Managing Knowledge and Information

This report investigates knowledge management challenges faced by TPMT Tools Ltd, a UK-based hand tool exporter. The primary problem is the difficulty in maintaining strong customer relationships. The report explores the characteristics of Web 2.0 technologies and their potential benefits for knowledge management, including enhanced communication, collaboration, and customer interaction. It also discusses challenges such as data security and technical issues. The report recommends implementing Web 2.0 technologies to improve communication between employees and customers, fostering stronger relationships and ultimately boosting sales. Examples of successful Web 2.0 implementations in other companies, such as IBM and Zappos, are used to support the recommendations. The conclusion emphasizes the importance of Web 2.0 for addressing TPMT Tools Ltd's knowledge management issues and achieving improved business performance.

MANAGING KNOWLEDGE
AND INFORMATION

Table of Contents
Introduction......................................................................................................................................1
1. Key knowledge management problem faced by TPMT Tools Ltd.........................................1
2. Overview of the characteristics of web 2.0 technologies........................................................1
3. Benefits and Challenges of applying Web 2.0 Technology....................................................2
4. Implementation of Web 2.0 Technology for TPMT Tools Ltd...............................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................1

LIST OF FIGURES
Figure 1: Use of Web 2.0 technology..............................................................................................3
Figure 2: Facebook for communicating with customers.................................................................4

INTRODUCTION
Knowledge management can be defined as the systematic management of company’s
information for creating value and addressing the tactical, strategic and operational requirements
(Dingsoyr and Smite, 2014). However, the main purpose of having knowledge management is
that it includes initiatives, processes, and strategies that focuses on enhancing the storage,
assessment, sharing, refinement and creation of knowledge. In the present report, researcher
focuses on evaluating the case study of TPMT Tools Ltd which UK based export venture,
specialized in hand tools. However, through the help of knowledge management, investigator
will assist directors of the company to resolve certain issues so that company can enhance its
performance. Along with this, use of Web 2.0 technologies to support knowledge management
and address the problems that company is facing.
1. Key knowledge management problem faced by TPMT Tools Ltd
Considering the present given scenario, Directors of TPMT Tools Ltd often find difficult
to get employees to maintain good relationship with customers and agents of countries
(Allarakhia and Walsh, 2011). However, operating in such a competitive environment of export
industry it is crucial for the managers of TPMT to make sure that they address each and every
need of customers with efficiency.
Henceforth, the rationale behind addressing above sated issue is because Directors are
committed to delivering exactly what customers’ orders, on time, at agreed price so that they can
retain customer for future orders. However, in order to retain the customers from different
countries it is important for the employees either part time or permanent to avoid casual
approach towards targeted audience and understand their viewpoints, needs and requirements so
that they can be addressed in appropriate and reliable manner (Chandrasekaran and Linderman,
2015). By the means of addressing this problem, Director of TPMT Tools Ltd can easily satisfy
the expectations of clients and encourage or influence them to retain for long period so that sales
performance can attain desired numbers.
2. Overview of the characteristics of web 2.0 technologies
Web 2.0 is the present state of online technology in comparison to the early stage of web.
However, it is characterized by greater user interactivity and collaboration as well as with more
universal network connectivity and enhance communication channels (Newell, 2015). The main
characteristics of this technology are as follows:
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 Rich user experience: Traditional web were built to HTML and CSS, CGI which focuses
on offering the static page. But web 2.0 technology uses Ajax (Asynchronous JavaScript
+ XML) which assist in presenting the dynamic and rich user experience to the users. For
instance: Google provides Google Maps and Google Suggest to enhance the experience
of their users (Daghfous, Belkhodja and Angell, 2013).
 User as Contributor: In tradition web, information or data was always provide by the site
owner and users are the just receivers. But in web 2.0, receivers can also provide their
views by the means of evaluation, review and commenting. For instance: Amazon.com
provides customer review section.
3. Benefits and Challenges of applying Web 2.0 Technology
Benefits of Web 2.0 Technology
Looking at the overview of web 2.0 technology it can be said that, this can be a powerful
lure for an organisation in regard to interactivity which promises to bring more employees into
daily contact at lower costs (Erickson and Rothberg, 2012). However, when companies making
optimum utilisation of this, they may encourage participation in projects and idea sharing so that
pool of knowledge within the firm can be enhanced. Furthermore, it strengthen the bonds with
customers as well as improves communication with suppliers and outside partners.
In the Global survey made by McKinsey on benefits of web 2.0 technology it has been
evaluated that, companies using this technology has gained measurable benefits which consist of
promoting more innovative products, effective marketing, better access of knowledge, lower cost
of carrying out operations and higher business volume (Tang and Thakuriah, 2012). Nowadays,
successful organisation like Apple, Samsung etc. have tightly integrated the web 2.0 technology
with the workflows of their employees as well as developed a networked company by linking
itself with customers and supplier through the use of cited technology. Furthermore Microsoft
and IBM are making optimum utilisation of this technology by the means of Facebook and
LotusLive etc. because it fit with their legacy systems and better means of exchanging
knowledge.
Use of 2.0 technology by IBM:
LotusLive tool:
2

