Awareness and Trust in Globally Distributed Settings

Jan M. Pawlowski, Anicet YalahoINFORTE Seminar, Hankasalmi, 20.08.2009

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Global Information Systems, University of Jyväskylä (JYU)

Focus areaGlobal Information Systems (GLIS)

Knowledge Management & E-LearningInternationalization / Globalization; support of globally distributed groupsCultural aspects for learning and knowledge managementSupport through Information and Communication TechnologiesStandardization, Quality Management and Assurance for E-LearningAdaptive Systems

ProjectsOpenScout: Management education in Europe and North Africa as application field for open contentCOSMOS / Open Science Resources: Exchange of Scientific ContentASPECT: Open Content and standards for schoolsiCOPER: New standards for educational technologiesNordlet: Nordic - Baltic community of Open Educational Resources ExchangeLaProf: Language Learning Open Educational Resources for Agriculture

Global Information Systems

The team

Kati Clements

Mirja Pulkkinen, Ph.D.

Anicet Yalaho, Ph.D.

Denis Kozlov

Kirsi Syynimaa

Marjo Halmiala

Jan M. Pawlowski

Philipp Holtkamp

Henri Pirkkalainen

Awareness: Introduction

People…

Situation…

Culture…

Context…

Context Awareness: Cultural Influence Factors

Cultural awareness?

Trust in different cultures…Family

Friends

Networks

Organizations

Mechanisms

[Source: http://commons.wikimedia.org]

Trusted networks?

Global cooperation?

Context: Global Social Networks

[Source: http://www.linkedin.com]

Main questions

How do “soft factors” like trust and awareness influence work and knowledge processes in globally distributed settings?How can we support and facilitate processes by increasing trust and awareness?

How to incorporate these factors into research designs?

Contents

Main concepts– Trust– Awareness

Trust and awareness in global settings– Concepts – Methods

Case studies– Global Process Support– Context and culture metadata

Summary and discussion

Trust

Disciplines

Definitions

Characteristics

Trust

Disciplines– Extensively studied in Economics

(Management, Marketing …etc) – Social Science– Psychology

Management

Expectation that another individual or group will – have good faith and make efforts to behave in accordance

with any commitments, both explicit or implicit– be honest in whatever negotiations precede those

commitments, and – not take excessive advantage of others even when the

opportunity (to renegotiate) is available (Bromiley and Cummings 1992)

Mutual confidence that no party in an exchange will exploit one another’s vulnerabilities (Barney and Hansen 1994)One party’s confidence that the other party in the exchange relationship will not exploit its vulnerabilities (Dyer and Chu 2000)…

Marketing

The belief that a party’s word or promise is reliable and a party will fulfill its obligations in an exchange relationship (Schurr and Ozane 1987, p 940)A firm’s belief that another company will perform actions that will result in positive outcomes for the firm, as well as not taking unexpected actions that would result in negative outcomes for the firm Anderson and (Anderson and Narus 1990)…Willingness to rely on an exchange partner in confidence (Ganesan 1994)….

Sociology

Actions that increase one’s vulnerability to the other (Deutsch 1958)Exceptions that arise within a community of regular, honest, and cooperative parties, based on commonly shared norms, on the part of other members of that community (Fukuyama 1995)…An expectation held by an agent that its trading partner will behave in a mutually acceptable manner (Sako 1998)…

Psychology

The mutual confidence that no party to an exchange will exploit the other’s vulnerability. Trust is today widely regarded as a precondition for competitive success (Sabel 1993)

Perceived credibility and benevolence of a target of trust (Doney and Cannon 1997)

…

Information systems

Confidence in the business relationship. The definition is extended to include risk, and it focuses on the relationships that directly involve computers and telecommunications, thus creating a trust bond (Keen 1999)

The subjective probability with which organizational members collectively assess that a particular transaction will occur according to their confident expectations (Ratnasingam and Pavlou 2002; 2003)

Characteristics of trust

A rational or ‘objective’ view which is based on an economic perspective

A Relational or ‘subjective’ view is based on social perspective

Trust in global settingsSwift trust: “a unique form of collective perception, rather than scaled-down trust, for temporary, but not trivial, situations” – Vulnerability– Uncertainty– Risk– Expectation

Source: Meyerson et al. (1996)

Early behaviour– Social communication– Communication conveying

enthusiasmLater behaviour – Communication

• Predictable communication• Substantive and timely

responses

– Member actions• Leadership rotated• Transition • Phlegmatic reaction to

crisis

Source: Jarvenpaa and Leidner (1998)

Awareness: Introduction

Context

Cultural

Situation

LocationSocial / personal

Awareness: Introduction

Generally: Perception or consciousness of objects or activities

Context awareness– Ability of computing devices to detect and sense, interpret and

respond to aspects of a user's local environment and the computing devices themselves (Hull et al., 1997)

