Subject : Knowledge Management

Based on the case study answer question 1

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Tens of millions of dollars were spent managers still take note? implementing CRM, but software industry executives Back in 1999, e-business software was going to now say fewer than half the systems lived up to cus- change the world. Online marketplaces were her-tomers' expectations. One in five executives surveyed alded as a way to find alternative suppliers and last year by Bain & Co, the consulting group, said lower prices. There was much talk of 'disintermedia- CRM initiatives had damaged customer relationships. tion'. Traditional distributors and wholesalers would It is tempting to write off e-business software as be out of the picture as businesses switched to just another over-hyped technology bubble. Yet buying and selling via the internet, many predicted despite the failures - the software companies that Entire industries would be restructured as even small have closed their doors and customer experiences businesses would have worldwide reach. Trade and that have gone sour - e-business lives on and some competition laws would have to be rewritten. would say its prospects are improving. Yet most online marketplaces are now history. Several important lessons have been learnt. The The opportunities and threats they seemed to pose first is that the internet is a business tool but it does turned out to be hot air. not alter business fundamentals. The second is that :, PAGE 1 OF 1 O WORDS ENGLISH (UNITED STATES) + 100% Screenshots e N W P P3 ac 9068 KMAN_A... 3 W Document1 - ... - ENG 9:08 AM 11-Apr-22 WT ] Document1 - Microsoft Word PICTURE TOOLS ? FILE HOME INSERT DESIGN PAGE LAYOUT REFERENCES MAILINGS REVIEW VIEW EndNote X8 Foxit PDF PDFIS FORMAT Sign in Cut Calibri (Body) 11 - AR A A A A ab A 9.7 , LT AL EB Copy 1 No Spac... Heading 1 Heading 2 Paste B I Uabe X, X x, x A - aly . A , 1 Normal Title Format Painter Subtitle Find - ab aac Replace Select- Editing Font Paragraph [5 Styles Clipboard 5, = U L 1 1 1..23 45 7 || En N e-business applications evolved from enterprise soft- end up with weeks of wasted effort.' An internet- ware and they too are tools, not magic bullets. based collaboration environment in which E-business automates or streamlines business information about design changes is rapidly dissemi- processes but companies that attempt to map the nated can create big cost and time savings. software to their traditional operating practices John Warniak, director, e-business speed, at make a grave error. It is entirely possible to cus- Johnson Controls, is on the front lines. As a leading tomise the value out of e-business software by car industry supplier, his company must now deal rigidly applying traditional approvals processes, for with issues such as vendor-managed inventory and example, or limiting the ability of employees and advanced quality planning. 'We have to be able to business partners to access information. interface with our customers and our suppliers with To take full advantage of e-business, companies a common interface. There has to be a single source must be ready to embrace change, even if it is disrup- of truth, of up-to-date information.' tive. The old 'command and control management Carmakers and their suppliers are not alone in model is not compatible with e-business. adopting e-business collaboration. Hewlett-Packard Another tough lesson that many have learnt is and Compaq Computer are planning their merger in that systems integration is complex, time consuming virtual online work spaces, using eRoom software, and expensive - yet integration of legacy systems is where documents and messages are shared and essential to maximise value. However, it is not only e saved. Franois Gossieaux, chief executive of eRoom, business users who have learnt the hard way. Software expects his company's products will increasingly be vendors that focused on e-commerce have been hum- used for such partnerships between businesses, rather bled as the centre of gravity of e-business has shifted than just internal communications. from transactions to information sharing. Even CRM is finding a second wind. Bo Manning, Collaboration is the new e-business buzz word and chief executive of Pivotal, which supplies software to this time it is not just a fad. Rather, the technology is the mid-sized company CRM segment, is redefining mirroring and accelerating the changing shape of man- his products to include 'partnership relationship ufacturing and other industries. 