Knowledge and Knowledge Management at Accenture

plantcityorangeManagement

Nov 6, 2013 (3 years and 11 months ago)

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Knowledge and Knowledge
Management at Accenture


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1.
Why Knowledge and Knowledge Transfer?


2. Accenture.

3. What Are We Managing?

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The Cobbler


The Farmer

Land

Labor

Intellect

Changing Values
-

Three Economies

The Knowledge Economy...

Land

Capital

1.
New basis of competition
---

routinization
matters less than rapid learning.

2.
New basis for management


not looking
for compliance but innovation.

3.
New basis for offerings


not more
product but value added through
knowledge

Knowledge


Prof Services

Advertising

Pharmaceuticals

Software/Electronics

Clothing

Consumer Products

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Organizations are looking to leverage their knowledge in
the form of adding value
-
added services to their products

Source:

Corporate Strategy Board, 2001

GE integrated into the airlines’ value chain and found more and more things to do

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Improving an organization’s ability to manage
knowledge can positively impact a number of factors

Responsiveness

by giving people access to the information they need
when they need it, they can solve customer problems more quickly,
make better decisions faster, and respond more effectively to changing
market conditions.


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Improving an organization’s ability to manage
knowledge can positively impact a number of factors


Innovation

by finding and nurturing new ideas, bringing people
together in "virtual“ development teams, creating forums for
brainstorming and collaboration.


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Improving an organization’s ability to manage
knowledge can positively impact a number of factors


Efficiency

by capturing and sharing best practices and other reusable
knowledge assets organizations can shorten cycle times and minimize
duplication of effort.

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1.
Why Knowledge and Knowledge Transfer?


2. Accenture.

3. What Are We Managing?

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Class Discussion Questions


Accenture is an early mover and a classic example of a
data
-
base oriented approach to KM.


Count off to five and give me a few minutes of thought
on the below.


Team 1
. What benefits does accenture hope to get from KM (innovation,
efficiency and effectiveness)? Give an example.


Team 2
. In the vignette on page 2
-
3, what was the issue and how did it get
solved?


Team 3
. How does knowledge exchange help? What is it composed of and
what does it do?


Team 4
. Knowledge Management Roles? How many? What do they do?


Team 5
. Challenges going forward and problems with posed solutions.

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Knowledge Xchange at Accenture

Contents


Core Methodologies.


Best Practices/Reusable Work Products.


Discussion Databases.


External Info.


Challenges


3,000 databases (5
-
65,000 records in each).


How do you find things (e.g. search engines, agents)? What does this assume?


How do you organize things?


Several hundred servers for 35,000 users.


How do they maintain quality in the system?


Formally: Pre
-
filtering by experts.


Informally: People rely on networks.


Do you assign knowledge managers to each team?



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Knowledge Roles at Accenture

Supporting Organizational Infrastructure


CIO organization


Create global Lotus Notes applications


Set standards for contribution format, structure and location.



Over 200 full
-
time knowledge managers.


Sponsors


Partners responsible for creation & maintenance.


Knowledge Integrators


Content specialists.


Knowledge Base Admins


Administrative and technical D
-
base work.




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Were They Successful?

(A Vote)


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1.
Why Knowledge and Knowledge Transfer?


2. Accenture.

3. What Are We Managing?

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We all have too much information to be
efficient, responsive or innovative

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Knowledge Is Complex and Multi
-
Dimensional

Explicit and Tacit Knowledge


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So why not just dump ideas into
databases?

Give me three minutes of thought on the following question:

With a year under your belt, you have learned a lot about what it takes to succeed
here at McIntire. In particular, you learned a lot last year about getting
internships and jobs. Rather than let the incoming class re
-
learn these
lessons, you have decided to share your collective wisdom to save them grief.
Your job is to identify
what you have to know to be successful in an interview.


Think broadly and create a list of 8 items for me in the following format:

Exactly what knowledge do these
third years need?


How can you get this to them?


Company Facts……

Build a Database……

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Company
Facts


Current
Events


Personal
Values


Creative
Solutions


Problem
Solving


Financial
Calculations


Interpersonal
Skills


Sense an
Interviewer

EXPLICIT

TACIT

Know What

(Know the rules of
tennis)

Know How

(Know how to play
tennis)

Types of Knowledge in Interviewing

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Documents

Databases

Reports


Facts


Ideas


Theories


Intuition


Beliefs


Values


Routines


Procedures


Instructions


Expertise


Instincts


Informal
Practices

EXPLICIT

TACIT

Know

What

Know

How

Manuals

Engineering
Methods

Dialogue

Conversation

Mentoring

Experience

Apprenticeships

Coaching

Types of Knowledge

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Knowledge Transfer

(From Working Knowledge)


Lack of Trust


Different Cultures, Vocabularies and
Frames of Reference


Lack of Time and Physical Space



Status and Rewards Go To
Knowledge Owners


Lack of Absorptive Capacity


Belief That Knowledge Work Occurs
Only in Certain Groups and NIH


Intolerance for Mistakes


Build through face to face.


Create common ground through
education, discussion, rotation.


Create time and places: Fairs,
Brown Bags, etc.


Incent to Share



Educate/hire for learning


Encourage non
-
hierarchical
approach to ideas/knowledge


Accept and reward creative errors

Frictions

Solutions

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Information Versus Knowledge in
Retail Banking

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General Case Questions: McKINSEY

Come Prepared to Discuss


What strategically differentiates McKinsey? How does KM (repositories,
collaborative technologies and employee development) play into this?


What does the policy that McKinsey not accept routine assignments do for
them strategically and organizationally (e.g., 1945 engagement guide & 1971
Commission on Firm’s Goals)?


What were the key elements of the knowledge management project
launched in 1987?


Be prepared to discuss the Jeff Peters vignette. Specifically, how did he
solve his problem?


What challenges does McKinsey face as evidenced in the case and
vignettes?