Challenging Assumptions, Transforming Perspectives: Ranjit Voola’s Mission for Purpose-Driven Business Education

Dr. Ranjit Voola, a nationally awarded scholar and educator at the University of Sydney, Australia, a PRME Signatory Institution, has dedicated his career to redefining the role of business in society. His journey into responsible management education began with a deeply personal mission: to use business as a force for good. Voola always harbored a desire to make a meaningful difference, even as he pursued a Ph.D. in marketing strategy initially focused on maximizing corporate profits. This internal conflict set him on a path to explore how business education could contribute to societal well-being.

A pivotal moment came in 2014 at a United Nations conference, where then-Secretary-General Ban Ki-moon posed a powerful question: We are fighting these huge societal challenges with one hand tied behind our back - here is the private sector? This led Voola to rethink the role of business beyond just maximizing profits.

Inspired by the PRME principles, particularly the Impactful Five (i5) Framework, Voola began redesigning his courses to challenge students' fundamental assumptions about business purpose. He developed two courses: "Poverty Alleviation and Profitability" (recently revised to ‘Leading with Purpose’) and "Marketing and Sustainable Development," which pushed students to see business as a potential solution to societal challenges, not just for profit-generation.

An innovative approach to this goal was his object-based learning methodology. By taking students to a museum and engaging them in critical reflection about artifacts, Voola encouraged them to question their preconceived notions about business, poverty, and social impact. “Most courses talk about the leaves and branches of business,” he explained. “I wanted to go to the roots. The idea was to stop students in their tracks and have them question: What is the purpose of business? This exercise proved transformative.

One student, Davide Finizia, who took Voola’s “Leading with Purpose” course, described the experience as eye-opening:

“Initially, I had not considered how deeply ingrained assumptions shape the way businesses and individuals approach social challenges. However, the exercise forced me to critically reflect on my perspectives and preconceived notions about poverty and business strategies aimed at the Base of the Pyramid (BoP). By engaging with historical and cultural artifacts, I was able to deconstruct these assumptions and develop a clearer understanding of how businesses can truly integrate purpose with profit.”

This realization fundamentally shifted the Davide’s approach, leading him to re-evaluate his assignment on BoP strategies:

“The critical thinking and reflection skills I developed have enabled me to analyse business strategies through a more ethical and sustainability-focused lens. In subsequent courses and projects, I have consistently applied the SDG framework and PRME principles, ensuring that my recommendations balance profitability with social impact.”

The impact of Voola’s teaching extends beyond the classroom. Davide went on to apply the lessons in his professional life:

“ …The lessons from the ‘Leading with Purpose’ course resonate deeply, particularly in my interactions and negotiations with top-tier professionals. The course instilled in me the importance of approaching every engagement without preconceived assumptions, understanding that each individual brings unique perspectives and needs to the table. This mindset has been instrumental in fostering more meaningful and effective collaborations.”

For Voola, PRME has provided more than just an academic framework, “The PRME Principles give us a Framework to be kind in business.” As someone who has personally experienced the power of human generosity (having received a kidney transplant), he sees the Principles as a blueprint for integrating empathy and purpose into professional education.

To educators contemplating embedding SDGs and PRME Principles, Voola offers a profound insight: authenticity is key. “Universities might implement these Principles just to tick a box, but students can see through that. If you’re not intrinsically motivated, it will show.” True transformation, he believes, begins with genuine self-reflection and a sincere commitment to making a difference.

While acknowledging that responsible management education remains somewhat niche, Voola remains optimistic. His work continues to challenge the status quo, inspire students, and demonstrate that business can be a powerful vehicle for positive social change.

Recognizing the critical role business education plays in shaping the future of global economies and societies, PRME develops curricula for its Signatories that not only respond to the evolving demands of the business world but also challenge traditional models to prioritize long-term impact over short-term gains.

Explore how PRME is Advancing Education