Chapter 5 Knowledge Transfer Knowledge Transfer How can an organization transfer knowledge effectively? Hire smart people Let them talk to one another How does knowledge transfer? Knowledge Transfer Dilemmas Looking nearby only, Larger corporations Strategies of Knowledge Transfer MCC vs Sematech MCC tried liaisons, assignees, workshops, training, technical reports, third-party licenses, production and support of products, and many other techniques FAILED Sematech success due to sponsors (assignees) who come to participate in research Water Cooler Discussion Place of knowledge transfer IBM Chairman, John Akers Stay away from water coolers, get back to work Water cooler discussion – “hit-or-miss” Talk Rooms Japanese Pharmacy Company – Dai-Ichi 20 Minute Talks With Co-Workers After hours get togethers Hardly use email to communicate Prefer face-to-face “When you need to transfer knowledge, the method must always suit the culture.” Knowledge Fairs Informal & unstructured gathering of coworkers Allows for knowledge transfer, co-workers to interact and meet one another Companies: Ernst & Young, CSIRO Versus Structured Corporate Seminars Tightly woven schedules, no chance for interaction among co-workers Other Strategies Mentorship program Database of co-workers Bringing together experienced employees with less experienced employees Who is willing to meet with what expertise Videoconferencing System Link people with knowledge to who need it Knowledge Transfer Friction Friction Possible Solutions Lack of Trust Build relationships and trust through face-to-face meetings Different cultures & vocabularies Create common ground through education, discussion, teaming, job rotation Lack of time & meeting places Establish times and places for knowledge transfers Status and rewards go to knowledge owners Evaluate performance and provide incentives based on sharing Direct Contact Contracting firm for Boston Harbor Tunnel project Overseen similar project in New Zealand Tried to transfer the tacit knowledge explicitly via email, phone, memorandums Unsuccessful Engineers gathered, face-to-face interaction and transfer of knowledge Success “In some cases, there’s no substitute for direct contact” The Status of the Knower Be cautious that successful knowledge transfer can depend heavily on who it is coming from People may judge by reputation Case: CEO (Market Conditions Malaysia) Librarian, Senior VP Reflect - Strategies of Knowledge Transfer Try to focus more on the human aspect of knowledge transfer Don’t confine knowledge transfer to email, improved access, communication, document repositories, etc Chapter 6 Knowledge Roles & Skills Knowledge Oriented Personnel Planning managers, business analysts, design & manufacturing engineers, marketing professionals, secretaries, clerks Create, share, search out, and use knowledge Knowledge management is everyone’s job Knowledge Management Positions Growth in Knowledge management jobs Andersen Consulting – 200 KM Jobs Knowledge integrators – expert in one domain Knowledge administrators – capturing, storing, maintaining knowledge that others produce Ernst & Young, McKinsey, IBM ~ 200 KM Jobs Coca-Cola – 40 KM Jobs Hewlett-Packard – 20-30 KM Jobs Managers of Knowledge Projects Functions: Comfortable with technology Developing project objectives Assembling & managing teams Determining & managing customer expectations Monitoring project budgets & schedules Identifying & resolving project problems Web-accessed databases Should speak the common language & understand values Managers of Knowledge Projects “A little humility goes a long way when you’re managing a knowledge project.” Be humble or knowledge may be withheld Chief Knowledge Officer Function: “evangelize” for knowledge and learning from it Design, implement, oversee firms knowledge infrastructure Manage relationships with external providers of information & knowledge (negotiate prices) Provide critical input to the process of knowledge creation Design / implement a firm’s knowledge codification approaches Measure and manage value of knowledge Manage the knowledge managers Lead the development of knowledge strategy Chief Knowledge Officer Three most important roles of a CKO: Building a knowledge culture Creating a knowledge management infrastructure Long term plan, hinge on whom you hire, educate Managers, databases, knowledge bases, various applications Making it all pay off economically Blend of technical, human, financial skills How To Implement CKO? Implement with HR / IS Functions By implementing with HR / IS one may dilute the importance of knowledge Stand-alone role Senior level executive position Position is important & complex More desirable Shows importance of knowledge Review: KM Positions Line workers Knowledge Management Workers Knowledge Management Managers Chief Knowledge Officer Chapter 7 Technologies For Knowledge Management Technologies For KM Case in Point: Hewlett-Packard Electronic Sales Partner (ESP) Hundreds of thousands of documents to help sales force White papers, presentations, technical specs, etc Readily available to all with access to the intranet Anyone within HP can submit to ESP Reviewed by a ESP team to determine if appropriate Based on how system is being used, being called a success – “most successful implementation of software I have seen in twenty years.” –HP Managers Only problem: becoming difficult to navigate with too many documents Technologies for KM Case in Point: Hewlett-Packard “Connex” – Web-based system to connect HP employees with experts within the company IE: electrical engineer that is expert in ISDN, lives in Germany Difficulty: Scientists don’t like to be connotated as “expert” and they don’t want to post a lot of info Artificial Intelligence Case in Point: McDonnell Douglas Developed computerized expert system to scan aircraft approaching a runway Humans could intuitively determine what a good landing looked like Attempted to put this into a computer After considerable expenses, the system was found to be only 80% – 85% accurate (compared to a 2 second human glance) Broad Knowledge Repositories Lotus Notes Web Technology Lotus Notes Programmers, Lotus Domino Web Server, Education (How to use Notes) HTML publishing tools, web server, relational database system, search engines, an approach to managing the knowledge, some education Some use both technologies Focused Knowledge Environments Expert Systems Helps enable the knowledge of one or a few experts used by a broader group of workers who need the knowledge Constraint Based Systems Suited for situations where there are high levels of data but