going live: innovating business education through virtual worlds
DESCRIPTION
My presentation at the Virtual Worlds Best Practices in Education Conference in March 2011 in Second Life: http://www.vwbpe.org/TRANSCRIPT
Going Live: Innovating Business
Education through Virtual Worlds
------VWBPE, March 2011
RobinTeiglandKarinda Rhode in SLStockholm School of Economicswww.knowledgenetworking.orgwww.slideshare.net/eteigland
Dr. Robin Teigland Aka Karinda Rhode in SL
Associate ProfessorCenter for Strategy and
CompetitivenessProgram Director, PhD in Bus Admin
robin.teigland@hhs.sewww.knowledgenetworking.orgwww.slideshare.net/eteigland
www.nordicworlds.net RobinTeigland
Photo: Lindholm, Metro
Photo: Nordenskiöld
Photo: Lindqvist
Today’s Discussion
Introduction to Stockholm School of Economics−Overview−Live Teaching
Some Examples of Live Teaching−Strategy
Live Case: Avapreneurship Day
−Innovation Live Case: Travel For Change Co-creation Workshop
−Management Virtual Teaming Exercise
My Learning
Stockholm School of Economics (SSE)
Founded 1909 in Stockholm, Sweden One of Europe’s leading business schools
Private university with 2000 students BSc, MSc, MBA, GM, and PhD programs
Close cooperation with business community
SSE entered SL in 2007
Social
Lecture
Partner 1
Briefing
HQ
Exhibition
Exercise
Partner 2
Island Design
Designed & built by Göran Lindqvist at SSE
http://slurl.com/secondlife/SSE%20MBA/232/42/26
Today’s Discussion
Introduction to Stockholm School of Economics−Overview−Live Teaching
Some Examples of Live Teaching−Strategy
Live Case: Avapreneurship
−Innovation Live Case: Travel 4 Change Co-creation Workshop
−Management Virtual Teaming Exercise
My Learning
Overview of Strategy Example
Course−Media Management
−Three modules: First module on basic strategy
−Two consecutive weeks in January
−47 International Masters Students at SSE
−Objectives: To introduce students to basics of strategy and core
concepts and analytical tools of strategic management
To analyze and develop strategic recommendations for
avapreneurs (avatar + entreprneur) in Second Life
Tasks
Series of lectures on strategy (first on Monday, January 18)
Explore Second Life and conduct strategic analysis using one perspective/model - Outside-in or Inside-out, in assigned industry
Identify and interview at least one avapreneur in assigned industry
Prepare 10 minute max presentation
− Submit presentation by email to Robin
([email protected]) and upload to www.slideshare.net
by January 29, 8:00
Present on January 29 in Second Life
Industry Outside-In Inside-Out
Footwear Group 1 Group 2
Finished buildings Group 3 Group 4
Animation overriders
Group 5 Group 6
Furniture and interior decorations Group 7 Group 8
Home rentals Group 9 Group 10
Photography Group 11 Group 12
12 groups of 4 people
Areas for discussion Industry analysis (Outside-in)
− What is the structure and profit potential of your industry? − What are the forces present in the industry? − What kind of strategic groups, i.e. groups of similar companies, can
be identified, and is it possible to move from one strategic group to another?
− How could industry profitability be improved? − What kind of strategic position should your company/organization
aim for? This would correspond to the company’s vision in terms of the future strategic position.
Firm analysis (Inside-out)− What are the resources and capabilities of the company? − How has the company performed in relation to other companies in
the same strategic group? − What have been the reasons for superior or inferior performance
specific to your company? − How sustainable is your company’s competitive advantage? − What kind of resource and capability development does it need to
perform? − How should it do this?
AvapreneurshipDay at SSE
January 29, 201012:15 to 3:00 am SLT
By Students in the Media Management Course
Strategy in 3D: Avapreneurship
http://tinasuniversum.blogspot.com/2010/01/utbildning-i-second-life-avapreneurship.html
Avapreneurship Day
Today’s Discussion
Introduction to Stockholm School of Economics−Overview−Live Teaching
Some Examples of Live Teaching−Strategy
Live Case: Avapreneurship Day
−Innovation Live Case: Travel For Change Co-creation Workshop
−Management Virtual Teaming Exercise
My Learning
Armed with new connective tools, consumers want to interact and co-create value...
Prahalad and Ramaswamy, 2003
„“
Slide from Kohler 2011
Overview of Innovation ExampleCourse
−Managing Innovation in a Global Company−Taught by Prof. Sirkka Jarvenpaa, Univ of Texas –
Austin−20 International Masters Students−Two sessions midway through course−Objectives:
To introduce students to virtual environments for open innovation and co-creation
To help company Travel For Change develop new travel offering through participating in co-creation workshop and developing recommendations for workshop improvement
Collaboration with Thomas Kohler of Hawaii Pacific University−Two Masters students from University of Vienna
Tasks
Readings and lecture on “Exploring Virtual Worlds for Innovation”−60 min lecture in SL on Feb 22−2 readings
Participation in co-creation workshop in SL−90 minute workshop on Feb 25 or on March 4−Online survey
Written report due on March 10−Independent research
Written report
Investigate how co-creation is changing way firms are leveraging customers or peer communities in their innovation development and implementation in same (travel) or different industry (e.g., entertainment, consumer goods, pharmaceuticals)
Analyze innovation facilitators and innovation killers in context of Travel For Change Workshop
Recommend how Travel For Change can improve its co--creation workshop and activities
21
Interested in joining a
workshop?
