The Challenges of Successfully Implementing a Knowledge - Essay Example

 The Challenges of Successfully Implementing a Knowledge Knowledge management elevates the customer representative during the access of database information. Customer representation plays an important role in ensuring communication between the internal and external organization. In marketing research, consumer buying behaviour has been very important, as there is no literature on knowledge management that does not include a chapter on consumer behaviour (Agency, 2009). Regarding the topic implementing knowledge management in an organisation, consumer behaviour, online consumer behaviour studies are underway due to the increase in internet users globally. For instance, in 2005, the number of internet users escalated from 941 million users to 1.7 billion users in 2008. , As a result, the website has continued to provide consumers with a new purchasing medium, which is far more different from the knowledge management-purchasing medium. This digitalization is changing consumer purchasing and consumption behaviour (Solomon, 2012). Implementing a knowledge-based system elevates the communication between the organization and the consumer. Based on the fact that internet has changed buying behaviour, companies have not been left behind, as they have started using the internet with the aim of reducing marketing costs, hence reducing their product prices. Companies are also communicating and disseminating information concerning their products online. Moreover, the website has provided a new communication medium for online consumers (Belch, 2008). Key concepts in knowledge management Smartphone Development Labs (SDL) needs to install knowledge management initiative. Implementing knowledge management in SDL comes with understanding the key concepts in knowledge management. Risk, strength and gap are the key concepts in knowledge management. Knowledge management refers to the combination of the organisational culture, individual needs, strategic goals and expertise of employees to create an environment that combines growth and learning. In an organisation setting, SDL experiences two types of knowledge. Tactic and explicit knowledge make up the two ways in which information gets into an organisation. The elements of knowledge management aid in securing collaboration between the organisation and its employees (Canton, 2007). The challenges involved in implementing management with SDL Knowledge management remains crucial in any organization. It remains an economic challenge for the future of SDL. Knowledge management is a long-term goal, which comes with extreme challenges. The challenges include; technology infrastructure, demonstration of business value, management applications and security (Charles & Jones, 2009). Challenge 1: Technological infrastructure Knowledge management comes with applying high tech technology applications. Data management systems created to ease work for employees require individual effort to merger with teamwork. The nature of the knowledge management facilitates access to expertise information. Knowledge management facilitates the communication of people in an organisation in terms of the approaches used to solve a given situation (Cleland & Ireland, 2006). As compared to knowledge management buying behaviour, knowledge management initiative plays a role in the behaviour of online consumers are influenced by the opportunity of viewing and purchasing products or services, visualizing their needs with available products or services, and discussing products with other consumers globally (Hislop, 2009). In addition, knowledge management assisted the consumer by availability, while online consumers’ behaviour aids consumers through convenient purchasing. Challenge 2: Demonstration of business value Traditionally, consumers had no say on the prices they will pay for the product. This is because the setting of the prices was the seller’s responsibility. Knowledge management initiative gives the consumer the upper hand in making the right decision while making a purchase. Traditionally, the consumer paid for the products and services at the price set by the buyer (Cleland & Ireland, 2006). Implementation of a knowledge initiative system lies in ensuring the consumer is aware of their buying rights before making a purchase. On the other hand, internet has made it easier to access the global market; hence, consumers have the ability to compare products and prices (Hislop, 2009). Knowledge management works with technology to implement well working linkage between the company and the consumer. This has enabled consumers to discriminate sellers based on their product prices. Traditionally, price negotiations occur after examining the product conditions and specifications, however, online consumers facilitate the scenarios where comparisons with various sellers can be attained easily. As compared to knowledge management consumers who were only comparing products locally, online consumers have the opportunity of comparing products from various vendors globally simultaneously (Solomon, 2012). Challenge 3: management applications Smartphone Development Labs (SDL) requires a knowledge management initiative to coordinate the internal and external organisation. Dealing with clients on an online platform makes it easier while handling orders and making information known to the clients. Clients access information and provide feedback on the website. In fact, online consumers can only test products’ online digital attributes, but no single test run on the products’ offline non-digital attributes. This implies that there is no physical inspection that be carried out on the product. This influences the impulsive shoppers, who indulge in unplanned purchases as they make them more cautious about products. Moreover, additional