Free Essay

Strategic Sourcing at China

In:

Submitted By basavarajk
Words 6634
Pages 27
Learning that lasts through AGES
Dr. Lila Davachi, Dr. Tobias Kiefer, Dr. David Rock and Lisa Rock

NeuroLeadershipjournal issue THREE 2010

The attached copy is furnished to the author for non-commercial research and education use, including for instruction at the author’s institution, sharing with colleagues and providing to institutional administration.
Other uses, including reproduction and distribution, or selling or licensing copies, or posting to personal, institutional or thirdparty websites are prohibited.
In most cases authors are permitted to post a version of the article to their personal website or institutional repository. Authors requiring further information regarding the NeuroLeadership journal’s archiving and management policies are encouraged to send inquiries to: support@neuroleadership.org

www.NeuroLeadership.org

© NeuroLeadership Institute 2010 For Permissions, email support@neuroleadership.org

This article was published in the

© NeuroLeadership Institute 2010 For Permissions, email support@neuroleadership.org

This article was published in the NeuroLeadership journal. The attached copy is furnished to the author for non-commercial research and education use, including for instruction at the author’s institution, sharing with colleagues and providing to institutional administration.
Other uses, including reproduction and distribution, or selling or licensing copies, or posting to personal, institutional or thirdparty websites are prohibited.
In most cases authors are permitted to post a version of the article to the personal website or institutional repository. Authors requiring further information regarding the NeuroLeadership journal’s archiving and management policies are encouraged to send inquiries to: support@neuroleadership.org

RESEARCH

Learning that lasts through AGES
Dr. Lila Davachi, Dr. Tobias Kiefer, Dr. David Rock and Lisa Rock
Lila Davachi, Assistant Professor of Psychology, Department of Psychology, New York University lila.davachi@nyu.edu Tobias Kiefer, Director, Global Learning & Development, Booz & Company tobias.kiefer@booz.com David Rock, CEO, NeuroLeadership Group International, Sydney, Australia
Faculty, CIMBA
Director and Co-founder, NeuroLeadership Institute; Editor, NeuroLeadership Journal davidrock@neuroleadership.org Lisa Rock, COO, NeuroLeadership Group lisa@neuroleadership.com With more to learn than ever, faster innovation cycles, and reduced training budgets, organizations everywhere are trying to get more from their learning programs.
However, to increase the effectiveness of learning, some of our intuitive understanding about learning may need updating. For example, while people generally predict that concentrated learning in one block of time is more effective, neuroscience research is clearly showing that it is far better to break up learning interventions to facilitate successful long-term learning.
This paper outlines recent findings from neuroscience research about how we learn, and how to optimize the formation of memory. These findings have been summarized into a four-part model for how to make learning stick: this is Attention, Generation,
Emotion and Spacing, which we are presenting here as the AGES model.

So much to learn, so little time
Increased organizational change is increasing pressure on learning. Every new product, distribution model, partnership, or organizational structure comes with new information and processes to remember. As well as having more to learn than ever, there is less time to learn it in, driven by a desire to get to market quickly. Then there is the challenge of the nature of work itself, where distractions and multi-tasking inhibit the ability to focus sufficiently to learn something new. Finally, budgets for learning today are under significant pressure. In short, the pressure is on for employees to learn more, faster, under tougher conditions, and within tight budgets.

One outcome of these forces is simply shorter training programs. Training programs that used to be run over two or three days are now run in half a day, and a significant number of organizations are shifting training from a formal company-driven approach towards more social and informal learning methods (Bersin & Associates, 2011). Yet our ability to absorb new ideas is not dissimilar to our capacity to absorb food: there are physical limits to the digestion of both. To try to address this, more learning is being pushed to
‘pre-work’, in the hope that participants arrive at a training program already knowledgeable about core ideas. This works only partially due to the mixed level of focus people give to a pre-reading.

Increased organizational change is increasing pressure on learning. Organizations are also experimenting with just-in-time learning, delivered by managers rather than trainers.
The downside of this approach is that most managers are selected on their skill-set and are not always optimal teachers. However, organizations consciously investing

1

© NeuroLeadership Institute 2010 For Permissions, email support@neuroleadership.org

Summary

Issue three 2010

In summary, learning managers are attempting to evolve their learning offerings to meet the changed environment and needs. Yet, by and large, they are doing so based on guesswork, without a good theory to inform their experimentation.

Learning means retrieving easily

© NeuroLeadership Institute 2010 For Permissions, email support@neuroleadership.org

With just the right amount of attention, generation, emotion, and spacing, learners intensely activate their hippocampus… Neuroscientists have discovered that the level of activation of a brain region called the hippocampus during an encoding task plays a significant role in whether people can recall what they learned (Davachi & Wagner, 2002). Many studies
(e.g., Davachi & Wagner, 2002; Lepage, Habib & Tulving,
1998) have since been undertaken that explore the types of activities that do and don’t activate the hippocampus. This new understanding of the biology of learning is providing rich insights into how we can more efficiently create longterm memories as part of a learning experience.

2

This paper draws together recent findings about memory formation into one easy-to-remember model, called AGES.
This stands for Attention, Generation, Emotion, and Spacing.
These four variables may be the key to maximizing learning interventions. With just the right amount of attention, generation, emotion, and spacing, learners intensely activate their hippocampus, which creates deep circuits for easy retrieval. This model can help learning designers improve their learning initiatives by focusing on, and experimenting with, the key variables to effective learning.

G
ION ENER
NT

HIPPOCAMPUS

ION EM
AT

In the workplace much learning is declarative, or explicit learning, meaning information that needs to be recalled
(Davachi & Dobbins, 2008). This kind of learning involves encoding information in the brain sufficiently well for easy retrieval. In any learning experience, whether learning a new product description or organizational chart, a key outcome of the experience is that information is remembered and can be recalled easily.

A number of surprises have emerged from this thread of research. It turns out that some of our long-held assumptions about learning, such as the importance of repetition, are incorrect. We have also begun to recognize the importance of overlooked factors in learning, such as the significant impact of spacing out a learning activity.

G ATTE
IN

in their leaders to serve as trainers report good results
(Bethof, 2009). Other organizations, noting the impact of follow-through on learning (Bersin & Associates 2011,
Zenger & Folkmann, 2005), are creating internal coaches to drive embedding of insights: one study of 358 companies about their use of coaching, found that 67 perecent of organizations were now using internal coaches (Rule, Rock
& Donde, 2011).

IONS SPAC
OT

NeuroLeadershipJOURNAL

Figure 1: The AGES model for lasting learning impact.

Attention
For the hippocampus to activate sufficiently for learning to occur, the learner needs to be paying full attention to the topic being learned. In a world with so many distractions
(e.g. phones and other devices), this is easier said than done.
Dividing attention between two tasks significantly decreases the quality of attention, and the likely sustainability of any learning, because the hippocampus is not engaged when attention is divided (Kensinger et al., 2003). This has been shown to occur with even small levels of distraction.
Focusing on multiple streams of information, including trying to multi-task in the learning environment also results in neurons decreasing their firing, and, hence, learning decreases significantly (Arnsten, 1998/2003). Thus one of the foundational ideas for learning is ensuring you have
‘undivided attention’ – that people are focused closely on the learning task at hand.

