Information Management
and New Media
Rafael Capurro
www.capurro.de
Steinbeis-Seminar MBA
2007
WELCOME!
28.07.07
Rafael Capurro: Information Management
and New Media
2
Overview
Introduction
 Information Resources
 IRM and Knowledge Management
 External Information Resources
 The Process of External IRM
 Use External IR for Decision Makers

28.07.07
Rafael Capurro: Information Management
and New Media
3
Introduction: Scope of the seminar
This seminar deals mainly with the field of
external information resources and
management.
28.07.07
Rafael Capurro: Information Management
and New Media
4
Literature
[Combs] Combs, Richard E.: Why Manage Knowledge? In:
http://www.combsinc.com/index.html
[Nickols] Nickols, F. W. (2000). The knowledge in knowledge
management. In Cortada, J.W. & Woods, J.A. (Eds) The knowledge
management yearbook 2000-2001 (pp. 12-21). Boston, MA:
Butterworth-Heinemann
In: http://home.att.net/~nickols/Knowledge_in_KM.htm
[Walt] Van der Walt, Marthinus: A Classification Scheme for the
Organization of Electronic Documents in Small, Medium and Micro
Enterprises (SMMEs). Knowl. Org. 31 (2004) 1, 26-38.
Microsoft Office Share Point
http://www.redmondintegrators.com/upload/SharePointEvaluate_386.pdf
See also the website of the seminar
28.07.07
http://www.capurro.de/steinbeis_infomanag.htm
Rafael Capurro: Information Management
and New Media
5
Introduction: The Goal of Information
Management
Providing:
 reliable and relevant knowledge
 at the right time
 in the right place
 for the right person
 in the right medium
28.07.07
Rafael Capurro: Information Management
and New Media
6
Introduction: Organizational Memory
Internal + external information (and
knowledge) resources = Organizational
Memory
28.07.07
Rafael Capurro: Information Management
and New Media
7
Introduction: The Goal of IRM
Watch your IR!
 Watch your IRM!

28.07.07
Rafael Capurro: Information Management
and New Media
8
Introduction: The IRM Process
Identify
Collect
Organize (Classify)
Share
Adapt
Use
Create
Identify…
28.07.07
Rafael Capurro: Information Management
and New Media
9
Introduction: The IRM Process

Evaluation Criteria:








Price: commercial/free
Quality: professional/vulgar
Share: secret/public
Access: difficult/easy
Origin: extern/intern
Media: digital/non-digital
Awareness: full/non
Meta-criteria: Profit, Corporate Social
Responsibility (CSR), Environment…
28.07.07
Rafael Capurro: Information Management
and New Media
10
Introduction: The IRM process
IRM is very important in the highly
competitive environment.
 IRM can become your competitive
advantage that will help you to win in the
competition run.

28.07.07
Rafael Capurro: Information Management
and New Media
11
Introduction: Benchmarking of IRM
1. Compare your IRM with your
competitor.
 2. Find out what to focus on.
 3. Take action to improve.

Factor
Professionalism
Price
Access
Share
28.07.07
--
-
0
+
Rafael Capurro: Information Management
and New Media
++
12
Introduction: Tools for IRM
SAP
 ORACLE
 IBM Lotus
 CSB International
 Livelink
 Verity
 Microsoft Office Share Point Server

28.07.07
Rafael Capurro: Information Management
and New Media
13
Introduction: IRM Requirements…
Source: Windows SharePoint Services
http://www.redmondintegrators.com/upload/SharePointEvaluate_386.pdf



„I want to share contact lists, event calendars,
and annoucements with my team, my customers,
and my partners
I want to easily share a document with my team
members for review
I want a web site where I can manage my
meetings
28.07.07
Rafael Capurro: Information Management
and New Media
14
Introduction: IRM Requirements…
I want my employees to create their own
Web sites without any help from the IT
department
 I want support for managing unused Web
sites
 I wand documents attached to incoming
e-mail messages to be added to a
document library automatically

28.07.07
Rafael Capurro: Information Management
and New Media
15
Introduction: IRM Requirements…




I want version control for specific documents
I want to be notified automatically whenever
documents are changed
I want to search and find only the documents
that are on my team site
I want to target content to users based on job
roles or interests
28.07.07
Rafael Capurro: Information Management
and New Media
16
Introduction: IRM Requirements…
I want permanent portals for my
organization and divisions
 I want to integrate enterprise applications
with a portal
 I want users to have personal sites where
they can manage and share information
with other users