– But also: Entities influencing a situation, person or objectSituation awareness– Focused on the perception, comprehension and projection of

complex situations (Endsley, Garland, 2000)Social awareness– Focused on persons, groups, organizations

Cultural awareness– Focused on the cultural characteristics

Awareness in global settings

Social awareness for virtual team work (Dafoulas & Macaulay, 2001)

Social awareness for coordination (Redmiles et al., 2007)

Culture awareness / models to represent culture (Hofstede & Hofstede, 2005, Hall & Hall, 1990, Henderson, 2007, Trompenaars & Hampden-Turner, 1997)

Context awareness, adaptive systems

…

Case Studies on Trust and Awareness

How are trust and awareness handled and studied in global settings?

Trust: Qualitative study on global outsourcing processes

Awareness: Representing context and culture

Trust for global cooperation: A case study

Risk management process

The entire unified process

Relationship Management process

Source: Yalaho (2006)

Trust for global cooperation: A case study

Case 1. FinSoftAlfa (client)– The FinSoftAlfa Company was established in Finland in May 2000– It provides customized software development services in two related

areas: 1) Embedded Systems and 2) Video /Audio / Image Processing– It established an offshore outsourcing strategic partnership with

IndiaSoftNet

Case 2. IndiaSoft (Service provider)– IndiaSoftNet was founded in 1998, headquartered in Bangalore, India.– IndiaSoftNet is a 300-person organization, and partners with global

customers located across the US, UK, France, Scandinavia– It is a leading provider of large-scale application outsourcing and

custom software development, integration and maintenance services– IndiaSoftNet is a CMM Level 4 5– IndiaSoftNet operates under a global delivery model exploiting – IndiaSoftNet was the preferred service provider of FinSoftAlfa for

several years

Trust for global cooperation: A case study

Factors that contribute to trust in global cooperation

– Personal reference or contact

– Shared norms

– Shared/join processes

– Open communication

Culture and Context Awareness: A case study

How can we represent culture and contextCan those representations be used for awareness raisingHow can those representations be used for adaptive systems

Methods– Literature review, expert interviews– Model construction; validation

Context Metadata (Pawlowski, Richter, 2007)

Culture

Companies

Rules, standards and

agreements

Human actors

Financial aspects Media richness

Internet security

Demographical development

Learner satisfaction

Religion

Geography & education

infrastructure

Technical infrastructure

Rights

History

Politics

State of development

Information & Information & Knowledge Knowledge

SystemsSystems

Example: Cultural Context Classes (Pawlowski, Richter, 2007)

LanguageWays of communication HumorAcceptance of media typesGender differencesSocial capitalHabits and preferences Acceptance of technologyGeneral opinionTasteIndigenous cultures Hints for technology transfer Pedagogical approach

Culture Profiles (Pawlowski, 2008)Culture Profile Instance (Nation / Region)

Culture Profile Instance (Group)

IMS LIP•Identification•Goals•Qualifications•Activities•…

Culture Profile Specification•General•Reference•Educational•Culture•Communication•…

E-Portfolio•Organizations•Identification•Resources •Products•…

Culture Profile Instance (Actor)•…•Experience 1: Study Netherlands•Experience 2: Project Korea•Native Culture: Germany•…

Instantiation

RCDEO•Competency description•Evidence•…

Presentation

Contains Product

Defined Culture Competencies

Contains Characteristic

Culture Awareness Process

Self reflection

Culture Profiling

Profile Comparison

Defining similarities and

differences

Understanding / Integration

Culture Awareness Process

Problem statement

Goalstatement

Problem elaboration

Conflict identification &

resolution

Experience sharing

Collaborative Work Process

First experiences

Technical validation (system design experiments)– Adaptive systems require extended

representations of cultural characteristics – Culture metadata can be used to design

systems based on cultural characteristics, in particular to adapt process logic

– Culture metadata can be used to generate awareness objects (culture profiles, culture clouds)

First experiences

User validation (pilot; 50 students in Germany and Korea)– Profiles trigger reflection processes on cultural

issues– Users consider metadata understandable and

helpful– Users have searched for further information in

other sources

Study in Higher Education group of learners and teachers– In progress…

SummaryTrust and awareness factors influence global groups and global business processes in different phases

Trust is considered a critical success factor

Culture and context model as a starting point for in-depth investigation of different types of awareness

New areas to explore – both, in basic research as well as applied settings

Contact

Jan M. Pawlowskijan.pawlowski@titu.jyu.fiSkype: jan_m_pawlowskiTel.: +358 14 260 2596http://users.jyu.fi/~japawlow

