Abstract
M.Comm.
KM is not an exact science. This is due to the unique qualities of information and
knowledge as discussed in section 2.3 of this dissertation. What can be done at best is to •
look at some of the models available and then adapt it to the company's environment and
specific needs. But even before a specific model is adopted, management must ensure
that they consider all aspects of KM and not just focus on for instance IT and ignore the
people aspect. Therefor it is important to understand the concept of knowledge,
information and KM. Chapter 2 in this dissertation is dedicated to explaining the concept
of KM and to distinguish it from IM. It is followed by a discussion of two generic KM
models and a more practical model that illustrates the flow of information within an
organisation. CI as a subdivision of KM offers guidelines to companies on how to structure their
information gathering process on competitors and the competitive environment. The CI
process also includes the interpretation and presentation of the results of a CI program. CI
practitioners spend a considerable amount of time gathering data, some as much as sixty
percent. What is advocated in this chapter, is that CI practitioners or market researchers
should construct a plan before they begin to gather information. They should identify the
problems that they want to solve and then only collect the data to provide answers to
these problems.
The final chapter in this dissertation presents a practical application of the various models
discussed in chapter 2 in context of one of the newly established IDC SBU's . The NBD
SBU's current KM activities are mapped on a KM map. Accordingly it can determine
where it finds itself currently with its KM program and how it could develop its KM
strategy. What made this application fairly easy was that the staff members of the SBU
are familiar with the sources of market information and are experienced market
researchers. They however did lack a holistic view of all the components involved in a KM process, and the KM map certainly did help them to form a better insight of the
possibilities that such a KM program offers.