costs like freight charges as well as prolonged delivery dates influence online purchasing behaviour to a greater degree as compared to knowledge management buying (Hislop, 2009). However, those purchasing durable products in large quantities are never influenced by this factor (Hislop, 2009). As a result, online buying encourages buying goods in large quantities at a cheaper price as compared to small and expensive products (Hill & Jones, 2007). Traditionally, consumer purchasing behaviour highly depends on physical sales individuals whom the consumer comes into conduct with. The sales via individuals were perceived as being a silent source of trust, whose expertise is very significant to the consumer. However, salespeople with online shopping have been removed; hence consumers’ source of trust is eliminated. Moreover, the consumer has no opportunity of testing the product’s quality, neither is the consumer in a position to monitor personal safety when revealing personal data, hence affecting intentions to purchase online. According to the sociological perspective of trust theory, future expectations are maintained by three factors, namely; trust, familiarity and confidence. Amongst these factors, trust is very important in case the perceived risks, like online purchasing actions, are very high (Solomon, 2008). Challenge 4: Security Implementing a knowledge management system comes with security threats as technology exposes the company to internet threats. Convenience is another factor differentiating knowledge management and company orientation. Because of various opportunities provided by online purchasing, online consumer purchase while at home, as compared to knowledge management consumers who should move to the seller’s location before purchasing therefore they could purchase at any time including night-time as compared to knowledge management purchasers who are limited to daytime purchases. According to theory of reasoned action (Hislop, 2009), consumers have to perceive easiness with internet accessibility before developing an undertaking intention to shop online. Challenge conclusions Organisations face challenges in implementing management systems. As an effect, Hislop (2008) states that there is a relationship between convenience and purchasing attitude as they found that online consumers who find easy time look for internet information, spend most of their time searching for information and discussing about different product prices, apart from shopping online. Moreover, online consumers who have found easy ways of finding information have developed effective search tools, which have the ability of enhancing perceived control behaviour of online consumers. As compared to knowledge management purchasers who should leave their homes in the name of going out to shop, online consumers find it much convenient to search for products, compare products and prices just in their houses (Kapferer, 2008). Generally, Internet intervention has created a new marketing paradigm from knowledge management shopping behaviour. As a result of online shopping, consumers are no longer restricted to purchasing times which used to depend on the time the seller will not open the business, nor are they restricted to purchasing goods from a particular location. Online consumers have become active in purchasing any time, any place and any product or any service (Solomon, 2012). PART 2 Recommendations Knowledge management involves less interactivity with other consumers, apart from the interactivity between the seller and the consumer. On the other hand, online consumer behaviour involves high levels of vendor-buyer interactions with the aim of enhancing web experiences, as customers require personalized services. Moreover, online consumer behaviour is ever willing to share experiences and suggestions with other online consumers. As a result, interactivity plays a major role in developing online consumer behaviour as compared to the development of knowledge management. This is because interactivity plays a major role in enhancing trust during online transactions, as compared to personal contact in knowledge management purchasing. In case of any question, online shoppers conduct invisible online desks, as compared to knowledge management shoppers who visit customer offices directly (Hislop, 2009). Challenge 1 Recommendation Purchase adoption is another factor differentiating online consumer behaviour and knowledge management. Just like in purchase intention, purchase behaviour is affected by perceived control, ease of use and attitude. It is clear that knowledge management has no relationship with privacy and security. However, intermediary and merchant purchasing behaviour of online consumers depends entirely on how their privacy and security is protected (Solomon, 2012). Just like the knowledge management marketing, online marketing faces the challenge of understanding consumers, and how their decisions concerning a purchase choice. This is because the behaviour of online consumers is in constant change as they continue being acquainted with product knowledge. Moreover, based on the fact that e-commerce has lead to the development of technologies and different types of consumers, identifying online consumers’ behaviour has been a great challenge to many online marketers (Charles & Jones, 2009). Traditionally, it was known that the type of product influenced online behaviour significantly, but nowadays it is not clear as to identify factors affecting consumer decisions (Hislop, 2009). Apart from privacy challenges, online consumer behaviour has higher chances of being wrought with various challenges resulting from legal rights of the company website and the consumer rights. For instance, most advertisement blogs use content information and company profiles in advertising. For instance, consumers