Darwazah Center for Innovation Management And Entrepreneurship

"Integrating Narrative Thinking into Case Teaching and Case Writing in Business Education" – a dynamic workshop led by Dr. Bijan Azad for faculty members from AUB and other local and international universities.

The workshop addressed the following:
: Business education often inherits the "logic split", where narrative is relegated to rhetoric (communication), and logic (universal models) is hailed as true knowledge.
: While we teach "static theory" (universal model), the real world operates through "this is my experience" (lived in practice).
: The case method. It is not just a "second class citizen" to hard logic; it is a superior cognitive technology. By re-engaging our brain's "narrative thinking" engine, we make business concepts sticky because they are anchored in practical action, not just static universal equations.

To operationalize the above paradigm, the workshop explored the following:
1. Understanding/Applying Narrative Thinking: Use storytelling to complement analytical (logical universal model) approaches; that is what makes cases more engaging and memorable.
2. Analyzing an Exemplar Case: Explore how Intel® killed its memory chips business in 1985 as a pivotal strategy change decision and identify concrete opportunities to show how the case conveys the underlying dilemmas of the situation via narrative thinking and reasoning.

The Intel case analysis/re- analysis focused on applying 3 fundamental elements of narrative thinking:
1. Prioritizing the exceptional – noticing anomalies to existing patterns and their significance to strategy change.
2. Stoking narrative conflict – using conflict productively, amplifying how adversarial situations are integral to changing of strategy.
3. Perspective shifting – enhancing cognitive flexibility by putting yourself in others’ shoes.

This session was part of the AUB-OSB Fourth Case Conference 2026, an initiative established by at , under the leadership of Dr. Randa Salamoun.



Suliman S. Olayan School of Business at AUB American University of Beirut (AUB)

Looking back at Demo Day, we are grateful for the remarkable contributions of our esteemed speakers. Grateful for:

• Dr. Bijan Azad for leading the competition with dedication and for providing close, personalized feedback to every startup.

• Ms. Hana Darwazeh for her continued commitment to supporting and empowering current and future entrepreneurs.

• Dr. Lina Choueiry for sharing insights on innovation, research, and entrepreneurship within the AUB ecosystem.

• Mr. Mouin Jaber for an engaging and impactful fireside chat.

• Ms. Margot Wehbe, winner of , for presenting her inspiring journey of growing her business.

Thank you for empowering the next generation of innovators.

American University of Beirut (AUB) Suliman S. Olayan School of Business at AUB

May the New Year bring renewed energy, fresh ideas, and shared success.

Warm wishes from the !

Merry Christmas, and best wishes for a joyful holiday season!

Behind every win is hard work, systematic feedback, and belief in one's vision.

Congratulations to winners!

Testimonials from the founders highlight their journey and growth across the competition.

Bijan Azad American University of Beirut (AUB) Suliman S. Olayan School of Business at AUB

From Logistics to Impact: Wakilni shows how design-driven, tech-enabled logistics - combined with strategic thinking and organizational agility - can transform SME growth in Lebanon and beyond.

Full story here: https://bit.ly/4ppD5yc

podcast series is produced by Darwazah Center for Innovation Management And Entrepreneurship at the Suliman S. Olayan School of Business at AUB, American University of Beirut (AUB) in partnership with SPARK Middle East "From Innovation to Creation" programme, funded by the European Union.

Bijan Azad Yusuf Sidani Mahmoud Ayoub Lina Tannir Bokja eddress Go Baladi Moodfit - Design and Furniture Sarah's Bag TAQA Kids Airline Pediatric Clinic Yayy L'artisan du Liban

Demo Day: $22K Awarded to AUB’s Top Student Startups

Congratulations to the winners:
- Grand Prize: Bilo – $10,000
- Prize: Snapfit & Khazzin – $5,000 each
- Runner-Up: Polyvia & Lextopia – $1,000 each

These outstanding startups - narrowed down from around 50 applications - advanced through the rigorous bootcamps and were celebrated at the 12th Demo Day, held on November 27 by the Center at the Suliman S. Olayan School of Business at AUB, American University of Beirut (AUB) in the honorary presence of Ms. Hana Darwazeh Ramadan, Dr. Lina Choueiri and Dr. Yousif Asfour.

Grateful to our mentors, jury, and the Darwazah family for fueling the next generation of .

With 120+ attendees, including students, academics, and industry leaders, this year's Demo Day highlighted , , and the future of .

Bijan Azad

From Design to Impact: Building Purposeful Brands

Sarah's Bag demonstrates how design-led thinking, brand differentiation, and agile change management help overcome production challenges, build loyalty, and scale internationally!

Full story here: https://bit.ly/4gp0eN1

podcast series is produced by Darwazah Center for Innovation Management And Entrepreneurship at the Suliman S. Olayan School of Business at AUB, American University of Beirut (AUB) in partnership with SPARK Middle East's "From Innovation to Creation" programme, funded by the European Union.

Bijan Azad Yusuf Sidani Mahmoud Ayoub Lina Tannir Bokja eddress Go Baladi Moodfit - Design and Furniture TAQA Wakilni Kids Airline Pediatric Clinic L'artisan du Liban Yayy

“Serious, committed, passionate” - some of the words our used to describe the finalists!

Don’t miss your chance to see these brilliant take the stage and shine at the Demo Day!

Date: Thursday 27 November 2025
Time: 5:00 pm
Location: AUB, OSB, Maamari Auditorium

Registration Link: https://bit.ly/44t0YvD

Suliman S. Olayan School of Business at AUB American University of Beirut (AUB) Bijan Azad Yusr Sabra George Alam Pascale Lahoud Nabil Fahed

Pitch Training! No one does it better than the iconic Ms. Priscilla Elora!

Five key takeaways for a compelling pitch - from Session:
1. Keep it simple, sharp, structured, and concise. Avoid cluttered or multi-colored slides.
2. Clearly communicate: the problem, your solution, financials, growth plans, and team expertise.
3. Start strong: hook your audience and use storytelling to make your message memorable.
4. Be confident: memorize your script - no guessing or reading off slides.
5. Present with impact: use positive body language and a mindful tone of voice.

The eight finalists are expected to incorporate the learning of this session, update their pitches and get themselves ready to present in front of the tomorrow.

Bijan Azad Suliman S. Olayan School of Business at AUB American University of Beirut (AUB)