Non‐formal management learning through electronic experiential fiction

Abstract

Purpose All sectors of the economy have shortfalls in the quantity and quality of management development, but a notably large skills gap is in the not‐for‐profit sector, compounded by a reluctance among many managers in the sector to engage with learning management skills. The purpose of this paper is to report on a novel approach which has successfully deployed web technology to create a soap‐opera style of material for the purposes of informal experiential learning for managers in that sector. Design/methodology/approach An action learning approach was used. Findings It has proved feasible to deploy the processes and style of soap‐opera (continuing drama) to the development of non‐formal management development materials. It has also been feasible to find and develop a team of authors with suitable management experience and fiction‐writing skills. Research limitations/implications This is based on a single case study developed in a particular set of circumstances, so its generalisability has not been fully evaluated. Practical implications Significant appropriate management and technical resources are needed to set up and produce this type of material on a continuing basis. Social implications Many managers are unable to participate in formal management education, but are hard to reach. Their needs are not simply for information, but also for a sense of a learning community and for engaging material, communicated with some drama and clearly relevant to their everyday experience. Originality/value The project relates to a unique large‐scale initiative to address hard‐to‐reach groups in need of management development.

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