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Piet Naudé
Contemporary
Management
Education
Eight Questions That Will Shape its
Future in the 21st Century
Future of Business and Finance
The Future of Business and Finance book series features professional works aimed at
defining, describing and charting the future trends in these fields. The focus is mainly
on strategic directions, technological advances, challenges and solutions which may
affect the way we do business tomorrow, including the future of sustainability and
governance practices. Mainly written by practitioners, consultants and academic
thinkers, the books are intended to spark and inform further discussions and
developments.
Contemporary
Management Education
Eight Questions That Will Shape its
Future in the 21st Century
Piet Naudé
University of Stellenbosch Business School (USB)
Stellenbosch University
Stellenbosch, South Africa
# The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland
AG 2022
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“Minister, professor, dean, public intellectual, husband, and father, Piet Naudé is
uniquely positioned to both reflect on the current state of the world and to imagine a
better tomorrow. While he could certainly tell a story that leaves us in despair, he
instead leaves us with hope. Longing for a new Copernican Revolution—a world
that does not revolve around the needs and machinations of self-interested humans—
he paints us a picture of a world defined by the transcendent good, one created by
individuals with a ‘futuring intelligence’ and a reflex for humble reciprocity. Do
spend some time with Piet. You’ll be glad you did!”
—James P. Walsh, Carey Professor of Business Administration, University of
Michigan, and Past President, Academy of Management
“Running an organization, it is easy to get caught up in the day-to-day, losing a sense
of context and perspective. Yet, Piet Naudé has managed to maintain the sensibilities
from his training in philosophy and theology as he reflects on his experience as
Director of the University of Stellenbosch Business School, along with other
university roles.
His book, Contemporary Management Education, is a deep and valuable contribu-
tion to our thinking about business education. He combines personal experiences as
a leader, observations on the sector, and a grounding in a range of disciplines to
produce a provocative exploration of the past, present, and future of business
education.
Organized around eight questions, the book examines our preoccupation with
markets, the purpose of business and hence business schools, decolonization, tech-
nology, climate change, and more. Each chapter provides fresh insights.
For example, the discussion of corporate purpose does not simply critique Milton
Friedman’s primacy of shareholder capitalism, but rather contrasts it with four
additional theories and the degree to which they move beyond the instrumental
approach of Friedman. The discussion of decolonizing the curriculum provides a
nuanced discussion of the basis of knowledge. Is Ubuntu management a unique
African contribution or a local application of collective approaches? How do we
decolonize our curricula in the context of Western-dominated “scientific” standards?
There are many books and articles on business education, but few as deep and
insightful as Prof. Naudé’s Contemporary Management Education. I enthusiasti-
cally recommend it to anyone who seeks to understand and improve the training of
business leaders.”
—Peter Tufano, Peter Moores Professor of Finance, Saïd Business School, Uni-
versity of Oxford
“Brilliant read! I have now read it twice and intend to do so yet again as it is not a
book you read once and put aside! Thought-provoking and a lot to ruminate over. . .
The book is a compelling read written in an engaging style—laced with Piet’s
characteristic wit, which does not detract from the deep insights and his reflections
on the models, forces, and trends that have shaped management education and the
implication of these on learners, institutions, and society.
In each chapter, he raises questions and shares his views unabashedly on the issues,
leading the reader to pause and reflect on the essence and role of management
education in business and society. It is a book that should be read by all concerned
about educating learners who will serve the needs of society in the twenty-first
century.”
—Enase Okonedo, Vice-rector Pan African University and former Dean of Lagos
Business School, Nigeria
“Piet Naude’s volume invites us to question existing models of management educa-
tion. His aim is to challenge us to rethink and reevaluate the value and purpose of a
“business school” in society.
Instead of a “one-size-fits-all” view of a business school model, he favors a more
balanced model directed toward developing skills of analysis, synthesis, and critical
thinking on the one hand and, on the other hand, in nurturing values of social
responsibility and sustainable moral and ethical managerial principles. He believes
that managers will increasingly be faced with the need to address issues such as
social inequality and financial inclusion particularly in developing countries.
