16.1.06
Knowledge Management A Necessity | By Robin Trehan
Hospitality Net - Industry News - Knowledge Management A Necessity | By Robin Trehan: "Knowledge management is a structure within which the organization views all its processes as knowledge processes. In this view, all business processes involve formation, distribution, renewal, and application of knowledge toward organizational sustenance and survival. This concept embodies a transition from information value chain to a knowledge value chain.
The knowledge workers need to be facile in the applications of new technologies to their business contexts. Such understanding is necessary so that they can delegate programmable tasks to technologies to concentrate their time and efforts on value-adding activities that demand creativity and innovation. More importantly, they should have the capability of judging if the organization's best practices are aligned with the dynamics of the business environment. Such knowledge workers are the critical elements of the double loop learning and unlearning cycle that should be designed within the organizational business processes.
Knowledge is most valuable when it is controlled and used by those on the front lines of the organization. The knowledge workers should also have an overall understanding of the business of their organization and how their work contexts fit within it. Only if they understand the implications of changes in their work contexts for the business enterprise, they can be instrumental in synchronizing the organizational 'best practices' with the external reality of the business environment. 'Knowledge is nothing without action. Nothing changes until you do something. What you do will directly determine what you learn.' - James A. Belasco & Ralph C. Stayer, Flight of the Buffalo
Given the need for autonomy in learning and decision-making, knowledge workers also need to be comfortable with self-control and self-learning. In other words, they would need to act in an entrepreneurial mode that involves a higher degree of responsibility and authority as well as capability and intelligence for handling both. To do this they knowledge workers need to evolve knowledge sharing environment based continuous improvement and breakdown of the old process to develop new." ¶ 07:24
The knowledge workers need to be facile in the applications of new technologies to their business contexts. Such understanding is necessary so that they can delegate programmable tasks to technologies to concentrate their time and efforts on value-adding activities that demand creativity and innovation. More importantly, they should have the capability of judging if the organization's best practices are aligned with the dynamics of the business environment. Such knowledge workers are the critical elements of the double loop learning and unlearning cycle that should be designed within the organizational business processes.
Knowledge is most valuable when it is controlled and used by those on the front lines of the organization. The knowledge workers should also have an overall understanding of the business of their organization and how their work contexts fit within it. Only if they understand the implications of changes in their work contexts for the business enterprise, they can be instrumental in synchronizing the organizational 'best practices' with the external reality of the business environment. 'Knowledge is nothing without action. Nothing changes until you do something. What you do will directly determine what you learn.' - James A. Belasco & Ralph C. Stayer, Flight of the Buffalo
Given the need for autonomy in learning and decision-making, knowledge workers also need to be comfortable with self-control and self-learning. In other words, they would need to act in an entrepreneurial mode that involves a higher degree of responsibility and authority as well as capability and intelligence for handling both. To do this they knowledge workers need to evolve knowledge sharing environment based continuous improvement and breakdown of the old process to develop new." ¶ 07:24
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Brand is like a strawberry, it has to be mouth watering from outside and also lovely and sweet inside.
Robin Trehan, B.A, MIB, MBA electronic business.
How do we define a brand? It is a perception of variables which we associate with a company and its products and services. A brand is marketed to make it into a sale and sale has to be repetitive process. Repeat sale is only possible when the product or service is also good. A good product or service enhances the brand value and customer begins to associate with the brand.
A brand is like a strawberry, which has to be mouth watering from outside and also give total customer satisfaction when eaten to build a brand image. To build a premium brand, it has to deliver something special. If it fails to deliver that “special” differentiation, it will soon be dead. How can you make you brand, depends on what kind of image your company wants to portray. You can have a brand based on quality, price, scarcity and any other factor which give you a niche market.
On the other hand, Internet has made the brand differentiation; much more difficult as the customer are getting more informed and products comparative analysis is becoming a day to day job. All information is readily available and offers real time interactivity with global reach. Beside this internet is making some brands less and less differentiated and more like commodities where price is the primary factor in the purchase decision. Barriers to enter are small and globalization has made companies compete across the world. These days cost saving, cheap labor and outsourcing are all playing a part in brand placement and position.
In today’s Internet market, a strategic positioning of the company on the web is a requisite, so as to reinforce the brand both in the online and real world. The brand image should be cultivated in a manner so as to create an emotional bondage with the target audience. The focus should me to make the brand a part of the customer’s life. Provide added value and making the customer feel cozy and comfortable and bring in a smile on the face of the customer.
The competition on the Internet has entered a phrase, where the best thing is to beat oneself and discontinue your products and services and come up with better. If one fails to do it, your competitors will come and beat you. A brand for a company is like a status for a person. You earn status by trying to do hard things well.
Another, good way to reinforce brand image, is to promote social awareness that you company is actually doing good the society. It can be done by sponsoring sport events, promoting education, and free medical, helping in charities, planting trees, reducing pollution and doing goodwill to the people. Everybody wants to be associated with brands which nurture such a kind of image. The case of Starbucks, McDonald, Microsoft, and Berkshire Hathaway are example of it. The contribution of Warren Buffett and of Bill & Melinda Gates just gives an idea how much society appreciates their social work.
Robin C. Trehan is partner at Transatlantic Investments and Advisory. He can be reached at robin@tafunds.com
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Robin Trehan, B.A, MIB, MBA electronic business.
How do we define a brand? It is a perception of variables which we associate with a company and its products and services. A brand is marketed to make it into a sale and sale has to be repetitive process. Repeat sale is only possible when the product or service is also good. A good product or service enhances the brand value and customer begins to associate with the brand.
A brand is like a strawberry, which has to be mouth watering from outside and also give total customer satisfaction when eaten to build a brand image. To build a premium brand, it has to deliver something special. If it fails to deliver that “special” differentiation, it will soon be dead. How can you make you brand, depends on what kind of image your company wants to portray. You can have a brand based on quality, price, scarcity and any other factor which give you a niche market.
On the other hand, Internet has made the brand differentiation; much more difficult as the customer are getting more informed and products comparative analysis is becoming a day to day job. All information is readily available and offers real time interactivity with global reach. Beside this internet is making some brands less and less differentiated and more like commodities where price is the primary factor in the purchase decision. Barriers to enter are small and globalization has made companies compete across the world. These days cost saving, cheap labor and outsourcing are all playing a part in brand placement and position.
In today’s Internet market, a strategic positioning of the company on the web is a requisite, so as to reinforce the brand both in the online and real world. The brand image should be cultivated in a manner so as to create an emotional bondage with the target audience. The focus should me to make the brand a part of the customer’s life. Provide added value and making the customer feel cozy and comfortable and bring in a smile on the face of the customer.
The competition on the Internet has entered a phrase, where the best thing is to beat oneself and discontinue your products and services and come up with better. If one fails to do it, your competitors will come and beat you. A brand for a company is like a status for a person. You earn status by trying to do hard things well.
Another, good way to reinforce brand image, is to promote social awareness that you company is actually doing good the society. It can be done by sponsoring sport events, promoting education, and free medical, helping in charities, planting trees, reducing pollution and doing goodwill to the people. Everybody wants to be associated with brands which nurture such a kind of image. The case of Starbucks, McDonald, Microsoft, and Berkshire Hathaway are example of it. The contribution of Warren Buffett and of Bill & Melinda Gates just gives an idea how much society appreciates their social work.
Robin C. Trehan is partner at Transatlantic Investments and Advisory. He can be reached at robin@tafunds.com
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