that engage in conversations that are related to aviation have higher probabilities of looking at advertisements from jet companies on their profile pages as compared to those discussing about jewellery. Online consumers are likely to be subjected to this indirect manipulation from the owners of the online blog platforms who provide user information to companies in exchange for cash generated from advertisements. Various consumer right groups have raised this concern but curbing the challenge remains an issue. Moreover, online consumers experience high surveillance on another level. This is based on the fact that law enforcing agencies like the police along with other legal authorities are using online blogs and websites in tracking offenders like gangsters, drug traffickers among other law breakers (Solomon, 2012). Corporate responsibility is the act of ensuring that the immediate business environment of the business receives quality products and services. Accessing the needs requires setting a pace for the citizens to attain the commodities required to complete their environment. Attaining this involves interacting with citizens and achieving their way of thinking. Majority of the information attained at the grass root level is difficult to attain if conducting a research. Individual feel involved if corporate seek the information as opposed to researchers thus give out detailed information (Hislop, 2009). Solomon (2010) explains that, when venturing into a new business, ensure that there is enough capital in place to run the onset efficiently. Secondly, identify all the technical support that might come in handy at the time. Look into resources and training programs that might come in handy since it is likely that at the venture you will hire new personnel. Many experience international business advice that it is essential for one to secure a partner who is right for the job. No matter the ethical or legal issues, a developer will ensure to introduce the company into the local market thus getting a well reception. A country venturing into different organization, it is essential to deal with the partner for a long time before plugging into a long time goal with him in business. This person will aid in understanding the legal, cultural and ethical terms that are necessary in the new environment. He will also help in making deals with the other local companies that might be interested (Hislop, 2009). Challenge 2 recommendation Corporations enable civil rights as they initiate a relationship with individuals from a tender age. Civil or political rights are rights acquired from birth demanded by individuals of a given country. The rights give citizens the ability to involve in the political and civil life without the fear of discrimination. Corporate citizenship aims at securing knowledge of the rights on a business level. Corporations provide individuals with social rights towards securing communication from one individual to another. Gaining business popularity comes with securing communication linkages between two or more parties hence improving their social communication. The corporate act as the administrators of citizenship rights in a country in that they come in for governments who are unable or unwilling to do so. The accountability of citizens in a country remains the sole responsibility of the government, but corporations hoping to generate popularity through the initiative maintain the main goal (Hislop, 2009). According to Hislop, the corporations come in handy as they ensure the administration process is organized. The need to have a social network to generate feedback comes with attaining feedback on the factors that need to be edited. The case dictates the need to create a usage of Corporate Citizenship in management literature. The proliferation of the term is not limited to the corporate sphere. Individual business that work independently especially in the line of academics show dedication in Corporate Citizenship. Literature informing the public on aspects of Citizen Citizenship is available in form of a journal displayed in college and public libraries. Generating information from the public comes easy for corporate as opposed to the government. Direct linkage to citizens increases the ability of corporate to act as a channel of political rights. The voice of individuals arises due to communication with the immediate citizens on the ground (Hislop, 2009). Being in an international and new environment, Hislop (2009) explain the important of analyzing the intended amounts of profits. At first, money is spent in large amounts. Many go wrong by setting high prices in order to recover for their expenses, but this will make it worse in terms of expenses as the public image will portray your products as expensive. This will help extend the popularity of your trademark. With the implementation of a reasonable pricing structure, one will be able to get many customers with different cultures hence making it possible to relate with them, getting a clear understanding of what they entail (Hislop, 2009). All these are just factors, for managers to ensure that doing business in the underdeveloped countries becomes easier that most people who are interested might find it (Cleland & Ireland, 2006). Ethical and Legal aspects became just one of the things that need to be clearly scrutinized before one does business in an underdeveloped country among other like political, environmental, sociological and technological factors at hand. As country boundaries grow small for most business men, doing business in underdeveloped countries has become a big attraction to many since they are likely to get better opportunities there. Training is important, as it will aid the Human resource management team to allocated personnel in different sections. This is a very positive thing to do, but it