Piet’s strong and formidable background in academia is grounded in his study of
philosophy and religion. His early experience as a Humanities Dean and Vice-Rector
and, more recently, as a business school Director at Nelson Mandela and
Stellenbosch University in South Africa indicates the pathway of an insightful,
intellectually curious individual.
Indeed, I believe that his “outside-in” thinking about business schools from a liberal
arts/humanities perspective is an extremely important contribution to our field. His
rigorous and readable scholarship merits considerable recognition from
policymakers in business, government, and civil society worldwide.”
—Howard Thomas, Emeritus Distinguished Professor of Strategic Management
and Management Education; former Dean at Singapore Management University
(SMU) and Senior Advisor at EFMD
“This book challenges our current thinking on a wide spectrum of issues relevant for
the future strategic agenda of business schools. It is thought-provoking and direct,
written in a way that is accessible to all of us.”
—Marius Ungerer, Professor of Strategy, University of Stellenbosch Business
School (USB)
“This book offers a challenging analysis of the status quo and argues strongly for an
alternative future, not only for business schools but also for business organisztions
and their leaders in general. It will certainly be received as a controversial text,
questioning the current validity of many of the long-standing tenets on which
business schools around the world have been based, . . . but that is its declared
intention. The content is presented in a thoughtful, challenging, and humanistic style
that combines complex philosophical theory with insightful personal anecdotes. It is
highly recommended for those in, or aspiring to, leadership roles in business schools
and all faculty who are considering radical curriculum redesign of their management
programs.”
—Emeritus Professor Michael Osbaldeston OBE, Former Dean of Cranfield
University School of Management, and Former Director of EQUIS Quality Services,
European Foundation for Management Development
“A powerful, persuasive, and superbly compelling book offering profound insights
of Piet Naudé, an advocate of Africa and a passionate educator whose combined
experience, knowledge, global exposure, wisdom, energy, and enthusiasm are
exemplary. A must-read for today’s educators, learners, leaders, and entrepreneurs
from business schools and businesses alike who want to make a difference in a tech-
driven, hypercompetitive, and changing global marketplace.
Through a thorough personal lens, Piet discusses how adaptive, responsible, and
enlightened business schools and learning organizations, through sharing knowl-
edge, understanding cultural diversity, impacting policy, and creating a sense of
purpose, constantly engage in management education for the good.
For those who wish to understand the complex dynamics associated with the impact
innovative management education can have on society, and the potential to create a
positive, sustainable, and scalable socioeconomic change, Contemporary Manage-
ment Education serves as an invaluable and informative reference to the essential
issues that are shaping the future.”
—Sherif Kamel, Professor of Management, Dean, School of Business, The Ameri-
can University in Cairo
I dedicate this book to my life partner,
Elizabeth, for always prompting me to cross
into new territories, and to Samuel, our
special and precious grandson, who reminds
us daily of our vulnerability and the joy of life
A Preface and an Introduction
I grew up in a small hamlet at the foot of the mighty Drakensberg mountains in the
far northeastern Cape Province of South Africa. Lady Grey, my place of birth, was,
like many towns under colonial rule, named after British persons. In this case, it was
Eliza Lucy Grey, wife of Sir George Grey, governor of the Cape from 1854 to 1860.
Like any small town, everybody knows everybody. So, you go to David Ross
School, named after the first Scottish minister who set up a primary school in the
town back in 1863. After school, the ways parted: A select few would go to that
wonderful place called university “far away” in Stellenbosch, Cape Town,
Bloemfontein, or Pretoria, and they only came home for semester breaks in June
and December.
From a young age I watched these ordinary people “going away”: Marietjie,
daughter of the local constable, went to study social work; Johan, son of a local
farmer, went to study medicine; Deon, son of the local magistrate, studied law;
Emily, a maths genius at school, did the strange thing for the time and studied
engineering, a profession traditionally reserved for men.
