Esade Business School named Lisa Hehenberger, a social-impact scholar and founder of Esade's Center for Social Impact, as its next dean, signaling a continued tilt toward sustainability and societal partnerships in business education. Hehenberger's appointment arrives as schools aim to combine traditional management training with mission-driven programming to attract students and donors. Across the sector, commentators argue top business programs are borrowing marketing lessons from luxury brands—prioritizing experience, narrative and lifelong alumni engagement over mere credentialing. That repositioning is reshaping recruitment, alumni relations and how schools allocate faculty and program resources.