E-SIG Wksp 6-17-09V7 - ASTD Philadelphia e-SIG · F liFor some multi-nat di l b l Gili onals,...

E-SIG WorkshopE SIG Workshop

Globalization and E-LearningGlobalization and E-LearningDr. Guido Minaya, Minaya & Associates, LLC

©2009 Guido A. Minaya©2009 Guido A. Minaya

Welcome and Introductions

W l ASTD Phil d l hi Ch t M b t Welcome ASTD-Philadelphia Chapter Members to the June e-SIG session

• GoalsUnderstand some of the added complexities when– Understand some of the added complexities when undertaking global e-learning projects

– Provide added context through global e-Learning examples p

– List resources you may want to investigate


Guido Minaya, MBA, Ed.D.• Managing Partner, Minaya & Associates, LLCg g , y ,• Chief Learning Officer, Sumaria Networks, LLC• Senior Strategy Consultant-Learning Services

– Multi-national companies, training operationsp , g p– US based Managed Learning Services companies

international expansion• Prior roles

– Education Services Director at Fortune 500 firms with management responsible for

• Latin America Region, • Asia and Japan Region.

– Global Director for Learning Services, Consulting Firm.


Agenda

Add d id ti i Gl b l L i• Added considerations in Global e-Learning• Real world examples:

– Energy firm based in EuropeHi h T h fi b d i N th A i– High-Tech firm based in North America

– Financial firm based in Europe• Successful Global e-Learning Solutions

E l i b t ti • Evolving best practices • Recommended resources


Let’s learn a little about you….

Whi h f th f ll i b t d ib l ?Which of the following best describes your role?– Instructional Designer– Content Developer

G hi D i– Graphics Designer– Instructor– Faculty member

T i i Di t /E ti– Training Director/Executive– Other


Have you worked on an Global e-Learning initiative?

YES

NO


What is your interest in this workshop?

1. Learn more to support existing clients2. Learn more to position myself for future

opportunities3. Take over the world4. Other


Globalization and E-Learning

D tl l b l l i i iti ti Done correctly, a global e-learning initiative can have a significant impact on a multi-national corporation’s success in the marketplace

Done incorrectly a corporation can lose more Done incorrectly, a corporation can lose more than just their e-learning investment.

57% of Globalization efforts fail!

As professionals in the Learning Services field we should understand some of the pitfalls and best practices to better guide our clients when called upon.

The “formula” is in an evolutionary state.


Sources of Financial Loss(Edmundson, 2009)

N T l ti• No Translation– Loss of meaning

• No LocalizationO i i l t f ti lt ll i i t– Original cost of creating culturally inappropriate courses

• No ModularizationCost of an off the shelf course that can’t be– Cost of an off the shelf course that can t be adapted to cultural needs

• No Origination– Lost time spent on an inappropriate course– Lost time spent on an inappropriate course


You are the Project Manager……

N th l d b d ith ti i • Netherlands based company with operations in five countries – Netherlands, UK, US, Australia, China,

• Product focus: Windmill Energy company• Product focus: Windmill Energy company• Problem: High number of new employees on

boarding in each country• Departments: R&D Sales Production Project • Departments: R&D, Sales, Production, Project

Services• Desired curriculum focus: Value Chain for New

HiresWhat do you do differently as you engage in

the project planning process?


Cultural Accessibility

Gl b li d L i d b Globalized e-Learning needs to be culturally accessible, such that all learners are able to achieve the same learning outcomes (putting in the same amount of effort to acquire relevant knowledge and acquire relevant knowledge and skills), regardless of their country or culture of origin. Andrea Edmundson

Project team needs to be expanded to include representatives from each country, function.


5 Cultural National Dimensions(Hofstede 1984, 2001)

P Di t E t t t hi h l f l • Power Distance —Extent to which less powerful members of an institution or organization accept that power is distributed unequally.

• Uncertainty Avoidance —Extent to which people are threatened by ambiguous situations and have created beliefs and institutions to try to avoid these.

• Individualism vs. Collectivism —bipolar continuum, looking after yourself and family only vs. , g y y ybelonging to in-groups or collectivities which are suppose to look after you in exchange for loyalty.

• Masculinity vs. Femininity —dominant values are success, money and things vs. caring for others and success, money and things vs. caring for others and quality of life.

• Long term vs. Short Term —Virtue rather than truth


You are the ID Lead………

I d t Fi• Industry: Finance• Investment company based in the UK• Company has operations in seven countries.

UK US Singapore China Brazil Argentina UK, US, Singapore, China, Brazil, Argentina, France

• 95% of existing training in ILT• Problem: Due to acquisitions high number of • Problem: Due to acquisitions, high number of

new employees on boarding• Desired curriculum focus: Communication

Skills

What additional steps do you add to your ADDIE process?


Language challenges obvious

F l i i l Gl b li d For some multi-nationals, Globalized English is used.

What is Globalized English?

What about translation of content—benefits and pitfalls?


