UpDate - Vol. 14, No. 20, Page 8
February 16, 1995
TechTalk
Business students travel the Information Superhighway

     Undergraduate business students at the University had their first
experience with international business travel when they met their
Japanese counterparts at Tezukayama University-without anyone needing
a passport or losing their luggage.
     Using computers on their respective campuses, the students shared
some common ground-the Information Superhighway-to meet one another.
     "It's very exciting talking to another part of the world," said
Mark Cronin, a business major.
     Talking to another part of the world electronically is becoming
more and more common in the business community. Diane Ferry, associate
professor of business administration, who teaches Management Systems,
said she believes that students need personal experience not only with
the technology of electronic communication, but with its social and
cultural implications for business as well.
     Ferry explained that research has shown that informal, casual
interactions are critical to subsequent communications. For example,
in a business setting, video conferencing works better when there has
been previous informal, face-to-face meetings.
     To meet and get to know their Japanese counterparts informally,
Ferry's students used the Internet. "There's no way to pass the coffee
and donuts through the electronic link-real-time communication is as
close as we can come," she said.
     Twice during the semester, the students used two communications
programs to exchange messages in real-time. Using one program, a
student could send a message to one student at the other location: the
recipient read the message as it was being sent and then responded
immediately. Using the other program, a student could send a message
to more than one student at the other location. They, too, read the
message as it was being sent and then responded immediately. Unlike
normal e-mail, which the students used throughout the semester to
complete group assignments, there was no lag time. To connect faces to
names, the students and professors exchanged photos at the beginning
of the semester.
     For their real-time exchanges, the students had no assignment
other than to get to know one another and share their ideas and
experiences. They discussed music groups, swimming, clothing styles,
sports, cars, travel and more. "For the students, the excitement of
real-time communication was incredible from the very beginning," said
Ferry. Some students even made plans to meet on an upcoming visit to
the United States.
     According to Ferry, doing business with different cultures means
that we need to understand each other's way of life. Real-time
communication gave the students a chance to interact with peers from a
different culture and to gain a personal understanding of some of the
differences that exist.
     For example, the students learned that, unlike American
newspapers, Japanese newspapers do not run editorial pages. "It's made
class more exciting. Others can answer questions about culture, but
it's better communicating one-on-one. It added dimension to the class
and excitement," said Michael Keefer, a business major.
     Ferry designed the transcontinental class with three business
professors at Tezukayama University. They worked as a team to develop
group projects that the students collaborated on throughout the
semester. For these projects, the students used only e-mail to
communicate and complete their assignments. The Japanese students were
responsible for translating all communications.
     The two real-time exchanges promoted a sense of camaraderie that
strengthened group interaction and team work. "This is a piece in the
puzzle to help groups interact and be productive," said Ferry.
     Ferry wants to take the class one step further next semester and
use the newest Internet tool-the World Wide Web. The Web is becoming a
very important vehicle for business transactions. Students from each
university will create their own home pages, which will include photos
and information on their studies, hobbies and interests. The bonus to
using the Web is that the students will not be restricted by time zone
differences. Ferry's goal is to design the class so that groups of
students from three or more countries can connect to work on team
projects.
     Real-time communication with their counterparts gave these
business students personal insight into how computer technology can be
used to enhance real-life business. Their hands-on adventure uncovered
the potential of sharing the Information Superhighway with people
around the world to bridge gaps in distance, time and culture
                                                        -Suzanne Nanis