28.07.07
Rafael Capurro: Information Management
and New Media
17
Introduction: IRE Requirements…
I want to easily create, manage, and
organize SharePoint sites
 I want to browse for information by topic
 I want to have multiple portals that use
the same index.“

28.07.07
Rafael Capurro: Information Management
and New Media
18
Introduction: … and solution(s)

Microsoft SharePoint Services and Microsoft
Orffice SharePoint Portal Server. Features:






28.07.07
News and Topics
My Site
Information targeted to specific audiences
Indexing and searching accross file shares, Web servers,
secure Web servres…
Alerts that notify you when changes are made to
relevant information
Single sign-on for enterprise application integration
Rafael Capurro: Information Management
and New Media
19
Introduction: … and solutions
The Gilbane Group: Survey on enterprise
blog, wiki, and RSS use (2005)
http://gilbane.com/surveys.html

RSS=Rich Site Summary / Really Simple
Syndication. See more at:
http://en.wikipedia.org/wiki/RSS
28.07.07
Rafael Capurro: Information Management
and New Media
20
Introduction: … and solutions

28.07.07
Rafael Capurro: Information Management
and New Media
21
Introduction: … and solutions

28.07.07
Rafael Capurro: Information Management
and New Media
22
Introduction: … and solutions

28.07.07
Rafael Capurro: Information Management
and New Media
23
Introduction: … and solutions

28.07.07
Rafael Capurro: Information Management
and New Media
24
Introduction: … and solutions

28.07.07
Rafael Capurro: Information Management
and New Media
25
Internal IR
Internal information resources:
Are produced by company employees.
They emanate from
 functional areas
 cross-functional processes
28.07.07
Rafael Capurro: Information Management
and New Media
26
Internal IR
Functional areas:
 Production: such as documentation on the
purchasing of materials and equipment
(information sheets from suppliers, orders,
bills etc.), records of quality control, delivery,
notes, guarantee cards delivery from
customers, servicing records and customer
records.
28.07.07
Rafael Capurro: Information Management
and New Media
27
Internal IR

28.07.07
Sales and marketing: market research
reports, product brochures and
information sheets, orders from
customers and records of sales
transactions.
Rafael Capurro: Information Management
and New Media
28
Internal IR

Engineering (Research and
Development): project planning
documentation, laboratory notes, project
reports.

Accounting and finance: budgets, regular
financial reports on income and expenditure,
documentation relating to taxes, records of
investments and assets, etc.
28.07.07
Rafael Capurro: Information Management
and New Media
29
Internal IR

28.07.07
Human resources management: job
descriptions, advertisements for vacancies,
documents relating to employee benefits,
employment contracts, training manuals,
employee records (records of payment, leav
and disciplinary hearings).
Rafael Capurro: Information Management
and New Media
30
Internal IR
Cross-functional processes:
 Product development reports
 Business plans
 Competitive intelligence reports.
28.07.07
Rafael Capurro: Information Management
and New Media
31
External IR
External information resources
„Many information items gathered for the
purposes of competitive intelligence
support the cross-functional business
processes, especially strategic planning
and decision-making.
28.07.07
Rafael Capurro: Information Management
and New Media
32
External IR
In the creation of a business plan, which can
include processes such as the setting of
strategic goals, determining niche market
segments and deciding about mergers
with, or acquisitions of, competitors, the
top management of a company has to rely
heavily on external information
resources.“ [Walt 2004, 30]
28.07.07
Rafael Capurro: Information Management
and New Media
33
External IR
Gathering external IR focuses on:




28.07.07
Political, environmental, societal, and
technological trends (P.E.S.T.)
Customers
Suppliers
Competitors (competing products and
services)
Rafael Capurro: Information Management
and New Media
34
External IRM
Methodological aspects:
How to identify, collect, organize, share,
adapt, use, and create information from
external sources that are useful for the
company.
28.07.07
Rafael Capurro: Information Management
and New Media
35
IRM and Knowledge Management

Knowledge taxonomy:


28.07.07
Explicit, Implicit, Tacit
Declarative (know that) and Procedural (know
how)
Rafael Capurro: Information Management
and New Media
36
Explicit Knowledge
„Explicit knowledge (…) is knowledge that
has been articulated and, more often
than not, captured in the form of text,
tables, diagrams, product specifications
and so on.
28.07.07
Rafael Capurro: Information Management
and New Media
37
Explicit Knowledge
In a well-known and frequently cited 1991 Harvard Business
Review article titled "The Knowledge Creating Company,"
Ikujiro Nonaka refers to explicit knowledge as "formal and
systematic" and offers product specifications, scientific
formulas and computer programs as examples. “ [Nickols]
See also:
Nonaka, I. / Takeuchi, H: The Knowledge Creating Company, Oxford
1995.
Von Krogh, G. / Ichijo, K. / Nonaka, I.: Enabling Knowledge Creation.
Oxford 2000
28.07.07
Rafael Capurro: Information Management
and New Media
38
Implicit Knowledge
„Knowledge that can be articulated but
hasn’t is implicit knowledge. Its existence
is implied by or inferred from observable
behavior or performance.“ [Nickols]
28.07.07
Rafael Capurro: Information Management
and New Media
39
Implicit Knowledge
„In analyzing the task in which underwriters
at an insurance company processed
applications, for instance, it quickly
became clear that the range of outcomes
for the underwriters’ work took three basic
forms: (1) they could approve the policy
application, (2) they could deny it or (3)
they could counter offer.
28.07.07
Rafael Capurro: Information Management
and New Media
40
Implicit Knowledge
Yet, not one of the underwriters articulated
these as boundaries on their work at the
outset of the analysis. Once these
outcomes were identified, it was a
comparatively simple matter to identify
the criteria used to determine the
response to a given application. In so
doing, implicit knowledge became explicit
knowledge.“[Nickols]
28.07.07
Rafael Capurro: Information Management
and New Media
41
Tacit Knowledge
„Tacit knowledge is knowledge that cannot be
articulated. As Michael Polanyi (1997), the
chemist-turned-philosopher who coined the term
put it, "We know more than we can tell." Polanyi
used the example of being able to recognize a
person’s face but being only vaguely able to
describe how that is done. This is an instance of
pattern recognition. (…)
28.07.07
Rafael Capurro: Information Management
and New Media
42
Tacit Knowledge
Reading the reaction on a customer’s face or
entering text at a high rate of speed using
a word processor offer other instances of
situations in which we are able to perform
well but unable to articulate exactly what
we know or how we put it into practice. In
such cases, the knowing is in the doing, a
point to which we will return shortly.“
[Nickols]
28.07.07
Rafael Capurro: Information Management
and New Media
43
Implict, Tacit and Explicit Knowledge
[Nickols]
28.07.07
Rafael Capurro: Information Management
and New Media
44
Declarative and Procedural Knowledge
„The explicit, implicit, tacit categories of
knowledge are not the only ones in use.
Cognitive psychologists sort knowledge
into two categories: declarative and
procedural. Some add strategic as a third
category.“ [Nickols]
28.07.07
Rafael Capurro: Information Management
and New Media
45
Declarative Knowledge

„Declarative knowledge has much in
common with explicit knowledge in that
declarative knowledge consists of
descriptions of facts and things or of
methods and procedures.“[Nickols]
28.07.07
Rafael Capurro: Information Management
and New Media
46
Procedural Knowledge
„This is an area where important differences
of opinion exist.
One view of procedural knowledge is that it
is knowledge that manifests itself in the
doing of something. As such it is reflected
in motor or manual skills and in cognitive
or mental skills.“[Nickols]
28.07.07
Rafael Capurro: Information Management
and New Media
47
Procedural Knowledge
„Another view of procedural knowledge is that it is
knowledge about how to do something. This view
of procedural knowledge accepts a description of
the steps of a task or procedure as procedural
knowledge. The obvious shortcoming of this view
is that it is no different from declarative
knowledge except that tasks or methods are
being described instead of facts or
things.“[Nickols]
28.07.07
Rafael Capurro: Information Management
and New Media
48
Strategic Knowledge
„Strategic knowledge is a term used by
some to refer to what might be termed
know-when and know-why.“[Nickols]
28.07.07
Rafael Capurro: Information Management
and New Media
49
Knowledge Taxonomy:
[Nickols]
28.07.07
Rafael Capurro: Information Management
and New Media
50
Knowledge Taxonomy
„Nonaka addresses the important issues of
knowledge transfer and knowledge
creation in his 1991 article. He cites four
such transfers or creations:
28.07.07
Rafael Capurro: Information Management
and New Media
51
Knwoledge Taxonomy

