TEchNOLOGy TRaNSFER MODEL - Javna agencija

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KNOWLEDGE TRANSFER
In order to secure the creating of organizational knowledge management activities are necessary. Therefore, knowledge management
is normally used to refer to those managerial practices that are implemented with the main (or sole) objective of creating,
storing, disseminating and utilizing organizational knowledge. (Davenport et al., 1998). Knowledge management projects are often
built around some kind of intranet, shared database or groupware software that allows people to communicate with one another,
share ideas and engage in discussions. According to that, the knowledge management systems could also enable the transfer of
external knowledge.
Allowing for the development in the field of Web 2.0 and social media, there is the interesting and manifold question whether ICT
could support the transfer of knowledge or not?
Basically, ICT (information and communication technologies) facilitate the rapid collection, collation, storage, and dissemination of
data, thereby assisting the knowledge creation and diffusion process. ICT also facilitate knowledge transfer through the exchange of
data but require a double transformation process from knowledge to information to data, back from data to information and finally to
(fresh) knowledge. At this point problems may arise due to the fact that especially the tacit knowledge – as described earlier – cannot
be executed in such a simple fashion, because the more tacit the knowledge is the more you need face-to-face communication. In
other words, the transfer of tacit knowledge often requires proximity between the transmitter and receiver, although the development
of many upcoming tools, like video-conferencing and virtual project rooms, makes the communication much easier. Nevertheless,
such technologically facilitated communication cannot at present replace the direct face-to-face contact that is often the basis
for the successful transfer of tacit knowledge.
6.7 The potential of Web2.0 Tools
The expression “Web2.0” was first used by Tim O’Reilly (O’Reilly Media) for marketing purposes (2004). John Thompson (Buffalo
State College) stated in 2007 that „Web2.0 is a read/write Medium” in contrast to Web1.0 where normal users were limited to consume
the information. Michael Kerres (Universität Duisburg) explained this change in more detail:
• Instead of consuming information from the Internet the user creates content.
• Internet servers store the information of millions of users.
• The border between private and public places disappears.
Figure 20 lists Web2.0 Tools, providers of these tools and examples of their use for learning, communicating and marketing.
Figure 20: Web2.0 Tools
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