BBA Chula and Harvard Business School Forum Explores Business Resilience in an Era of Global Uncertainty
The BBA Chula Alumni Association, Chulalongkorn Business School, in collaboration with the Harvard Business School Association of Thailand, organized an academic forum under the theme “From Disruption to Resilience: How Thailand and ASEAN Navigate Uncertain Times.” The event took place on May 12, 2026, at Chulalongkorn Business Cinema, Faculty of Commerce and Accountancy, Chulalongkorn University, and was attended by an abundance of business leaders as well as alumni of both institutions, who actively participated in discussions on business directions in a time of change.
Facing the BANI World and the Challenge of “Day 2”
The highlight of the event was a talk by Dr. Hise Gibson, Senior Lecturer from Harvard Business School titled “From Disruption to Resilience.” He noted that we are now living in a BANI world (Brittle, Anxious, Nonlinear, and Incomprehensible), where systems are increasingly fragile and unpredictable. Dr. Gibson also emphasized that the real challenge is not “Day 1,” when a crisis first strikes, but rather “Day 2,” when organizations must find ways to continue operating sustainably amid ongoing volatility.
Reshaping Supply Chains and Using AI with Discernment
During the panel discussion, speakers exchanged insights on proactive strategies as follows:
- Redefining Supply Chains: Ms. Nattanaree Chummanont, COO of RTN Logistics, highlighted that under the new geopolitical landscape, organizations in Thailand and across ASEAN must accelerate efforts to rewire their supply chains to enhance resilience rather than focusing solely on cost efficiency. She also emphasized the importance of leveraging a company’s experience and core strengths to turn crises into opportunities.
- AI and Sustainability: Mr. Tenchai Iamthongthong, CEO of Almorphosis, led a deep dive into the role of AI as a key driver of current organizational transformation. He discussed the various considerations organizations should evaluate before adopting AI in a way that is tailored to each organization’s unique context and needs.
- Long-Term Sustainability: Ms. Pilasinee Kittikachorn, CEO of Terra Digital Ventures and President of the BBA Chula Alumni Association, shared perspectives on deploying AI during times of crisis. She stressed that organizations should not focus solely on short-term efficiency but must also ensure long-term sustainability.
- Preparing for the Toughest Challenges: Dr. Hise O. Gibson presented case studies of organizations and businesses that faced some of the most difficult decisions and operational challenges during crises. Drawing on diverse perspectives and critical thinking approaches, he underscored the importance of scenario planning and rehearsal exercises for unexpected and worst-case scenarios, enabling organizations to respond more effectively and adapt quickly to change.
Key takeaways
The key takeaways from the panel discussion collectively stressed that businesses must develop the ability to “fall and recover, adapt, learn, and grow amid uncertainty.” Several practical lessons emerged that organizations can apply:
- Embrace Uncertainty and Change: In today’s highly volatile environment, it is essential to remain open-minded to learn and understand the current context, as well as adapt quickly. Courage and decisiveness in confronting change are critical qualities for organizational success.
- Learn Quickly from Mistakes: Pioneering or experimenting with new ideas may lead to mistakes or even failure. However, organizations that test ideas early and learn rapidly from those experiences are able to overcome long-term challenges and gain a competitive advantage.
- Stay Adaptable in an Uncertain World: An organization’s greatest strengths or competitive advantages may not remain relevant as circumstances evolve. The ability to adapt quickly and, more importantly, consistently and sustainably is a crucial factor for long-term resilience and success.
The Power of Networks and Global Collaboration
Asst. Prof. Dr. Panithan Jantongjin, Deputy Director of the BBA International Program, concluded that the event was more than simply an opportunity for alumni to reconnect. It served as a platform for creating broader societal impact through the sharing of world-class knowledge and expertise, which aligns with the mission of the BBA Chulalongkorn Alumni Association. Partnering leading global institutions such as Harvard Business School is one demonstration of the mission of elevating academic standards and equipping Thai business leaders to compete confidently on the global stage. This collaboration further reinforces the position of BBA Chula as one of the world’s leading international business administration programs.
This forum highlighted the fact that even in times of uncertainties, clear frameworks in situational responses, appropriate use of innovations, and strong networks are the key to transforming businesses in Thailand and ASEAN towards sustainable opportunities.