DaimlerChrysler Corporate University
19th World Conference on Open Learning and Distance Education
Knowledge Networks for the Training of the Future:
Virtual Learning Within
DaimlerChrysler Corporate University
Dr. Roland Deiser
Dean, DC Corporate University
Vienna, June 20-24, 1999
ICDE Conference on Open Learning and Distance Education - Vienna, June 1999
Page 1
DaimlerChrysler Corporate University
The DC Corporate University is Designed to Support the Implementation of the Strategic
Goals of the New Corporation
Changing Rules of Competition
 Consolidation of industries
 Globalization of markets - shift in
demand patterns
 Technological change
 Changing value chain
configuration
 Changing supply chain dynamics
Business Challenges and
Management Requirements
DC Strategic Goals
 Create an entrepreneurial and global
mindset
 Customer satisfaction
 Superior profitability
 Design a transnational organizational
infrastructure
 Unique portfolio
 Manage for growth
 Sustained growth
 Create a high performance organization
 Integrated enterprise
 Create and manage the right competence
portfolio
 Globalization
Shape Rules
of the Game to
Lead Industry
ICDE Conference on Open Learning and Distance Education - Vienna, June 1999
Support and implement
corporate and business
strategy
 Develop the “New Leader”
DCCU
Develop strategic,
organizational and
managerial capabilities
Page 2
DaimlerChrysler Corporate University
Building the House of DaimlerChrysler
Our purpose
Our Purpose is to be a global provider of
automotive and transportation products and services, generating
superior value for our customers, our employees and our shareholders.
Our mission
Our mission is to integrate two great companies to become a world enterprise that by 2001 is the
most successful and respected automotive and transportation products and services provider.
We will accomplish this by constantly delighting our customers with the quality and innovation of our products and services
resulting from the excellence of our processes, our people and our unique portfolio of strong brands.
Our goals
Delighted
Customers
Superior
Profitability
Unique
Portfolio
Sustained
Growth
Integrated
Enterprise
Globalization
Our shared beliefs and values
Customer Focus
Quality
Innovation
Speed
ICDE Conference on Open Learning and Distance Education - Vienna, June 1999
Teamwork
Excellence
Inspiration
Profitability
Openness
Agility
Responsibility
Page 3
DaimlerChrysler Corporate University
The Corporate University Plays a Key Role in the Corporation’s Strategy
Implementation Process
 communicate and creatively reflect on
issues relating to DC’s further
development in a new quality
Strategic
Dialogues
 assure the strategy-oriented
development of critical leadership
capabilities
 foster thinking and acting across
corporate boundaries and learning
from other success stories
 utilize the Group’s worldwide
knowledge and make it available to
leaders in easy-to-use format
ICDE Conference on Open Learning and Distance Education - Vienna, June 1999
shared learning
Executive
Development
shared development
shared involvement
to support the Vision,
Mission and Overall
Strategy of
DaimlerChrysler
Innovation and
Knowledge Transfer
Page 4
DaimlerChrysler Corporate University
The DCCU Value Proposition: Create an Engine for Sustained Competitive Success
through
Accelerate
Implementation of Key
Strategic Initiatives
Develop Critical
Managerial
Capabilities and
Mindsets

