Chapter ９ : Knowledge Transfer in the E-World KNOWLEDGE TRANSFER IN THE E-WORLD Chapter 4

Chapter ９ : Knowledge Transfer in the E-World 2 Knowledge Transfer & Sharing in E-World KNOWLEDGE TRANSFER KNOWLEDGE BASE CORPORATE DATABASES Extranet Knowledge-based Applications Intranet ClientsPartners Services Provider 3 rd Party Vendors Knowledge Sources Knowledge Consumers

Chapter ９ : Knowledge Transfer in the E-World 3 The E-World (Internal) Intranets Internet technology to serve the internal needs of an organization Internet technology to serve the internal needs of an organization Link knowledge workers and users (like line managers) 24 hrs a day Link knowledge workers and users (like line managers) 24 hrs a day Justified when number of employees is moderate to large (e.g., 100 employees or more) Justified when number of employees is moderate to large (e.g., 100 employees or more) Justified when the needed knowledge must reach its destination in a hurry Justified when the needed knowledge must reach its destination in a hurry

Chapter ９ : Knowledge Transfer in the E-World 4 Intranet - A Conceptual Model CORPORATE INTRANET Production Team -- Manufacturing Budget Director -- New Product Knowledge Workers -- Product Design Sales Committee — New Product Advertising Team — New Product Knowledge Transfer & Sharing

Chapter ９ : Knowledge Transfer in the E-World 5 Extranet for Knowledge Exchange A company Web site linking two or more trading partners (B2B) A company Web site linking two or more trading partners (B2B) System designers at each participating company must collaborate to ensure a common interface System designers at each participating company must collaborate to ensure a common interface Backbone of E-commerce Backbone of E-commerce Benefit: Faster time to market, increased partner interaction, and customer loyalty Benefit: Faster time to market, increased partner interaction, and customer loyalty The E-World (External)

Chapter ９ : Knowledge Transfer in the E-World 6 General Extranet Layout INTERNET Suppliers Customers Distributors Firewall Corporate intranet Firewall Office A Office B

Chapter ９ : Knowledge Transfer in the E-World 7 Extranets (cont ’ d) Extranets ensure lasting bonds between partners and corporate members Extranets ensure lasting bonds between partners and corporate members Support from management is essential to success Support from management is essential to success Extranets are the technical community to generate revenue and ensure competitive advantage Extranets are the technical community to generate revenue and ensure competitive advantage

Chapter ９ : Knowledge Transfer in the E-World 8 Groupware Software that helps people work together from a distance Software that helps people work together from a distance Facilitates knowledge transfer between knowledge seekers and knowledge providers Facilitates knowledge transfer between knowledge seekers and knowledge providers Categorized by whether users are working face-to-face or in different locations Categorized by whether users are working face-to-face or in different locations Categorized also by whether users are working together at the same time or different times Categorized also by whether users are working together at the same time or different times

Chapter ９ : Knowledge Transfer in the E-World 9 Groupware Categories Voting, Chat room, Presentation support Teleconferencing Shared Workflow process, computers Different Time (asynchronous) Same Time (synchronous) Same Place (colocated) Different Place (distance)

Chapter ９ : Knowledge Transfer in the E-World 10 Prerequisites for Success (Groupware) Compatibility of software Compatibility of software Perceived benefit to every member of the group Perceived benefit to every member of the group Successful structure of communication Successful structure of communication

Chapter ９ : Knowledge Transfer in the E-World 11 Groupware Applications Intranet and complement each other in knowledge transfer and communication within an organization Intranet and complement each other in knowledge transfer and communication within an organization Unified “ content management ” and “ messaging services ” Unified “ content management ” and “ messaging services ” Becoming a standard for knowledge dissemination of all kinds Becoming a standard for knowledge dissemination of all kinds

Chapter ９ : Knowledge Transfer in the E-World 12 Groupware Applications (cont ’ d) Newsgroups and work- flow systems Newsgroups and work- flow systems Chat rooms Chat rooms Video communication Video communication Knowledge sharing groupware Knowledge sharing groupware Group calendaring and scheduling Group calendaring and scheduling

Chapter ９ : Knowledge Transfer in the E-World 13 E-Business Brings universal access to Internet to core business process of exchanging information Brings universal access to Internet to core business process of exchanging information between businesses, between businesses, between people within a business, between people within a business, between a business and its many clients between a business and its many clients Connects critical business systems directly to critical constituencies Connects critical business systems directly to critical constituencies