'Outsourcing - whether management'. In other words, relationship manage it be of manufacturing or design or any other aspect of ment is shifting to include all the constituencies a company's operations - is driving demand for that are important to a business. improved information sharing as the fortunes of a com- Now, B2B stands for 'back to business basics' and e- O WORDS DE ENGLISH (UNITED STATES) Screenshots e N o W P PS . 9068 KMAN_A... m PAGE 1 OF 1 3 + 124% 3 W Document1 - ... - ENG 9:09 AM 11-Apr-22 WT ] Document1 - Microsoft Word PICTURE TOOLS ? FILE HOME INSERT DESIGN PAGE LAYOUT REFERENCES MAILINGS REVIEW VIEW EndNote X8 Foxit PDF PDFIS FORMAT Sign in Cut Calibri (Body) 11 - AR Aa- ab A 9.7 EB Copy , * AL 1 TE- ab 1 No Spac... Heading 1 Heading 2 Find - aac Replace Select Paste BIU - abe x, X , A - aly . A 1 Normal Format Painter Title Subtitle Font Paragraph [5 Styles Editing Clipboard 5,, a L 1.1.1. 1 3. 4 15 6 7 N 31 2 ----------- tive. The old 'command and control management Carmakers and their suppliers are not alone in model is not compatible with e-business. adopting e-business collaboration. Hewlett-Packard Another tough lesson that many have learnt is and Compaq Computer are planning their merger in that systems integration is complex, time consuming virtual online work spaces, using eRoom software, and expensive - yet integration of legacy systems is where documents and messages are shared and essential to maximise value. However, it is not onlye saved. Franois Gossieaux, chief executive of eRoom, business users who have learnt the hard way. Software expects his company's products will increasingly be vendors that focused on e-commerce have been hum- used for such partnerships between businesses, rather bled as the centre of gravity of e-business has shifted than just internal communications. from transactions to information sharing. Even CRM is finding a second wind. Bo Manning, Collaboration is the new e-business buzz word and chief executive of Pivotal, which supplies software to this time it is not just a fad. Rather, the technology is the mid-sized company CRM segment, is redefining mirroring and accelerating the changing shape of man- his products to include 'partnership relationship ufacturing and other industries. 'Outsourcing - whether management'. In other words, relationship manage- it be of manufacturing or design or any other aspect of ment is shifting to include all the constituencies a company's operations - is driving demand for that are important to a business. improved information sharing as the fortunes of a com- Now, B2B stands for 'back to business basics' and e- pany become more closely intertwined with those of its business is the confluence of best business practices, suppliers and business partners,' says Mark O'Connell, the internet and software. It is a potent mix, not to be chief executive of Matrix One, a supplier of collabora- ignored. Those 1999 predictions may yet prove pre- tion software. 'Every company is under pressure to scient. E-business software is perhaps the most squeeze costs out of business processes and to speed disruptive technology to emerge in the past five years. new products to market. Our customers are looking for in the world of technology, that is a very long time. ways to get people to work together more effectively.' Source: Article by Louise Kehoe, Financial Times, 6 March 2002 The car industry is a good example. Big US carmak- ers have set goals to reduce the time it takes to bring a Questions new vehicle to market, from three to four years to 1 Why do CRM systems often fail to deliver customer only one to two years. This involves radical changes in the structure of the industry. 'About 50 to 70 per 2 What are the differences between collaboration expectations? cent of design work is now being done outside the big technologies in e-business and more traditional auto manufacturing companies,' says Bob Matulka, director of collaboration at Covisint, an online mar- 3 Strategic alliances and partnerships can become group support systems? ketplace created by the car industry. "There is a great vulnerable over time due to differing organisational need to tie globally dispersed teams together.' goals. What are the implications for knowledge sharing Engineering design changes can play havoc with using aligned KM systems between a range of partners? the product development schedule, he says. 'You can :, PAGE 1 OF 1 O WORDS ENGLISH (UNITED STATES) + 96% Screenshots e N o W P PS 9068 KMAN_A... W Document1 - ... - ENG 9:10 AM 11-Apr-22