Transcript HUST_presentation_March2011

An Introduction to HIGHER EDUCATION
Harvard Business School Publishing
王云珍 Claudia Wang
March 2011
Agenda
 Welcome and Introductions
 Harvard Business School and Harvard Business Publishing哈佛商学院
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和哈佛商学院出版
Higher Education Overview 高教业务
Case Study, Case Publishing and Case Distribution 案例研究，案例出
版及案例发行
Premium Access at the Educator website 查阅案例的教师帐号
Other Teaching Materials from HBP其它教学资源
Q & A 有问有答
HARVARD BUSINESS SCHOOL - 1908
Harvard
University
Harvard
Business
School
MBA
Program
Executive
Executi
Education
ve
Educati
on
Harvard
Business
Publishing
HBS MISSION
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Educating leaders who make a difference in the world
培养卓而不群的领导人
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Building new knowledge through research, case writing, and
course development 开发新的管理知识和理论
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Teaching the art and science of general management教授管理
的艺术和科学
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Creating a transforming experience in our classrooms and
programs 在课堂教学和项目学习中，创造全新/转型的体验
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Communicating important ideas and materials for leaders
worldwide 传递重要的管理理论和资讯
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HARVARD BUSINESS SCHOOL PUBLISHING
BRIEF HISTORY 哈佛商学院出版
• Harvard Business School founded 1908
• Initial purpose to provide management education to railroad
industry executives
• Case method pioneered by HBS faculty in 1920s
• Harvard Business Review founded in 1922
• HBS Press launched in the 1950s
• HBS cases distributed externally in 1950s
• HBP created in 1994:
 umbrella organization
 integrate publishing operations
 improve editorial synergy
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HBS PUBLISHING MISSION 我们的使命
To improve the practice of management and
its impact in a changing world
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HBSP VISION 远景
• Extend the reach of HBS through global publishing activities in
academic, professional and consumer markets 延伸和拓展HBS教育
• Serve as a bridge between research and practice to bring ideas with
lasting value to millions of business leaders 为管理理论和管理实践之
间 铺路搭桥
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MARKETS SERVED 三大市场
• Higher Education: 学院市场
Case studies, videos, elearning…
• Individual Managers: 个人消费者市场
Harvard Business Review magazine 《哈佛商业评论》
HBR Press books 图书
Web Publishing 网站
• Corporate Learning: 企业市场
Products and services to help organizations implement
talent development strategies 人才开发和领导力培养
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HBS PUBLISHING PRODUCT GROUPS 三大产品部门
• Higher Education 高教业务
• New Harvard Business Review Group
The magazine of HBR 《哈佛商业评论》
Harvard Business Review Press 哈佛商业评论出版社
Web Publishing 网络出版
• Corporate Learning 企业学习/在线学习
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HBSP HIGHER EDUCATION GROUP
• Participant-centered learning 以参与者为中心的学习
 Pioneered by Harvard Business School 由哈佛商学院倡导
• Leader in providing teaching materials for participant-centered
learning 为PCL提供教学资源占有领先地位
• Focus on MBA, executive education and other graduate business
courses
• Materials designed to: 作用于以下方面：
 Facilitate class discussion 促进课堂讨论
 Prepare students for leadership and teamwork 为学生准备
 Provide deeper experience than memorizing concepts and
techniques 提供更深的体验来强化管理概念和技巧
• “Guide on the side” not “sage on the stage” 在旁引导，非发号施
令
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HIGHER EDUCATION PRODUCTS 高教资源和服务
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HBS Case Studies 案例研究
 Education for judgment 学会判断
 Experiential pedagogy 体验教学法
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Case Videos 案例录像
 Cases on video 案例本身
 Video footage to 辅助材料
supplement paper case
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Other Case Collections案例库
Other article collections
HBR article reprints
HBR Press Books
50 Lessons
Faculty Seminar Series
教师授课/研讨会系列
