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knowledge development knowledge development Presentation Transcript

  • Online Mktg – Knowledge Development© Ramakrishna Kongalla,Assistant ProfessorIndian Institute of Tourism & Travel Management(An Organization of Ministry of Tourism, Govt. of India)Rtist @ Tourism
  • Knowledge DevelopmentA world of increasing knowledge flows….Rtist @ TourismGrowthTimeOutput of information and knowledgeHuman absorptive capacity
  • • …that is increasingly connected.Rtist @ TourismNodes are individuals and colors represent organizationsCasper & Murray 2002
  • The extent to which networks of individuals andorganizations, markets, and technologies areinterconnected across geographic and culturalboundaries– Beech and Chadwick 2004, Friedman 2002What is your company’s global strategy?From a multi-domestic company to a successful globalfirmRtist @ Tourism
  • Rtist @ TourismGlobalstrategyCompetenceManagementMotivationManagement
  • Benefits of knowledge Development• Profitable growth through higher efficiency and innovation– Preventing the waste of valuable resources - avoid reinventing the wheel– Ensuring the use of leading-edge technology and thinking across the firm– Increasing customer satisfaction through shorter lead-times andconsistent behavior– Creating a competitive cost structure– Facilitating breakthrough and incremental innovations throughcombination of technologies and ideas from across and outside the firm• An attractive workplace that encourages cross-functional co-operationacross the globe– Attracting and retaining key individualsRtist @ Tourism
  • “We know more than we can tell.” (Michael Polanyi, 1966)Rtist @ TourismCreatingknowledgeEmbeddingknowledgeDisseminatingknowledgeOrganizingknowledgeCKD
  • Information Technology & Knowledge Development1) Stocks of knowledge: Database and databasemanagement systems to collect and holdinformation2) Flows of knowledge: Communication channels toconnect individuals independent of locationRtist @ Tourism
  • Challenges to knowledge databases• Time consuming and difficult– Takes times for writer to document experiences– Takes time for reader to search through databases,information overload– Often weak incentives to contribute golden nuggets• Difficult to understand– Difficult for writer to explain context, tacit ->explicit– Difficult for reader to interpret experience and use inown situation• Data becomes out-of-date very quickly– Difficult to maintain, especially in fast movingindustriesRtist @ Tourism
  • • Avoid creating information junkyards• Connecting people so that they collaborate, shareideas, and create knowledgeRtist @ Tourism
  • Communities• Groups of people who come together to share and to learn fromone another face-to-face and/or virtually.• They are held together by a common interest in a body ofknowledge and are driven by a desire and need to shareproblems, experiences, insights, templates, tools, and bestpractices.• Members deepen their knowledge by interacting on an ongoingbasis.• This interaction leads to continuous learning and innovationRtist @ Tourism
  • Role of Communities• Create: Own & develop knowledge– Develop & manage good practice– Build organizational competence• Organize: Develop & manage materials– Develop tools, guidelines, templates– Manage databases• Disseminate: Connect people across boundaries– Who knows what– Home in changing organization & an uprooted society• Embed: Share ideas & insights– Share tacit, complex ideas & insights– Help each other solve problems & find innovationsRtist @ Tourism
  • Rtist @ TourismHelpingBest-practiceKnowledge stewardingCommunities can have a different primary purpose
  • Rtist @ TourismCommunity membership and rolesCoordinatorPeripheralCore GroupActive
  • Rtist @ TourismTwo extreme communities of practiceFace-to-faceVirtual
  • Rtist @ TourismOrganizationDon’t forget to support informal external networks at the individual level!ElectroniccommunitiesPartnersCustomers andsuppliersPrevious work andschool colleaguesExternalLarge portion of new ideas and formalcollaboration relationships come frompersonal external contacts
  • Rtist @ TourismEncourage an open innovation attitudeNot all the smart people workfor us. We need to work withsmart people inside andoutside the company.The smart people in ourfield work for us.If you create the mostand the best ideas inthe industry, you willwin.If you make the best useof internal and externalideas, you will win.Closed attitude Open attitudeChesborough 2003
  • Thank You…!!!©Ramakrishna Kongallae-mail: artist.ramakrishna@gmail.comRtist @ Tourism