Second Life and Business Education

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Stepping into the InternetStepping into the InternetInnovating business education with Innovating business education with Second Second LifeLife

Robin Teigland, SSE Steve Mahaley, Duke

CEGöran Lindqvist, SSEDecember 20, 2007

http://www.hhs.se/

http://www.hhs.se/

http://www.dukece.com/

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What is Second Life?What is Second Life?

A film by Duke CE on the SSE MBA IslandA film by Duke CE on the SSE MBA Island

http://www.dukece.com/video/tommorowsleaders.hhttp://www.dukece.com/video/tommorowsleaders.htmltml

Or Or

http://www.youtube.com/watch?v=Bi5i3UwVvbghttp://www.youtube.com/watch?v=Bi5i3UwVvbg

http://www.dukece.com/video/tommorowsleaders.html

http://www.dukece.com/video/tommorowsleaders.html

http://www.youtube.com/watch?v=Bi5i3UwVvbg

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OverviewOverview

What are we doing in Second Life?What are we doing in Second Life?

What are others doing in Second Life?What are others doing in Second Life?− Some potential applications to business education?Some potential applications to business education?

Where are we going with Second Life & 3D internetWhere are we going with Second Life & 3D internet??− Challenges and possibilitiesChallenges and possibilities

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OverviewOverview

What are we doing in Second Life?What are we doing in Second Life?− Special issue in Special issue in MIS QuarterlyMIS Quarterly on Virtual Worlds on Virtual Worlds

http://www.misq.org/BulletinBoard/NewVentures.pdfhttp://www.misq.org/BulletinBoard/NewVentures.pdf− Lectures for external organizationsLectures for external organizations− Communication strategy for the Swedish Tax Agency Communication strategy for the Swedish Tax Agency − Virtual teaming exercise with Duke CEVirtual teaming exercise with Duke CE− Designing our islandDesigning our island


Where are we going with Second Life & 3D internetWhere are we going with Second Life & 3D internet ??− Challenges and possibilitiesChallenges and possibilities

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Springtime PR & Communications Springtime PR & Communications BureauBureau

Training event with avatars from Training event with avatars from Shanghai, Beijing, Stockholm, and Shanghai, Beijing, Stockholm, and

GotlandGotland

Lecturing for external organizationsLecturing for external organizations

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Developing a Communication Strategy Developing a Communication Strategy

in Second Life in Second Life for the Swedish Tax Agencyfor the Swedish Tax Agency

Media Psychology with Richard WahlundMedia Psychology with Richard Wahlund

Robin Teigland November 12, 2007

http://www.hhs.se/

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Presentation of the Swedish Tax Agency Presentation of the Swedish Tax Agency

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Anders Stridh and Anna Scocco presenting Anders Stridh and Anna Scocco presenting the Swedish Tax Agency from their officethe Swedish Tax Agency from their office

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MSc students in the SSE classroom MSc students in the SSE classroom interacting and learning about the Swedish interacting and learning about the Swedish

Tax AgencyTax Agency

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An experiment for the Communication An experiment for the Communication StrategyStrategy

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Swedish Tax Agency and SSE participantsSwedish Tax Agency and SSE participants

Karinda Rhode, alias Robin Teigland

Lima Lungu, alias Linda Malmqvist

Carl Palssonalias Coca Cooljoke

Anders Stridhalias Gonzo Takaki

Anna Scoccoalias Ansco Maximus

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Virtual 3D TeamingVirtual 3D TeamingAn exercise in Second LifeAn exercise in Second Life

GEL with Lena RamfeltGEL with Lena Ramfelt

Steve Mahaley, Duke CERobin Teigland, SSENovember 12, 2007

http://www.hhs.se/

http://www.dukece.com/

http://www.sses.se/default.aspx?id=267

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Starting the exercise Starting the exercise

Each team had the same colored t-shirt. The Swedish team had white t-

shirts.

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Each of the four teams building its Each of the four teams building its bridgebridge

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A completed bridgeA completed bridge

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Debriefing sessionDebriefing session

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Designing our island for best functionalityDesigning our island for best functionality

Social

Lecture

Partner 1

Briefing

HQ

Exhibition

Exercise

Partner 2

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OverviewOverview

What are we doing in Second Life?What are we doing in Second Life?− Special issue in MIS Quarterly on Virtual WorldsSpecial issue in MIS Quarterly on Virtual Worlds− Lectures for external organizationsLectures for external organizations− Communication strategy in Second Life for the Swedish Tax Communication strategy in Second Life for the Swedish Tax

Agency Agency − Virtual teaming exercise with Duke CEVirtual teaming exercise with Duke CE− Designing our islandDesigning our island



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Developing communication skills?Developing communication skills?

