Following two days of high-level dialogue and expert analysis, the inaugural IMF MENA Economic Annual Research Conference co-organized by the International Monetary Fund and AUC, concluded with a strong call for coordinated, evidence-based policy responses to the region’s old and new pressing economic challenges. 

Held on May 18–19, 2025, the conference served as a critical platform for advancing rigorous research tailored to the realities of the Middle East and North Africa. It brought together global policymakers, academics, government officials and thought leaders to bridge the discussion on global economic issues with regional realities. The event marked a first-of-its-kind collaboration between the IMF and a leading University in the region, reflecting a shared commitment to deepening the link between academic research and policy development. 

 "This is about generating ideas that are globally informed but deeply rooted in the realities of our region."

Jihad Azour, director of the IMF’s Middle East and Central Asia Department, noted that trade tensions and increasing uncertainty affecting the global economy, alongside ongoing regional conflicts and climate risks, are creating new layers of complexities for MENA policymakers. Azour called for building a regional platform for dialogue and exchange of ideas that connects MENA to world-class research centers to provide reliable analysis and develop workable and innovative policy responses to old and new economic issues facing the region. “We are deeply grateful to President Ahmad Dallal and AUC for their commitment to fostering dialogue, research and policy innovation in the region,” Azour said.

AUC President Ahmad Dallal highlighted the event’s role as a vital platform in fostering collaboration between governments, academia and the private sector. "This is about generating ideas that are globally informed but deeply rooted in the realities of our region," Dallal noted.

Dallal affirmed that this type of multi-stakeholder engagement is at the heart of AUC’s mission and reflects the University’s commitment to research, education and open dialogue as drivers of stability, resilience and inclusive growth.

“We are deeply grateful to President Ahmad Dallal and AUC for their commitment to fostering dialogue, research and policy innovation in the region."

Under the theme “Steering Macroeconomic and Structural Policies in a Shifting Global Economic Landscape,” discussions centered on four pivotal issues shaping the future of the MENA region and the global economy:

• Fiscal Policy: With public debt at historic highs, experts stressed the importance of rebuilding fiscal buffers while tackling social inequalities, aging populations, and climate pressures. Proposals included reforms in fiscal frameworks and measures to mobilize revenues, including through multinational taxation and more progressive tax systems.  
• Monetary Policy: Participants reflected on the lessons of recent inflationary shocks, emphasizing the need for more preemptive and well-communicated policy responses to global shocks and sector-specific disruptions, particularly for emerging markets.
• Industrial Policy: Speakers examined the renewed interest in industrial policy as a tool to drive inclusive growth, innovation, and climate resilience. The discussion highlighted the need to balance vertical strategies with horizontal reforms that promote private investment, trade integration, and productivity.
• Green Transition and AI: The intersection of climate action and digital transformation sparked debate about their potential to reshape labor markets. Recommendations included investing in human capital, developing targeted safety nets, and aligning policy tools to support job creation in low-emission sectors.

Throughout the sessions, there was a clear consensus that the MENA region’s economic resilience depends on institutional reforms, cross-border cooperation, and investment in skills and innovation. Participants also underscored the importance of embedding policy in local realities — an approach that both the IMF and AUC pledged to champion moving forward.

In addition to prominent global and regional academics, as well as economists and government officials from across the region, and representatives of international and regional organizations, the conference brought together policymakers, including Egypt's Minister of Planning, Economic Development and International Cooperation Rania Al-Mashat '95; Youssef Boutros-Ghali, member of the Specialized Council for Economic Development; Mahmoud Mohieldin, United Nations special envoy on financing the 2030 Sustainable Development Agenda; and Martin Galstyan, governor of the Central Bank of Armenia.

As Nigel Clarke, IMF deputy managing director concluded, "This conference is a milestone demonstrating the IMF's commitment to deepening engagement with the research and academic community, as we strive to ensure that the IMF support is not only responsive to the needs of member countries, but also built on rigorous tested analytics and importantly, it's aligned with local realities. Through this kind of multi-stakeholder dialogue, we aim to better understand how all our expertise and resources can be directed towards the most pressing challenges of the region.”

Visit the conference website for more details and to watch Day 1 and Day 2 of the discussions. 

Mahmoud Mohieldin, United Nations special envoy on financing the 2030 Sustainable Development Agenda; Egypt's Minister of Planning, Economic Development and International Cooperation Rania Al-Mashat '95; and Youssef Boutros-Ghali, member of the Specialized Council for Economic Development

This year marked a major as the competition expanded its reach to universities across Egypt, welcoming participation from students nationwide. 