 Research-based, but not
intended for research use
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HBS Case Notes 案例笔记
 White papers on industries,
technologies 白皮书
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Electronic Courseware 电子课件
 Multimedia Cases 多媒体案例
 Tutorials 教程/辅导材料
 Online Courses 网上课程
 Simulations and Tools模拟情
景 和 工具
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PARTICIPANT-CENTERED LEARNING
Experiential learning 体验式学习
• Focus on the students’ application of knowledge as 知识的运用
• Integral to their ability to internalize concepts and apply the knowledge 学习概
念和实际能力相结合
Participant-centered learning 参与者为主导的学习
• Augments EL by having students learn from their peers 互助学习
• Students apply ideas in practical, problem-solving sessions 实用，解决问题
Classroom interaction 课堂上交互式学习
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Becomes the cornerstone of case teaching 互动学习，是案例教学的基石
Teacher becomes a facilitator 老师成了激发者
Powerful ‘constructivist’ learning
Increases knowledge transfer 增加知识转化
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WHAT IS A “CASE STUDY” 何谓“案例研究”
• A “study” written about a real business 有关一个真实的企业
• Puts the student into a real-world business situation让学生置身
于现实的商业世界中
• Presents information to set up a discussion around a decision,
but there is no “right” answer 围绕一个决策进行讨论，但无正确答案
• Designed to convey a particular teaching point, but may often
be used to convey others 传递一种特别的教学观点
• Not the “truth,” pure research, or a tool for actual
implementation 非真理，纯研究，或是为实际运用提供一种工具
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CASE PUBLISHING AND DISTRIBUTION 案例出版
• HBS – 9,000 cases in collection, 400 new per year
• Darden, IMD, Babson, Kellogg, Stanford, U of Hong
Kong, IESE, Ivey，Kennedy School…
• Collections are fluid – new cases and collections are
added, older cases are revised or retired
• HBSP website – 17,000 cases & articles
www.hbsp.harvard.edu/educators
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Educator Premium at www.hbsp.harvard.edu/educators
教师优先帐户
• Access to course material, course planning tools,
Educator copies, Teaching Notes
• A FREE service for faculty at degree-granting
institutions
• Your library of saved content/materials
• Educator Home Page:
-View featured content 特色内容
- initiate an advanced search 搜索引擎
- browse with teaching tools 教学工具
- get information on participant-centered learning
and the case method 案例教学法 PCLPCM
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Educator Premium at ww.hbsp.harvard.edu/educators
• Search Results
- content formats (e.g., PDF, hard copy, DVD, Spanish,
English, etc.)
- add materials to folders or courses from anywhere
- With Advanced Search, define inquiries by length, discipline,
product, format, publication date
• My Library/Saved Courses
- "My Library" is your flexible home base for planning and
delivering course material.
- View or update current courses, create new ones, deliver
materials to students, and share course ideas with colleagues.
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Premium Educator at ww.hbsp.harvard.edu/educators
• Course Details
Use the Course Detail Pages to manage your
courses over time. Edit course information and
content, reuse an expired course, deliver material to
students, and review which students have accessed
the course.
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Educator Premium at ww.hbsp.harvard.edu/educators
How to access 如何注册
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Please go to www.hbsp.harvard.edu > Educators >
Apply for Educator Access > Registration by filling out the form.

After completing the form as required, click to Agreed and
Submit. You registration will be verified by our Customer Service
which may need a few days. Once qualified/approved, the user
can sign in directly.
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To make the verification process easier and quicker, you/your
school can send me the list of faculty (name, title, department and
email address for registration...) who submitted their registration.
