MUSCAT : In a significant milestone that underscores MCBS’ rising regional and international stature, the MCBS students team achieved First Place in the PRME Middle East Students Case Competition 2025, widely regarded as one of the foremost and most influential student competitions in the region dedicated to responsible management and sustainability education. Organized under the umbrella of the United Nations-supported Principles for Responsible Management Education (PRME) initiative, the competition challenges university students to analyze and propose innovative, ethical, and sustainability-driven solutions to real business and societal problems. Its global recognition and rigorous judging standards make it a benchmark for excellence in responsible leadership among higher education institutions.

As part of this year’s challenge, teams examined the Unilever Sustainable Living Plan Case Study. The MCBS students team identified key sustainability targets the company had yet to achieve and proposed practical solutions to advance progress. Their analysis revealed that most of Unilever’s environmental impact occurs during consumer use rather than production, making behavior change difficult on a global scale. Instead, they recommended targeted product design changes as a more effective and achievable strategy. This clear, evidence-based approach strengthened the originality and strategic value of their submission.

Competing against leading universities across the Middle East, the MCBS students team distinguished itself through exceptional analytical depth, clarity of thought, and a presentation that demonstrated remarkable professionalism and academic maturity. Their winning case reflected not only the strength of our postgraduate programs but also the college’s strategic commitment to cultivating graduates who think critically, act ethically, and lead with purpose.

Commenting on this achievement, Dean, Dr. Moosa Al Kindi, stated, “This victory reflects the calibre of our students and the transformative potential of our academic environment. MCBS remains deeply committed to nurturing leaders who are not only academically accomplished, but who also embody the principles of sustainability, responsibility, and positive social impact.”

Providing insight from an innovation perspective, Dr. Amjed Sid Ahmed, Director of Innovation and Entrepreneurship, added, “The PRME competition offered an invaluable platform for our students to demonstrate how rigorous research, when linked to real industry challenges, can lead to meaningful and sustainable solutions. Their success affirms the strength of MCBS’ approach in preparing graduates who are capable of shaping the future through innovation, applied knowledge, and ethical leadership.”

Reflecting on the role of sustainability in this achievement, Ms. Aleksandra Minic, Sustainability Specialist and Coordinator at Estidama, the MCBS Center for Sustainability, noted, “This accomplishment is a testament to the work we are doing at the Sustainability Center to integrate sustainability into every aspect of the student learning journey. By developing ethical awareness, systems thinking, and environmental responsibility, we empower students to become global citizens who can address complex challenges with confidence and purpose.”

The MCBS students team was officially recognized during the 12th PRME Middle East Regional Forum, marking a moment that further reinforces the college’s growing reputation as a frontrunner in responsible management education and sustainable leadership in the region. This recognition highlights MCBS’ ability to compete and excel on platforms that influence global dialogue on sustainability, ethics, and innovation in higher education.

Central to this success is the vital role of the MCBS Sustainability Center, which continues to integrate sustainability principles across teaching, research, and community engagement. Through experiential learning, exposure to global best practices, and participation in high-level competitions, the Centre equips students with the skills and mindset needed to become global citizens who design impactful solutions to societal and environmental challenges. These efforts support the college’s strategic objectives and align with the graduate attributes MCBS strives to instill, including leadership, innovation, social responsibility, research excellence, and ethical decision-making.

This achievement stands as a testament to MCBS’ solid commitment to empowering its students, expanding their global outlook, and preparing them to excel in diverse professional environments while contributing meaningfully to sustainable development locally, regionally, and internationally.