TEchNOLOGy TRaNSFER MODEL - Javna agencija

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6 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 77
KNOWLEDGE FOR BUSINESS IN BORDER REGIONS During the seminar of Module 6 the participants were asked to communicate their use of Web2.0 Tools to the group with respect to the topics “I use social networks”, “I read blogs”, “I write contributions in blogs”, “I read WIKIs / Wikipedia”, “I write in a WIKI”, “I write tweets in a microblog”, “I use audio/photo/video platforms”, “I post in audio/photo/video platforms”, “I use social bookmarks”, I use RSS feeds”, I use Google tools”. The result is presented in figure 21. Figure 21: Use of Web2.0 Tools (4.5.2010) Discussion of Figure 21 Almost all participants – 25 – are using social networks either for personal or business purposes. 17 participants read blogs, whereas 3 persons are also authors of a blog. Blogs are useful tools to stay up to date in a specific topic and famous blogs have numerous readers. 24 participants use WIKIs to acquire information and 3 are active in contributing to WIKIs. The results of figure 8 suggest that different persons are writing in blogs and WIKIs. This could be explained by the different approach which the tools support. In a blog the author is the main active person, he or she defines the objectives and content of the blog, the readers can comment a single contribution but not influence the blog as a whole. Contributing to a WIKI is a collaborative process and individual contributions merge with other text parts. Microblogs such as Twitter are only used by 2 participants. In a contribution, the so-called “tweet” of maximal 140 characters, the users of Twitter share their personal disposition and their activities as well as their professional experiences. 18 participants use video/photo or audio platforms, and 3 of them upload their photos on a photo platform to share them with friends, post their videos on youtube to raise the popularity of their product or share their podcasts with others in an audio platform. Only 2 participants appreciate the high potential of social bookmark services where personal bookmarks can be tagged (and refound in an easy way), are available on every computer with internet access. Tagged bookmarks support the exchange and perception of new trends in a business / scientific community. 12 participants use RSS feeds get the most recent contributions of websites of their choice. RSS feeds are comparable to subscrip- 78
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KAZALO VSEBINE Module 1: Technology
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