Inter-company learning: using the 5 E's to promote interaction

Purpose – The purpose of this paper is to illustrate steps that a manufacturer can deploy to improve social interaction, learning, and application while facilitating a system of learning across a wholesale distribution channel. Design/methodology/approach – The paper provides a model of how a manufacturer-improved social interaction, learning, and application with their wholesale distribution network using five simple and consistent steps: Excite, Engage, Experience, Execute, and Evaluate. Findings – The 5 E's provided a consistent method for the manufacturer to engage the wholesale distributor in social interactions centered around learning, the L&D practitioner should evaluate the use of the 5 E's as they integrate learning into sales and marketing initiatives. Practical implications – Using the 5 E's to create social interactions within the learning system allows the manufacturer to manage knowledge sharing and knowledge application with the wholesale distributor. Originality/value – The conceptual paper outlines the 5 E's utilized by a manufacturer and provides a checklist of practical elements in each step. The model and checklist provides the L&D professional methods which she can use to expand traditional learning environments across sales and marketing.