RESEARCH

In order to pay close attention to something, the brain needs just the right amount of two important neurochemicals called catecholamines – specifically dopamine and norepinephrine, placed at huge numbers of synapses
(Vijayraghavan et al., 2007). Dopamine is involved in a feeling of reward, of relevance, and is also released through novelty.
It is released in the ‘toward’ state (Rock, 2008), when we are open, curious, in a goal-focused state, and/or working to gain something.
To increase dopamine levels in a learning situation the content needs to be relevant, i.e. the learner needs to see the value (e.g. potential reward) of focusing attention on the content. One way to do this is by making learning situations as ‘real’ and ‘personal’ as possible, such as with the use of advanced simulations, which also address other elements of AGES (e.g. increased arousal due to role-playing in front of a group).
Varying learning techniques provides additional novelty that can help raise dopamine levels to keep the learner’s attention in the learning environment. For example, the presentation of information can be mixed with group discussions, roleplaying, or scenario planning.
Norepinephrine affects the chemistry of alertness, of feeling aroused and focused. This neurochemical tends to be released in greater quantities in the ‘away’ state (Rock, 2008), when we are alert to threat and our senses are heightened.
Norepinephrine may be released during competitive activities (Pierce, Kupprat & Harry, 1976), or when we feel under pressure to perform, perhaps by a deadline.
We need good amounts, but not too much, of both these
‘chemistries’ for good attention to be paid. Good learning states involve paying close attention to something relevant and interesting, with enough of a challenge to keep our attention. Both elements need to go hand-in-hand to allow an optimum level of attention. If an optimum attention level cannot be generated, the hippocampus will not fire sufficiently for memory encoding to occur. In short, making learning easy to digest, through chunking, visuals and stories, and making it interesting and engaging are critical for optimizing retrieval of information.
To improve at any skill or competency, it helps to be able to measure that competency. How can we measure
‘attention’ in learning? One approach comes from the idea of attention. Attention density technically means the number

of observations (attention paid) to a particular idea per unit of time. Each time we activate a circuit this further wires together that circuit (Hebb, 1949).
Taking this idea we could, in theory and in time, be able to measure the quality of attention paid to specific circuits by measuring the level of activation of brain regions. While this would be cumbersome in a training room, it is technically feasible. For now, we could at least measure how long, perhaps in seconds, an idea is held in mind in the laboratory.

Varying learning techniques provides additional novelty that can help raise dopamine levels to keep the learner’s attention in the learning environment. This brings up an interesting question: how much attention is paid to a core idea in a class room, versus in other forms of learning, say in virtual learning, per hour spent in the learning experience? Counter-intuitively, some forms of classroom learning have a high distraction factor, where attention may go to what other people are doing and other social cues, rather than to the core ideas. On the other hand, some forms of virtual learning, such as games and other immersive experiences, can be more focused on the core ideas, but carry the risk that other distractions come into play (such as email or parallel internet usage).
If attention is a key to learning, a question raised is how do we maximize attention itself? The answer may come from research on the social brain (Lieberman, Eisenberg, 2008).
Studies are showing that we feel strongest about, and pay most attention to, social issues (Jaremka, Gabriel & Carvallo,
2010). Making learning a greater social experience (e.g., learning from best practices through storytelling) in some way may be a key to improve learning effectiveness. There does appear to be a movement toward making learning more social (Bersin & Associates, 2010 & 2011), but it also questions the self-paced learning approach of pre-reading and online learning.

3

© NeuroLeadership Institute 2010 For Permissions, email support@neuroleadership.org

In a classroom, this is easier to manage through activities that focus people’s thinking in one direction. In online learning, with the possibility of distraction from other devices being ‘on’, or distractions inherent in the technology itself, attention can be harder to focus. The quality of attention paid, and how to ensure maximum attention during online learning, is an area for further research.

NeuroLeadershipJOURNAL

Issue three 2010

Generation
Information is not expressly stored in the hippocampus as discrete memories like in a hard drive. Instead, memories are made up of vast webs of data from across the brain all linked together (Davachi & Dobbins, 2008). The more associations (or in other words, entry points linked to the original information) connected to a memory, the thicker the web is, and, therefore, the easier it is to find a memory later. The hippocampus activates when we create these associations.
Once sufficient attention has been paid to a learning task and an idea is being held in working memory, the question becomes, how do we maximize the likelihood of memories forming? Despite being widely thought of as central for

presented information and personalize it by transforming it in a way that is meaningful for them. This act itself creates a rich set of associations, activating the hippocampus.

…memories are made up of vast webs of data from across the brain all linked together…

learning, research shows that repetition only has a limited impact on creating lasting learning (Woiniak & Gorzelanczyk,
1994). Repeating a new word 30 times does not necessarily add it to long-term memory. So what works?
Both psychological and neuroscientific research show that the key to optimizing learning and building long-term memory is to create ‘ownership’ of learning content (Jensen, 2005;
Poldrack et al., 2001). This ownership or ‘generation of own learning’ occurs when an individual is motivated to understand, contextualize, retain, and apply knowledge in their own way.

© NeuroLeadership Institute 2010 For Permissions, email support@neuroleadership.org

Therefore the learner should be encouraged to take in the

Figure 2: Levels of input processing.

4

One way to generate associations is to encourage the learner to evaluate the meaning of the information and compare it to their existing knowledge, or to think about the information in a ‘deep’ as compared to a ‘shallow’ way (Davachi & Wagner,
2002; Craik & Tulving, 1975) (Figure 2).
One study showed a significant increase in memory when learners were asked to elaborate on three presented items, ordering them instead of purely rehearsing them.
This enhanced memory was associated with greater activation of the hippocampus (Davachi &Wagner, 2002).

RESEARCH

If we work on the assumption that each brain is unique, and that people need to generate associations to learn, then all learning should be, to some extent, self-directed. Each individual must map new learning to their existing knowledge and experiences and generate their own meaning and ways to apply the new knowledge.

Questioning the learner triggers retrieval of the recently learned information and improves longterm retention.
Questioning the learner triggers retrieval of the recently learned information and improves long-term retention.
Asking the learner to visualize situations in which they could apply their new learning, or to make decisions within the context of the new data, also helps reinforce what has been learned. Again these tasks increase associations in the brain. Immediate feedback on any errors also significantly increases accuracy of future retrieval (Guthrie, 1971).
Structuring learning initiatives with these findings in mind might mean less teaching, or presentation of information, and more time dedicated to the self-generation of learning with the goal of building more personal associations with existing knowledge for easier retrieval. The more associations the learner generates, the higher probability over time that he/she will be able to find an access point to the data at a later date.
In terms of measuring the idea of generation, this is possible with current technologies, through looking into which regions of the brain are active during learning, specifically the level of hippocampal activity. However, this is too cumbersome to be helpful within a training experience itself. For now, we could use self-report to identify how actively a person may be thinking about an idea for himself/herself, versus just listening passively. Additionally, if generation is key, versus

repetition or listening, then we can increase this by simply getting people talking to each other about ideas, versus just listening to presentations. We could measure the amount of
‘listening’ versus ‘generating’ in a classroom this way. Or we could encourage participants to invent their own terms and approaches based on the content learned and collect their ideas in order to measure the ‘degree of generation’.