A Nationwide Competition

The eleventh edition of the challenge attracted over 500 students from 24 different universities, including Alexandria University, BUE, MIU, Minufiya University, Banha University and Helwan University. For the first time, the competition opened its doors to applicants from across the country, establishing itself as a truly national platform for young talent.

This competition invites top university students to form teams and tackle a real-world commercial case study prepared by P&G. Over the course of four immersive days held at the AUC New Cairo campus and P&G’s Cairo headquarters, participants sharpened their skills in brand management, finance and sales, while gaining invaluable insights from industry experts.

From an initial pool of 110 individuals and 345 teams, 221 students and 50 teams were shortlisted to compete.

“Our partnership with P&G on the Standout Commercial Challenge reflects KCC's mission to bridge theory and practice. Expanding the challenge nationally this year gave more students the chance to build key business skills and gain invaluable exposure to the corporate world,” shared Engy Magdy, director, El-Khazindar Business Research and Case Center.

Kickoff and Training

The competition officially launched on April 15 with an introductory session hosted at AUC, where executives from P&G presented the challenge brief. The session featured opening remarks by Samer Atallah, associate dean for graduate studies and research and Kareem Yassin, vice president and general manager – P&G Egypt.

To prepare for the challenge, students attended expert-led training sessions by P&G, Ipsos and FP7 McCann, along with a practical workshop by Ahmed Tolba, professor of marketing and chair of the Heikal Department of Management, who shared strategies for effective case-solving.

Competition Highlights

During Phase 1 on April 29, 41 teams presented their case solutions to judging panels composed of P&G executives and faculty from the Onsi Sawiris School of Business. The top 16 teams advanced to Phase 2, which featured a “Day in the Life” experience at P&G’s offices. This immersive experience enabled students to step into the shoes of P&G professionals and gain firsthand insight into corporate life. 

The final round, held on May 6, saw the top teams presenting their refined solutions to a panel of judges from P&G, the Onsi Sawiris School of Business and strategic partners at FP7 McCann, Ipsos and Starcom.

Celebrating Creativity and Strategic Thinking

The competition concluded with a closing ceremony, where the winning teams were announced. Speeches from Ahmed Tolba and Assem Abdelhamid, sales director at Procter & Gamble, celebrated the participants’ creativity, strategic thinking and entrepreneurial spirit.

“This was an exceptional experience from day one. I have never been more excited to put in so much effort into something beyond grades,” shared Nour Arafa, a junior marketing student at the Onsi Sawiris School of Business. “What I loved the most was getting to work on real challenges we can already observe around us by simply walking into a supermarket. The challenge felt real and we wanted to create a real solution.” 

Fares Elsayed, a senior from the faculty of Engineering at Ain Shams University, added” “Being shortlisted to take on the role of brand managers in a simulated market really pushed us to think strategically and be team players under pressure. Working as a team, we conducted in-depth research, analyzed competition and developed a growth plan. It was a great mix of learning, creativity and real-life problem-solving.”

Reflecting on the students’ performance, Assem Abdelhamid commented, “The dedication and passion of the students was nothing short of amazing. The ideas that they presented and brought to the table are actually very relevant to the discussions we have on a daily basis while on the job.” 

A Commitment to Hands-On Learning

The national expansion of the KCC-P&G StandOut Commercial Challenge reinforces the Onsi Sawiris School of Business’ commitment to hands-on learning, industry engagement and nurturing the next generation of top business leaders. By bridging the gap between academia and the corporate world, the competition continues to prepare students for dynamic careers in Egypt and beyond.

This year’s forum brought together esteemed scholars, business leaders, industry practitioners and policymakers from Egypt and globally. Through four dynamic roundtable discussions, the forum addressed pressing global challenges while charting the rapidly evolving business landscape.
 

Internationalization Beyond Borders: Shaping Global Leaders

The first session, “Internationalization Beyond Borders,” explored how business schools can develop global leaders equipped to navigate an interconnected world. Experts emphasised the importance of cross-cultural competence and international career programs as tools for fostering global readiness among graduates.

“The world is too complex for the current definition of internationalization. Business schools must rethink how they prepare students for the global business world—beyond creating a global brand, it’s about creating sustainable and responsible leaders,” said Liz Warren, head of International at Manchester Metropolitan University, United Kingdom.

