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UNIVERSIT POLITECNICA DELLE MARCHE

FACOLT DI ECONOMIA GIORGIO FU
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! Corso di Laurea Magistrale in Economia e Commercio Internazionale

SOCIAL MEDIA FOR KNOWLEDGE

SHARING IN A START-UP BUSINESS:
A CASE STUDY

Relatore: Chiar.mo

Prof. John R. Schermerhorn, Jr.

Correlatore: Chiar.mo Tesi di Laurea di:

Prof. Giuseppe Canullo Andrea Pacini

Anno Accademico 2011 2012

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Abstract - Italian translation

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Chapter 1
KNOWLEDGE-
KNOWLEDGE -BASED ENTERPRISES
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Fig.1 .1 Employment and GDP growth of the economic supply (annual growth rate)
1959 - 1996

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1.3 Average ratio between capitalisation and balance sheet of the 500 S&P
companies

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1.4 Components of the market value of the 500 S&P companies

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Chapter 2
KNOWLEDGE MANAGEMENT AND BUSINESS SOCIAL NETWORKS
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Motivation theories

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Content theories

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Process theories

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Barriers of knowledge sharing

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The influence of ICT on the motivation for knowledge sharing

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Table 2.1
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Chapter 5
ANALYSIS, CONCLUSIONS
CONCLUSIONS AND FUTURE DIRECTIONS
DIRECTIONS
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?+36!$#!-<'15!5'31 5$31-!!$?&1)+-1$#:!7<'!1#1-1+&!)!0-+#(0!9$5!25,-$!!

7<'!91#+&!('3101$#!%+0!,+('!?!!-<'!-'+,!(15'3-&!!-<5$/)<!+! $&&!$#!B+,,'5!+#(!"?"40,!
%$#!1->!+0!0<$%#!1#!-<'!9$&&$%1#)!1,+)':!

!
Z@5)(5!%,+$!1'!:'#!6-$8$-!8'-!'#-!?)-7#,0!1,459',-1<!
7<'! #'.-! 0'3-1$#! 10! +! +/+#-1-+-1*'! '*+&/+-1$#! $9! <$%! -<'! -'+,! /0'(! "?"40,! (/51#)! -<'! -'0-!
'51$(:!
!
!
!

! FF!
2?#"%$!*0A"%!:?=!"4?8$0A-0!2)%="4-!"4!%!27%=7/@8!.@2"40221!%!#%20!27@AB!

Quantitative evaluation of the activity on the social platform

7<10!0'3-1$#!1#3&/('0!+#!'*+&/+-1$#!$9!-<'!+3-1*1-!!$*'5!-<'!=/,$#-<! '51$(!1#!%<13<!-<'!+3-1*1-!!
$#!-<'!0$31+&!#'-%$56!<+0!?''#!,$#1-$5'(:!7<10! '51$(!)$'0!95$,!;/&!!6E!-$!4$*',?'5!6G:!
:150-! $9! +&&>! ?'9$5'! &+/#3<1#)! -<'! '. '51,'#->! -<'! +/-<$5! +#(! -<'! )/,+#3+5'! *+#+)'5!
<+*'! +)5''(! -$! 0'-! +! ,1#1,/,! 5'+/15','#-! %1-<! 5')+5(! -$! <$%! ,+#!! $0-0! -$! '. '3-! 95$,!
'+3<! '50$#:!7<'!,1#1,/,!5'+/15','#-!%+0!$#'! $0-! '5!%''6! '5! '50$#:!7<10!<+0!0'5*'(!+0!
+!?'#3<,+56!9$5!-<'!91#+&!'*+&/+-1$#:!7<10!%+!!1-!%+0! $001?&'!-$!('-'5,1#'!%<13<! '50$#!+#(!
%<13<!(' +5-,'#-!,'-!-<'! '. '3-+-1$#0!+#(! %<13<! (1(!#$-:! 8&'+0'!#$-13'!-<+-!-<'!+ 5$+3<!
%+0!#$-!-$!$?&1)'!', &$!''0!-$!0<+5'!+-!&'+0-!$#'! $0-!+!%''62!5+-<'5>!-<'!!%'5'!)1*'#!-$-+&!
95''($,! +?$/-! <$%! +#(! %<'#! -$! /0'! -<'! &+-9$5,>! +0! 1-! 0<$/&(! ?'! 1#! +! 6#$%&'()'/?+0'(!
3$, +#!!1#!%<13<!%$56'50!6#$%!?!!-<',0'&*'0!%<+-!-$!($!+#(!<$%!-$!($!1-:!7<'!'. '3-+-1$#!
$#&!!0'5*'(!-$!,+6'!+#!'*+&/+-1$#!+-!-<'!'#(!$9!-<'!-'0-! '51$(:!!
2$,'!,1)<-!+5)/'!-<+-!$#'! $0-!+!%''6!10!+! 5'--!!'+0!!-+5)'-!-$!,''-:!)$%'*'5>!-<'5'!
+5'!+!3$/ &'!$9!5'+0$#0!%<13<!(/0-19!!-<10!3<$13'1!