is problematic when they do this without considering some of the ethical and legal issues that have been discussed above, it makes it difficult for other prospective businesspersons to venture because of the picture that has already been portrayed in the mind of the country (Hislop, 2009). Challenge 3 recommendation The process of moderating and controlling contents on online forums is not easy for companies, which sell online. The nature of transparency and time required to transmit information online poses a greater challenge to online marketers. This is based on the fact that when consumers are giving their feedback concerning a particular product or service, their comments might be negative which could end up damaging the company’s image as well as perception. This is because online consumers have freedom to express their positive and negative feelings through the company’s advertisement blogs. In case the company’s brand ends up becoming downbeat conversation subject online, it is difficult for online sellers to curb the pattern (Solomon, 2012). Another challenge of consumer online behaviour is time consumption. Compared to knowledge management, Hislop (2009) states that online consumers devote most of their time participating in online discussions, and in case one has no full time job, the practice can be even more problematic. This is because such consumers might fail to balance life duties and discussions. This has been experienced more in online consumers discussing product and items through social media. Many stories have been told on how online discussions have lead to job losses, marriage break ups and even more worrying are some relationships created due to addiction to online blogs and chats. The world of business is filled with both aspiring and currents business people should ensure training is properly undertaken to new employees. As the human resource management, they hold the responsibility to prepare them for a business mind that is ready to handle situations that seem to be challenging (Ferrell & Hartline, 2010). Aspiring managers need the motivation and guidance to know exactly what they are looking for in terms of business and varieties of capitalism comes in handy since it depicts a scenario. A business condition that seemed impossible came into being through focus and determination. Current managers on the other hand are likely to face scenarios where obstacles that prove to be challenging threaten their businesses, the varieties of capitalism enlightens on perseverance and determination, which they can pick as a business virtue. Varieties of capitalism aid in ensuring that the human resource management deals with the important aspects in employment (Hislop, 2009). The growing demand faced by companies in maintaining labor costs continues to increase as the businesses market continues to face harsh economic times. Reducing the cost of production and labor input has been used by organizations to relieve the pressure. In many organizations, layoffs are not enough to bring down the labor and production costs. The severe economic crisis has put many companies in recession, as they try to trim costs to ensure they remain afloat (Hislop, 2009). It cushions the company, ensuring that the employees remain optimistic on retaining the positions they hold at the company. Firing of employees is an easy option for companies, but an easier option can be used to ensure that all parties are comfortable with the prevailing conditions. Minimizing layoffs, reducing labor and production costs, allowing employees to continue working, is a task they take to ensure that their organization continues to work through the economic crisis (Evans, Stonehouse, & Campbell, 2012). Challenge 4 recommendation Maintaining secure transactions and safe customer data has been a major challenge to online customer behaviour (Solomon, 2008). This is because online transactions are faced with hackers and various disruptions. This might lead to display of customers’ data on websites by online firms, something that is common. Because online buying is still new, and the behaviour of online consumers is diverse, online marketing is faced with the challenge of identifying the factors that affect online purchase and consumption. The process of analysing online consumers with the aim of identifying factors influencing online purchasing is time consuming and tiresome, as the marketer has to identify market segments, and how every factor affects a particular segment. As a result, satisfying online consumers is not easy in comparison to knowledge management marketing (Solomon, 2012). Another change facing consumer online behaviour is how to verifying the credibility of authors, participants and the moderators. Any individual including fraudsters and raiders can start blogs and online forums describing themselves as a company offering particular goods online, hence drawing many followers regardless of their motivation. As a result, online consumers might pay for some goods, which they will never receive, or they might buy products of lower quality as compared to the online advertisements (Hislop, 2009). Corporations create the link between businesses and the citizens. Corporate citizenship (CC) is a common term in the world of business. Leaders in the business world realm of management practice as creating a relationship with the immediate community. The term is well conversant in the global business community. Global Corporate citizenship is a challenge that CEO’s and business boards face while conducting business in the global perspective (Solomon, 2012). The fact that corporate are located in different locations, they access the database of individuals who visit their premises on a daily basis. Getting the opinions of citizens is an important aspect for corporate, as they not only gain popularity, but