YEREVAN, Armenia — The American University of Armenia is pleased to share that Master of Business Administration (MBA) Program Chair Dr. Sergey Tantushyan and Manoogian Simone College of Business and Economics Assistant Professor Dr. Lena Seissian co-led a joint MBA-M.S. in Management and Analytics (MSMA) session on the Coffee House at a Crossroads: Brewing the Next Chapter business case they co-wrote, engaging students in an interactive and insightful exploration of real-world strategic challenges.
Held on October 20, the session brought together students from the International Competitive Strategy and Business Strategy and Innovation courses for a unique opportunity to connect academic theory with business practice. The event featured the founders of Coffee House, along with participation from the MSCBE dean and several faculty members, creating a dynamic environment for applied learning and exchange.
Dr. Tantushyan shared: “During the session, students analyzed Coffee House’s growth opportunities, debated strategic alternatives, and presented their recommendations directly to the company’s founders. The discussion touched on key issues, such as competitive positioning, market expansion, and innovation in the specialty coffee industry.”
Both professors emphasized the value of cross-program collaboration, noting that bringing MBA and MSMA students together fostered diverse analytical perspectives and teamwork. The Coffee House founders expressed their appreciation for the students’ thoughtful insights, some of which they plan to consider in shaping the company’s next strategic steps.
“This collaborative work was aimed at strengthening students’ analytical skills by requiring them to interpret financial data in the context of corporate strategy and learn to connect performance metrics with strategic choices, such as expansion or competitive positioning,” said Dr. Seissian. “I believe this case further amplifies students’ ability to evaluate and justify complex financial decisions in a real-life context. Our successful collaboration with the co-owners of Coffee House serves as tangible evidence of the existence and success of local talent that has international potential.”
This engaging session exemplified MSCBE’s commitment to experiential learning, interdisciplinary collaboration, and the integration of academic research with real business challenges. By engaging directly with entrepreneurs and applying classroom concepts to an authentic case, students experienced strategy development in action.
Founded in 1991, the American University of Armenia (AUA) is a private, independent university located in Yerevan, Armenia, affiliated with the University of California, and accredited by the WASC Senior College and University Commission in the United States. AUA provides local and international students with Western-style education through top-quality undergraduate and graduate degree and certificate programs, promotes research and innovation, encourages civic engagement and community service, and fosters democratic values.
