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					     CHAPTER 10
KNOWLEDGE TRANSFER IN
    THE E-WORLD
Chapter 10: Knowledge Transfer in the E-World




                             The E-World
Intranets
 Internet technology to serve the internal
  needs of an organization
 Superior to traditional internal communication
  systems
 Link knowledge workers and smart managers
  around the clock
 Automate intra-organizational traffic
 Justified when there are 100 or more
  employees
 Justified when knowledge transfer must reach
  its destination in a hurry                     2
Chapter 10: Knowledge Transfer in the E-World


Corporate Intranet—A
Conceptual Model

         Knowledge Workers--
         Personnel




         Budget Director—                           Sales Committee—
         New Product                    CORPORATE   New Product
                                         INTRANET



          Production Team—
          New Product                                Advertising Team—
                                                     New Product




                                                                         3
Chapter 10: Knowledge Transfer in the E-World


Extranets and Knowledge
Exchange
A   company Web site linking two or more
  trading partners (B2B or extranet)
 System designers at each participating
  company must collaborate to ensure a
  common interface
 Faster time to market, increased partner
  interaction, and customer loyalty

                                                4
Chapter 10: Knowledge Transfer in the E-World




General Extranet Layout

     Distributors
                                                Firewall


                                                            Corporate intranet
        Customers
                                  INTERNET




       Suppliers
                                                           Corporate intranet
                                                Firewall




                                                                                 5
Chapter 10: Knowledge Transfer in the E-World




Extranets (cont’d)
 Extranets ensure lasting bonds between
  partners and corporate members
 A champion is essential to extranet
  success
 Extranets are bound to be the technical
  community to generate revenue and
  ensure competitive advantage


                                                6
Chapter 10: Knowledge Transfer in the E-World




Groupware
 Facilitates connections between people and
  how knowledge is transferred between
  knowledge seekers and knowledge providers
 Software that helps people work together
  from a distance
 Categorized according to whether users are
  working face to face or in different locations
 Categorized also according to whether users
  are working together at the same time or
  different times

                                                   7
Chapter 10: Knowledge Transfer in the E-World




Groupware Categories
                               Same Place            Different Place
                               (face to face)         (distance)


                              Voting,
          Same Time           Presentation support       Chat room
                                                      Teleconferencing


                              Peer-to-peer or        Workflow process,
        Different Time        Shared computers         E-mail




                                                                         8
Chapter 10: Knowledge Transfer in the E-World




Prerequisites for Success
 Compatibilityof software
 Perceived benefit to every member of
  the group
 Successful structure of communication




                                                9
Chapter 10: Knowledge Transfer in the E-World




Key Rules for Session Control
 Users should not impose a session on others
 Conversational group members identified
  before allowed into a session
 System should control unnecessary
  interruptions
 A group member allowed to enter and leave at
  any time
 A max on how many people can participate and
  how long session should last
 A moderator should control access to a shared
  whiteboard and how long access should last
 Ensure anonymity, privacy, and accountability
  at all times                                  10
Chapter 10: Knowledge Transfer in the E-World




Groupware Applications
 E-Mail             and Knowledge Transfer
       Intranetand e-mail a marriage made in
        “cyberheaven”
       E-mail getting smarter

       E-mail becoming standard for knowledge
        dissemination of all kinds




                                                 11
Chapter 10: Knowledge Transfer in the E-World


Groupware Applications
(cont’d)
 Newsgroups                        and work-flow systems
 Chat rooms
 Video communication
 Knowledge sharing
 Group calendaring and scheduling




                                                            12
Chapter 10: Knowledge Transfer in the E-World




E-Business
 Brings    universal access of Internet to
     the core business process of
     exchanging information between
     businesses, between people within a
     business, and between a business and
     its many clients




