chapter 10 knowledge transfer in the e-world. chapter 10: knowledge transfer in the e-world 2 the...
TRANSCRIPT
CHAPTER 10KNOWLEDGE TRANSFER IN
THE E-WORLD
2
Chapter 10: Knowledge Transfer in the E-World
The E-WorldIntranets 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
3
Chapter 10: Knowledge Transfer in the E-World
Corporate Intranet—A Conceptual Model
CORPORATEINTRANET
Production Team—New Product
Budget Director—New Product
Knowledge Workers-- Personnel
Sales Committee—New Product
Advertising Team—New Product
4
Chapter 10: Knowledge Transfer in the E-World
Extranets and Knowledge ExchangeA 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
5
Chapter 10: Knowledge Transfer in the E-World
General Extranet Layout
INTERNET
Suppliers
Customers
DistributorsFirewall
Firewall
Corporate intranet
Corporate intranet
6
Chapter 10: Knowledge Transfer in the E-World
Extranets (cont’d)Extranets ensure lasting bonds between
partners and corporate membersA champion is essential to extranet
successExtranets are bound to be the technical
community to generate revenue and ensure competitive advantage
7
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
8
Chapter 10: Knowledge Transfer in the E-World
Groupware Categories
Voting,Presentation support Chat room Teleconferencing
Peer-to-peer or Workflow process,Shared computers E-mail Different Time
Same Time
Same Place(face to face)
Different Place (distance)
9
Chapter 10: Knowledge Transfer in the E-World
Prerequisites for SuccessCompatibility of softwarePerceived benefit to every member of
the groupSuccessful structure of communication
10
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
11
Chapter 10: Knowledge Transfer in the E-World
Groupware ApplicationsE-Mail and Knowledge Transfer
Intranet and e-mail a marriage made in “cyberheaven”
E-mail getting smarter E-mail becoming standard for knowledge
dissemination of all kinds
12
Chapter 10: Knowledge Transfer in the E-World
Groupware Applications (cont’d)Newsgroups and work-flow systemsChat roomsVideo communicationKnowledge sharingGroup calendaring and scheduling
13
Chapter 10: Knowledge Transfer in the E-World
E-BusinessBrings 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
14
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
15
Chapter 10: Knowledge Transfer in the E-World
E-Business Problems and DrawbacksSystem and knowledge integrityViruses cause unnecessary delays, file
backups, storage problems, etc.Danger of hackers accessing files and
corrupting accountsCorporate vulnerability to access by the
competition
16
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
17
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
18
Chapter 10: Knowledge Transfer in the E-World
A Knowledge-Based Value Chain
Purchase materials(inbound logistics)
OperationsOutbound logistics(storing/distributing products)
Marketing and sales Service
Corporate Infrastructure(planning, finance, accountinglegal services, etc.)
HumanResources
TechnologyDevelopment
Procurement
Supportive Activities
19
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
20
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
21
Chapter 10: Knowledge Transfer in the E-World
CRM Benefits Increased customer satisfactionCross-selling products efficientlyMaking call centers more efficientHelping sales staff close deals fasterSimplifying marketing and sales
processesDiscovering new customers
22
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
23
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
24
Chapter 10: Knowledge Transfer in the E-World
Typical CRM Network
-----
Corporate DatabaseWeb-Based
Portal
Customer Information
Returns
Purchase Order
Call Center
Supply Chain Partners
IP PhoneCustomer
Telephone Call
CHAPTER 10KNOWLEDGE TRANSFER IN
THE E-WORLD