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Premier Educator at www.hbsp.harvard.edu/educators
• How to access 如何注册
老师分别注册后在网上Submit自己的Registration后，我们美国
的Customer Service要求认证其Teaching Faculty的身份（因为
所有这些一流的资源都只对Teaching Faculty教课的老师开放，
让老师免费享用）。
然后辛老师把在网上做了注册的老师的单子给我，我帮忙去认证。
不然，我们Customer Service要到华中科技大学的网站一个个查
找老师的身份，或者要求学校统一出一份证明信，证明这些老师
的Teaching Faculty的身份。然后才能开通老师的帐号
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POPULAR CASE STUDIES
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Matching Dell by Jan W. Rivkin and Michael E. Porter (Competitive Strategy)
Ingvar Kamprad and IKEA by Christopher A. Bartlett and Ashish Nanda
(Entrepreneurship)
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Marriott Corp.: The Cost of Capital (Abridged)
by Richard S. Ruback (Finance)
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GE‘s Two-Decade Transformation: Jack Welch‘s Leadership
by Christopher Bartlett (General Management)
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Nordstrom: Dissension in the Ranks? (A)
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by Robert Simons (Human Resource Management)
Tivo by Luc Wathieu (Marketing)
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Cisco Systems, Inc.: Implementing ERP
by Robert D. Austin and Richard L. Nolan (MIS)
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Toyota Motor Manufacturing, U.S.A., Inc. by Kazuhiro Mishina (Operations
Management)
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Charlotte Beers at Ogilvy & Mather Worldwide (A)
by Herminia Ibarra (OB and Leadership)
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Shouldice Hospital Limited
by James Heskett (Service Management)
MULTIMEDIA CASE STUDIES 多媒体案例
• Combine text, audio, animation, and video on one CD-ROM for
a richer case experience
 Interviews
 Factory tours
 Marketing and advertising examples
• “Cool” or well-known subjects engage students 引人入胜的案例
 Harley-Davidson, Mountain Dew, NASA
 Mini Cooper, Jack Welch, Microsoft
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NEW: BRIEF CASES FROM HBSP 短小精悍的案例
 Rigorous and data driven, HBSP Brief Cases are 5-8 pages long,
plus exhibits
 Each case is written by a business professor or industry expert
and has a Teaching Note 教学笔记
 Most are supplemented by an online tool—with sample 教辅
problems—that allows students to apply principles immediately
 Series currently includes 7 cases in core areas of Marketing; the
series also include cases in
OB and Leadership, HR Management, and General
Management, Operations Management…
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SUPPORT FOR CASE TEACHING 案例教学的支持
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Participant-centered Learning and the Case Method 案例教学法
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http://casemethod.hbsp.harvard.edu
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Cases, notes, articles, and books 杂志文章和图书章节
 Case Method Handbook (guide for students)
 Education for Judgment
 Teaching and the Case Method
 Hints for Case Teaching
 Why I Use Cases to Teach Accounting
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Participant-Centered Learning Seminars PCL研讨会
 On-campus at HBS
 Traveling, discipline-based seminars
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VIDEOS 其它教学资源——录像
• Video to supplement case 辅助案例教学 呈
 Interviews 采访
 Case protagonist visit to the classroom 案例中的主角
 Marketing and advertising examples 营销/广告范例
 “What really happened”
• Faculty Seminar Series 教师授课/研讨系列
 Lectures on CD
 Faculty from HBS and Stanford 来自HBS和斯坦福的教授
 Present research, insights, and practical advice.
 Video presentation with synchronized slides 与PPT同步的录像
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HIGHER EDUCATION eLEARNING 在线学习
• Online courses 在线课程
 Pre-matriculation online courses 学前学习课程
 Quantitative Analysis, Financial Accounting,
IT Concerpts, Finance
• Online simulations 在线模拟情景学习 - Game
 Rental Car Pricing Simulation
 Everest Leadership and Team Simulation
 Global Supply Chain Management Simulation
Operation Management;
Strategic Management
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《哈佛商业评论》
 HBR publishes ideas from:
 Experts who do high quality research in business and
management 来自于顶尖的商业管理研究
 HBR is about “improving the practice of management”
 Publish for practitioners 改善管理实践
 Try to answer both “so what?” and “now what?”
 54% of subscribers NEVER throw out their copies
 Content with enduring value
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其它教学资源：ARTICLES IN THE CLASSROOM
Ways to use articles in class:
• Complement to a case study
• Complement to a textbook
• In a coursepack of readings
HBSP article distribution:
• Harvard Business Review 《哈佛商业评论》
• California Management Review 《加州管理评论》
• MIT Sloan Management Review 《MIT斯隆管理评论》
• McKinsey Quarterly 《麦肯锡季刊》
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HARVARD BUSINESS SCHOOL PRESS
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HBR Press: collections
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Harvard Business
Essentials
HBR Paperback
Series
Results Driven
Manager
Commissioned /
Subject matter experts
HBR article reprints
Newsletter article
reprints
Management
Dilemmas
HBR case study
reprints
其它教学资源：图书章节
HBR PRESS CHAPTERS IN THE CLASSROOM
• Strategy, leadership, people management, change,
innovation and general management
• Leverage authors and their ideas across HBSP’s
multiple publishing groups
• Sell content by the chapter for MBA and executive
education markets
• Cases + articles + chapters = course pack
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THANK YOU
Learn more at www.hbsp.harvard.edu