Session 11 knowledge management

knowledge management
Thursday, November 11, 2010

1.0

problem of knowledge

1.1

a search for the perfect fry

Burger King’s problem

crisp and hot for 15 minutes
after the pick-up

Jan. 1998

$40 million

new coat

19 pages of manual

seven audible crunch test

by 1999

pounds of fries shipped had
fallen nearly 14%

what went wrong?

1.2

Nokia and Ericsson

founded in
1865 and 1876

employees:
60,000 vs 100,000

total sales in 2001
$27.7B vs. $28.5B

# of saunas in HQ
6 vs. 2

# 1 in the market

divest from the market Jan. 26,
2001

March 17, 2000

lighting

Philips semiconductor plant

New Mexico

March 20

Nokia chief component
manager notified

March 31

30 engineers

China, Finland and the US

in 2 weeks

new chip was designed on the fly

in Stockholm

March 17

fire

an officer was notified

early April

head of consumer product was
notified

potential implication of the fire

no follow-up action was taken

lost $400 million potential sales

lost $1.68 billion in mobile
phone business

January 26, 2001

divested from mobile phone
manufacturing

Nokia

“we let the bad news travel
farther and faster”

collaborative and empowered
team

Ericsson

linear and sequential
communication

what type of organization do
you want to build?

1.3

the problem of knowledge

situated

contextualized

experiential

tacit knowledge

distributed

contested

multiple meaning

invested

1.4

challenges in knowledge
management

know-what

know-how

know-why

care-why

knowing who knows what

having smart people is not
enough

© copyright 2006, youngjin yoo
Codified
Tacit
Centralized Distributed
What we need to
know
Organizing Framework

© copyright 2006, youngjin yoo
Codified
Tacit
Centralized Distributed
Focus of past
KM activities What we need to
know
Organizing Framework

1.5

a brief history of knowledge
management

driver analogy

New York cab driver

new drivers

some smart drivers

some dumb drivers

dumb organization

KM v.1.0

repository of cab drivers’ best
practices

KM v.1.5

communities of cab drivers

smart drivers

KM v.2.0

airport limousine service in
Seoul

guaranteed service in 50 minutes

usually 50 minutes to 3 hours

unpredictable traffic pattern

no central dispatch office

peer-to-peer radio

voluntary information sharing

anything relevant

total empowerment

trust and reputation

smart organization

2.1

why don’t people share
knowledge?

1. lack of motivation

let’s throw in money

lots of garbage

2. it’s community problem

Xerox experience

NASA

the basement of building 51

let’s build communities

identity
language
culture

3. they don’t know how to share
knowledge

cognitive problem

distributed knowledge

2.2

the role of technology in
knowledge sharing

repository

communication

automation
(embedding)

Session 11 knowledge management

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