„Tacit to tacit. Acquiring someone else’s tacit
knowledge through observation, imitation and
practice. The example Nonaka uses is that of a
product developer, Ikuro Tanaka, who
apprentices herself to a hotel chef famous for the
quality of his bread. She learns how to make
bread his way, including an unusual kneading
technique.“[Nickols]
28.07.07
Rafael Capurro: Information Management
and New Media
52
Knowledge Taxonomy
„Explicit to explicit. Combining discrete
pieces of explicit knowledge to form new
explicit knowledge, for example, compiling
data and preparing a report that analyzes
and synthesizes these data. The report
constitutes new explicit
knowledge.“[Nickols]
28.07.07
Rafael Capurro: Information Management
and New Media
53
Knowledge Taxonomy
„Tacit to explicit. Nonaka cites here the
product developer’s subsequent
conversion of her acquired tacit knowledge
into specifications for a bread-making
machine. However, as defined by Polanyi,
who coined the term, tacit knowledge
cannot be articulated.
28.07.07
Rafael Capurro: Information Management
and New Media
54
Knowledge Taxonomy
„Explicit to tacit. Internalizing
explicit knowledge. Here, Nonaka
indicates that the product
development team acquired new
tacit knowledge““[Nickols]
28.07.07
Rafael Capurro: Information Management
and New Media
55
Knowledge Taxonomy
http://www.12manage.com/methods_nonaka_seci.html
The SECI Model (Socialization, Externalization, Connecting, Combination)
of Nonaka/Takeuchi
28.07.07
Rafael Capurro: Information Management
and New Media
56
Knowledge Taxonomy
http://www.12manage.com/methods_nonaka_seci.html
28.07.07
Rafael Capurro: Information Management
and New Media
57
IRM as…
… management of explicit (declarative)
knowledge
28.07.07
Rafael Capurro: Information Management
and New Media
58
External Information Resources
Internet Resources
 Providers of Scientific, Technical and
Economic Information
 Library Resources

28.07.07
Rafael Capurro: Information Management
and New Media
59
External Information Resources
1) Internet Resources






28.07.07
Portals/Websites: Professional Associations,
Competitors, Customers
Search Engines: Catalogues, General Search
Engines Meta-Search Engines, Trade and
Business Search Engines, Shopping Search
Engines
Blogs
Mailing Lists
Virtual Communities
…
Rafael Capurro: Information Management
and New Media
60
External Information Resources
2) Providers of Scientific, Technical and Economic
Information:
German Providers:
 STN International (Scientific and Technical
Information, Patents)
 GENIOS (German Business Information)
 FIZ Technik (Technology)
 Hoppenstedt (Economic Information)
 Handelsblatt (Economic Information)
28.07.07
Rafael Capurro: Information Management
and New Media
61
External Information Resources
International Providers:
 Gale Directory of Data Bases
 DIALOG (All fields)
 LexisNexis (Economy, law)
 Questel-Orbit (All fields)
 Bureau van Dijk (Companies)
28.07.07
Rafael Capurro: Information Management
and New Media
62
External Information Resources
Libraries: See seminar web site!
28.07.07
Rafael Capurro: Information Management
and New Media
63
The Process of IRM: Organize!
Organize your IRM process:
- Create an (interactive) platform within the company (as
part of the intranet)
- Create a list of links (portals, websites, etc.)
- Use Mailing List and blogs
- Inform actively about IR within the company
- Get feed back from your colleagues about the IR as well as
about the IRM process itself
- Set goals for special tasks and make case analysis of IR
and IRM within your company.
28.07.07
Rafael Capurro: Information Management
and New Media
64
The Process of external IRM: Step by
Step
Identify
Collect
Organize (Classify)
Share
Adapt
Use
Create
Identify…
28.07.07
Rafael Capurro: Information Management
and New Media
65
The Process of IRM: Identify

What kind of external IR are used in your company?








28.07.07
Portals/Websites: Professional Associations, Competitors,
Customers
Search Engines
Blogs
Wikis
Social Bookmarks
Mailing Lists, forums
Virtual Communities
…
Rafael Capurro: Information Management
and New Media
66
The Process of IRM: Collect

How are external IR collected in your company?









28.07.07
Using Search Engines?
Visiting (regularly) Portals/Websites?
Using an Agent System?
Using SDI for searching in professional data bases?
Visiting fairs?
Connecting with experts?
Using blogs, wikis, mailing lists?
Using printed sources?
…
Rafael Capurro: Information Management
and New Media
67
The Process of IRM: Organize

How are the files with external information
organized in your company?