Emotions
Learning happens in many complex layers, with emotion being one of the more important regulators of learning and memory formation. Studies show that the correlation of vividness of a memory, and the emotionality of the original event is around 0.9 (Jensen, 2005).
The way in which emotion is thought to enhance memory is twofold. First, emotional content is thought to grab the attention of the individual, and, hence, help to focus attention on the emotional event or stimulus (LeDoux, 1994;
Damasio, 1994). Second, it is known that emotion leads to activation of a brain structure called the amygdala which sits directly in front of the hippocampus and can help to signal to the hippocampus that a particular event is salient, and, thus, increase the effectiveness of encoding (Ochsner, 2000;
Cahill et al., 1994). When looking into current professional training design, emotions are a common tool used in behavioral change programs, such as leadership trainings
(Kiefer, 2009).

…emotions are a common tool used in behavioral change programs, such as leadership trainings… Of course, one challenge of using emotion in a learning context is the difficulty of creating emotion-arousing events, especially ones that are positive. It is far easier to stimulate negative emotions, such as fear and threat
(e.g. by presenting 360°-assessment tools and reports), than to create a joy/pleasure response – especially when confronting individuals with novelty (Kohlrieser (2006).
Simply presenting angry faces, for example, has been shown to increase arousal and be highly effective in engaging attention (Ohman, Flykt & Lundquist, 2000). Generating strong negative emotions in a training program, such as fear, is a commonly used strategy for burning memories.

5

© NeuroLeadership Institute 2010 For Permissions, email support@neuroleadership.org

Learners may gain greater value if they are presented with data and then asked to formulate, organise, or add their personal experience to the learning content (Jensen, 2002).
For example, doing the final development of a leadership model within the training session instead of being presented with a pre-defined model.

NeuroLeadershipJOURNAL

Issue three 2010

© NeuroLeadership Institute 2010 For Permissions, email support@neuroleadership.org

For example many sales, presentation and negotiation programs are based on videotaped sessions, which focus on the negatives of the presenter instead of their strengths.
However, there are difficulties with using strong negative emotions to burn in memories: negative emotions also reduce creativity and innovation (Subramaniam et al., 2009); so while people may learn, they are less likely to innovate.
Also, the brain’s organizing principle is to minimize threat and maximize reward (Gordon, 2000). As a result, people are not going to be inclined to turn up for training when the experience continues to use negative emotions, and they are likely to warn their colleagues to stay away too. However, if a learning experience is fun, they are likely to want to do more learning, and tell others about the positive event.

Based on the
SCARF model… there are ways to generate strong rewards by increasing people’s sense of status, certainty, autonomy, relatedness, or fairness.
While it is easier to invoke negative emotions, positive emotion can also be invoked in a learning experience.
Based on the SCARF model (Rock, 2008), there are ways to generate strong rewards by increasing people’s sense of status, certainty, autonomy, relatedness, or fairness. The easy domains to generate rewards in a training program are most likely to be status and relatedness. An increase in a sense of status, which activates primary reward functions
(Zink et al., 2008), can come from people learning new tasks and receiving positive feedback. It has been shown that positive feedback leads to an increase in dopamine neurotransmission that is thought to help learning stick
(Schultz, 1997). An increase in relatedness, which also activates primary reward functions (Cacciopo & Patrick,
2008), can come from creating situations where people get

6

to connect deeply with others and experience emotional
‘resonance’ (Boyatsis, 2001), where they experience a sense of connectedness with others.
It may also be useful to have a training structure that includes novelty and entertainment, as this may be the way to stimulate positive emotions in the learner. There is also strong evidence that positive anticipation has an impact on the formation of new learning positively (Bradley & Lang,
2000), so a good aim is to make learning enjoyable instead of a mandatory event.

…positive anticipation has an impact on the formation of new learning positively
…so a good aim is to make learning enjoyable instead of a mandatory event.
In terms of measuring emotions, we can use self-report to measure the level of intensity of emotions, whether positive or negative. We can also use devices to measure heart rate, skin conductance and other biological markers for emotional arousal. For increasing emotions, as a general statement, social issues are the experiences we feel strongest about. Thus, clearly we should incorporate more social activities into learning experiences wherever possible. Positive social connections themselves may be one of the easier positive emotions that can be generated in a classroom setting.

Spacing
It has been known for some time that distributing learning over time is better than cramming learning into one long study session (Crowder, 1976). Massing, defined as large blocks of learning in short periods of time, increases short-term performance, which guides learners to rate the learning impact of massing as superior to spacing
(Baddeley & Longman, 1978; Kornell & Bjork, 2008; Simon
& Bjork, 2001; Zechmeister & Shaughnessy, 1980). However, distributing learning over time leads to better long-term memory, which is the ultimate aim of organizational learning.

RESEARCH

Given all the positive research on spacing, why is massing the more common approach to learning? Putting aside the financial benefits of delivering learning in one block, there are other likely reasons why massing is the dominant approach.

There is evidence that initial testing of newly learned items, with a small delay after the learning event, will further drive the building of longterm memory…
The positive attitude by learners to massing may result from experience with cramming for exams. Cramming information is a successful strategy for exams where minimal retrieval is required in the future. Learning in the workplace has a different aim, with participants needing to build contextual understanding of the information presented as well as learning how to apply the information in the future. Spacing also leads to forgetting and this can make the learning feel ‘harder’. However, the more difficult the retrieval, the higher the learning effect (Bjork & Allen, 1970;
Cuddy & Jacoby, 1982; Krug, Davis & Glover, 1990). There is evidence that initial testing of newly learned items, with a small delay after the learning event, will further drive the building of long-term memory as this causes an additional retrieval effort (Karpicke & Roediger, 2007).
In addition to the ‘active part’ of the learning, spacing allows the brain to further digest new content and over time build and wire new connections, even when learners are at rest
(Spitzer, 2002; Tambini et al., 2010). Spacing enhances memory performance and the rate of forgetting drops due to enhanced hippocampally mediated memory consolidation
(Litman & Davachi, 2008). Another study showed that repeated testing is superior to repeated studying in the formation of maximum long-term memory formation
(Roediger & Karpicke, 2006).

