Incorporating scenario-based learning to enhance experiential learning for US and international students

Purpose The value chain framework is an essential concept in the strategic management process. Unfortunately, many students in strategic management courses lack an adequate understanding of the model and are not equipped to transfer learning to practical scenarios and conduct the value chain analysis in a business context. To address these challenges, this study aims to introduce a scenario-based value chain exercise developed with the assistance of ChatGPT. The exercise provides students with a “hands-on” and “mind-on” opportunity to apply their knowledge to a real-world business setting and solve organizational issues. Design/methodology/approach The study recruited upper-level undergraduate students from the US and Vietnam. To ensure that the participants were equipped with the foundational knowledge of the value chain concept, the authors specifically restricted their sample to students taking the Capstone course – Strategic Management in both countries. This approach yields a final sample of 84 students, with 43 in the US and 41 in Vietnam. Using the participants’ comparative survey responses prior to and after the exercise, this study tested the effectiveness of the designed exercise in enhancing student learning outcomes. Findings The results suggest that incorporating artificial intelligence (AI) tools into scenario-based learning activities makes learning more enjoyable, improves the US and international students’ learning outcomes, and bridges the gap between theory and practice. Originality/value This study serves as a foundational step toward understanding and leveraging the transformative power of AI in educational technology and strategic management pedagogy, advocating for a more inclusive, effective and engaging learning environment.