chapter ９ : knowledge transfer in the e-world knowledge transfer in the e-world lecture nine...
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Chapter ９ : Knowledge Transfer in the E-World
KNOWLEDGE KNOWLEDGE TRANSFER IN THE TRANSFER IN THE
E-WORLDE-WORLD
Lecture Nine(Chapter 9, Notes;
Chapter 10, Textbook)
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Chapter ９ : Knowledge Transfer in the E-World
Knowledge Transfer & Sharing in Knowledge Transfer & Sharing in E-E-WorldWorld
KNOWLEDGE TRANSFER
KNOWLEDGE BASECORPORATE DATABASES
Extranet
Knowledge-based Applications
Intranet
Clients PartnersServices Provider
3rd Party Vendors
Knowledge Sources
Knowledge Consumers
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Chapter ９ : Knowledge Transfer in the E-World
The E-World (Internal)The E-World (Internal)IntranetsIntranets Internet technology to serve the Internet technology to serve the
internal needs of an internal needs of an organizationorganization
Link knowledge workers and Link knowledge workers and users (like line managers) 24 users (like line managers) 24 hrs a day hrs a day
Justified when number of Justified when number of employees is moderate to large employees is moderate to large (e.g., 100 employees or more)(e.g., 100 employees or more)
Justified when the needed Justified when the needed knowledge must reach its knowledge must reach its destination in a hurrydestination in a hurry
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Chapter ９ : Knowledge Transfer in the E-World
Intranet - A Conceptual ModelIntranet - A Conceptual Model
CORPORATEINTRANET
Production Team --Manufacturing
Budget Director --New Product
Knowledge Workers -- Product Design
Sales Committee —New Product
Advertising Team — New Product
Knowledge Transfer &
Sharing
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Chapter ９ : Knowledge Transfer in the E-World
Extranet for Knowledge Extranet for Knowledge ExchangeExchange
A company Web site linking two A company Web site linking two or more trading partners (B2B)or more trading partners (B2B)
System designers at each System designers at each participating company must participating company must collaborate to ensure a common collaborate to ensure a common interface interface
Backbone of E-commerceBackbone of E-commerce Benefit:Benefit: Faster time to market, Faster time to market,
increased partner interaction, increased partner interaction, and customer loyaltyand customer loyalty
The E-World (External)The E-World (External)
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Chapter ９ : Knowledge Transfer in the E-World
General Extranet LayoutGeneral Extranet Layout
INTERNET
Suppliers
Customers
Distributors
Firewall
Corporate intranet
Firewall
Office A
Office B
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Chapter ９ : Knowledge Transfer in the E-World
Extranets (cont’d)Extranets (cont’d)
Extranets ensure lasting Extranets ensure lasting bonds between partners bonds between partners and corporate membersand corporate members
Support from Support from management is essential management is essential to successto success
Extranets are the Extranets are the technical community to technical community to generate revenue and generate revenue and ensure competitive ensure competitive advantageadvantage
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Chapter ９ : Knowledge Transfer in the E-World
GroupwareGroupware Software that helps people Software that helps people
work together from a work together from a distancedistance
Facilitates knowledge Facilitates knowledge transfer between knowledge transfer between knowledge seekers and knowledge seekers and knowledge providersproviders
Categorized by whether Categorized by whether users are working face-to-users are working face-to-face or in different locationsface or in different locations
Categorized also by whether Categorized also by whether users are working together at users are working together at the same time or different the same time or different timestimes
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Chapter ９ : Knowledge Transfer in the E-World
Groupware CategoriesGroupware Categories
Voting, Chat room,Presentation support Teleconferencing
Shared Workflow process,computers E-mail
Different Time(asynchronous)
Same Time(synchronous)
Same Place(colocated)
Different Place (distance)
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Chapter ９ : Knowledge Transfer in the E-World
Prerequisites for Success Prerequisites for Success (Groupware)(Groupware)
Compatibility of Compatibility of softwaresoftware
Perceived benefit Perceived benefit to every member to every member of the groupof the group
Successful Successful structure of structure of communicationcommunication
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Chapter ９ : Knowledge Transfer in the E-World
Groupware ApplicationsGroupware Applications E-Mail E-Mail
Intranet and e-mail Intranet and e-mail complement each other complement each other in knowledge transfer in knowledge transfer and communication and communication within an organizationwithin an organization
Unified “content Unified “content management” and management” and “messaging services”“messaging services”
Becoming a standard for Becoming a standard for knowledge dissemination knowledge dissemination of all kindsof all kinds
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Chapter ９ : Knowledge Transfer in the E-World
Groupware Applications Groupware Applications (cont’d)(cont’d)
Newsgroups and Newsgroups and work-flow systemswork-flow systems
Chat roomsChat rooms
Video communicationVideo communication
Knowledge sharing Knowledge sharing groupwaregroupware
Group calendaring Group calendaring and schedulingand scheduling
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Chapter ９ : Knowledge Transfer in the E-World
E-BusinessE-Business Brings universal access to Brings universal access to
Internet to core business Internet to core business process of exchanging process of exchanging informationinformation between businesses, between businesses, between people within a between people within a
business, business, between a business and its between a business and its
many clientsmany clients Connects critical business Connects critical business
systems directly to critical systems directly to critical constituenciesconstituencies
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Chapter ９ : Knowledge Transfer in the E-World
E-Business (cont’d)E-Business (cont’d) Enables companies to accomplish these Enables companies to accomplish these
goals:goals: Create new products or servicesCreate new products or services Build customer loyalty via knowledge Build customer loyalty via knowledge
exchange/sharingexchange/sharing Enrich human capital by direct knowledge Enrich human capital by direct knowledge
transfertransfer Use current technologies for R&D and Use current technologies for R&D and
creation of new knowledge for new products creation of new knowledge for new products and servicesand services
Achieve market leadership and competitive Achieve market leadership and competitive advantageadvantage
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Chapter ９ : Knowledge Transfer in the E-World
E-Business - Problems and E-Business - Problems and DrawbacksDrawbacks
System and knowledge System and knowledge integrityintegrity
Viruses cause unnecessary Viruses cause unnecessary delays, file backups, delays, file backups, storage problems, etc.storage problems, etc.