What surprised me was how they changed as their studies progressed: They spoke
differently (a more universal language, perhaps?), their eyes looked differently
(brighter, more open as someone who has seen something beautiful), and their
body language messaged a sense of confidence (without an edge of arrogance).
This place called a “university,” I thought, must be wonderful if this is how it
changes people for the good. I came to see a real university only at the age of
16 when my own sister was dropped off at Stellenbosch. I was privileged to enter
university at Stellenbosch a few years later and increasingly realized that—apart
from a place of personal transformation through knowledge—it is a powerful and
important institution in society.
A university is definitive for social advancement. My grandfather only completed
4 years of formal schooling and started his working career as a day laborer building
roads. He was able to send his three daughters, including my mother, for further
college education. As a nursing sister my mom could enter the lower end of the then
white middle class with at least a steady income.
xi
xii A Preface and an Introduction
My generation was the first in our family who had higher education opportunities.
We could enter the higher end of the middle class and for our children (born in the
1980s) the idea of university education was “normal.”
The same pattern for black South Africans was significantly more difficult and, in
most cases, delayed until after 1994 when South Africa became an open society and
full democracy.
The crime against humanity was in nuce an educational crime, and so was the
privilege of whiteness an educational one.
As my insight into universities grew—from being a student up to doctoral level
and starting a part-time job in philosophy—I understood that they are also ideologi-
cal constructs. Whilst they indeed transform at a personal level, they might in fact
impede broader social transformation.
This was patently clear at Stellenbosch:
Most of the prime ministers of the white minority National Party after 1948 had
links with the university; P.W. Botha, a former minister of defense and later state
president, was elected as chancellor. Racial stereotypes were confirmed in
Volkekunde (another name for anthropology) and in sociology where Hendrik
Verwoerd, father of grand apartheid, was a lecturer. And moral confirmation of
apartheid was taught in the Faculty of Theology at least in the period between 1940
and the late 1970s.
At this point it must be noted: The ideological use and abuse of universities
happen in all societies to different degrees. It is rare though that such ideological
blindness is complete. There are always dissenting voices. At first, they are seen as
“mavericks,” enemies of the people, traitors, communists, and so forth. But—as at
Stellenbosch—such critical voices gather momentum and the tide eventually turns,
even if it takes 40 years.
So today I am still filled with marvel at universities. Especially since South Africa
became an open society, I saw before my eyes the personal transformation of so
many talented students who seize the opportunity with all their energy. I also see
how universities play a key role in upholding our young democracy and provide in
some cases world-class education, linking a former pariah state with the global
academic community.
But I am also wary: I know how things look when it is bad. I can sense ideological
abuse from a far distance. And I know what it takes to challenge and change the
paradigm.
