Building a global brand with corporate e-learning: Challenges, solutions and best practices for international businesses

Kristen Giovanis

Journal of Brand Strategy, 2015, vol. 4, issue 2, 168-176

Abstract: Creating effective global e-learning initiatives requires strategic planning and process creation in order to avoid mistakes that can turn off global learners and hinder company growth. Understanding the benefits and correct applications of e-learning, translation and localisation can help define a path to the successful phasing in of a global training programme in a cost-effective, efficient way. When creating a training programme for international learners, there are many factors to consider, including budget, timing, design and content relevancy. These factors become increasingly complex when considering lingual, regional and cultural differences across the globe. Preparing to face these complex challenges with stakeholder buy-in, defined procedures and inter-department collaboration will ensure the success of the global initiative. This paper will explore e-learning best practices and methods when applied to a global audience, and will address common pitfalls that can result in inefficiencies and miscommunications. Readers will learn how to avoid mistakes that derail a global e-learning initiative; to create a cost-conscious, effective strategy for a global e-learning initiative; to create content that can be easily localised from one culture and language to another; and to utilise tools and software to create an interface that works on a variety of platforms

Keywords: eLearning; localisation; translation; strategy; business; trends (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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