! 2$,'!-'+,!,',?'50!%'5'!#$-!9+,1&1+5!%1-<!0$31+&!#'-%$560!+#(!%'5'!#$-!+33/0-$,'(!
-$!/01#)!1-2!
! 851-1#)! $#'! $0-! ($'0! #$-! ,'+#! %51-1#)! $#'! 5$%:! 2$,'-1,'0>! 1#(''(>! '$ &'! <+*'!
0<+5'(!&$#)! $0-0!+?$/-!-<'15!%<$&'!%''6&!!+3-1*1-!!+#(!-<10!%+0!%<+-!%'!%+#-'(:!7<'!
1('+!10!-<+-!+0!&$#)!+0! '$ &'!0<+5'!%<+-!-<'!!+5'!%$561#)!$#>!1-!($'0!#$-!,+--'5!<$%!
,+#!! $0-0!-<'!!%51-'!-$!($!0$:!

7<'! 9150-! 5'0/&-! %<13<! ('0'5*'0! +--'#-1$#! 10! -<'! -$-+&! #/,?'5! $9! $0-0! +3-/+&&!! 0<+5'(!
3$, +5'(! -$! -<'! ,1#1,/,! '. '3-+-1$#:! -1*'#! -<+-! 65! '$ &'! +5'! +5-! $9! -<'! -'+,! +#(!
3$#01('51#)! $#'! $0-! '5! '50$#! '+3<! %''6>! -<'! -$-+&! ,1#1,/,! 5'+/15','#-! %+0! C65! $0-0!
$*'5! +! =! ,$#-</ '51$(:! "#-'5'0-1#)&!! '#$/)<>! -<'! +3-/+&! #/,?'5! $9! $0-0! 0<+5'(! 10! (/0-! C65!
90''!91):!G:3;:!!
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F4 !
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%#+&!010>!3$#3&/01$#0!+#(!9/-/5'!(15'3-1$#0

Fig. 5.1 Expectation of the number of posts to be shared in the social network
compared to actual posts shared.

!
7<10!5'0/&-!3+#!?'!0''#!95$,!-%$! $1#-0!$9!*1'%1!

! ?#!-<'!$#'!<+#(>!-<'!1#1-1+&!)$+&!<+0!?''#!,'-!+#(!-<10!,+!!&'+(!-$!-<'!3$#3&/01$#!-<+-!
-<'!'. '51,'#-!<+0!?''#!0/33'009/&2!
! ?#! -<'! $-<'5! <+#(>! <$%'*'5>! #$-! '*'5!$#'! <+0! ,'-! <10Q<'5! $%#! 5'+/15','#->! +0!
0<$%#!&+-'5:!"#(''(>!0$,'! '$ &'!0<+5'(!&'00!-<+#!$#'! $0-!+!%''6!$#!+*'5+)':!7<'!
5'+0$#! %<!! -<'! 1#1-1+&! $?('3-1*'! <+0! ?''#! +3<1'*'(! 10! -<+-! $-<'5! ,',?'50! <+*'!
'.3''('(! -<'! 1#1-1+&! '. '3-+-1$#0:! 7<'5'9$5'>! <+(! '*'5!$#'! 5'+3<'(! +-! &'+0-! -<'!
,1#1,/,!-+5)'->!-<'!$*'5+&&!5'0/&-!3$/&(!<+*'!?''#!,/3<!?'--'5:!

7+?&'G:3!0<$%0!-<'!91#+&!5+#6:!

Table 5.1 Number of posts shared by each member of the Humancare team

7'$4!4'4;'(! ,+;!+<!%+*&*!
*',?'5!3! 6!
*',?'5!6! 6!
*',?'5!C! 6!
*',?'5!=! =!
*',?'5!G! =!
*',?'5!>! G!
*',?'5!E! G!
*',?'5!F! G!
*',?'5!4! E!
*',?'5!35! E!
*',?'5!33! 35!
*',?'5!36! 35!

! 45!
2?#"%$!*0A"%!:?=!"4?8$0A-0!2)%="4-!"4!%!27%=7/@8!.@2"40221!%!#%20!27@AB!