I entered management education and later the business school context from an
unusual academic trajectory. As a humanities scholar with a master’s in philosophy
and PhD in systematic theology, the two roads into the (then) unknown world of
management education were as follows:
The academic entrance was via (applied) ethics which became increasingly
popular after a very slow start. The management entrance was via my headship of
A Preface and an Introduction xiii
• The much closer cooperation across disciplines as we built one MBA curriculum
(compared to the silos so common of university departments)
• The openness and relatively quick responses to changes in the business environ-
ment (compared to the relative social isolation of an ivory tower)
• The clear account of and respect for student needs, feedback, and inputs (com-
pared to the almost arrogant attitude that “we know what to teach them”)
• The professional approach to peer review and quality assurance via accreditation
systems (compared to the once-in-seven-year cycle of traditional academic units)
• The clarity of vision and associated actions to build a discernable brand (com-
pared to the laissez-faire attitude that academic freedom has no relevance to
institutional culture and “they will know us by our journal articles”)
But I also learnt what could be considered as weaknesses in the business school
system:
• The slavish following of business trends without shaping those trends (“we are a
relevant business school and teach what you need”)
• The strict instrumentalist approach to knowledge with little or no insight into the
shaping value of intrinsic knowledge (“what we teach today, you can use in
business tomorrow”)
• The over-simplification to the point of intellectual dishonesty of complex matters
(“six steps to successfully leading change”)
• An ignoring of business school’s societal role in building strong civic institutions
and shaping public discourse (“we must remain politically neutral and there are
Schools of Public Administration that cater for that kind of stuff”)
xiv A Preface and an Introduction
• A rather childish and almost irritating approach to competitive marketing (“we are
number 97 on the Financial Times list and the only school in India with two
accreditations and a specific mention by Eduniversal”)
• An over-valuation of the legitimate financial advance of alumni (“our alumni’s
increased average income in the three years post-MBA was 72%”)
• An assumed Western-centric approach to management education where “others”
are named by geographical adjectives (“after John Smith from Harvard has given
the keynote introduction, Piet Naudé will provide for us the African perspective
on the topic, and Chan Wei will do so for China”)
Frustration and disappointment with the system are therefore quite legitimate. It
can lead one to ask for the shutting down of business schools or “bulldozing” them
over. I often hear that business schools are dangerous “because they are agents of
neo-liberal capitalism with no concern for social good” or the opposite that “they
produce useless graduates that cannot hit the ground running.”
This kind of rhetoric rarely helps in fostering honest engagement or change. The
worst form of critique of what you consider to be an ideological system is to use
counter-ideological language.
It becomes a screaming match with exclamation marks.
The trusted and seemingly boring academic approach to transform a system is to
build solid arguments, to point out blind spots and weaknesses, and to demonstrate
why features of an alternative paradigm have superior problem-solving abilities.
This is what we learnt from Thomas Kuhn—and then we hope for a Gestalt switch!
There is no quick fix. Exchange of ideas seems indeed arduous and ineffective on
the surface when one is impatient. (And yes, there are times when more than
arguments are required.) But let us look back in history: the pen is mightier than
the sword; an idea whose time has come will not be stopped; and, yes, burning books
or bulldozing buildings—even metaphorically—is always the sign of an intellectu-
ally bankrupt system.
his own conclusions even without these suggestions. At this point, asking the right
questions might be more important than providing answers.
The built-in weakness of such a wide scope is that it is impossible for one author
to address all the salient points related to the topics. Many books have been
published on each of the topics. No one academic can be an expert on topics as
divergent as those addressed here. What one gains in breadth is normally lost in
depth. This is, however, the conscious choice I made. The aim is to provoke ideas
across a wide spectrum of management education issues and not to cover all the
related ground or literature on each topic.
The choice of the issues themselves is also limited by my own academic back-
ground and business school experiences. There are surely other important matters
too. To illustrate the conceptual work, I insert some personal experiences which I
hope will increase the readability of the different chapters.
The chapters are presented in a certain logic. After this introduction (Chap. 1), the
book starts with a self-reflection on the social status of management education
(Chap. 2 Market). It then presents two chapters on broad institutional aims
(Chaps. 3 and 4 Purpose and Good), followed by two questions about institutional
practices (knowledge related to Colonization in Chap. 5 and access related to
Equality in Chap. 6). The following two chapters (7 and 8) address the implications
for management education of two external contextual factors (Technology and
Ecology), while the last chapter (9 on Leadership) explores lessons learnt amidst a
crisis situation that might stand to benefit us in the future.
The inclusion of the “21st century” in the title might sound very ambitious. Who
knows? We are, however, almost one-quarter into this century. There are some
pointers as to what will to a great extent determine developments for the next few
decades.
I am fairly certain that—in the same way mass production, atomic energy,
financial globalization, and the invention of computers/the Internet shaped much
of the twentieth century—so will we look back on this century. And we will see that
the twin external factors of ecology and technology set in the socioeconomic context
of inequality will have fundamentally shaped conceptions of the purpose of business
and the kind of leadership required in a fast-moving albeit unstable world.
