By Professor Georg von Krogh, Professor Johan Roos, Dirk Kleine
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Extra resources for Knowing in Firms: Understanding, Managing and Measuring Knowledge
How do we create common sense and direction when everybody is involved? How do we achieve coherence in the diverse demands of an ever changing market? Culture and Context The 1980s raised the idea of corporate culture, but the topic soon vanished from the agenda when it was realized how much effort it takes 16 UNDERSTANDING KNOWLEDGE IN ORGANIZATIONS to tum a company around. The serious attempts of many to change the fundamental beliefs of a whole enterprise have been seen to fail, and yet there are too few examples like GE, Oticon in Denmark and Metler Toledo in Germany where the mechanisms of large-scale change can be studied (Warnecke, 1995).
What help can the ideas of organizational learning offer to understand the process of gaining and sharing organizational knowledge? We need to understand individual and collective learning processes much better than we do at present. What happens when we learn? What impulses drive learning? How can we increase our awareness of early signals that stimulate learning? How can we unlearn outdated beliefs and insights? Yet, how can we talk about learning when we cannot see it happen? We only realize that something has changed, and we attribute the UNDERSTANDING KNOWLEDGE IN ORGANIZATIONS 20 difference to something called learning, confusing process and result (Bateson, 1972) .
When we look at organizational change we see that fundamental change is based on changing the culture and its values, which has a lasting effect on product development and relationships with customers and suppliers. We also sense that knowledge creation on the R&D level is not enough to ensure competitive advantage that lasts. We feel that knowledge on the product or technology level is much easier to discuss than knowledge on a cultural level. Yet, we can observe a leveraging effect of knowledge at deeper levels.
Knowing in Firms: Understanding, Managing and Measuring Knowledge by Professor Georg von Krogh, Professor Johan Roos, Dirk Kleine