Chapter ９ : Knowledge Transfer in the E-World 14 E-Business (cont ’ d) Enables companies to accomplish these goals: Enables companies to accomplish these goals: Create new products or services Create new products or services Build customer loyalty via knowledge exchange/sharing Build customer loyalty via knowledge exchange/sharing Enrich human capital by direct knowledge transfer Enrich human capital by direct knowledge transfer Use current technologies for R&D and creation of new knowledge for new products and services Use current technologies for R&D and creation of new knowledge for new products and services Achieve market leadership and competitive advantage Achieve market leadership and competitive advantage

Chapter ９ : Knowledge Transfer in the E-World 15 E-Business - Problems and Drawbacks System and knowledge integrity System and knowledge integrity Viruses cause unnecessary delays, file backups, storage problems, etc. Viruses cause unnecessary delays, file backups, storage problems, etc. Danger of hackers accessing files and corrupting accounts Danger of hackers accessing files and corrupting accounts Corporate vulnerability to access by the competitor Corporate vulnerability to access by the competitor

Chapter ９ : Knowledge Transfer in the E-World 16 The Value Chain in E-Business A way of organizing primary and secondary activities of a business, where each provides “ value added ” to total operation A way of organizing primary and secondary activities of a business, where each provides “ value added ” to total operation A way of looking at how various knowledge exchange adds value to adjacent activities and to the company in general A way of looking at how various knowledge exchange adds value to adjacent activities and to the company in general Everywhere value is added is where knowledge is created, transferred, or shared Everywhere value is added is where knowledge is created, transferred, or shared

Chapter ９ : Knowledge Transfer in the E-World 17 Supply Chain Management SCM means having the right product in the right place, at the right time, at the right price, in the right condition SCM means having the right product in the right place, at the right time, at the right price, in the right condition Requires collaboration, knowledge sharing of logistics, and consensus among knowledge workers and suppliers Requires collaboration, knowledge sharing of logistics, and consensus among knowledge workers and suppliers Employs powerful tools to allow companies to exchange and update information Employs powerful tools to allow companies to exchange and update information Goals of SCM are improving efficiency and profitability Goals of SCM are improving efficiency and profitability

Chapter ９ : Knowledge Transfer in the E-World 18 Customer Relationship Management (CRM) Goal is to improve relationship management with customers and supply chain partners Goal is to improve relationship management with customers and supply chain partners A business strategy to learn more about customers ’ needs and behavior to develop stronger relationships with them A business strategy to learn more about customers ’ needs and behavior to develop stronger relationships with them

Chapter ９ : Knowledge Transfer in the E-World 19 Benefits of CRM Increased customer satisfaction Increased customer satisfaction Cross-selling products efficiently Cross-selling products efficiently Making call centers more efficient Making call centers more efficient Simplifying marketing and sales processes Simplifying marketing and sales processes Discovering new customers Discovering new customers

Chapter ９ : Knowledge Transfer in the E-World 20 Critical Operational Components for CRM Personalization services Personalization services Secure services to enforce security rules Secure services to enforce security rules Publishing services to document location and meaning of business content Publishing services to document location and meaning of business content Access services to help users find and access portal content Access services to help users find and access portal content Subscription services to deliver business content via , fax, or other media Subscription services to deliver business content via , fax, or other media

Chapter ９ : Knowledge Transfer in the E-World 21 Critical Analytical Components for CRM Capture very large volume of data and transform it into analysis formats to support enterprise-wide analytical requirements Capture very large volume of data and transform it into analysis formats to support enterprise-wide analytical requirements Process and deploy quickly the intelligence gathered from analytical environments Process and deploy quickly the intelligence gathered from analytical environments

Chapter ９ : Knowledge Transfer in the E-World 22 Customers, Partners, Employees, Suppliers Portal Presentation Layer Personalization Services Application Services Secure Services Publishing Services Subscription Services Collaboration Services Access/Search Services Download Centre Work-flow Services Registration Wizard Bulk Import Services Digital Dashboard Operational Data Sources Sales/Marketing Customer ServicesOrder Management Billing Support Data Marts CustomerProductSalesOrders Access Layer

Chapter ９ : Knowledge Transfer in the E-World 23 Typical CRM Network Corporate Database Web-Based Portal Customer Information Returns Purchase Order Call Center Supply Chain Partners Customer Telephone Call