Harvard Business School is expanding its executive education offerings in China to meet growing demand for managementinstruction there, says David Yoffie, seniorassociate dean of executive education at Harvard.
The school has rapidly expanded overseas in the last four years, focusing on China, India and Europe. China has seen the quickest growth. Earlier this year, Harvard Business School formally opened a new center in Shanghai, complete with classrooms designed to mimic Harvard's Boston campus.
哈佛商学院在过去四年迅速在海外扩张，以中国、印度和欧洲为重点，其中在中国的增长速度最快。今年早些时候，哈佛商学院正式在上海新设立了教学中心，配备有与哈佛商学院波士顿校园类似的教室。
But Harvard has had a trickier time in India. It found strong demand at low price levels, but companies have resisted paying the same prices Harvard charges in the U.S.
但是哈佛在印度的发展就艰难得多。低价格课程有旺盛的需求，但各公司不愿支付与哈佛在美国收取的同等费用。
At the same time, the university is planning an expansion back home. In October, the Tata Group, an Indian conglomerate, said it would give Harvard $50 million to build a new residence hall to house executive education students.
同时，哈佛大学也正准备在本土扩张。十月，印度的塔塔集团（Tata Group）说将会给哈佛5000万美元为高管培训学生修建新宿舍。
Meanwhile, demand for Harvard's custom programs -- in which businesses hire Harvard to develop company-specific courses -- has come back after a dip last year, Mr. Yoffie says.
约菲说，与此同时，哈佛的定制课程，即各公司聘请哈佛为公司量身定制课程，在去年遭遇衰退后卷土重来。
Mr. Yoffie, who has led the executive education department since 2006, is also on the boards of Intel Corp. and the National Bureau of Economic Research. He recently spoke to the Journal.
约菲从2006年开始主持高管培训中心，他也是英特尔公司（Intel Corp.）和美国国家经济研究局（National Bureau of Economic Research）的董事。他最近接受了《华尔街日报》的采访。
Excerpts:
下面是采访摘要：
华尔街日报：哈佛商学院国际扩张的战略是什么？
Mr. Yoffie: Our strategy is to focus on key core markets and go deep in those. So we've focused on China, India and Europe.
约菲：我们的战略是以关键的核心市场为重点，在这些市场深入发展。因此我们把重点放在了中国、印度和欧洲。
WSJ: Does your content change much for international destinations?
华尔街日报：课程内容会根据不同的地区有变化吗？
Mr. Yoffie: If you don't offer content tailored to the geography, it doesn't work. We require that faculty have Chinese content if they're going to teach in China. So you'll see case studies of Chinese companies if you take classes there.
约菲：课程内容不根据各个地区进行调整是不行的。我们要求在中国讲课的教师必须有中国的内容。因此如果你在中国上课就会看到中国公司的案例分析。
WSJ: How are the students there different?
华尔街日报：那里的学生有何不同？
Mr. Yoffie: Because we teach the Chinese courses in simultaneous translation, a very large percentage of students is Chinese-speaking with limited English, which leads to certain types of students.
The average amount of knowledge of basic accounting and finance in China is much lower than it is in the U.S. We do a program for CEOs in China where we teach those basic skills, which would never work here. CEOs in China just don't have a lot of the formalized training that's commonplace in the U.S.
在中国，基础会计及财务知识的平均水平远低于美国。我们为中国的CEO设计了一个课程教授他们这些基础技能，而在美国就不用。中国的CEO没有接受过很多在美国司空见惯的正式培训。
WSJ: How have the internationalprograms been received?
华尔街日报：学生对这些国际课程的接受情况如何？
Mr. Yoffie: The demand for executive education in China is insatiable. They have a deep belief in education of all types.
约菲：中国的高管教育需求十分旺盛。他们对各种形式的教育有很深的信仰。
India is different. Companies already have their own extensiveinternal training programs. There's a lot more skepticism of the value of outside education beyond a certain price point. When we entered India, we priced very aggressively and had great demand for our programs. But we found that as we raised the prices, we met resistance.
印度就不同。公司本身已经有了大量的内部培训项目。对公司以外的培训，如果超出一定的价格水平，其价值就会遭到很大的质疑。我们进入印度时定价较低，课程需求很大。但我们发现提高价格时就会遇到阻力。
WSJ: What has that meant for your program offerings?
华尔街日报：这对课程开设意味着什么？
Mr. Yoffie: We've had to go through a little trial and error. The prices we can charge for programs in India are 50% to 60% below what we can charge in China, the U.S., and Europe. We hope that as the programs become more successful, we can move prices higher, but it's going to take a long time.
约菲：我们必须经历一个不断摸索的阶段。在印度的课程收费是中国、美国和欧洲收费的50%到60%。我们希望随着课程越来越成功能够提高价格，但这需要很长的时间。
WSJ: What about Europe?
华尔街日报：欧洲的情况如何？
Mr. Yoffie: We're working on that strategy right now. It's still in its formative stages. At the moment we're hoping to expand our programming there to eight weeks over the next two years, up from the five to six weeks we have now.
约菲：我们正在实施欧洲扩张的战略。现在还处在成型阶段。目前我们希望在未来两年将课程延长至八周，现在是五到六周。
WSJ: Have Harvard's programs come into competition with other American schools that are expanding internationally?