I sincerely hope we can avoid the devastation of twentieth-century conflicts like
the First and Second World Wars and the arms race and proxy wars between the
USA and USSR, with the former quick to force democracy and regime change via
military means if deemed in its interest. It is, however, so ingrained in our human
psyche to understand and make history from the perspective of wars that it will be
difficult to avoid. The rise in nationalism across the globe coupled with a more
aggressive China (in soft as well as hard power) and with economic power shifting
eastward does not guarantee a stable century.
Homo sapiens is not to be trusted with power, especially not superpower status.
Look at history.
Climate-related events will increasingly have a huge impact on business (just
think insurance and investment) and on key infrastructure. Conflicts may not
primarily be about territory, but about intellectual property, data, and cyber-security,
Other documents randomly have
different content
— Eivät ole meillä tässä leivät varsin leveiksi päässeet. Ovat nuo
maat huononpuoleiset eikä ole jaksanut niitä riittävästi alalleenkaan
raivata, niin jotta ei tahdo selvä vilja uutiseen riittää. Täytyi tässä jo
äsken petäjäisellä jatkaa. Mutta kun on niinkuin minäkin lapsuudesta
saakka petäjäisen makuun tottunut, ei sitä ollenkaan huomaa, vaan
oppiipa vielä pitämään sekaleipää maukkaampana kuin selvää.
Olisihan meilläkin olo toinen, mutta kun luoja tuhosi kaiken ja korjasi
pojan pois, ettei ole ollut muita tekijöitä kuin minä pahainen, on kaikki
voimien puutteessa mennyt vähän rempalleen. Olisipa poika elänyt,
niin toisenlaiset olisi vieraallekin antimet tarjota.
*****
XII
Rikas mies näki tänä samana yönä unta, että naapurin töllin sijalle
kohosi korkea ja kaunis rakennus, jossa entinen köyhä ukko rupesi
elämään komeasti. Kateus kaiveli hänen sydäntään ja hän aprikoitsi,
millä ihmeellä naapuri oli yht'äkkiä kaiken tämän varallisuuden
saanut. Heti noustuaan ja saatuaan haukutuksi väkensä riittävään
aamuvireeseen, hän riensi vilkaisemaan töllille päin.
Rikas mies tunsi selvästi, ettei hän milloinkaan ollut ollut matkalla,
jonka päässä olisi ollut odottamassa sellainen ratkaisu kuin nyt.
Mihin hän oikeastaan oli menossa? Tapaamaan jotakin kulkuriukkoa.
Miksi? Saadakseen lupauksen korkeimman toivomuksensa
täyttymisestä. Mikä oli hänen korkein toivomuksensa?
Vielä äsken, kun hän oli kauhistunut sitä, ettei töllin mies ollut
älynnyt kolmatta toivomusta esittää, se hänellä oli ollut ja oli
kaikessa alastomuudessaan vain raha. Mutta nyt hän ei olisi voinut
enää sitä sellaisena esittää. Jotenkin oli muutamien hetkien
kuluessa, niin, aivan silmänräpäyksessä, hänen sielustansa hävinnyt
rahan himo hänen elämänsä pääpyyteenä. Ei hän nyt enää rahaa
niin paljon, — muuta, jotakin toista, autuuttako? Sitähän mökin mies
oli toivonut.
Hän ei tiennyt muuta kuin että hänen täytyi. Jokin voima, se, joka
oli vallannut hänet silloin, kun nuo kaksi kulkuria olivat puineet hänen
riihensä, pakoitti häntä. Hän löi hevostaan ruoskalla, ja hepo kiisi
hämärtyvässä illassa kuin myrskytuuli. Häntä värisytti, sillä tuntui niin
sanomattoman kolkolta ja yksinäiseltä. Kauaspa se äijä oli jo
ehtinytkin. Nythän hän on ajanut jo koko päivän, eikä häntä vain näy.