…repeated testing is superior to repeated studying in the formation of maximum long-term memory formation… One question that is difficult to answer is whether there is an optimum timing of spacing between learning. The best take-home message is that any spacing (whether it be minutes, hours, or days) is better than no spacing at all.
Cepeda et al., (2008) examined the effect of this and suggest that the longer the gap between the first and second learning session (‘the gap’), the higher the retrieval rate
(1-5 years) after the learning event. In a recent study with
1,354 subjects the optimum gap lengths were examined in order to test subjects’ recognition and recall rate. The project consisted of multiple combinations of gap lengths and RI (Retention Interval) lengths to examine the impact of the gap lengths on long-term memory foundation. For each RI, the recall and recognition performance rose with an increasing gap length and then decreased as the gap lengths further increased.

One question that is difficult to answer is whether there is an optimum timing of spacing between learning.
The Cepada study showed a significant improvement of the recall rate when spacing information compared with a zeroday gap (see Figure 3).
The Cepeda findings (Cepeda et al., 2008) underpin the notion that defining the optimum spacing is quite complex, since a couple of constraints and factors influence the design:

7

© NeuroLeadership Institute 2010 For Permissions, email support@neuroleadership.org

Spacing information over time leads to higher retrieval rates of new information and seems to build stronger long-term memory (Litman & Davachi, 2008).

NeuroLeadershipJOURNAL

Issue three 2010

Figure 3: Spacing effect and learning improvement (recall improvement in % and days after initial learning).1

© NeuroLeadership Institute 2010 For Permissions, email support@neuroleadership.org

Figure 4: Spaced repetition (learning journey) and expansion of memory and associations.

1. The RI gap: depending on the estimated recall date, the gap length first increases and then decreases since forgetting learned content comes into play.
2. As RI increases, the ratio of optimum gap to RI should decline. However, the data also suggest that it might be wise to avoid defining the ‘one’ optimum gap between learning events, since it significantly depends on the RI. In other words: the definition of how long you want to remember newly learned content determines the optimum timing of the learning gap and the time studying new content.
Many studies have been published on optimization of learning intervals (number of repetitions and spacing) to ensure learning. As mentioned earlier, repetition itself has a limited impact on creating lasting learning (Woiniak & Gorzelanczyk,

8

1994). However, repetition of new information, in a spaced manner, plays a role in building long-term memory. Taking the power of forgetting, and the power of transformational learning into account, we follow Jensen’s (2005) approach in using a variety of techniques to leverage repetition as a learning instrument. Incorporating this lesson, we suggest a
‘spaced repetition’, which combines spacing and generating of learning over time.
Repetition itself is minimized since the content itself does not simply get repeated. Repetition happens through various techniques like priming, reviewing, or testing the content during new learning generation (Figure 4).

1
The optimum learning gap defined as d=1 for 7 day recall test; d = 7 for 35 day recall test and d = 21 for 70 day recall test.

RESEARCH

Priming allows the brain to build the new concept into a larger contextual and semantic structure… Most training programs mass information in one or two days, without much attention to follow up. This brings up the question of how much we should be breaking up learning and instead delivering smaller bites of learning over time.

There is no current recipe of how much content can be taught and learned in a specific amount of time.
This is an important area for future research, and we cannot find any formal studies as a guide here yet. However, it is important to note that brain function shows multiple constraints around learning limitations with regard to learning a lot of information, including:
• The limitations of the prefrontal cortex and its ability to process only 3-7 information chunks at any one time
(Linden et al., 2003).
• The time necessary to form new synaptic connections
(Goda & Davis, 2003)
• If the synapse gets disturbed before it ‘sets’, the memory is lost (Milner, 1999).
• The ‘rest-time’ needed to allow the brain to recycle

protein in the neurons, which is crucial for building longterm memory (Bodizs et al., 2002; Schroth, 2002).
• The ‘digestion-time’ needed for the brain to reorganize, distribute and consolidate new content through the hippocampus (Piegneux et al., 2001; Stickgold, 1998;
Siapas & Wilson, 1994; Walker & Stickgold 2006) and awake rested (Tambini et al., 2010).
There is no current recipe of how much content can be taught and learned in a specific amount of time. However the indicators and data points are clear – building learning connections is time consuming and requires maintenance.

Areas for further research
There are many areas that deserve significant further investigation. Questions to explore about learning from the brain perspective include: which of the AGES variables is most significant, and what are the interactions between the variables? How much can people learn or digest at one time? What is the optimum interval period for spacing to maximize learning? What is the impact of positive versus negative emotions in learning events? Answering these questions and more will go a long way toward enabling us to improve the impact of learning experiences in organizations.

Summary
Adult learning is highly complex. How do we ensure people are interested in learning what is presented, and how then do we present the information to ensure that the knowledge is sustainable, accessible, and easily applied in adaptive and contextual ways?
We suggest that learning designers should focus on:
• Creating maximum attention with a greater focus on learner motivation, ensuring one focus during learning events, and utilizing more novelty and change during learning experiences.
• Encouraging significant generation of learning by participants when teaching new concepts to build learner ownership rather than using presentation of information. • Creating a positive emotional environment with opportunities for people to gain positive feedback and connect deeply with others.
• Utilizing more spacing of learning instead of massing and repetition, with more dispersed content, such as turning a three-day learning event into six half-day events over a longer period.
We encourage chief learning officers, learning consultants and trainers to explore these new ways to reshape instructional design to ensure high-impact learning that lasts through ages and that enables training departments to fully unleash the capabilities within their organizations.

9

© NeuroLeadership Institute 2010 For Permissions, email support@neuroleadership.org

Priming allows the brain to build the new concept into a larger contextual and semantic structure, increasing efficiency in learning (Martin & Van Turenout, 2002; Cave, 1997). Studies demonstrate that the use of priming as a repetition technique increases verbal fluency significantly (Mack & Rock, 1998).

NeuroLeadershipJOURNAL

Issue three 2010

References
Arnsten, A. F. T. (1998). The biology of being frazzled. Science,
280, 1711-12.
Arnsten, A. F. T. (2009). Stress signaling pathways that impair prefrontal cortex structure and function. Nat Rev Neurosci.,
10(6), 410-422.
Baddeley, A. D. & Longman, D. J. A. (1978). The influence of length and frequency on training sessions on the rate of learning to type, Ergonomics 21, 627-35.
Baumeister, R. F. & Vohs, K. D. (2004). Handbook of Selfregulation: Research, Theory, and Applications. Guilford
Press. New York.

Crowder, R. G. (1976). Principles of Learning and Memory.
Oxford: Lawrence Erlbaum.
Csikszentmihalyi, M. (1990). Flow: The Psychology of Optimal
Experience.
Damasio, A. (1994). Descartes’ Error.
Davachi, L. & Dobbins, I. G. (2008). Declarative Memory.
Association for Psychological Science, 17/2, 112-118.
Davachi, L. & Wagner, A. D. (2002). Hippocampal contributions to episodic encoding: insights from relational and item-based learning. The American Physiological
Society, 88, 982-990.

Bersin & Associates (2010). Informal learning: What, why and how – the economic realities, Research Paper.

Diamond, D. et al. (1999). Exposing rats to a predator impairs spatial working memory in the radial arm water maze.
Hippocampus, 9, 542-552.

