Buckman Laboratory introduced an online knowledge sharing system called K-Netix to improve organizational communication among its 1500 global employees. The discussion forum contains over 15,000 documents across 54 groups. Employees post 50-100 messages daily to solve problems by sharing lessons learned. Initially, Buckman struggled to implement online systems as email became unfocused and managers resisted participation. However, a system that promoted information sharing and recognized contributions addressed these issues, improving information flow and innovation.

1. ONLINE COMMUNICATION TO SHARE
KNOWLEDGE
Case Study:

3. INTRODUCTION
•Buckman Laboratory founded in 1945.
•It is run by Buckman father (Stanley) till 1978.
•After took the charge he applied his strategies to improve his organization
communication system.
• What started as one 50-gallon process vessel and four employees has
become a global business employing 1500 people around the world.

5. • Buckman’s laboratory uses online knowledge sharing system.
• Discussion forum called K-Netix.
• 54 discussion groups.
• A sales person surveys the forum and gets ideas on how to solve a customer problem
from the colleagues around the world.
• Employees post 50-100 messages a day.
• Easy access on database of in-house and past lessons learned.
• Discussion forum contains more than 15000 documents.
• All accessible by employees or customers via web browser.
Application Of Online Communication In
Buckman’s Laboratory

7. 1st Strategy
Problem In 1st Strategy
That was too expensive as the company expanded globally.
 He thought that was too expensive as the company expanded globally.
 So Buckman began stationing people overseas
 Now 86% of its 1300 employees work outside the home office
 He hired PH.Ds and putting them airplanes.

8. 2nd Strategy
 Introduce email system
He told senior managers in Memphis to exchange innovative ideas
through the company’s e-mail system.
Problem In 2nd Strategy
 E-mail system become a network for chit chat and gossip
 The employees were not sharing useful information and don’t get
credit from ideas.

9. 3rd Strategy
 Set up a new computer system that linked the seneior
managers and employees .
 Sharing of written reports as well as innovative ideas.
 Managers refuse to participate.
Problem In 3rd Strategy

10. 4th Strategy
 Compile statistical data.
 Setup a system to promote those who shared information and
punish those who didn’t.
Holdouts start getting the messages
RESULT

12. QUESTION
Obviously the information age has arrived. What impact
do you think it has on organizational communication?
What are some of the positives and negatives?

13. POSITIVE NEGATIVE
Faster Misuse of information
Easier Destructive information
Less expensive Information overload
Employees are more connected and
committed.
False rumors
Database can be saved Information can be transferred to wrong
person
Can learned from past experience as they
saved.
Work related computers can used for
personal use email, instant messaging,
computer games
Problems can be solved by mutual discussion Reduce company’s productivity
Sharing of innovative ideas
Competitive advantage

14. Specifically cite examples from the case where the
human dimension is dysfunctional for advanced
communication technologies. How can these problems
be overcome?

15. The Human Dimension Is Dysfunctional
FIRST
• E-mail system becomes a network for chit chat and gossip.
• Not sharing innovative ideas.
• Set up a new computer system that linked the senior managers plus
buckman’s 1300 employees around the world.
SECOND
• Managers refused to participate resented that they have no control over the
flow of information.
• He set up a system to promote those who shared information and to punish
those who didn’t.

16. With such communication systems in place, what impact
does interpersonal communication now play? Is this
good or bad for organizational outcomes?

17. Positive impact on Interpersonal
communication
• Communication becomes easier.
• Less costly
• Interpersonal communication becomes faster
• Productivity increased by sharing of new ideas at the right
time.
• High performance because employees are empowered.
• Low absenteeism and low turnover

18. Concepts Related To The Literature
• Online communication
• Medium
• Telecommunication
• Telecommuting
• Interpersonal communication
• Feedback
• Downward communication
• Upward communication
• Interactive communication