Week 5 Brainstorming

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Topic: How does a company use KM

to create strategic value?

Harry Hartfield was looking over

some recent travel brochures while

consulting his recent Google search.

Retirement is only 5 days away and he

could not wait to see the Fiji Islands.

He and his wife thought they would

start with a restful break before they

started their travels in earnest. Harry

is the head aero engineer at Global

Delivery Direct and has been in

charge of purchasing the planes and

maintenance for the last 15 years

after being an employee with GDD 25

years before. Harry had worked up in

the company to his current position

and has seen a lot of initiatives come

and go when it came to eco-friendly

flying machines. In the last four

weeks, Harry has been breaking in his

replacement, Imogine Farthing, who is

coming from their London branch.

Harry likes Imogine and thinks that

she will do well. However, she is keen

to purchase the new Boeing 777

cargo plane. She thinks it will go a

long way to improving their fuel

consumption and air emissions for the

long-run between Chicago and

Singapore. The cost of the new plane

is 3 times more than the Lockheed

which Harry thinks will save fuel costs

over the old cargo plane they are

using now but will not have the same

air pollutant emission reduction.

While Harry thinks air pollution an

important concern for GDD, he also

knows that in the past these controls

often make the cost of the plan high

and the fuel consumption lower than

the company predicts. Imogine does

not agree. Harry knows it will be her

call but wishes he could access old

reports he made when he was making

a similar decision earlier in his career.

With that information as a base with

updated figures, he may be able to

persuade Imogine to change her mind.

During his retirement party, Harry

decides to tell Rockfish about this

point in the hopes that he may know

how to locate the reports. Harry

thought it was worth the try. Rockfish

said he would look into it but wasn’t

sure what he could do.

Oddly after his encounter with Harry

at the party, Rockfish began a short

conversation with one of his sales

managers, Amid Jordan. Jordan had

been with the company for only three

years and Rockfish was shocked to

hear that he was leaving. Amid said

that he sorry to have to go but he was

offered a job in Orlando with UPS,

one of GDD’s biggest competitors. In

fact, UPS had been poaching many of

his managers lately and he was

concerned about proprietary

information and good talent leaving

the company. How could he stop

people from leaving the company and

taking their knowledge with them and

he wondered about the reasons for

their departures.

Harry’s retirement party was

beginning to be depressing Rockfish

thought not festive. The feeling was

brought home when Harry began a

conversation with a visiting shipping

department head from their Asian

branch. It turned out that she was

here to try to rectify a major glitch in

the process used to get letter

packages to Malaysia. It seems that

there is a breakdown with knowledge

exchanges/knowledge transfers

between the branches and the

packages were consistently running a

day late. They found out that the

problem was in the driver pick up

times here in the states. The Asian

branch has been asking that the time

difference be adjusted for by three

hours rather than the 1 hour as it

currently was set. It needed to be

fixed because he had a lot of unhappy

customers with claims of late

packages to deal with on his arrival

home.

Rockfish began to think about the

fact that all these stories were dealing

with knowledge and its usefulness to

the company. This point is one he has

been hearing a lot about recently

from Jane and now he is concerned

about the issues brought to light from

his discussions with Harry and Amid.

Rockfish approaches Jane and says,

“Okay I think you are right about your

idea of setting knowledge

management processes in place, but

you will have to explain it to the

Board of Directors. They need to see

how it creates strategic value for the

company before they will buy into the

plan.”

In the next three weeks, Jane (you)

and your team will prepare a

PowerPoint presentation Jane will

make to the Board. Each week you

will address two KM issues illustrated

in the scenario and how KM solutions

will bring value to the company.

Directions:

1. BY SATURDAY, complete the

following:

Provide a draft response

to Rockfish that covers the

following points:

Identify and discuss

how the problems in

the scenario would,

if handled by a KM

manager, create

value for the

company instead of a

loss. Ensure you fully

address each of the

KM issues identified

at the retirement

party.

Explain why failure

to capture tacit

knowledge will cost

GDD money now

and in the future.

Explain how tacit

knowledge affects

culture and

employee

performance (refer

to Helmut from

week three in this

instance)

Suggest at least four

reasons that

retaining and

capturing tacit

knowledge will

benefit the company

not just in with these

issues but in other

ways.

Explain how

technology can help

collect tacit

knowledge and store

explicit knowledge.

Use persuasive language

to make your points.

Demonstrate creativity in

the development of the

PPT itself to capture the

viewers’ interest and to

create a smooth transition

of the material.

You must use course

material to support your

responses and APA in-text

citations with a reference

list.

2. THROUGHOUT THE WEEK,

complete the following:

Respond to your

classmates three or more

days throughout the week.

Remember you are trying

to develop the best

answers to the questions

as possible. Your

classmates are doing the

same so read the posts

carefully looking for the

best ideas being

presented. The goal is

that by the end of the

week the class will come

to some consensus as to

the best answers giving

you the chance to submit

the best ideas in the final

post.

You must use course

materials to support your

responses. Ensure you

include in your comments

where in our readings you

they can find the

supporting materials so

they can improve their

final posting.

Participation must be

reflected in the final post

so grades will be affected

by the content portion of

the post if participation is

not shown. Therefore, it is

important to get in the

class often and with the

idea of improving your

initial post with the

discussion so that the final

grade will be the best you

can deliver.

3. BY TUESDAY, complete the

following:

Attach your final post in

the classroom by 11:59

PM ET

The final post must reflect

the brainstorming

activities and should be

different than the

Saturday initial post.

The final post must

include a variety of

sources from the class

material as well as the use

of scenario or case study

facts where appropriate.

How to Do Well in Discussions

Make your initial post responding to

the above questions by Saturday,

11:59 p.m. EST.

Comment on at least four of your

classmates’ posts by Monday, 11:59

p.m. EST.

Post your final posting by Tuesday,

11:59 p.m. EST.

Posting late may lose you points.

Respond to the specific questions

posed in the discussion.

Be sure to base your initial post and

responses on course materials, and

use 7th ed. APA citations in every

post.

Post your responses over three days

and respond to four or more

students to receive full credit for

frequency of participation.

Write clearly and proofread; errors

can lose you points.

Quality of posts, citations, frequency,

and timeliness of posts all factor into

your discussion grade.

When you join the discussion, click on

the Participation Rubric for details

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