Bersin & Associates (2011). The Corporate Learning
Factbook 2011.

Goda, Y. & Davis, G. W. (2003). Mechanisms of synapse assembly and disassembly. Neuron 40(2), 243-264.

Bethof, E. (2009). Leaders as Teachers: Unlock the Teaching
Potential of Your Company’s Best and Brightest. ASTD Press.

Gordon, E. et al. (2008). An “integrative Neuroscience” platform: application to profiles of negativity and positivity bias. Journal of integrative Neuroscience.

Bodzis, R. et al. (2002). Sleep-dependant hippocampal slow activity correlates with waking memory performance.
Neurobiology of Learning and Memory, 78(2), 441-457.
Bor, D., Duncan, J., Wiseman, R. J. & Owen, A. M. (2003).
Encoding strategies dissociate prefrontal activity from working memory demand. Neuron 37, 361-367.
Boyatzis, R. E. (2001). How and why individuals are able to develop emotional intelligence, in: Cherniss, C. & Golemann,
D.: The Emotionally Intelligent Workplace: How to Select for,
Measure, and Improve Emotional Intelligence in Individuals,
Groups, and Organizations, 234-253.

© NeuroLeadership Institute 2010 For Permissions, email support@neuroleadership.org

Bradley, M. & Lang, P. (2000). Measuring emotion: Behavior, feeling and physiology, in: Lane, R. & Nadel, L.: The Cognitive
Neuroscience of Emotion, 242-276.
Cacioppo, J. T. & Patrick, W. (2008). Loneliness: Human nature and the need for social connection. New York: W. W.
Norton & Company.

Hebb, D. O. (1949). The Organization of Behavior. New York:
Wiley.
Jaremka, L., Gabriel, S. & Carvallo, M. (2010). What makes us feel the best also makes us feel the worst: The emotional impact of independent and interdependent experiences. Self and Identity, 2010.
Jensen, E. (2005). Teaching With the Brain in Mind, 2nd Edition.
Jung-Beeman, M., Collier, A. & Kounis, J. (2008). How insight happens, learning from the brain. NeuroLeadership
Journal, 1, 20-25.
Karpicke, J. D. & Roediger, H. L. (2007). Expanding retrieval practice promotes short-term retention, but equally spaced retrieval enhances long-term retention. Journal of
Experimental Psychology, 33(4), 704-719.

Cahill, et al. (1994). Adrenergic activation and memory for emotional events. Nature, 371, 702-704.
Cave, B. (1997). Very long-lasting priming in picture naming.
Psychological Science, 8, 322-325.

Kirsch, I. (1999): How expectancies shape experience.
American Psychological Association.

Cepeda, N. J. et al. (2008): Spacing Effects in Learning.
Psychological Science, 19(11), 1095-1102.

Kiefer, T. (2009). Leadership development 3.0: IQ*EQ*XQ.
Presented on: Learntech 2009, Germany.

Cepeda, N. J. et al. (2006). Distributed practice in verbal recall tasks: A review and quantitative synthesis.
Psychological Bulletin, 132, 354-380.

10

Kensinger, E. A., Clarke, R. J. & Corkin, S. (2003). What neural correlates underlie successful encoding and retrieval? A functional magnetic resonance imaging study using a divided attention paradigm. J Neurosci, 23, 2407-2415.

Kohlrieser, G. (2006): Hostage at the table: How leaders can overcome conflict, influence others and praise performance.

Craik, F. I. M. & Tulving, E. (1975). Depth of processing and the retention of words in episodic memory. Journal of
Experimental Psychology: General, 104, 27.

Kuonis, J., Fleck, J. L., Green, D. L., Payne, L., Stevenson,
J. L., Bowden, M. & Jung-Beeman, M. (2008). The origins of insight in resting-state brain activity. Neuropsychologica, 46,
S., 281-291.

RESEARCH

Kopp, B. & Wolff, M. (2000). Brain mechanisms of selective learning: Event-related potentials provide evidence for error driven learning in humans. Biological Psychology, 51, 223-246.

Rock, D. (2008): SCARF: a brain-based model for collaborating with and influencing others. NeuroLeadership
Journal, 1, 2008.

Kornell, N. & Bjork, R. A. (2008). Learning concepts and categories: Is spacing the “enemy of induction”?
Psychological Science, 19, 585-592.

Rock, D. (2009). Your Brain at Work. HarperCollins: NY

Lepage, M., Habib, R. & Tulving, E. (1998). Hippocampal PET activations of memory encoding and retrieval: The HIPER model. Hippocampus 8, 313–322.
Lieberman & Eisenberg. (2008). The pains and pleasures of social life, NeuroLeadership Journal, I.
Linden, et al. (2003). Cortical Capacity constraints for visual working memory: Dissociation of fMRI load effects in frontoparietal network. Neuroimage, 20, 1518-1530.
Litman, L. & Davachi, L. (2008). Distributed learning enhances relational memory consolidation. Learning &
Memory, September 8, 711-716.
Mack, A. & Rock, I. (1998). Inattentional Blindness,
Cambridge, MA: MIT Press.
Martin, A. & Van Turenout, M. (2002). Searching for the neural correlates of object priming, in: Schachter, D. &
Squire, L. Neuropsychology of memory, 239-247.
Milner, P. (1999). The Autonomous Brain.
Ochsner, K. N. (2000). Are affective events richly recollected or simply familiar? The experience and process of recognizing feelings past. J Exp Psychol Gen, 129, 242-261.
Ohman, A., Flykt, A. & Lundquist, D. (2000). Unconscious emotion: Evolutionary perspectives, pychophysiological data and neuropsychological mechanisms, in: Lane, R. D., Nadel
L. & Ahern, G. L. (eds.), Cognitive Neuroscience of Emotion.
Pashler, H., Johnston, H. C. & Ruthruff, E. (2001). Attention and Performance. Annu. Rev. Psychol., 52, 629-51.
Paivio, A. (1969). Mental imagery in associative learning and memory. Psychological Review, 76, 23.
Pierce, D., Kupprat, I. & Harry, D. (1976).Urinary epinephrine and norepinephrine levels in women athletes during training and competition. European Journal of Applied Physiology and Occupational Physiology, 36,1, 1-6.
Poldrack, R. A. et al. (2001): Interactive memory systems in the human brain. Nature, 414, 546-550.
Pride, D. D., Verne, G. N. & Schwartz, J. M. (2006). Plasticity in brain modulation and modulation of pain. Progress in
Brain Research, 117, 333-352.
Piegneux, P. et al. (2001). Sleeping brain, learning brain: The role of sleep for memory systems. Neuroreport, 12, 111-124.
Rock, D. (2007). Quiet Leadership. HarperCollins: NY

