China Advisory Services

Industry: Training and Educational Services

A small US-based provider of executive communication training for large corporate clients wanted to increase their business in China and Southeast Asia by improving satisfaction ratings from multinational clients in those locations. They were using their standard materials and teaching method which was very successful in the US but not achieving the same results with Asian clients. The focus of our engagement was to provide insight on differences in expectations of an Asian (focus on Chinese) audience and help to make suggestions on what may be better received in that region.

Our approach:

• Understand the basic design and delivery method for the executive communication training workshops in the US
• Understand the desired result
• Use a framework for explaining cultural differences to show how these may impact the training results in Asia
• Use a gap analysis to identify areas to make changes
• Facilitate and guide discussion on how the gaps could be addressed in practice, content, and delivery
• Create a prioritized action plan
• Develop material on training delivery in Asia, to be included in "train the trainer" sessions

Result:

• A training program tailored more specifically to the learning style of an Asian audience—in terms of both what was included in the presentation, and the overall delivery. Client believed this would allow them to increase their market penetration in China and Southeast Asia by showing that they had region-specific training and by receiving higher ratings there.

Other Projects