Anicet Yalahoanicet.yalaho@jyu.fiSkype: lemanois96Tel.:+358 14 260 4625

ReferencesHull, R., Neaves, P., Bedford-Roberts, J. Towards Situated Computing (1997). 1st International Symposium on Wearable Computers, 1997, 146-153.Endsley, M. R. & Garland, D. J. (Eds.) (2000). Situation awareness analysis and measurement. Mahwah, NJ: Lawrence Erlbaum Associates .Dafoulas, G., Macaulay, L.: Investigating Cultural Differences in Virtual Software Teams, The Electronic Journal on Information Systems in Developing Countries EJISDC 7(4), 2001 Redmiles, D., van der Hoek, A., Al-Ani, B., Hildenbrand, T., Quirk, S., Sarma, A., Silveira Silva Filho, R., de Souza, C., Trainer, E.: Continuous Coordination: A New Paradigm to Support Globally Distributed Software Development Projects, In: Wirtschaftsinformatik, Special Issue on the Industrialization of Software Development, 2007, 49(Special Issue), 28-38.

ReferencesPawlowski, J.M., Richter, T.: Context and Culture Metadata - a Tool for the Internationalization of E-Learning, Edmedia, Vancouver, Canada, Jun. 2007. Pawlowski, J.M. (2008): Culture Profiles: Facilitating Global Learning and Knowledge Sharing. Proc. of ICCE 2008, Taiwan, Nov. 2008.Trompenaars, F., Hampden-Turner, C. (1997). Riding the waves of culture: Understanding cultural diversity in business. Nicholas Brealey Publishing.Hall, E. T., Hall, M. R. (1990). Understanding cultural differences. Yarmouth, ME: Intercultural Press.Henderson, L. (2007). Theorizing a Multiple Cultures Instructional Design Model for E-Learning and E-Teaching. In: Edmundson, A. (Ed.) (2007). Globalized E-Learning, Cultural Challenges; Idea Group, U.S., pp. 130-154.Hofstede, G., Hofstede G. J. (2005). Cultures and Organizations. Intercultural Cooperation and Its Importance for Survival. USA, revised and expanded 2nd edition, McGraw-Hill Publishers.

ReferencesBarney, J.B. & Hansen, M.H. (1994). Trustworthiness as a source of competitive advantage, Strategic Management Journal, (15), 175-216.

Dyer, J.H. & Chu, W.C. (2000) The determinants of trust in supplier automaker relationships in the U.S., Japan and Korea, Journal of International. Business Studies, (31: 2), 259-185.

Schurr, P.H. & Ozanne, J.L. (1985). Influence on exchange processes:Buyer’s perception of a seller’s trustworthiness and bargaining toughness, Journal of Consumer Research, (11), March, 939-953.

Anderson, J.C. & Narus, J.A. (1990). A model of distributor firm and manufacturer firm working partnerships, Journal of Marketing, (54),January, 42-58.

Ganesan, S. (1994). Determinants of long-term orientation in buyer-sellerrelationships, Journal of Marketing, (58), April, 1-19.

ReferencesDeutsch, M. (1958). The Effect of motivational orientation upon trust and suspicion, Human Relations.

Fukuyama, F. (1995). Trust: The Social Virtues and the Creation of Prosperity, Free Press.

Sako, M. & Helper, S. (1998). Determinants of trust in supplier relations: Evidence from the automotive industry in Japan and the United States, Journal of Economic Behavior and Organization, (34), 387-417.

Doney, P.M. & Cannon, J.P. (1997). An examination of the nature of trust in buyer-seller relationships, Journal of Marketing, April, 35-51.

Sabel, C.F. (1993). Studied trust – Building new forms of cooperation in a volatile economy, Human Relations, (49: 9), 1133-1171.

Keen, P.G.W. (1999). Electronic Commerce and the Concept of Trust, http://wwww/peterleen.com/ecr1.htm

ReferencesRatnasingam, P. (2000). The influence of power among trading partners in business to business electronic commerce, Internet Research, (1), 56-62.

Ratnasingam, P. & Pavlou, P. (2003). Technology trust in Internet-based interorganizational electronic commerce, Journal of Electronic Commerce in Organizations, v 1, no 1, pp. 17-41, (Jan-Mar), Inaugural Issue.

Yalaho, A. (2006). A Conceptual Model of ICT-Supported Unified Process of International Outsourcing of Software Production. in 10th IEEE International Enterprise Distributed Object Computing Conference Workshops (EDOCW'06). HongKong, China: IEEE Computer Society.

Yalaho, A. and N. Nahar (2009).The ICT-Supported Unified Process Model Of Offshore Outsourcing Of Software Production: Exploratory Examination And Validation. International Journal of Innovation and Technology Management. v.06, No. 1, pp. 59-96

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Jarvenpaa, S. L. and Leidner, D. E. (1999). Communication and trust in global virtual teams. Organization Science, 10, 791–815.