Rule, M., Rock, D. & Donde, R. (2011). Global coaching study
2011, NeuroLeadership Group, Sydney.
Schultz, W. (1997). Dopamine neurons and their role in reward mechanisms. Curr Opin Neurobiol, 7, 191-197.
Siapas, A. G. & Wilson, M. A. (1998). Coordinated interactions between hippocampal ripples and cortical spindles during slow wave sleep. Neuron, 21, 1123-1128.
Simon, D. A. & Bjork, R. A. (2001). Metacognition in motor learning. Journal of Experimental Psychology: Learning,
Memory, and Cognition, 27, 907–912.
Spitzer, M. (2002). Lernen: Gehirnforschung und Schule des
Lebens.
Stickgold, R. (1998). Sleep: Off-line memory processing.
Trends in Cognitive Sciences, 2, 484-492.
Subramaniam, K. et al. (2009). Positive mood and anxiety modulate anterior cingulate activity and cognitive preparation for insight. Journal of Cognitive Neuroscience, 21, 415-432.
Tambini, A., Ketz, N. & Davachi, L. (2010). Enhanced brain correlations during rest are related to memory for recent experiences. Neuron, 65, 280-290.
Taylor, S. E. (1991). Asymmetrical effects of positive and negative effects: The mobilization – minimization hypothesis.
Psychological Bulletin, 110(1), 67-85.
Taylor, K. & Rohrer, D. (2010). The Effects of Interleaved
Practice. Applied Cognitive Psychology, 24, 837-848.
Walker, M. P. & Stickgold, R. (2006). Sleep, memory and plasticity. Annual Review of Psychology, 57, 139-166.
Wills, T. W., Soraci, S. A., Chechile, R. A. & Taylor, H. A.
(2000). “Aha” effects in the generation of pictures. Memory
& Cognition, 28, 939-948.
Woiniak, P. A. & Gorzelanczyk, E. J. (1994). Optimization of repetition spacing in the practice of learning. Acta Neurobiol.
Exp. 1994, 54, 59-62.
Zechmeister, E. B. & Shaughnessy, J. J. (1980). When you know that you know and when you think that you know but you don’t. Bulletin of the Psychonomic Society, 15, 41-44.
Zenger, J., Folkman, J. & Sherwin, R. (2005): The Promise of
Phase 3. Training & Development, January 2005.
Zink, C. F. et al. (2008). Know your place: Neural processing of social hierarchy in humans. Neuron, 58, 273–283.

11

© NeuroLeadership Institute 2010 For Permissions, email support@neuroleadership.org

LeDoux, J. (1994). Emotion, memory, and the brain. Scientific
American, 270(6), 50-57.

Roediger, H. L. & Karpicke, J. D. (2006). Test-enhanced learning: Taking memory tests improves long-term retention. Psychological Science, 17, 249-255.

Similar Documents

Free Essay

Strategic Sourcing at Whirlpool China

...rP os t Sw W12079 STRATEGIC SOURCING AT WHIRLPOOL CHINA: FINDING THE IDEAL SUPPLIER op yo Dr. Martin Lockstrom, Thomas E. Callarman and Shengrong Zhang wrote this case solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2012, CEIBS Version: 2012-06-19 tC It was April 10, 2011, when Gianluca Castelletti, head of Whirlpool’s Asia International Procurement Office in Shanghai, was informed by his colleagues that the company was about to launch a new refrigerator model in just six months. With the current worldwide focus on energy saving, and as one of the biggest home appliances producers, Whirlpool China planned to introduce a new energy-efficient refrigerator. No Castelletti immediately spotted a challenge in Whirlpool...

Words: 3175 - Pages: 13

Premium Essay

Strategic Sourcing at Whirlpool China Case Study Analysis

...Business Practicum Strategic Sourcing at Whirlpool China Q1. Whirlpool’s Global Sourcing Strategy (GSS) in China had many advantages as well as disadvantages. As the case explains, China had become one of the world’s largest household appliance makers, and relocation of Whirlpool’s Asian HQ to Shanghai helped the company’s products gain acceptance within the market. Furthermore, setting up an international procurement office in Shanghai helped to eliminate various factors that could make global sourcing a difficult process. Whirlpools Shanghai HQ decreased transportation delays and cultural and language differences and supported the company’s own manufacturing operations in Asia. Other advantages to global sourcing in China include: reducing capital investments, gaining market share, focusing on core competencies, and increasing flexibility in production. Although China may provide a cost advantage in regards to raw materials, disadvantages occurred in areas such as quality, reliability, a lack of capable service providers, and inadequacies in transportation and IT infrastructures. Q2. When it came to potential suppliers, Whirlpool set their standards high. In order to be considered a supplier of Whirlpool, quality requirements set forth by the Whirlpool Supplier Quality System had to be met. Most suppliers in China, however, found difficulty in reaching the minimum required score of 60/100 during the first round of audits. Whirlpool used the Sourcing Strategy Development...

Words: 770 - Pages: 4

Premium Essay

Global Sourcing Development at Ikea – a Case Study

...Abstract preview Global Sourcing Development at IKEA – a Case Study Paper prepared for the 25th IMP conference Jens Hultman1, Susanne Hertz1, Rhona Johnsen2, Thomas Johnsen2 1: Jönköping International Business School, P.O Box 1026, SE-551 11 SWEDEN E-mail: jens.hultman@ihh.hj.se, susanne.hertz@ihh.hj.se Tel: +46 0(36) 10 10 00 2: Audencia Nantes School of Management, 8 Route de la Joneliere, BP 31222 – 44312 Nantes Cedex 3, France. E-mail: tjohnsen@audencia.com; rjohnsen@audencia.com Tel: + 33 (0)240 37 46 25 Abstract This study explores the dynamic process of global sourcing development through a case study of the Swedish home furnishing giant IKEA and its supply network concerning the PAX wardrobe system. The paper provides a synthesis of the existing global sourcing literature by dividing this growing body of research into three major themes: globalization processes and stages, motives/drivers, and organizational design and management. Moreover, the paper integrates the global sourcing literature with the established literature on the internationalization process of firms. Comparing the existing research on global sourcing and internationalization, we propose two research questions focused on: (1) the ways in which the IKEA global sourcing and supply chain development process resembles a linear stages process, and (2) the principal drivers of the development of global sourcing within IKEA. Relating the findings of the global sourcing process in the case of IKEA, the paper...

Words: 11008 - Pages: 45

Premium Essay

Case Whirlpool

...GLOBAL SOURCING Strategic Soucing at Whirpool China Finding the ideal supplier CASE ANALYSIS Assignment 1 STRATEGIC SOURCING AT WHIRLPOOL CHINA FINDING THE IDEAL SUPPLIER CASE ANALYSIS 1. What are the key problem areas for Whirlpool? Finding the right supplier. 2. What is the importance of strategic sourcing? Sourcing the right components is the first step in launching the new product. 3. What are the pros and cons of Whirlpool’s global sourcing strategies? Cons: Payment terms. Pros: To avoid delays in launching the new product. 4. How are suppliers identified, evaluated and selected? It was necessary to define the commodity and allocate responsibilities and resources through co-ordination of global and regional activities. Using the Sourcing Strategy Development (SSD) process in 4 steps: Step 1: internal analysis, identified and prioritized the process –partner requirements, then evaluated the performance of the existing supply base and reviewed the existing supply base, it also identify the switching costs. Step 2: external analysis, which includes analysing the supplier industry and competitors and evaluating competitor performance and strategies. The evaluation process makes use of SWOT (Strength, Weakness, Opportunities, Threat). Step 3: strategy development, is to analyse the competitiveness and their financial impact. Preliminary negotiations could be carried out, a suitable strategy and suppliers should be selected and...