Figure 1: Use of Web 2.0 technology
(Source: Domínguez, 2013)
Facebook:
3

Figure 2: Facebook for communicating with customers
(Source: Domínguez, 2013)
In case of P&G, web 2.0 technology is promoting innovation in the knowledge market
with the co-creation of new products in an open network across the designers, customers and
suppliers. Furthermore, by the means of this, P&G is able to gather the information regarding
needs and wants of customers so that they can develop products accordingly (Galegher, Kraut
and Egido, 2014).
The case of Zappos with Twitter illustrate that, 2.0 technology has changed the CRM of
Shoe Shop Zappos through the means of Twitter. However, executives of the company put
forward the idea of flexibility in their interaction with customers. Both employees and customers
are encouraged to share or express their thoughts and views about products freely on twitter so
that company can mould their shoe accordingly and leads to generation of higher business
volume (Sun, 2012).
Challenges of Web 2.0 Technology
There are several barriers encounter by the companies in implementing and executing the
web 2.0 technology as described below:
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 Security of Data: The open nature of cited technology has created major concerns for the
employers of different organisation as every employee is not comfortable with openness.
However, there are several employees that prefers one to one communication at the
workplace where they are more comfortable in sharing their views. Along with this,
considering the openness of web 2.0 technology, access information can be done by
someone else in very easy manner (Berente and Yoo, 2012). For instance, customers of
Tesco sharing views of Facebook, than the information is open to each and everyone
associated with the page thus, information can be used by competitors.
 Technical issues: There are several technical issues associated with web 2.0 technology
as at times it is difficult to monitor and secure the information, unable to provide
systematic control over different aspects such as storing or deleting information.
Furthermore, increasing the interruption of the outside or external factors (Dorsch, 2012).
Therefore, by the means of these factors, companies faces issues in connecting to the
external and internal stakeholders effectively. It also does not offer any data security to
the services users as the data can be used or unprotected by sharing etc.
 Selection of Vendor: Considering several benefits of web 2.0 technology encourages the
entrepreneurs to employ in the functioning. However, it is important for the companies to
ensure better selection of vendor while installing the technology. However, large
enterprise have the financial capability to invest large amount on the technological
aspects but in case of SMEs their financial condition doesn’t support and due to which
managers are unable to select better vendor (Enterline, Raymond Jr and Blum, 2012).
However, the major drawback of selecting ineffective vendor is that company is unable to
reach to its target clients or customers. Along with this, technology requires constant
updating which can be hampered.
4. Implementation of Web 2.0 Technology for TPMT Tools Ltd
According to the present given scenario, as Directors of TPMT Tools Ltd are facing
major issues in encouraging their employees to maintain good relationships with customers and
agents so that company’s financial performance can be improved. However, in this context web
2.0 technology has been recommended by one of the Director to indulge in the functioning and
being the management consultant, wide range of information on this technology has evaluated so
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that Directors of the company can be supported in making smart and effective decisions
(McKinsey Survey, 2009).
Considering the focus of 2.0 technology it is recommended to the managers of TPMT
Tools Ltd to invest in the software so that they can ensure greater user interactivity and
collaboration as well as with more universal network connectivity and enhance communication
channels. Further, through the help of this, TPMT can easily connect to its different stakeholder
such as suppliers and customers so that operations can be carried out in effective manner
(Knights, 2007). In context to the size of cited company, despite of exporting products such as
special wrenches, tile cutters, frame saws, etc. it is not operating at large level due to which it can
be a major concern for the Directors as implementing web 2.0 technology requires adequate
amount of funds or investment.
According to the problem that TPMT Tools Ltd is facing, this technology will help in