                                                13
    Chapter 10: Knowledge Transfer in the E-World



    E-Business (cont’d)
 Focus is on knowledge transfer and knowledge
  sharing
 Connects critical business systems directly to
  critical constituencies
 Enables learning companies accomplish several
  goals:
        Create new products or services
        Build customer loyalty via knowledge exchange and
         sharing
        Enrich human capital by direct knowledge transfer
        Make use of current technologies for R & D and creation
         of new knowledge for new products and services
        Achieve market leadership and competitive advantage
                                                           14
Chapter 10: Knowledge Transfer in the E-World


E-Business Problems and
Drawbacks
 System  and knowledge integrity
 Viruses cause unnecessary delays, file
  backups, storage problems, etc.
 Danger of hackers accessing files and
  corrupting accounts
 Corporate vulnerability to access by the
  competition

                                                15
Chapter 10: Knowledge Transfer in the E-World


Changes in Organizational
Makeup
    Empowerment of front-line workers
    Informating of key business activities
    Outsourcing and downsizing of large organizations
    Partnering between and among knowledge workers
    Cross-functional business processes




                                                         16
Chapter 10: Knowledge Transfer in the E-World




The Value Chain
 A way of organizing primary and secondary
  activities of a business, where each provides
  “value added” to total operation
 A way of looking at how various knowledge
  exchange adds value to adjacent activities
  and to the company in general
 Everywhere value is added is where
  knowledge is created, transferred, or shared



                                                  17
Chapter 10: Knowledge Transfer in the E-World


A Knowledge-Based
Value Chain

                                                                             Outbound logistics
              Purchase materials                  Operations                 (storing/distributing
              (inbound logistics)                                                products)




                                                                             Marketing and sales
          Supportive                                      Service
          Activities

             Corporate Infrastructure                          Technology         Procurement
                                              Human
             (planning, finance, accounting                    Development
                                              Resources
             legal services, etc.)




                                                                                                     18
Chapter 10: Knowledge Transfer in the E-World


SCM and Knowledge
Exchange
 SCM means having the right product in the
  right place, at the right time, at the right price,
  in the right condition
 SCM means collaboration, knowledge
  sharing of logistics, and consensus among
  knowledge workers and suppliers
 Goals of SCM is improving efficiency and
  profitability
 SCM employs powerful tools to allow
  companies to exchange and update
  information
                                                    19
Chapter 10: Knowledge Transfer in the E-World


Customer Relationship
Management (CRM)
 Goal is to enhance relationship
  management with customers and
  supply chain partners
 A business strategy to learn more about
  customers’ needs and behavior to
  develop stronger relationships with
  them


                                                20
Chapter 10: Knowledge Transfer in the E-World




CRM Benefits
 Increased  customer satisfaction
 Cross-selling products efficiently
 Making call centers more efficient
 Helping sales staff close deals faster
 Simplifying marketing and sales
  processes
 Discovering new customers


                                                21
Chapter 10: Knowledge Transfer in the E-World


CRM’s Critical Elements--
Operational component
 Personalization services
 Secure services to enforce security rules
 Publishing services to document location and
  meaning of business content
 Access services to help users find and
  access portal content
 Subscription services to deliver business
  content via e-mail, fax, or other media

                                                22
Chapter 10: Knowledge Transfer in the E-World


CRM’s Critical Elements—
Analytical Component
 Allow capture of a very large volume of data
  and transform it into analysis formats to
  support enterprise-wide analytical
  requirements
 Deploy knowledge—an integrated system
  that quickly enables processing of the
  intelligence gathered from analytical
  environments
 Calculate metrics by deployed business rules

                                                23
Chapter 10: Knowledge Transfer in the E-World




Typical CRM Network
           Customer
                                       IP Phone




                      Telephone Call                     Supply
                                                         Chain
                                                         Partners
                                         -----
                                   Call Center
                                                   Purchase Order
                                                     Returns


                                       Corporate   Customer Information
       Web-Based                       Database
       Portal




                                                                          24
     CHAPTER 10
KNOWLEDGE TRANSFER IN
    THE E-WORLD

				
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