Words: 437 - Pages: 2

Premium Essay

Summary of Henke

...Global Dual Sourcing: Tailored Base Surge Allocation to Near and Offshore Production Gad Allon and Jan A. Van Mieghem Kellogg School of Management, Northwestern University, Evanston, IL 60208 September 25, 2008; Revised Oct 8, 2008 When designing a sourcing strategy in practice, a key task is to determine the average order rates placed to each source because that affects costs and supplier management. We consider a firm that has access to a responsive near-shore source (e.g., Mexico) and a low-cost offshore source (e.g., China). The firm must determine an inventory sourcing policy to satisfy random demand over time. Unfortunately, the optimal policy is too complex to allow a direct answer to our key question. Therefore, we analyze a tailored basesurge (TBS) sourcing policy that is simple, used in practice, and captures the classic tradeoff between cost and responsiveness. The TBS policy replenishes at a constant rate from the offshore source and produces at the near shore plant only when inventory is below a target. The constant base allocation allows the offshore facility to focus on cost efficiency while the nearshore’s quick response capability is utilized only dynamically to guarantee high service. The research goals are to i) determine the allocation of random demand into base and surge capacity, ii) estimate corresponding working capital requirements, and iii) identify and value the key drivers of dual sourcing. Given that even this simple TBS policy is not amenable to exact...

Words: 5549 - Pages: 23

Premium Essay

Ikea

...Supply Chain Management – Assignment (Wal-Mart & IKEA) Are they involved in strategic alliances with major trading partners? If so, how and for what purpose? Strategic Alliances Definition of Strategic Alliance: Strategic alliances are inter-firm collaborative business models that allow firms to create value by sharing resources, obtaining market influence or access novel markets. Simply put, strategic alliance allows for projects where companies can share their resources and risks for an agreed period or project. Resources such as distribution chains, development of products, technologies or services become communal amongst alliances. In recent times, the potential positive effects of alliances are highly regarded by firms, thus, leading to an increasing trend in entering into strategic alliances with the aim of constructing stable collaborations. While the successes of alliances are plentiful, there is also evidence of many undesirable business outcomes. This section of the research paper will discuss and analyze the applications of strategic alliance for global giants in the retail business: IKEA and Wal-Mart. IKEA’s Strategic Alliances: IKEA aims to provide consumers with low-price products through fostering long-lasting business relationships and networks with its main suppliers. These relationships are a pivotal part of the development of IKEA’s products and technologies. IKEA tends to push interactions with their suppliers as far upstream as...

Words: 1882 - Pages: 8

Premium Essay

The Low Cost Learning Curve

...Purchasing The Low-cost Learning curve t might not be the best habit, but people have a tendency to categorize everything. The same often happens with low-cost country sourcing, which lumps totally diverse countries scattered all over the world into the same category of inexpensive procurement opportunities. Many still debate whether the process itself actually varies that much from country to country. Is the strategy for sourcing from China really any different than it is from India, Turkey or Brazil? For David Hoover, vice president of strategic procurement for HNI Corp., the answer is, “No, it’s not.” Of course, there’s a little more to it than that. “In the end, human beings are always the ones doing the business. And everyone has an interest,” notes Hoover. “The challenge, in any supplier relationship, is to understand what the other party’s interests are, so that you can help satisfy them. When you do that, they will be compelled to help satisfy yours.” A few years ago when HNI, a global office furniture manufacturer, started evaluating the potential cost benefits of sourcing in China, the company took an approach that utilized its decentralized business model called “split and focus.” However, while the model proved very effective on the customer side of the business to accommodate different product markets and consumer bases, the company quickly learned that the approach needed a few minor adjustments to be as successful on the supply side. “[Initially] we were sending...

Words: 772 - Pages: 4

Premium Essay

Global Expansion of Starbucks

...business.   Chances are, if you've been to an airport, grocery store, mall, or the downtown area of a large city, you've been to or seen a Starbucks.   Without a doubt, Starbucks is the de facto leader in the specialty coffee market, and not just in the United States.   In 1999, Starbucks expanded into China.   Today, their expansion continues in China and around the world.   Starbucks now has stores in 47 countries.   Their global expansion strategy and performance is stellar.   Let's examine some possible components of Starbuck's global expansion strategy that enables them to determine how, why, and where they expand.     According to their Annual Report, Starbucks opened up 2,571 new stores in 2007 (www.starbucks.com).   They now operate over 15,000 stores around the globe.   In China, their aggressive expansion continues.   In 2006, Financial Times quoted Howard Schultz as saying "China has emerged as the strategic priority within the company today and in the long term.   The opportunity we have in China is like no other" (17).      To succeed globally, companies must analyze and choose from many strategic plans.   One way they do this is by using a SWOT analysis – a strategic planning tool used to evaluate Strengths, Weaknesses, Opportunities, and Threats.   The goal of a SWOT analysis is to identify key internal and external factors that affect the desired outcome.   Strengths and weaknesses are internal to the company and include things like wage/benefits, corporate culture...

Words: 939 - Pages: 4

Premium Essay

Purchasing

...supplier (3.0) History of Purchasing. (4.6) Origins of purchasing/Procurement (4.7) Procurement developments in ancient history. (4.0) Purchasing Goals. (5.8) Broad purchasing goals (5.9) Different purchasing goals and their priorities (5.0) Importance of purchasing for an Organization. (6.0) New Trends in purchasing. (7.10) e-Purchasing (7.11) Values of e-Purchasing (7.12) Procurement outsourcing (7.13) Values of Procurement outsourcing (7.0) Conclusion. (1.0) What is Purchasing? For most organization purchasing means buying goods to resell or carry out operations or to manufacture products. “Purchasing (Procurement) aims at anticipating requirements, sourcing and obtaining supplies into the organization and monitoring the status of supplies as a current asset.” – defined by the Book LOGISTICS written by David J. Bloomberg, ‎Stephen A. LeMay, ‎Stephen LeMay Terms “Materials Management”, “Inbound Logistics”, “Procurement” give the similar meaning to...