Executive Development Programs

Innovation and Knowledge Transfer

Strategic Dialogues and Issue
Focused Programs

Dedicated Virtual Intranet Platform
Engine for Sustained
Be Platform for
Discourse on Key
Business Issues
Competitive Success of
an Integrated
DaimlerChrysler
Help Transcend
Internal and External
Boundaries
Supported by a
Be Vehicle for
Transferring Best
Practices
ICDE Conference on Open Learning and Distance Education - Vienna, June 1999
Page 5
DaimlerChrysler Corporate University
Target group:
Senior and Top Executives of DaimlerChrysler Worldwide
Chairmen & President
Executive Vice Presidents
Senior Vice Presidents
Vice
Presidents
 200
Directors
1.600
Senior Managers
 5.300
 60
 7.100
managers
employees
 420.000
ICDE Conference on Open Learning and Distance Education - Vienna, June 1999
Page 6
DaimlerChrysler Corporate University
A Virtual Learning and Discourse Platform is a Key Element of DCCU Overall
Architecture
DaimlerChrysler
Corporate University
Strategic
Dialogues
Innovation and
Knowledge Transfer
Executive Development
determine the media employed
Advisory Board/
Top Executive
Meetings
Strategic Topics
Globalization
Integration Process
Input
Value Based Management
Innovation
print
facetoface
virtual
to enable Daimler Chrysler
leaders to achieve the strategic
objectives of the group
to encourage discourse
on strategic relevant issues
Knowledge Management
etc.
ICDE Conference on Open Learning and Distance Education - Vienna, June 1999
Page 7
DaimlerChrysler Corporate University
The Virtual Platform Supports the Effectiveness of DCCU Programs While Allowing for
Virtual Knowledge Transfer
Leadership Development & Executive Education
Virtual
Project Room
face to face
Part I
Push & Pull
Services
Providing
Information
• invitation
• slides from lectures
• articles & readings
• list of participants
• bios of experts
• etc
face to face
Part II
Real Business Projects
Alumni
Services
networking of participants
BusinessSchool
BusinessSchool
• selected participants
• scheduled dates
• tutored
• teamwork
• selected participants
• scheduled dates
• tutored
• teamwork
Tutoring
by B-School
faculty
Virtual Case Work
refresher of
Leadership Dev. &
Executive Edu.
Continuos
Learning
• Communities of
practice
• yellow pages
• intranet events
• update on cutting
edge concepts
• etc
Virtual Knowledge Transfer
ICDE Conference on Open Learning and Distance Education - Vienna, June 1999
Page 8
DaimlerChrysler Corporate University
An Intranet Based, Virtual Platform Provides Unique Opportunities in
Addition to Traditional Media
 Yellow Pages
 Presentation of best-practices
 Web-based case-studies on a intranet platform
 Synchronous or asynchronous online tutoring
 Communication platform with member services
 Online accessible library of CD-ROMs, books and papers
 Learning communities via high speed communication network
 Web-based support for participants between program modules
ICDE Conference on Open Learning and Distance Education - Vienna, June 1999
Page 9
DaimlerChrysler Corporate University
The Virtual Corporate University is Designed to Give Easy and Fast Access to Strategically
Relevant Content and Knowledge Via Intranet
help
DCCU Homepage
find
content
—overview
—value based
management
—globalization
—M & A
—knowledge
management
—archive previous
topics
headline news
check in
media
— workshops
— video
— business TV
— best practices
— online cases
— library
— books
— papers
— CD-ROM
ICDE Conference on Open Learning and Distance Education - Vienna, June 1999
people
—yellow pages
—members
—knowledge space
— individual
— internal
— external
communication
— community
— discussion group
— chat
— meet the expert
— exchange
— feedback
service
—registration
—event support
—push services
—change password
—technical support
Page 10
DaimlerChrysler Corporate University
Screenshot of the Virtual Corporate University
ICDE Conference on Open Learning and Distance Education - Vienna, June 1999
Page 11
DaimlerChrysler Corporate University
Technical Solution Schema of the Virtual Corporate University
Internet (global no firewalls)
Tutor HBS
DC-Intranet
(DC-firewalls)
Secured access
Yellow
Pages
Access to DCCU platform only
with registraton
External
ICDE Conference on Open Learning and Distance Education - Vienna, June 1999
Case
Content
Virtual Corporate University
Platform
Secured access
Tutor IMD
Page 12
DaimlerChrysler Corporate University
The Virtual Platform Can Build on an Already Existing Global Network in
Over 40 Countries
Vancouver
Peking
Portland
Seoul
Shanghai
Hongkong
Ho Chi Minh City
Kuala
Lumpur
Singapore
Santa Clara
San Diego
Cuautla
Tokyo
Toronto
New York
Detroit
Montvale
Tuscaloosa
Stuttgart
Mexico
Pune
Manila
Jakarta
Sao Paulo
Buenos Aires
Blacktown
Melbourne
East London
Backbone Line
speed 256k
Access Line(optimized)
speed 64k
actual web-requirements are met through the DC-project “Well-Kom”
ICDE Conference on Open Learning and Distance Education - Vienna, June 1999
Page 13
DaimlerChrysler Corporate University
Some Benefits of a Virtual Platform
 Worldwide availability - 24 hours, 7 days a week
 Asynchronous knowledge transfer and communication allows flexible learning schedule
 Increases agility through fast and flexible learning/knowledge tools
 Supports multiple communities of practice within DaimlerChrysler
 Allows close real-time links with actual business challenges
 Supports cooperative learning and working
 Integrates the learning and knowledge process into daily work
 Cost effective platform for creating, sharing, and devloping strategically relevant
knowledge
ICDE Conference on Open Learning and Distance Education - Vienna, June 1999
Page 14
DaimlerChrysler Corporate University
Virtual Learning Platforms Require Corresponding Social
Architectures
Technological
Infrastructure (TI)
 Web Technology
Social Architecture (SA)
 Sense of Community
TI
 Personal Relationships
 Trust and Caring
 Intranet-internet Links
 Multimedia Applications
 High Speed Network
Effective
Utilization
 Bandwidth
 Firewalls
 Intelligent Agents
 etc
ICDE Conference on Open Learning and Distance Education - Vienna, June 1999
 Willingness to Share
 Commitment for Mutual
Support
 Commitment for Learning
SA
 Link With Current Business
Challenges
 etc
Page 15