Danger of hackers Danger of hackers accessing files and accessing files and corrupting accountscorrupting accounts
Corporate vulnerability to Corporate vulnerability to access by the competitoraccess by the competitor
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Chapter ９ : Knowledge Transfer in the E-World
The Value Chain in E-The Value Chain in E-BusinessBusiness
A way of organizing primary and A way of organizing primary and secondary activities of a secondary activities of a business, where each provides business, where each provides “value added” to total operation“value added” to total operation
A way of looking at how various A way of looking at how various knowledge exchange adds value knowledge exchange adds value to adjacent activities and to the to adjacent activities and to the company in generalcompany in general
Everywhere value is added is Everywhere value is added is where knowledge is created, where knowledge is created, transferred, or sharedtransferred, or shared
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Chapter ９ : Knowledge Transfer in the E-World
A Knowledge-Based Value A Knowledge-Based Value ChainChain
Purchase materials(inbound logistics)
OperationsOutbound logistics (storing/ distributing products)
Marketing and sales
Service
Corporate Infrastructure(planning, finance, accountinglegal services, etc.)
HumanResources
TechnologyDevelopment
Procurement
Supportive Activities
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Chapter ９ : Knowledge Transfer in the E-World
Supply Chain Supply Chain ManagementManagement
SCM means having the right SCM means having the right product in the right place, at the product in the right place, at the right time, at the right price, in right time, at the right price, in the right conditionthe right condition
Requires collaboration, knowledge Requires collaboration, knowledge sharing of logistics, and consensus sharing of logistics, and consensus among knowledge workers and among knowledge workers and suppliers suppliers
Employs powerful tools to allow Employs powerful tools to allow companies to exchange and companies to exchange and update informationupdate information
Goals of SCM are improving Goals of SCM are improving efficiency and profitabilityefficiency and profitability
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Chapter ９ : Knowledge Transfer in the E-World
Customer Relationship Customer Relationship Management (CRM)Management (CRM)
Goal is to improve Goal is to improve relationship relationship management with management with customers and supply customers and supply chain partnerschain partners
A business strategy to A business strategy to learn more about learn more about customers’ needs and customers’ needs and behavior to develop behavior to develop stronger relationships stronger relationships with themwith them
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Chapter ９ : Knowledge Transfer in the E-World
Benefits of CRMBenefits of CRM Increased customer Increased customer
satisfactionsatisfaction Cross-selling products Cross-selling products
efficientlyefficiently Making call centers Making call centers
more efficientmore efficient Simplifying marketing Simplifying marketing
and sales processesand sales processes Discovering new Discovering new
customerscustomers
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Chapter ９ : Knowledge Transfer in the E-World
Critical Operational Critical Operational Components for CRMComponents for CRM
Personalization servicesPersonalization services Secure servicesSecure services to enforce to enforce
security rulessecurity rules Publishing servicesPublishing services to to
document location and document location and meaning of business contentmeaning of business content
Access servicesAccess services to help users to help users find and access portal contentfind and access portal content
Subscription servicesSubscription services to deliver to deliver business content via e-mail, business content via e-mail, fax, or other mediafax, or other media
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Chapter ９ : Knowledge Transfer in the E-World
Critical Analytical Critical Analytical Components for CRMComponents for CRM
Capture very large volume Capture very large volume of data and transform it of data and transform it into analysis formats to into analysis formats to support enterprise-wide support enterprise-wide analytical requirementsanalytical requirements
Process and deploy Process and deploy quickly the intelligence quickly the intelligence gathered from analytical gathered from analytical environmentsenvironments
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Chapter ９ : Knowledge Transfer in the E-World
Customers, Partners, Employees, Suppliers
PortalPortal Presentation LayerPresentation LayerPersonalization ServicesPersonalization Services Application ServicesApplication Services Secure ServicesSecure Services
Publishing ServicesPublishing Services Subscription ServicesSubscription Services Collaboration ServicesCollaboration Services
Access/Search ServicesAccess/Search Services Download CentreDownload Centre Work-flow ServicesWork-flow Services
Registration WizardRegistration Wizard Bulk Import ServicesBulk Import Services Digital DashboardDigital Dashboard
Operational Data Sources
Sales/Marketing Customer Services Order Management Billing Support
Data MartsCustomer Product Sales Orders
Access Layer
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Chapter ９ : Knowledge Transfer in the E-World
Typical CRM NetworkTypical CRM Network
Corporate Database
Web-Based Portal Customer
Information
Returns
Purchase OrderCall
Center
Supply Chain Partners
Customer
Telephone Call
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Chapter ９ : Knowledge Transfer in the E-World
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