*',?'5!3C! 36!
*',?'5!3=! 36!
*',?'5!3G! 3C!
*',?'5!3>! 3F!
*',?'5!3E! 34!
*',?'5!3F! 65!
*',?'5!34! 6E!
*',?'5!65! C5!

%33$5(1#)!-$!-<'!1#1-1+&!)$+&>!'+3<! '50$#!%+0!'. '3-'(!-$!0<+5'!+-!&'+0-!3>! $0-0!$*'5!

-<'!-'0-! '51$(:!%0!1-!3+#!?'!#$-13'(>!$#&!!G!$/-!$9!65!<+*'!+3<1'*'(!-<+-!9+$+9$-4!4J!7'!31;:!
A'0 1-'!-<+->!-<'!$*'5+&&!$?('3-1*'!<+0!?''#!,'-!-<+#60!-$!0$,'!/0'50!%<$!'.3''('(!-<'!
,1#1,/,!5'+/15','#-:!!
8&'+0'!#$-13'!-<+-!-<10! +5-!$9!-<'!+#+&!010!$#&!!-+6'0!1#-$!3$#01('5+-1$#!(15'3-! $0-0>!-<+-!
10>!1#9$5,+-1$#!0<+5'(!?!!'+3<! '50$#!-<5$/)<!+#!+3-/+&! $0-!$#!-<'! &+-9$5,:!7<+-!10!%<!!-<'!
-$-+&! #/,?'5! $9! $0-0! ($'0! #$-! ,+6'! C65! +0! 5'*1$/0&!! +#-131 +-'(:! )$%'*'5>! $#'! <+0! -$!
3$#01('5!-<+-!+-!'+3<! $0-!$#'!$5!,$5'!3$,,'#-0!,+!!9$&&$%!+#(!-<10!%+0!$9-'#!-<'!3+0':!!
.!! 3$#01('51#)! #$-! $#&!! (15'3-! $0-0! ?/-! +&0$! $-<'5! 3$,,'#-0>! -<'! +,$/#-! $9!
1#9$5,+-1$#!0<+5'(!10!5' 5'0'#-'(!?!!C65! $0-0>!%<13<!10!+!,/3<!,$5'! $01-1*'!91)/5':!
:1):G:6!)1*'0!+!#13'!*10/+&!1, +3-!$9!<$%!-<1#)0!%'#-:!7<'!5'(!&1#'!1#(13+-'0!-<'!'. '3-+-1$#:!

Fig. 5.2 Number of posts shared by each team member over the test period.

43 !
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%#+&!010>!3$#3&/01$#0!+#(!9/-/5'!(15'3-1$#0

?#'!+0 '3-!-<'!)/,+#3+5'!*+#+)'5!9$3/0'(!<10!+--'#-1$#!$#!%+0!-<'!?'<+*1$/5!$#!-<'!
0$31+&! &+-9$5,! $9! <10! C! (15'3-! 5' $5-0>! -<'! ,+#+)'50! $9! -<'! 7'3<#13+&>! *+56'-! +#(! 231'#-1913!
+5'+0:!)'5'!-<'5'!10!$#'!#')+-1*'!+#(!$#'! $01-1*'!5'0/&-1!

! 4')+-1*'!01('1!-%$!,+#+)'50!(1(!#$-!,''-!-<'!'. '3-+-1$#0!+#(!(1(!#$-!/0'!-<'!*15-/+&!
(+0<?$+5(!+!&$-2!
! 8$01-1*'!01('1!$#'!,+#+)'5!10!-<'! '50$#!%<$!0<+5'(!-<'!,$0-:!!!

7<10! 10! +! 5'&'*+#-! 100/'! 19! $#'! 5',',?'50! -<'! 0-$5!! $9! -<'! )$#)! "$#)/?+0'(! 3$, +#!!
%<13<! 9+1&'(! +-! 1, &','#-1#)! +! 6#$%&'()'! ,+#+)','#-! 0!0-',:! ?#'! $9! -<'! 5'+0$#0! 9$5! -<'!
9+1&/5'!$9!-<'15!1#1-1+-1*'!%+0!(/0-!-<+-!,+#+)','#-!(1(!#$-!&'+(!?!!'.+, &':!7<10!+0 '3-!%+0!
*'5!! 1, $5-+#-! 9$5! -<'! )/,+#3+5'! *+#+)'5! -$! 0''! %<'-<'5! $5! #$-! <10! (15'3-! 5' $5-0!
/#('50-$$(! -<'! 1('+! ?'<1#(! -<10! -'0->! -<+-! 10>! 35'+-1#)! 0$,'-<1#)! %<13<! %$/&(! 1, 5$*'!
6#$%&'()'!0<+51#)!+,$#)!<10!-'+,:!7<'!5'0/&-!10!+/'0-1$#+?&'1!%<1&'!$#'!,+#+)'5!0<$%'(!<'!
/#('50-$$(!-<'!)$$(#'00!$9!6#$%&'()'/0<+51#)!0!0-',0>!1-!($'0!#$-!0'',!-$!?'!-<'!3+0'!9$5!
-<'!$-<'5!-%$:!7<10!100/'!10!'.-5','&!!1, $5-+#-! +#(!10! +5-!$9! +!&+5)'5!,+--'5!%<13<!%1&&!?'!
(103/00'(! 1#! -<'! 3$#3&/01$#0>! -<+-! 10>! -<'! 9+3-! -<+-! -<10! #'%! 0$31+&! -$$&! <+0! +&0$! )1*'#! -<'!
3$, +#!!#'%!'&','#-0!-$!'*+&/+-'!1-0!', &$!''0:!