Please register at
tiny.cc/t4c or email me
Kohler, Teigland, Giovacchini 2010
How does participation through an avatar impact the co-creation process?
How does the environment impact the co-creation process?
A
B
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questio
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Today’s Discussion
Introduction to Stockholm School of Economics−Overview−Live Teaching
Some Examples of Live Teaching−Strategy
Live Case: Avapreneurship Day
−Innovation Live Case: Travel For Change Co-creation Workshop
−Management Virtual Teaming Exercise
My Learning
“Leading from a distance is an absolute necessity …… It will be that way in more and more industries. It is a hard skill. People who have never done it don’t even recognize it as a
separate skill.”Connaughton & Daly
Overview of Management Example
Course−Developed with Steve Mahaley, Duke CE−25 Masters Students at KTH as well as for IBM
and Sun Microsystems−Session within course or separate module−Objectives:
To understand key challenges for virtual teams and
complexities of being effective virtual team
member/leader To employ effective virtual team practices in
collaborative experience – clarifying purpose,
practicing explicit communication, and testing
assumptions To explore virtual worlds as effective mode for work
3d Teaming Experience
P H A S E 1
Preparation
P H A S E 2
3D Teaming Event
P H A S E 3
Reflection
30-minutes 30-minutes90-minutes
Instructions for SL exercise
Goal: To work together to build a bridge. Details are provided in the canisters at the bottom of the flag poles.
Time: You will have 30-minutes to complete the task.
Materials: Each of your avatars has a folder with some bridge parts.
Process: Think about what you read in the article – good teams seek clarity in goals, communicate a lot, and test assumptions.
http://www.youtube.com/watch?v=uQa6vyG8Dkg
Building a bridge together virtually
Today’s Discussion
Introduction to Stockholm School of Economics−Overview−Live Teaching
Some Examples of Live Teaching−Strategy
Live Case: Avapreneurship Day
−Innovation Live Case: Travel For Change Co-creation Workshop
−Management Virtual Teaming Exercise
My Learning
Business school students are quick learners
It’s not about the technology, it’s about the learning!
Just do it!
Creating a successfulVirtual Learning Environment (VLE)
Pragmatic− Experience of
achieving learning objectives
Sociability− Perception of being a
member of a group/community
Usability− Quality of human-
computer interactions
Hedonic− Feeling of being
mentally stimulated or entertainedAdapted from Nambisan & Nambisan 2008, Csikszentmihalyi, 1996
Flow State of mind
leading to intrinsic reward,
one of main drivers of creativity
Some 3DLE tips
1. Initial design− Ensure objectives align with overall organizational
strategy: knowledge, attitudes, behaviors− Ensure learning objectives drive design and not
technology− Understand the participant profile, eg demographics,
learning style− Aim to match between objectives, participants, and
context of VW platform
2. Design− Think freely and do not be restricted by real world− Design based on four VLE components: pragmatic,
sociability, usability, hedonic− Keep it simple, do not overdesign
Giovacchini et al 2009, Mahaley & Teigland 2009, Kapp & O’Driscoll 2010
Some 3DLE tips (cont’d)3. Preparation
− Separate learning of technology from learning related to program objectives
− Do not underestimate technical challenges, eg running software on various computers, accessing networks
− Do not assume younger generation is tech-savvy− Plan for contingencies
4. Running the event− Ensure adequate time for set-up and initial introduction
phase− Have coaches to help solve last minute technical challenges− Overcommunicate logistics to participants− Ensure adequate debriefing
5. After the event− Conduct follow-up, eg survey or interviews, of participants− Conduct After Action Review
Mahaley & Teigland 2009, Kapp & O’Driscoll 2010
What are the challenges going forward?
What skills and roles are required?−For academics, coaches, program managers, and of
course the participants?−How do we get over the “digital immigrant” hurdle?
What does content look like? −Creation in real world for in-world? Or in-world for
real world? −Created by program or participants? Or co-created? −How do we escape our real world thinking?
How is the process best facilitated?−Embedding a 3D internet experience in the flow of
the learning program?−How do we ensure seamlessness?
Mahaley & Teigland 2009
Improving performance
Exploitation Exploration
March 1991, Kapp & O’Driscoll 2010
Productive learning
Generative learning
How do we move from productive learning to generative learning?
The future of education with 3D internet?
Low High
Distributed
Co-located
Participantreach
Degree of “co-creation”
??
Karinda Rhode
aka Robin [email protected]
www.knowledgenetworking.org
www.slideshare.net/eteigland
www.nordicworlds.net RobinTeigland
Photo: Lindholm, Metro
Photo: Nordenskiöld
Photo: Lindqvist
“We ain’t seen nothin’ yet!”