2025 Best 40-Under-40 MBA Professors: Ghassan Paul Yacoub, EDHEC Business School

 

Ghassan Paul Yacoub
EDHEC Business School

“Professor Yacoub is the creator and lead professor of our first-ever integrated AI course, Artificial Intelligence for Business. This course teaches MBA and Executive MBA students to combine strategy with the correct AI tools to make fail-proof strategic decisions concerning marketing, finance, or human resources challenges. This approach to teaching technology—with an emphasis on strategy/human first and tech second—sets EDHEC apart from other business schools, and Professor Yacoub is responsible for amplifying this differentiator and using it to benefit students and their careers. 

Professor Yacoub believes MBA programs should be holistic—focusing on human, environmental, ethical, and governance issues—and should teach business leaders transversal skills to help their organizations advance despite geopolitical and economic challenges.“ – Sandra Richez, Director, EDHEC Global MBA

Ghassan Paul Yacoub, 39, is Associate Professor of Strategy and Innovation, and Academic Director of the Global MBA at EDHEC Business School. 

His academic research focuses on the sources, value capture, and management of strategic, innovation, and entrepreneurial processes within, outside, and between firms. Recently, he has focused his research on emerging technologies, especially on AI and its impact on the workplace and workforce. His work has been published in leading international journals and conferences, and he has also been awarded the Teaching Excellence Award in 2019. 

Yacoub also advises managers and executives on strategic and digital transformation, and regularly delivers talks and lectures to various audiences, including MBAs, Executive MBAs, and practicing professionals. 

Before his academic career, he worked as an M&A investment banker responsible for transaction origination and execution of cross-border mandates. He received his PhD from Bayes Business School (formerly Cass), an MSc in Management from ESCP, and an MSc in Economics and Strategy from Imperial College London.   

BACKGROUND

At current institution since what year? 2024

Education: PhD – Bayes Business School (formerly Cass); MSc – Imperial College London; MSc – ESCP Business School

List of MBA courses you currently teach: Artificial Intelligence for Business 

TELL US ABOUT LIFE AS A BUSINESS SCHOOL PROFESSOR

I knew I wanted to be a business school professor when… As a master’s student in management, I had the opportunity to assist my professor with teaching and tutoring bachelor’s students. During those moments, when a student’s confusion turned into clarity, I realized how powerful good mentorship could be. My passion grew not just from solving problems myself, but from watching others connect the dots with a little guidance and encouragement.

What are you currently researching and what is the most significant discovery you’ve made from it? My recent research examines the impact of Generative AI (GAI), such as ChatGPT, on job design and work outcomes within service firms. Our findings indicate that GAI is actively reshaping roles by redistributing tasks between human employees and AI systems. This transformation underscores the importance of both individual and organizational factors in determining outcomes such as job satisfaction and productivity. Contrary to prevailing concerns about AI displacing human labour, our study suggests that GAI enhances both creative and analytical capabilities, enabling employees to concentrate on tasks that leverage their distinct human competencies. As a result, job roles are becoming increasingly diversified and skill-oriented. Nonetheless, this shift also introduces new challenges and risks, which warrant further investigation.

If I weren’t a business school professor… I would be in an international advisory or policymaking role because I enjoy tackling complex problems on a global scale. I would also participate more often in community-based volunteering, building connections and making a tangible difference in the lives of those around me. It’s about balancing big-picture impact with grassroots action.

What do you think makes you stand out as a professor? My teaching philosophy is grounded in a deep commitment to mentorship and meaningful connection. I view my role not merely as a lecturer but as a mentor who invests in my students’ long-term growth and success. I strive to cultivate an engaging, inclusive learning environment where every student feels seen, supported, and challenged to develop both their skills and critical thinking. I place strong emphasis on bridging theory with real-world relevance, making learning both practical and inspiring. Above all, I lead with authenticity because I believe that when students see the human behind the academic, transformative learning can truly flourish.

One word that describes my first time teaching: Exhilarating 

Here’s what I wish someone would’ve told me about being a business school professor: The journey is as much about learning from students as it is about teaching them. The exchange of ideas and perspectives is what makes this role so enriching. Also, how fulfilling it is to collaborate with such a motivated, curious, and diverse group of students!

Professor I most admire and why: Over the years, I’ve learned from and collaborated with many remarkable professors and colleagues. I’m deeply grateful for their insights and experiences. I am especially thankful for my PhD advisor, Stefan Haefliger, whose unwavering support, thoughtful guidance, and genuine kindness have shaped my academic journey from the earliest days of my doctorate to the present. His humility and generosity continue to inspire me, both professionally and personally.

TEACHING MBA STUDENTS

What do you enjoy most about teaching business students? I truly appreciate the energy and diversity of perspectives that students bring. They challenge conventional thinking and apply what they learn to real-world scenarios, fostering rich discussions and continuous learning. Seeing students driven to make an impact through their skills, courage, and humility is inspiring.

What is most challenging? Balancing a single cohort’s wide range of professional backgrounds and experiences is challenging. Striking the right mix between foundational knowledge and advanced topics while managing diverse expectations is complex but ultimately rewarding.

In one word, describe your favorite type of student: Curious 

In one word, describe your least favorite type of student: Disengaged 

When it comes to grading, I think students would describe me as… Fair and considerate with constructive feedback and no judgment. We’re all here to learn and improve!

LIFE OUTSIDE OF THE CLASSROOM

What are your hobbies? I love traveling and discovering new places and cultures. My interests are wide-ranging, from reading, history, and psychology to hiking and getting lost in a good Netflix series. I’m also deeply fascinated by international relations, geography, and political economy—topics that constantly challenge the way I see the world.

How will you spend your summer? I enjoy spending time with family and friends. I usually spend my summers somewhere in the Mediterranean region where I can enjoy the seaside and mountains. 

Favorite place(s) to vacation: Usually Southern Europe, and Peru or Japan for a more distant adventure.

Favorite book(s): The Black Swan by Nassim Taleb is a fascinating book that closely reflects our world. I also appreciate Le Petit Prince by Antoine de Saint-Exupéry for showing that leadership relies on rationality, empathy, imagination, and the invisible bonds of trust and responsibility.

What is currently your favorite movie and/or show and what is it about the film or program that you enjoy so much? In addition to classics like Star Wars, Inception, Interstellar, and The Hobbit, I also really enjoyed The Good Place thanks to its clever twist and approach to philosophy and morality. The series Expanse explores a futuristic world where humans must navigate a complex, multi-stakeholder environment where technology, diplomacy, and ethical decision-making are constantly tested. 

What is your favorite type of music or artist(s) and why? I usually enjoy listening to pop music, but I also have a strong appreciation for jazz, Latin, and classical genres. I played the piano when I was younger, which sparked my lifelong love of music in all its forms.

THOUGHTS AND REFLECTIONS

If I had my way, the business school of the future would have much more of this… We need to sharpen our focus on delivering meaningful impact, both in fulfilling our mission to students and stakeholders, and in staying ahead of emerging trends and transformations. This means placing greater emphasis on integrating real-world experiences and cultivating collaborative, experiential learning environments that evolve alongside new technologies and generational shifts.

In my opinion, companies and organizations today need to do a better job at… Enhancing people management is crucial. It means creating environments where motivation, teamwork, and impact thrive beyond mere financial incentives.

I’m grateful for… I am grateful for the many opportunities I’ve had to explore the world with family, friends, and colleagues. It’s a privilege to inspire and be inspired by my students, and each day offers a chance to learn, grow, and positively impact the future of business and society.

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