Words: 1395 - Pages: 6

Premium Essay

Ericsson Sourcing Analysis

... By CS; EN; HD; KZ; X H Content 1 Background 2 1.1 About Ericsson 2 1.2 Strategic Sourcing Department 2 2 SWOT Analysis 4 2.1 Strength 4 2.2 Weakness 5 2.3 Opportunities 6 2.4 Threat 7 3 Conclusion 9 Reference 10 Background 1 About Ericsson Ericsson is a world-leading provider of telecommunications equipment and related services to mobile and fixed network operators globally. Over 1,000 networks in more than 180 countries utilize Ericsson’s network equipment and 40 percent of all mobile calls are made through our systems [1]. Ericsson is one of the few companies worldwide that can offer end-to-end solutions for all major mobile communication standards. The company has a global presence supported by strong base of R&D activities. Increasing demand for smartphones and mobile broadband infrastructure gives an opportunity to strengthen its business performance. However, increasing competition and regulations could adversely impact both its business operations and financial position. • Core Value Respect, professionalism and perseverance are the values that are the foundation of the Ericsson culture [1]. • Main Business Networks, Multimedia, Global Services, ST-Ericsson • Main Competitors Huawei, Nokia Siemens, Alcatel-Lucent, ZTE 2 Strategic Sourcing Department Strategic Sourcing was created to manage Ericsson’s Category, Partnering, Supplier and Contracts Management within...

Words: 2574 - Pages: 11

Premium Essay

Procurement at Apple

...Table of Content Introduction………………………………………………………………………..……...3 The 3PL market…………………………………………………………………………...4 Procurement As competitive advantage…………………………………………………4 1. Center-led procurement…………………………………………………………..5 2. Strategic sourcing………………………………………………………………….5 3. Supplier integration……………………………………………………………….6 4. Enterprise spend management……………………………………………………6 5. Cross-industry benchmarking…………………………………………………….7 6. E – Procurement…………………………………………………………………...7 Advantages of Apple’s procurement……………………………………………………..8 Disadvantages of Apple’s Procurement…………………………………………………..9 Conclusion…………………………………………………………………………………10 Introduction: When Apple design guru Jony Ive wanted a new feature for the next MacBook: a small dot of green light above the screen, shining through the computer’s aluminum casing to indicate when its camera was on, the problem? It’s physically impossible to shine light through metal. Apple discovered it could use a customized laser to poke holes in the aluminum small enough to be nearly invisible to the human eye but big enough to let light through. Applying that solution at massive volume was a different matter. Apple needed lasers, and lots of them. Most of Apple’s customers have probably never given that green light a second thought, but its creation speaks to a massive competitive advantage for Apple: Operations. This is the world of manufacturing, procurement, and logistics in which the new chief executive officer...

Words: 2544 - Pages: 11

Premium Essay

Shanghai General Motors: the Rise of a Later-Comer

...Through the case study of‘SHANGHAI GENERAL MOTORS:THE RIS OF A LATE –COMER’, we learned that the development of automobile industry in China, and GM opening up a historic challenges and opportunities to firm up China’s cooperation with SAIC. 1. Background Information General Motors (GM) is one of the world's largest car companies. Although GM lost its first-mover advantage to Volkswagen, in 2003, China became the second largest single market for General Motors, selling 201,188 vehicles, an 81.6% percent increase over the previous year. In that year Shanghai GM achieved a 13% market share in mainland China, second only to Volkswagen Group China among foreign carmakers. Sales dropped in 2004 when the company retired the Buick Sail and the release of its replacement, the Chevrolet Sail, was delayed to February, 2005, knocking General Motors Shanghai to seventh place in mainland China market share. 2. Automobile industry history and development Development situation can be divided into sevens stages as follows |Time |market demand |local competitor |foreign competitor |Economy |Technology |Political Social | |1950-1965 |small:only for |state-owned |No |the beginning of |Soviet Union provide |have no reference | | |party officials |company | |economy development|technology | | |1966-1976 ...

Words: 880 - Pages: 4

Free Essay

Report

...Latin American and Asia. Currently, Carrefour has opened over 12,500 stores all over the world, with sales in 2006 of $114.9 billion and 456,000 employees. Store Formats. Carrefour operates three store formats in China: Carrefour hypermarkets, Champion supermarkets, and Dia discounted convenience stores. Since Carrefour entered China in 1995, hypermarkets were the principal format for Carrefour expansion. Carrefour opened 150 Dia discounted convenience stores in Shanghai and 100 in Beijing in 2003 (www.carrefour.com.cn), but faces fierce competition from 7-Eleven stores from Taiwan. Carrefour would more likely to learn from and follow 7-Eleven in the convenience store niche . Store Location. China is still a country with a relative low income level and hence the mainstream power of consumption remains in large and prosperous cities and city centers. Therefore, Carrefour establishes their stores in first tier cities and also in more prosperous and business areas . Yan (2003) argues that Carrefour’s strategy of store location enables its leading position among foreign retailers. He continued to argue that the decision of selecting Shanghai as the headquarter location enabled Carrefour’s rapid strategic expansion in China, due to a better sourcing environment, transportation...

Words: 948 - Pages: 4

Premium Essay

International Relations

...Chapter 8 1. What are the advantages and disadvantages or using licensing as a market entry tool? Give examples of companies from different countries that use licensing as a global marketing strategy. Licensing: Advantages: • Low cost entry alternative • Allows licensor to circumvent tariffs, quotas, or similar export barriers • Limits political risk and risk of expropriation • Provides additional profitability with little initial investment • Provides method of circumventing tariffs, quotas, and other export barriers • Attractive ROI • Low costs to implement Disadvantages: • A limited form of participation; licensor generally has no control on marketing program associated with product produced under license. • Financial upside limited by royalty rate. • Licensees can become competitors. 2. The president of XYZ Manufacturing Company of Buffalo, New York, comes to you with a license offer from a company in Osaka. In return for sharing the company's patents and know-how, the Japanese company will pay a license fee of 5 percent of the ex-factory price of all products sold based on the U.S. company’s license. The president wants your advice. What would you tell him? Assuming XYZ is a small manufacturer with limited international experience, and if the picture for both market and sales (market share) potential are promising, licensing can be an attractive entry mode. Possibly entry into the Japanese market could be expedited by following this approach, especially...

Words: 3386 - Pages: 14

Premium Essay

Miss.

...example in this case study – recognise that they can only stand out in a tough sector by competing on an international scale. This increasingly means doing business in high-growth emerging markets like China and leveraging RMB to gain that vital competitive advantage. Background Telco, with its Head office based in London, began life as a manufacturer of wire-line equipment for the Western European aerospace sector. Following the privatisation of national telecoms operators from the late 1980s, it refocused its business to supply carriers in Europe and the US. Telco has been an HSBC client for more than ten years, after finding that domestic banks could not match its international expansion strategy. HSBC’s global network supported its exports growth across new markets by supporting all Telco’s export invoices. Rolling waves of telecoms deregulation saw Telco and other suppliers enter the mobile handset market in the 1990s, attracted by the significant growth opportunities. The intense competition and tightening margins in equipment supply – not least the demand from emerging markets – saw Telco make its first trip to China on a sourcing mission for basic components. Building a business In China At the company’s request, HSBC relationship managers helped guide Telco’s entry into China by working with professional advisors in the Far East to design a tailored business structure and business strategy. The bank also nominated a local Chinese relationship manager to ensure its business...

Words: 1568 - Pages: 7