华尔街日报：哈佛的课程是否与其他正在走向国际化的美国学校有竞争？
Mr. Yoffie: No matter where we are in the world, all of the major competitors are engaged in those marketplaces too, though some of them are in the Middle East, which we haven't entered. We're not stepping on each other's toes yet. The markets in China and India are too huge for that.
约菲：无论我们扩张到哪里，所有的重要竞争对手也都会进入这些市场，但有的在中东，我们还没扩张到那里。我们还未开始直接互相竞争，因为中国和印度的市场太大了。
WSJ: What will you be able to accomplish with the Tata Group gift?
华尔街日报：你能用塔塔集团给的捐赠做些什么？
Mr. Yoffie: Our facilities are running at 90% occupancy, which makes it difficult to introduce new programs. We also need to refurbish our old buildings. We built these buildings thinking of the Holiday Inn as a model, when today, we need to think of the Four Seasons. That said, we've also committed to not increasing demands on the faculty. So we'd expect an extra 20 to 30 faculty members before delivering new programs.
约菲：我们的教学设施有90%都已经被占用了，因此很难引进新课程。我们还需要翻新旧的教学楼。以前我们以假日酒店为模板修建这些教学楼，而现在我们需要按四季酒店（Four Seasons）的样子来建。虽然如此，我们也承诺不会提高对教师的要求。因此在开设新课程前我们会新增20到30位教师。
WSJ: Are companies continuing to order customized programs for their employees?
华尔街日报：各个公司是否在继续为员工预订定制课程？
Mr. Yoffie: Our custom business was down 20% in 2009, but our comprehensiveleadershipprograms and short programs made up for the drop. For the custom business, money wasn't the issue. It's the symbolism of sending people to Harvard at a time when you're laying off people. It wasn't the same for individuals. If an individual decided to go to Harvard on his own, that doesn't have the same symbolism.
约菲：我们的定制课程业务在2009年减少了20%，但我们的综合领导力课程及短期课程填补了这个损失。对定制课程业务来说，钱不是问题。公司会在裁员的时候把某些员工送到哈佛培训，这本身就说明了问题。个人就不一样了。如果一个人决定自己去哈佛，那就没有这种象征意义了。
Joe Light
- executive [ig´zekjutiv]
a.行政的 n.行政官 (初中英语单词) - management [´mænidʒmənt] n.管理；处理；经营 (初中英语单词)
- instruction [in´strʌkʃən] n.教育；训练；指导 (初中英语单词)
- associate [ə´səuʃieit] v.联合a.同伴的n.伙伴 (初中英语单词)
- indian [´indiən] a.印度的 n.印度人 (初中英语单词)
- residence [´rezidəns] n.居住(期间)；住宅 (初中英语单词)
- bureau [´bjuərəu] n.局；编辑部；事务所 (初中英语单词)
- research [ri´sə:tʃ] n.&vi.调查；探究；研究 (初中英语单词)
- international [,intə´næʃənəl] a.国际的，世界的 (初中英语单词)
- faculty [´fækəlti] n.才干；天赋；院，系 (初中英语单词)
- percentage [pə´sentidʒ] n.百分数；比例；部分 (初中英语单词)
- amount [ə´maunt] n.总数；数量 v.合计 (初中英语单词)
- finance [´fainæns] n.财政；金融 vt.资助 (初中英语单词)
- program [´prəugræm] n.说明v.为...安排节目 (初中英语单词)
- belief [bi´li:f] n.相信；信仰，信条 (初中英语单词)
- extensive [ik´stensiv] a.广阔的；大量的 (初中英语单词)
- charge [tʃɑ:dʒ] v.收费；冲锋 n.费用 (初中英语单词)
- working [´wə:kiŋ] a.工人的；劳动的 (初中英语单词)
- competition [,kɔmpi´tiʃən] n.比赛；竞争 (初中英语单词)
- running [´rʌniŋ] a.奔跑的；流动的 (初中英语单词)
- holiday [´hɔlidi] n.假日，假期，节日 (初中英语单词)
- harvard [´hɑ:vəd] n.哈佛大学 (高中英语单词)
- senior [´si:niə] a.年长的 n.前辈 (高中英语单词)
- expansion [ik´spænʃən] n.扩大；膨胀；发展 (高中英语单词)
- geography [dʒi´ɔgrəfi] n.地理(学) (高中英语单词)
- translation [træns´leiʃən, trænz-] n.翻译；译文；译本 (高中英语单词)
- limited [´limitid] a.有限(制)的 (高中英语单词)
- internal [in´tə:nl] a.内部的；国内的 (高中英语单词)
- expand [ik´spænd] vt.张开；膨胀；扩大 (高中英语单词)
- comprehensive [,kɔmpri´hensiv] a.综合的；理解的 (高中英语单词)
- leadership [´li:dəʃip] n.领导(能力) (高中英语单词)
- decided [di´saidid] a.明显的；决定的 (高中英语单词)
- formally [´fɔ:məli] ad.形式地，正式地 (英语四级单词)
- commonplace [´kɔmənpleis] a.平凡的；常见的 (英语四级单词)
- overseas [,əuvə´si:z] ad.(向)海外 a.海外的 (英语六级单词)
- strategy [´strætidʒi] n.兵法；战略 (英语六级单词)
文章标签:课程 培训 培训课程
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