integrating with knowledge management as by provide suitable platform for the employees and
customer from different parts of the world to communicate with each other in effective manner
as well as assist employees of the company to understand the needs and wants of clients
appropriately so that accurate and correct products can be provided to its desired end users.
Furthermore, by web 2.0 technology, TPMT can promote or encourage customers and supplier to
provide their feedbacks and reviews about the products, services etc. so that their expectations
can be fulfilled in better manner which leads to long term relationship. Furthermore, in
consideration to the case of Zappos with Twitter it can be said that, TPMT Ltd can also develop
reliable CRM with the help of 2.0 technology (An and et. al, 2010). Further, Directors of the
company can easily promote the idea of flexibility in their interaction with customers and
suppliers. Both employees and customers as well employees and suppliers are encouraged to
share or express their thoughts and views about products freely on desired platform which will
assist company in moulding their level of client servicing in effective manner and generates
higher revenues. Similar to this, Cited Company can make the use of Facebook just like IBM so
that customers will get direct change to interact with employees (Lennon, 2009).
CONCLUSION
In conclusion to the above report it has been observed that, looking at the increasing level
of competition in corporate world companies are putting tons of efforts to enhance their business
activities so that they can reach to the customers and other stakeholders in effective and efficient
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manner. Furthermore, significance of knowledge management has been evaluated in context to
the TPMT Tools Ltd as it suffers from lack of better communication of employees and
customers. However, through the means of Web 2.0 Technology, directors of the firm are
suggested to overcome the issues and enhance the level of functioning so that better sales and
profitability performance can be achieved. Lastly, report illustrate the implementation of selected
technology in order to resolve the internal and external issues of TPMT Tools Ltd.
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REFERENCES
Journals and Books
Allarakhia, M. and Walsh, S., 2011. Managing knowledge assets under conditions of radical
change: The case of the pharmaceutical industry. Technovation. 31(2). pp105-117.
Berente, N. and Yoo, Y., 2012. Institutional contradictions and loose coupling:
Postimplementation of NASA's enterprise information system. Information Systems
Research. 23(2). pp.376-396.
Chandrasekaran, A. and Linderman, K., 2015. Managing Knowledge Creation in High‐Tech
R&D Projects: A Multimethod Study. Decision Sciences. 46(2). pp.267-300.
Daghfous, A., Belkhodja, O. and C. Angell, L., 2013. Understanding and managing knowledge
loss. Journal of Knowledge Management. 17(5). pp.639-660.
Dingsoyr, T. and Smite, D., 2014. Managing knowledge in global software development projects.
IT Professional. 16(1). pp.22-29.
Dorsch, J. A., 2012. Understanding anesthesia equipment. Lippincott Williams & Wilkins.
Enterline, J. P., Raymond Jr, E. and Blum, B., 2012. A clinical information system for oncology.
Springer Science & Business Media.
Erickson, G. S. and Rothberg, H., 2012. Intelligence in action: Strategically managing
knowledge assets. Palgrave Macmillan.
Galegher, J., Kraut, R. E. and Egido, C., 2014. Intellectual teamwork: Social and technological
foundations of cooperative work. Psychology Press.
Newell, S., 2015. Managing knowledge and managing knowledge work: what we know and what
the future holds. Journal of Information Technology. 30(1). pp.1-17.
Sun, H., 2012. Understanding user revisions when using information system features: adaptive
system use and triggers. Mis Quarterly. 36(2). pp.453-478.
Tang, L. and Thakuriah, P. V., 2012. Ridership effects of real-time bus information system: A
case study in the City of Chicago. Transportation Research Part C: Emerging
Technologies. 22. pp.146-161.
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Online
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Practices. [Online]. Available through:
<http://www.aect.org/pdf/proceedings09/2009/09_1.pdf>. [Accessed on 11th December
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<http://www.innovationmanagement.se/2011/03/16/innovation-in-large-companies-the-
use-of-web-2-0-as-an-innovation-pathway/>. [Accessed on 11th December 2015].
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<http://www.computerweekly.com/news/2240082941/Using-Web-20-for-business>.
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