing in top journals, presenting at academic conferences, and teaching established frameworks. There is nothing inherently wrong with this. Academic research builds the credibility of a school and contributes to the advancement of knowledge.
 
However, I have often observed, and students have repeatedly told me, that some faculty struggle to make what they teach come alive in the classroom. They can present SWOT, Porter’s Five Forces, or Blue Ocean Strategy perfectly, yet fail to illustrate how these tools are actually applied in the messy, complex world of business.
 
The result? Students leave feeling underwhelmed and question the relevance of their expensive education.
 
My Journey Beyond the Campus
 
I was fortunate early in my career to have some industry exposure, but that didn’t happen by accident. I made it a point to seek out those opportunities. I attended corporate events, built relationships with business leaders, and took on consultancy projects whenever I could.
 
Each of these experiences enriched my understanding of how businesses really operate. They gave me stories to tell, examples to use, and the credibility to engage students meaningfully.
 
It was through these engagements that I began to see what the article refers to as the “strategic agility” needed in b-schools. Just as companies must adapt to their environment, faculty members must evolve beyond their comfort zones and immerse themselves in the business world to stay relevant.
 
The Risks of Staying Inside
 
Remaining cloistered within academic walls carries real risks. While our research may remain cutting-edge in theory, it risks being detached from practice. Industry challenges evolve faster than academic publishing cycles. For example, a paper on a supply chain innovation may take years to publish, and by then, the industry may have moved on.
 
This disconnect inevitably seeps into the classroom. Students pick up on it quickly. I’ve heard MBA candidates complain that “our lecturer clearly hasn’t stepped into a real company for years,” or that “the cases we discuss are outdated and irrelevant to what’s happening now.”
 
These are not trivial criticisms. If b-schools fail to keep pace with business, they risk losing their value proposition altogether, especially as AI and other technologies can now deliver standard content at scale.
 
Case Studies Help, But They Are Not Enough
 
One way b-schools have tried to bridge the gap is through the use of case studies. This is certainly an improvement over purely theoretical lectures. Cases expose students to real business problems and decision-making scenarios.
 
However, case studies alone have limitations. They are, after all, someone else’s experience written down at a point in time. They don’t fully capture the dynamic, evolving nature of business challenges today.
 
When lecturers have their own stories, when they can say, “In my recent consultation project, here’s what happened,” it adds a layer of immediacy and authenticity that no case study can replicate. Students appreciate this. It gives them confidence that they are learning not just theories, but also the tacit knowledge and judgment that come from experience.
 
Moving Toward Industry Engagement
 
So how can faculty members develop this real-world connection?
 
Seek Consulting Opportunities
Many companies, particularly SMEs and family businesses, are open to collaborating with academics who can bring fresh perspectives. These engagements don’t just benefit the company, they give academics invaluable insights and experiences to bring back to the classroom.
 
Attend Corporate Events and Conferences
Academic conferences are valuable for research, but they rarely expose you to what business leaders are currently wrestling with. Attending industry conferences, networking sessions, and trade expos can be eye-opening. They help you learn the language of business as it is spoken today.
 
Collaborate on Research with Industry Partners
Rather than conducting purely academic studies, faculty can design research projects in partnership with businesses. This ensures the research addresses real-world problems and has immediate applicability.
 
Invite Practitioners into Your Classroom
Bringing guest speakers into your course is another way to blend academic and practical perspectives. It also expands your own professional network.
 
A Call to Action
 
The Global Focus article reminds us that b-schools face increasing pressure to differentiate themselves. AI has made it easier than ever for anyone to access business knowledge and frameworks. What remains uniquely human, and uniquely valuable, is the ability to connect, contextualise, and apply those frameworks to real, complex situations.
 
For faculty members, this means making a conscious effort to step outside, engage with the business world, and continually refresh your understanding of it. Doing so not only makes you a better teacher but also enhances your credibility and the value you bring to your institution.
 
Business education should not be about teaching models in isolation. It should be about equipping students to navigate ambiguity, make sound decisions, and drive change in organisations. To do this effectively, we must be willing to venture beyond our academic silos and immerse ourselves in the dynamic world of business.
 
In the end, it is about striking the right balance, maintaining academic rigour while ensuring practical relevance. That is the real strategy that matters.
 
What are your thoughts on bridging the gap between academia and industry? Share your experiences, I’d love to hear them.
 
Prof. Azizi is a senior academic at Malaysian Graduate School of Entrepreneurship and Business (MGSEB), UMK (https://mgseb.umk.edu.my) and former university leader with experience in research policy, academic governance, and innovation strategy. He currently teaches and consults on higher education and entrepreneurship, and can be contacted at [email protected].