28.07.07
Document Management?
Intranet?
...
Rafael Capurro: Information Management
and New Media
68
The Process of IRM: Organize
Under the heading „Organizing files using
folders“ in the help files of Microsoft
Windows 2000, for example, the user is
simply told to „create folders for
categories that match the way you want to
organize your information.“ (Walt)
28.07.07
Rafael Capurro: Information Management
and New Media
69
The Process of IRM: Organize
Walt‘s Classification Scheme:
0 General documents
1 External environment
2 Management (General)
3 Finance (financial management)
4 Human resources
5 Products & Services
6 Marketing & Sales
7 Customers
8 Special collections
9 Other subjects
28.07.07
Rafael Capurro: Information Management
and New Media
70
The Process of IRM: Organize
The role of classification in business
documentation (Walt):



28.07.07
Categories are used for organizing folder
systems
Categories become part of the metadata for
Information Retrieval purposes
Categories are used for structuring the intranet
Rafael Capurro: Information Management
and New Media
71
The Process of IRM: Share

How are external IR shared in your company?









28.07.07
Intranet
e-Mail
Mailing lists
Virtual forums
Communities of Practice
Blogs, wikis, RSS, social bookmarks (Social Software)
Print media
Face-to-face meetings
…
Rafael Capurro: Information Management
and New Media
72
The Process of IRM: Adapt

How are external IR adapted to the goals
(vision, mission) of your company?




28.07.07
Selecting the information from the sources?
Distributing/writing (executive) abstracts?
Evaluating?
…
Rafael Capurro: Information Management
and New Media
73
The Process of IRM: Use

Who and how uses external IR in your
company?
In all departments?
 Decision Making (at which level)?
 R&D?
 Marketing?
 ...
Regularly? In what form/medium?

28.07.07
Rafael Capurro: Information Management
and New Media
74
The Process of IRM: Create

How is new knowledge on the basis of
external IR created in your company:





28.07.07
For
For
For
For
For
decision making?
marketing?
R&D?
dealing with (new) customers?
dealing with competitors?
Rafael Capurro: Information Management
and New Media
75
The Process of IRM: Evaluate

Evaluate regularly the IRM process:






28.07.07
Who is responsible for what?
Where are the blockades?
Where are the blind spots?
What are the main areas of concern
(priorities)?
How much does it cost?
What are the revenues?
Rafael Capurro: Information Management
and New Media
76
The Process of IRM: Checking List
Create a check list for evaluating regularly your (external) IRM
Process:
- What external IR do you use in your company?
- How do you manage these resources?
- How much money does your company spend in them?
- How much money does your company spend for the IRM
process itself?
- What is the revenue?
- How (and how often) does the evaluation of the IRM take
place in your company?
28.07.07
Rafael Capurro: Information Management
and New Media
77
Use External IR for Decision Makers


Use all possible information sources in order to
build a data base that corresponds to the needs
of your company
Consider that the kind of information you select
will make possible or not to visualize the status of
your company according to diverse criteria. These
criteria should be as clear as possible before (!)
you create the data base
28.07.07
Rafael Capurro: Information Management
and New Media
78
Presenting Information for Decision
Makers
Building a Data Base:
Products
Price
Placement
Promotion
-> Present Status / Advantages and
Disadvantages
28.07.07
Rafael Capurro: Information Management
and New Media
79
Visualizing Results
Cash Cows
 Bad Dogs
?
 Stars

28.07.07
Rafael Capurro: Information Management
and New Media
80
Visualising Results
28.07.07
Rafael Capurro: Information Management
and New Media
81
Visualising Results

Select two criteria, for instance:



Price vs. Placement
Market share vs. Market growth
Product quality vs. Price
in order to visualize where your company is and
where do you place your competitors

Do this kind of visualisation regularly and
compare the results from time to time
28.07.07
Rafael Capurro: Information Management
and New Media
82
Taking Decisions
Decisions are taken on the basis of
information provided.
 Due to the necessary simplification of
information selection as well as of the
criteria used, decisions are always a risk.
 Information should be seen in the context
of unexpected events.

28.07.07
Rafael Capurro: Information Management
and New Media
83
Evaluating Decisions

After taking a decision, the processes of
information and of visualisation start again

You should consider the possibility of
selecting information from other resources
and/or re-organizing your IRM process.
28.07.07
Rafael Capurro: Information Management
and New Media
84
Thank you for your attention!
28.07.07
Rafael Capurro: Information Management
and New Media
85