The Digital Hedge School project promotes The Digital Hedge School project promotes inter-generational interaction through an inter-generational interaction through an

informal educational environmentinformal educational environment

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Training and improving skills?Training and improving skills?

The Starboards Yacht Club teaches sailing

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Acting out-of-the-box?Acting out-of-the-box?

The UC Davis Medical Center C Davis Medical Center enables experiencing the impossible enables experiencing the impossible

in its schizophrenia centerin its schizophrenia center

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Learning crisis management?Learning crisis management?

The National Oceanographic and The National Oceanographic and Atmospheric Administration simulates Atmospheric Administration simulates

tsunamistsunamis

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Innovating and co-creating solutions?Innovating and co-creating solutions?

HSB runs a competition to design the apartment building of the future

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Facilitating organizational change Facilitating organizational change through role-playing?through role-playing?

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The opportunities are endless…….The opportunities are endless…….

LeadershipLeadership Sales & marketingSales & marketing BrandingBranding EntrepreneurshipEntrepreneurship InnovationInnovation ……....

http://static.flickr.com/47/110109290_2189217cee.jpg

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OverviewOverview

What are we doing in Second Life?What are we doing in Second Life?− Special issue in MIS Quarterly on Virtual WorldsSpecial issue in MIS Quarterly on Virtual Worlds− Lectures for external organizationsLectures for external organizations− Communication strategy in Second Life for the Swedish Tax Communication strategy in Second Life for the Swedish Tax

Agency Agency − Virtual teaming exercise with Duke CEVirtual teaming exercise with Duke CE− Designing our islandDesigning our island



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The future of education with 3D The future of education with 3D internet?internet?

Low High

Distributed

Co-located

Participantreach

Degree of “co-creation”

????

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What are the challenges going forward?What are the challenges going forward?

What What skillsskills and and roles roles are required?are required?− For academics, coaches, program managers, and of For academics, coaches, program managers, and of

course the participants?course the participants?− How do we get over the “digital immigrant” hurdle?How do we get over the “digital immigrant” hurdle?

What does What does contentcontent look like? look like? − Creation in real world for in-world? Or in-world for real Creation in real world for in-world? Or in-world for real

world? world? − Created by program or participants? Or co-created? Created by program or participants? Or co-created? − How do we escape our real world thinking?How do we escape our real world thinking?

How is the How is the process process best facilitated?best facilitated?− Embedding a 3D internet experience in the flow of the Embedding a 3D internet experience in the flow of the

learning program?learning program?− How do we ensure seamlessness?How do we ensure seamlessness?

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For more information….For more information….

External lecturesExternal lectures− http://www.slideshare.net/eteigland/sl-conference-photos/http://www.slideshare.net/eteigland/sl-conference-photos/

Communication strategy with the Swedish Tax AgencyCommunication strategy with the Swedish Tax Agency− http://www.slideshare.net/eteigland/sse-swedish-tax-agency-in-second-http://www.slideshare.net/eteigland/sse-swedish-tax-agency-in-second-

life-nov12-07/life-nov12-07/ Virtual teaming with Duke CEVirtual teaming with Duke CE

− http://www.slideshare.net/eteigland/second-life-teaming-exercise-gel-http://www.slideshare.net/eteigland/second-life-teaming-exercise-gel-overview/overview/

Second Life in generalSecond Life in general− http://www.slideshare.net/eteigland/second-life-virtual-worlds-kbm-http://www.slideshare.net/eteigland/second-life-virtual-worlds-kbm-

teigland/teigland/

ContactsContacts− Robin Teigland, Associate Professor, Center for Strategy and Robin Teigland, Associate Professor, Center for Strategy and

Competitiveness, SSE, Competitiveness, SSE, [email protected]@hhs.se, , www.knowledgenetworking.orgwww.knowledgenetworking.org

− Steve Mahaley, Steve Mahaley, Director of Learning Technology, Director of Learning Technology, Duke CE, Duke CE, [email protected]@dukece.com

− Göran Lindqvist, PhD Candidate, SSE, Center for Strategy and Göran Lindqvist, PhD Candidate, SSE, Center for Strategy and Competitiveness, Competitiveness, [email protected]@hhs.se