also generates information required by the government. Corporate citizenship becomes applicable in accessing information and securing the purpose. In case the information requires quick access, it becomes easy for report tabulation, as the information is generated and stored. The corporate citizenship is a dedicated system of acquiring information with more than just performing a research. The process filters access to the type of information that authenticates certain information (Solomon, 2012). Online consumer behaviour differs from knowledge management in various ways, and this essay has presented various ways where online consumer behaviour differs from knowledge management. This essay has mainly focused on factors affecting enhancing or discouraging online or knowledge management. There are various theories like the theory of reasoned action, which illustrates factors considered by the consumer before deciding on the purchase moods (Hill & Jones, 2007). The factors that determine consumption behaviour include trust, prices, and convenience. The price factor affects consumption behaviour because consumers purchase products online as a result because of lower cost as compared to store purchasing. On the other hand, re-purchase is a behaviour mostly affected by trust and confidence, which creates the reliability of the information obtained by the consumer, and privacy of the consumer’s information. Convenience affects purchasing time, purchasing location and accessibility. These factors affect the quantity purchased by the consumer (Hislop, 2009). Conclusion Smartphone Development Labs (SDL) has also adopted the use of future leave programs making the target employee range to address personal issues that come with their age group while keeping the promise of preserving their well-established careers. Implementation of knowledge management initiative enables employees to work under better conditions. This program has enabled employees to take a leave in future that can last from one to three months. Employees use the time to perform a work-life balance program. Helping them explore other areas or just attend to urgent family commitments. Gender sensitivity in the program also aids in securing comfort for women working for the organization. This way embraces the use of knowledge to know that as women we need the maternity leave or also just need to attend to our families at a more personal level (Solomon, 2012). These are just but a few of the strategies that Smartphone Development Labs (SDL) has adopted to ensure the comfort of their employees. For Smartphone Development Labs (SDL) to achieve its goals it is important for them to implement more including communication openness, improvement of ethics related issues and improve of technology impact on how all these can run effectively. The use of group creativity where people in groups get time off to go on leave as others work on the work at the office hence making everyone comfortable should be adopted to ease the future leave plan. The knowledge management initiative plays an important role in securing all these aspects (Hislop, 2009). Solomon (2010) illustrates the key attributes of the self competency by knowledge, skills and ability to value unique individual, group, and organizational characteristics, explained through flexibility of working conditions, she explains how she was given a promotion at the peak of her pregnancy. Having to deal with all these was not an easy task for her and she went through a hectic time trying to sort out the pending issue which was who would take care of her child. After the implementation of future leave, she got more time to deal with her family matters. Group creativity is also shown in that for her to go on leave her colleagues stood in for her. This enabled her to work on both a personal and a private situation. This is an example that shows how companies should handle some of this issues that are bound to happen in an organization environment, providing this also enhance leadership that will attract more companies to work with (Solomon, 2012). In the scenario of the organization, they have all the skills and knowledge to do her work but the most important thing is that she also has her personal life waiting for her every time she gets home. All companies that have complete interest in their employees should have a working work life program to ensure that both genders of the employees are comfortable to the fullest. With these, they are most likely to achieve their goals as planned and even beyond their plan. References Agency, I. E., 2009. Energy technology perspectives: scenarios & strategies to 2050 : in support of the G8 Plan of Action. Paris: OECD Publishing. Belch, G., 2008. Advertising and Promotion: An Integrated Marketing Communication Perspective. Sydney: McGraw-Hill Australia. Canton, L. G., 2007. Emergency management:concepts and strategies for effective programs. Hoboken: Wiley-Interscience. Charles & Jones, G., 2009. Essentials of Strategic Management (2nd ed). Mason,OH: South- West(Cengage). Cleland, D. I., & Ireland, L. R., 2006. Project management: strategic design and implementation. New York: McGraw-Hill Professional. Evans, N., Stonehouse, G., & Campbell, D., 2012. Strategic Management for Travel and Tourism. Washington: CRC press. Ferrell, O. C., & Hartline, M., 2010. Marketing Strategy. Florence, New Jersey: Cengage Learning. Hill, C. W. L., & Jones, G. R., 2007. Essentials of Strategic Management. New Jersey: Cengage. Hislop, D., 2009. Knowledge management: A critival Introduction. 2nd ed. London: Thompson. Kapferer, J.N., 2008. The new strategic brand management: creating and sustaining brand equity long term. Hamburg, Germany: Kogan Page Publishers. Solomon, M., 2012. Consumer Behaviour, Buying, Having and Being. 10th ed. Harlow: Pearson Education Limited. Read More