Sally Abou Melhem, Office of Communications, communications@aub.edu.lb
In a remarkable feat of perseverance, fortitude, and excellence, AUB's Suliman S. Olayan School of Business (OSB) Phoenix Consulting team achieved international glory during an extraordinarily challenging time for Lebanon. Amid the war's impact on daily life and severe travel disruptions, the team not only participated but emerged victorious in two high-profile business school competitions—the Hong Kong International Case Competition (HKICC), and the Australian Undergraduate Business Case Competition (AUBCC) —and secured a podium finish at the Sydney International Business Competition (SIBC).
These competitions gather top-tier universities from North America, Europe, Asia, and Oceania. Teams solve real-world business challenges, presenting their solutions to panels of high-ranking executives, industry experts, and business leaders. But for the AUB students, the competitions became more than just academic challenges.
“International case competitions bring together some of the world's top universities, creating an 'Olympics-like' atmosphere of intense rivalry," said team member Karim Captan. “Yet, despite the formidable competition, we consistently rise to the occasion and win, demonstrating that our skills and strategy can compete with the best on the global stage—representing our beloved country and university in these challenging times, embodying the spirit and resilience of the phoenix."
Against All Odds: A Journey of Tenacity and Excellence
Their journey, spanning three international competitions back-to-back, showcases the depth of commitment and determination that defines AUB students and their unyielding spirit. What began as a seemingly impossible task to fly out of Beirut under wartime conditions transformed into a triumphant journey across continents.
The team, comprised of students Alexander Wakim, Elina El Asmar, Alex Ayoub, and Karim Captan, was originally scheduled to fly out to Hong Kong on September 26 to compete at the HKICC. However, with war erupting in Lebanon, all flights were cancelled, rendering their departure a daunting challenge. It was only through personal connections and the intervention of Lebanon's national carrier, Middle East Airlines, that the team secured last-minute seats on a flight to Istanbul, from where they caught their onward connection to Hong Kong.
Despite arriving in Hong Kong under immense pressure, the AUB team outperformed 16 of the world's top universities, solving two challenging cases sponsored by HSBC within 5-hour and 24-hour timeframes, and winning the competition as well as receiving two additional awards: the Outstanding Business Concept Award and the Best Speaker Award, claimed by student Alexander Wakim.
“Our students simply transformed the myth into reality," said Hagop Panossian, founder and director of the International Business Case Competitions Program at AUB. “I have never witnessed such a display of grit and resilience, such a commitment to excellence, and such a determination to raise the Lebanese and AUB flags high on the international stage."
The team initially planned another trip to Sydney to compete in the Australian Undergraduate Business Case Competition, scheduled from October 13-19. However, when their return flight from Hong Kong to Lebanon was abruptly cancelled on October 3 due to the escalating conflict, the team faced a difficult decision: wait in limbo or push forward.
During the Hong Kong event, as Panossian, Wakim, Ayoub, El Asmar, and Captan tried to figure out a plan to deal with the ticket cancellations, the head of the University of Sydney delegation extended a gracious last-minute invitation for the AUB team to participate in the Sydney International Business Competition (SIBC) from October 5-12. Despite the short notice and the challenges of competing in a format that they had not prepared for, the team embraced the opportunity and demonstrated exceptional adaptability.
In Sydney, the team tackled two complex cases sponsored by Communiteer and Telstra within 6-hour and 24-hour timeframes, securing an impressive third place finish among 12 leading international universities. Without pause, they transitioned directly into the Australian Undergraduate Business Case Competition, hosted by the University of New South Wales. Outperforming fierce competitors from 16 universities worldwide, the AUB team's determination and strategy culminated in another first-place victory.
“With our country enduring the hardships of war and our people suffering through great miseries every day, participating in these competitions became an even greater challenge for our team," said team member Elina El Asmar. “Through determination and teamwork, we managed to turn the tide, overcoming setbacks to ultimately claim victory twice and three podium finishes. The challenges we faced only fueled our drive to prove that, even in the face of adversity, we will always showcase our strength and excellence on the international stage."
Behind the Success
The AUB-OSB International Business Case Competitions Program, founded in 2016, has become a hallmark of academic excellence, preparing students to compete on the highest international levels through rigorous training and real-world challenges.
“Competing in case competitions takes a lot of dedication and commitment. We train throughout the semester and intensively during winter and summer breaks. It requires sacrificing personal time, pushing through long hours, and staying focused," explained team member Alex A. Ayoub. “The process demands more than just academic knowledge; it's about learning to think on your feet, collaborate under pressure, and embrace feedback, even when it's tough. Frankly, it is because of how much the program offers that we become prepared, as students, to become excellent consultants in leading firms like the Boston Consulting Group and Bain & Company."
The achievements of the AUB-OSB Phoenix Consulting team also highlight the important role of Hagop Panossian, whose leadership and commitment have shaped AUB's International Business Case Competitions Program since its inception.
“After winning each competition, we had university students, organizers, and even company executives coming up to us and congratulating us for doing an incredible job, but really it is our coach and mentor, Hagop Panossian, that deserves all the praise," said Alexander Wakim. “Although us students are at the forefront of all the work, without our coach watching our presentations on Sunday nights, being in his office every day during the winter break, and providing feedback on day-offs, none of this would've been possible. His lifelong mission to serve students and make them grow is the reason behind making OSB, AUB, and Lebanon champions of international case competitions."
The Story Does Not End There
The team returned to Beirut on October 21, after a grueling 40-hour journey home amid fierce bombings near the airport. Yet, despite being exhausted and jet-lagged, Panossian left the next morning with four different students to compete in another international case competition in Germany.
“These students have made us all proud," Panossian said. “I would like to express my respect to the parents of these four students and my gratitude to the leadership of the Olayan School of Business for supporting our decision to fly out of Lebanon during the worst phase of the ongoing war."
This journey captures the unshakable determination of AUB's students and faculty. Triumphing in Hong Kong and Australia, they demonstrated that even in the face of daunting challenges, excellence is not just achieved—it is sustained