Niinkuin hän oli niitä riihenpuijia etsinyt! Jokaista ovensuuhun
ilmestynyttä kulkuriukkoa hän oli silmäillyt salaisella pelolla ja
aavistuksella: kuka tietää, vaikka tuo olisi itse Jeesus, jonka sanovat
köyhänä ja hylättynä kuljeskelevan ihmisten keskellä? Mutta eipäs
ole milloinkaan ollut. Suuttui tietenkin siitä riihenpuintikerrasta, kun
tuli sitä niin tylysti kohdelluksi. Olihan se vähän ihmeellinen tapaus:
maailman vapahtaja saapuu asiantehden, pyytää nöyrästi yösijaa,
saa selkäänsä ja joutuu riihenkarstat niskassa, saunatonna ja
syömätönnä taipaleelle! Edes sen vuoksi, että saisi tuota asiaa
hiukan hyvitetyksi, täytyisi häntä vielä kerran tavata. On väliin
tuntunut niin pahalta, että vaikka neljälle ilmansuunnalle huutaisi:
anteeksi!
*****
Mutta ennenkuin talon ukko ehti sitä tehdä, nousi vieras lieden
äärestä ja tuli loukkautuneen luo. Hän istui sairaan viereen, katseli
häntä suruisesti ja vakavasti, laskien lopuksi hiljaa karkean,
ryhmyisen kätensä hänen otsalleen. Silloin makaava taas avasi
silmänsä. Niistä kuvastui ensin avuton tuska ja pelko, joka kuitenkin
vähitellen muuttui rauhallisemmaksi, kunnes silmät taas sulkeutuivat
ja koko ruumis raukeni lepoon.
Kun hän aamulla heräsi, oli vieras kadonnut. Rikas mies makasi
vuoteellaan rauhallisena, kädet rinnalla ristissä, kasvoilla autuas,
kirkastettu ilme. Mummon sydän oli pysähtyä säikähdyksestä, sillä
hän älysi, että naapurikylän kuulu, rikas saituri oli kuollut siihen
heidän penkilleen.
Kun mummo myöhemmin kertoi, mitä kuoleva oli edellisenä iltana
sanonut tuosta oudosta, vanhasta kulkurista, ymmärrettiin kylällä
asia täydelleen. Hänhän oli ollut kauan aikaa hyvin omituinen,
kulkenut vain omissa mietteissään, höpissyt itsekseen Jeesuksesta,
ja tarkkaan kysellyt, oliko missään nähty niitä kahta kulkuria, jotka
kerta olivat olleet heillä riihellä ja hyvästittä painuneet maantielle.
Kaikkia tällaisia vanhoja kiertolaisia hän saituudestaan huolimatta
kestitsi ja hoiti hyvin, lopuksi salavihkaa, muiden kuulematta,
tiedustaen, olivatko he mahdollisesti nähneet retkillään Jeesusta.
"Hän kuuluu", oli hän silloin salaperäisen ja aran näköisenä
kuiskuttanut, "vaeltelevan täällä Suomessa vanhan kerjurin
haahmossa ja koputtavan joka ovelle. Täällä meilläkin hän kävi,
mutta kun ei tunnettu, tuli kohdelluksi vähän ynseästi". Ja kun vieraat
hiukan hämillään kielsivät sellaista kulkijaa tavanneensa, varoitti
hän: "Jos vain satutte tapaamaan, niin käskekää kaikin mokomin
tulemaan uudelleen siihen taloon, jossa kerta olivat riihellä!"
Ilmeistähän näin ollen oli, että rikas isäntä oli niinkuin sanotaan
"vähän noin", joten ei ollenkaan kummasteltu sitä, mitä mummo
kertoi hänen puhuneen. "Sen kun oli pää haljennut kärryiltä
pudotessa, niin se houriessaan uskoi tuon kulkurin Jeesukseksi, jota
niin kauan oli hakenut, ja siinä uskossaan kuolikin".
XIII
— Katso uudelleen!
Pietari katsoi:
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