Cultural Considerations in ID(Henderson, 1996)

A h t i t ti l d i t l fl t Approaches to instructional design not only reflect differing world views but they consist of values, ideologies and images that act in the interest of particular cultural, class and gender p , ggroups.

Instructional design and the designer are inextricably tied to their societal context and th i f d ith th lt l l d thus infused with the cultural, class and gendered influence of these factors

How culturally relevant is your instructional How culturally relevant is your instructional design to the learners you are developing content for?


You are the Graphics Lead……

N th l d b d ith ti i • Netherlands based company with operations in five countries located on four continents– Netherlands, UK, US, Australia, China,

• Product focus: Windmill Energy company• Product focus: Windmill Energy company• Problem: High number of new employees on

boarding in each country• Departments: R&D Sales Production Project • Departments: R&D, Sales, Production, Project

Services• Desired curriculum focus: Value Chain for New

HiresWhat do you do differently?


Localization

S b l• Symbols– Chinese do not like to see names in red text.

• ImagesL t k th t b t Ob itti– Last week there were reports about Obama sitting behind his desk in the Oval office with his feet up showing the soles of his shoes while speaking to Israeli leaders

– Hand gestures mean different things in different countries


You are the CLO……

I d t Hi h T h• Industry: High Tech• US based company has operations in seven

continents• Problem: ILT Leadership curriculum dated and • Problem: ILT Leadership curriculum dated and

training budget cut earlier in the year. Existing in-house small content development team stretched and unavailable.

• Departments: R&D, Sales, Production, Channel Management , Finance, HR

What resourcing decisions do you g yneed to make?


Staffing and Sourcing

I O ?• In-source or Outsource?• For a Global e-Learning project,

what do you look for in an what do you look for in an outsourced e-Learning provider?


Front-end Analysis Industryy Workforce Composition Geographic Concentration Relevant Cultural Norms Training Curricula Focus◦ Technical or Soft-Skills◦ Leadership or Sales

HQ Home Country Languages: Default and others Job task analysisy Number or LMS’s, and their implication to project Budget Lowest common denominator--technology


gy

Global E-Learning

SOLUTIONSg


Finance Company Solution

Bl d d L i A h Blended Learning Approach ILT, VILT, some e-Learning Decision on primary language: Global English

I t i A l i f L t l Invest in Analysis of Largest employee populations ◦ Cultural Analysis◦ Localization◦ Localization

Off the shelf content options with some tailoring Content Development Team members identified

(US India Europe)(US, India, Europe) Local instructors used leveraged for ILT, VILT

and facilitated e-Learning (language, culture)


High-Tech Company Solution O t d Outsourced

Custom e-Learning content development Conversion of ILT courseware with revisions

Gl b l L i Global e-Learning courses Decision on primary language: Global English Analysis of largest employee populations by in-

house Leadership Development Teamhouse Leadership Development Team◦ Cultural Analysis◦ Localization

Outsource: tight ID/content dev process Outsource: tight ID/content dev process Recruit internal review team Incorporate vendor provided editors for localization


Windmill Company Solution

A l 100 l h f f • Analyze: 100 plus hours of focus group interviews with experts in R&D, Sales, Production, Services. 15 hours of interviews with 100 employees.p y

• Designed 5 hours of e-Learning• Cartoon figures with various ethnicities and

gender represented• Different color weeble figures• Global English• Culturally Sensitive• Corporate Culture integrated• Relevant• Pre-test, Post-test, 90 day test


y

Global E-Learning

EVOLVING BEST PRACTICESg


Global E-Learning

SUMMARYg


• Added considerations in Global e-Learning• Real world Examples:

– Energy firm based in Europe– High-Tech firm based in North America– Financial firm based in Europe

• Successful Global e-Learning Initiatives• Evolving best practices

What we covered today


• Relevant training sessions– ASTD Virtual Conference

• List books articles• List books, articles– T&D Globalization and e-Learning

• Andrea Edmundson, April 2009– Globalized e-Learning Cultural ChallengesGlobalized e Learning Cultural Challenges

• Andrea Edmundson, 2007– Exploring Culture

• Gert Jan Hofstede 2002• Gert Jan Hofstede. 2002– Cultural Adaptation Model

• Andrea Edmundson, 2007• Global eLearning Communities

More information

• Global eLearning Communities– http://www.eworldlearning.com/Membership.asp


Today’s Session helped me better understand Global e-learning initiatives

St l AStrongly Agree

Agree

Neither Agree or Disagree

DiDisagree

Strongly Disagree


Contact Information

G id A Mi MBA Ed DGuido A. Minaya, MBA, Ed.D.Managing PartnerMinaya & Associates, LLC

707-399-7155 (office)707-399-6955 (fax)305 775 0297 ( ll)305-775-0297 (cell)

[email protected]


E-SIG Wksp 6-17-09V7 - ASTD Philadelphia e-SIG · F liFor some multi-nat di l b l Gili onals,...

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