less quantitative data Capture and model the constraints that govern complex decision making Real-Time Knowledge Systems Case Based Reasoning (CBR) systems Branch of AI found in the customer support and service process in firms Leading vendor: Inference Corp Works best when there are a few experts who construct & maintain the ‘cases’ Must also have a domain expert – decide on when a new case should be created, when an old one has become obsolete and whether a submitted case is valid Real-Time Knowledge Systems SoultionBuilder Built by Primus Corporation for the Customer Support Consortium Breaking down a problem or situation into its knowledge components Long-Term Analysis Systems Neural Networks Statistically oriented tool that uses data to classify cases into one category or the other Systems that learn Need a very knowledgeable user – at least initially Problem – Difficult to explain why it did what it did Also used along with other statistical analysis tools in data mining What Technologies can & can not do Technology alone Won’t make a person with expertise share it Won’t make an employee who does not seek knowledge to start using a knowledge base Won’t create learning organization, a meritocracy, or a knowledge-creating company Technology not useful when it comes to knowledge creation itself – still a job for individuals or groups & their brains However, Technology can help in expanding access & helping in getting the right knowledge to the right people Presence of knowledge technologies may also positively impact the culture of the organization itself Chapter 8 – Knowledge Management Projects in Practice Key Points Studied 31 projects in 20 different companies to draw conclusions None an optimal model Million dollar question – Is it really KNOWLEDGE being managed? Most fall short of knowledge based organizational transform Types of KM Projects Self funding projects Company funded projects Hybrid projects Centralized Coordination Decentralized projects Common Characteristics Defined Objectives Dedicated champion for the project Specific financial and human resources committed to the project Distinction between knowledge and information Objectives Shared Create knowledge repositories Improve knowledge access Improve knowledge culture & environment Knowledge Repositories Three basic types External knowledge (e.g. competitive intelligence) Structured internal knowledge (e.g. product oriented marketing materials and methods, research reports) Informal internal knowledge (e.g. discussion databases) Knowledge Repositories External Knowledge E.g. Automobile company Structured internal knowledge E.g. Hewlett-Packard GrapeVINE Electronic Sales Partner Informal internal knowledge E.g. Hewlett-Packard Trainer’s Trading Post Knowledge Access & Transfer Objective: Finding the right person with the required knowledge and transferring it to the person who needs it Knowledge Repository = Library Knowledge Access = Yellow Pages Knowledge Access & Transfer Implementation Strategies Build & manage expert networks a.k.a maps of knowledge Consolidating and categorizing knowledge Tacit knowledge transfer Microsoft’s SPUD project BP’s Virtual Teamwork Project Human Communication Sematech Knowledge Environment Measure/ improve the value of knowledge capital Building awareness and cultural receptivity Changing behavior when it comes to knowledge Improving the KM process itself Reality Most projects examined a combination of one or more of the types mentioned Would expect KM projects working with more than one focus more likely to succeed Drawbacks Absence of clear demarcations of project types and fuzziness of project objectives may cause measurement problems Prioritizing different aspects of a hybrid project becomes difficult Linking knowledge and financial gains is difficult at times Success in KM Projects ~Attributes to define success~ Growth in Resources attached to the project Volume of knowledge content & usage Project sustains beyond individuals involved Comfort level throughout the organization with KM Some evidence of financial return either to the project itself or to some unit of the organization Factors leading to project success Knowledge oriented culture Technical & organizational infrastructure Senior management support Link to economics & industry value Modicum of process orientation Clarity of vision & language Non trivial motivational aids Some level of knowledge structure Multiple channels for knowledge transfer Chapter 9 – The Pragmatics of KM Common Sense about KM Place to start is with high value knowledge Start with focused pilot project & let demand drive additional initiatives Work along multiple fronts at once Don’t put off what gives you too much trouble until it’s too late Get help throughout the organization quickly Getting started in KM Start small, achieve something and then harp about it Start with a recognized business problem that involves knowledge Consider the importance of the specific knowledge domain to the firm Do not pick a domain that is under your control Knowledge is too complex a phenomenon to entrust to narrowly targeted change programs Leveraging Existing Approaches Most existing projects have better management of what the organization knows as a key component Already takes into consideration existing organizational issues Leading with Technology Most firms start KM in the domain of technology Should not implement IT just for the sake of KM Would be most likely to succeed in a technology oriented organization E.g. Andersen Consulting Leading with Quality/ Reengineering/ Best Practices Build KM on the quality/ reengineering efforts of a company Should only be used as a springboard to other forms of KM Could prove problematic if considered the ONLY form of knowledge worth collecting and sharing Leading with Organizational Learning Focus on organizational learning ideal for start Rarely ever done Problem: World of organizational learning does little to structure knowledge, to capture & leverage it Leading with Decision Making Knowledge proves useful to organizations because of the ability to improve decisions and actions taken on the basis of this knowledge ‘Who knows what when’ Tricky business Difficulty in linking specific knowledge to specific decisions Politics Leading with accounting Not recommended as a starting place for managing knowledge Accounting systems and practices unlikely to change Sisyphian cause KM Pitfalls If we build it…… Let’s put the Personnel Manual online None dare call it knowledge Every man a knowledge manager Justification by faith Restricted Access Bottoms Up! QUESTIONS?