Global knowledge management at Danone
Group 2
M9901203張傑生
M9901110吳建漳
M9901302 李思嫻
M9901303 顏慎一
Managing Knowledge for
Competitive Advantage
Managing Knowledge for
Competitive Advantage
 Challenge: Making product, customer, and operational
information available
 Topic:
Local markets(地方市場)
Decentralization and Integration(分權與整合)
The Human Connection(人與人之間的聯繫)
Local Markets
 Danone’s strategy: decentralization
Close to customer
Get new product earlier
 Nestle V.S Danone
The Human Connection
• Instead of using traditional knowledge management
that uses technology, uploading files, building
databases, which was not the best way, Danone
decided to look at behavioral patterns and more at
interactions between people.
The Networking Attitude
The Networking Attitude
• In 2002 The Networking Attitude was launched as a
new way of communication to enable and encourage
staffs in different work sites to share knowledge and
good practices in the enterprise.
MAKE IT YOURS
• Marketplace
• Message-in-a-bottle
• T-shirts
FOLLOW-UP
• WHO’S WHO
• COMMUNITIES (NETWORKS)
Assessing the Networking Activities
Assessing Networking Activities
• Because of the Networking Attitude, far more people
know who to ask for help now.
• Tangible results proved that people from different
divisions could benefit from each other’s experiences.
Assessing Networking Activities
• You need the relation and exchange between people.
• At Danone we foster games between people during
which they can exchange ideas. I see this as our
competitive advantage.
Extending the Networking Attitude
• Mougin and Benenati believed NA has to be
deeper, wider, or richer.
Deeper: more employees
Wider: outside the company
Richer: for innovation
Discussion
Discussion 1
1. What are the most important knowledge
management challenges faced by Danone?
2. What does the company need to do well to
success?
Discussion 2
2. What is your assessment about the
Networking Attitude Initiative?
SWOT Analysis
優勢
劣勢
SWOT
機會
威脅
Factors
• Culture
• Policy
• Limit Boundary
Discussion 3、4
3. What should Frank Mougin and Benedike do
next? Which of the three opinions(go wider,
go deeper, go richer) do you recommend?
Why?
4. How does CEO Frank Riboud’s approach to
leading Danone affect your recommendation?
Deeper
more employees
Advantage
1. To enrich the
KM system
Wider
outside the company
Richer
for innovation
1.The bridge to partners, 1.Sharing new idea to
suppliers, customers,
create new products.
and consumers.
2. Lower cost
Disadvantage 1. Higher cost of
labors
1.Higher risks, because
their competitors will
benefit as well.
1.Spend much time
2.Need manager
support the product
development
END