Dina Rashed, associate dean of the College for Academic Affairs at the University of Chicago, United States, highlighted the value of international career programs, stating, “Internationalization touches every aspect of the university—from curriculum to faculty to partnerships. At the University of Chicago, we cultivate multinational communities and provide students with funded internships and global centers to access opportunities worldwide.”

The panel also addressed challenges such as geopolitical shifts, visa restrictions and the need for soft skills to lead diverse teams. Sherif Kamel, Dean of the Onsi Sawiris School of Business, emphasized: “Internationalization is about enriching the student experience beyond borders. It’s more than global partnerships—it’s about preparing students to adapt, innovate and thrive in a globalized world.”

Watch the full session here

View photos of the sixth AUC Business Forum: Session one

Corporate Governance:  The Foundation of Sustainable Practices

The second roundtable, “Monitoring Corporate Governance: A Focus on Reporting, Diversity and Performance,” centered on the critical role of corporate governance, The Foundation of Sustainable Practices. Discussions centered on the importance of ESG (Environmental, Social and Governance) reporting, gender diversity and data-driven decision-making.

“Sustainability is the DNA of the IFC. Reporting is not a performance—it is a process and an output approach,” explained Moez Miaoui, head of ESG Advisory at the International Finance Corporation (IFC). He highlighted the need for standardized reporting methods and regulatory frameworks to ensure accountability.

On the topic of diversity, Laudy Lahdo, senior advisor at ENGIE and chair of the 30% Club, noted: “Diversity is not at the expense of merit—it drives merit and innovation. Women are increasingly inheriting global wealth and their leadership will be transformative for inclusivity and equality.”

Panelists also discussed data gaps, cultural expectations and the backlash against ESG initiatives, urging business schools to take a stand for responsible governance.

Watch the full session here

View photos of the sixth AUC Business Forum: Session two

Experiential Learning: Preparing Future-Ready Graduates

The third roundtable, “Experiential Learning and Future-Proofing Graduates of Business Schools,” focused on integrating real-world applications into business schools’ curricula to prepare students for the evolving demands of the workforce. 

“Gen Z learners demand purpose, agility and real-world application. We must move beyond traditional methods to immersive, experiential learning like simulations, capstones and hackathons,” said Samar Sayegh, PwC partner and PwC Academy Middle East leader.

Panelists emphasized the importance of AI-driven learning, digital and interdisciplinary skills and hands-on experiences to address the demands of fields, like fintech, AI and sustainability. Experiential programs such as student immersion trips, collaborative problem-solving initiatives and the AUC’s V-Lab entrepreneurship platform were highlighted as effective models.

“Experiential learning is about going beyond the textbook—it’s about building networks, fostering innovation and embedding ethical practices into the curriculum,” noted Ahmed Abdel Meguid, associate provost for enrollment management at AUC.

Watch the full session here

View photos of the sixth AUC Business Forum: Session three
 

Sports Management: A Thriving Industry

The final roundtable, “Sports Management: Elevating Calibers and Building Future-ready Sports Leaders” examined the untapped potential of the sports industry as a driver of economic growth and social impact.

“Sports are no longer just entertainment; it’s a thriving industry that rivals sectors like food and automotive, with immense potential for economic growth and social impact,” remarked Dino Ruta, professor of practice in leadership, sports and events Business, Knowledge Center director, SDA Bocconi, Italy.

The session also emphasized the transformative power of sports as a tool for enhancing inclusivity, community building and economic development. Discussions highlighted the need for stronger collaborations between universities and sports organizations, with insights into how industry partnerships, global internships and interdisciplinary teaching can prepare students for leadership roles in this dynamic field.

Watch the full session here

View photos of the AUC Business Forum: Session four
 

Paving the Way for the Future of Business Education

The AUC Business Forum 2025 provided a platform for impactful conversations on topics that shape the future of business education. From internationalization to corporate governance, experiential learning and sports management, the forum highlighted the need for innovation, collaboration and student-centered approaches in preparing graduates for a globalized world.

As Samer Atallah, associate dean for graduate studies and research at the Onsi Sawiris School of Business summarized: “The themes of this forum reflect the strategic direction of the AUC Onsi Sawiris School of Business—developing skills, building partnerships and preparing students to lead in an ever-changing world.”

The AUC Onsi Sawiris School of Business remains committed to fostering innovation in business education through research, teaching and collaboration, equipping students for a thriving, globally interconnected future.