%9-'5! -<+->! +#$-<'5! 61#(! $9! '*+&/+-1$#! %+0! ,+(':! 7<10! $#'! <+(! -$! ($! %1-<! <$%! ,+#!!
$0-0!'+3<!,-$,!<+(!0<+5'(:!%0! +&5'+(!!,'#-1$#'(>! -<'!)/,+#3+5'! -'+,!10!(1*1('(!1#-$!91*'!
+5'+01!

! 7'3<#13+&!%5'+>3!
! *+56'-!
! 231'#-1913!%5'+!
! #$,,/#13+-1$#!
! H/+&1-!!

8&'+0'!#$-13'>!<$%'*'5>!-<+-!+!0-+5-// !10!?!!('91#1-1$#!+!%$561#)!'#*15$#,'#-!1#!%<13<!
#$!'.+3-!5$&'0!'.10-2!5+-<'5>!-<'5'!,+!!?'!0$,'! '$ &'!?'1#)!1#*$&*'(!1#!,$5'!-<+#!(/0-!$#'!
(' +5-,'#-!+#(!$$331$#1!)/,+#3+5'!10!#$!'.3' -1$#:!7<10!<+0!,+('!1-!3$, &13+-'(!-$!,+6'!+!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
>3
!#/0-$,'5!#+5'>!85$(/3-1$#!+#(!=KA!9+&&!1#-$!-<'!7'3<#13+&!%5'+:!!

! 46!
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+/+#-1-+-1*'! +#+&!010! ?!! (' +5-,'#-:! )$%'*'5>! +#! +#+&!010! <+0! ?''#! 3$#(/3-'(! +#(! -<'!
9$&&$%1#)! 5'0/&-0! ,/0-! ?'! 3$#01('5'(! 9$5! +! 3$, 5'<'#01*'! '*+&/+-1$#! ?/-! -<'!! ,/0-! +&0$! ?'!
-+6'#!%1-<!+!)5+1#!$9!0+&-:7+?&'G:6!(10 &+!0!-<'!5'0/&-0:!

Table 5.2 Number of posts shared by area

5('$! 9+*&*!
7'3<#13+&!%5'+! E4!
231'#-1913!%5'+! >4!
*+56'-! ==!
#$,,/#13+-1$#! 65!
H/+&1-!! 6!

7+?&'G:6!0<$%0!-<+-!-<'!+5'+!%<13<!0<+5'(!-<'!,$0-!10!-<'!7'3<#13+&!%5'+!%1-<!E4! $0-0!
$*'5! -<'!-'0-! '51$(:!)$%'*'5>!$#'! <+0!-$! 3$#01('5!-<+-! '+3<!+5'+! 10!,+('!/ !$9!+! (199'5'#-!
#/,?'5! $9! '$ &':! :$5! 1#0-+#3'>! H/+&1-!! *+#+)','#-! +#(! #$,,/#13+-1$#! +5'! $#&!! -%$!
'$ &'>!%<1&'!-<'!7'3<#13+&!%5'+!1#3&/('0!,$5'!-<+#!35! '$ &':!7</0>!%<1&'!-<'! 5'*1$/0!-+?&'!
)1*'0! +! *+&1(! 1#(13+-1$#! $9! %<+-! 61#(! $9! 1#9$5,+-1$#! <+0! ?''#! 0<+5'(! -<'! ,$0->! 1-! 3+##$-! ?'!
/0'(! -$! 3$, +5'! (' +5-,'#-0:! =+-<'5>! 1-! %$/&(! ?'! %5$#)! -$! 5+#6! -<',! %1-<$/-! -+61#)! 1#-$!
+33$/#-!<$%!,+#!! '$ &'!'+3<!+5'+!10!,+('!/ !$9:!7<10!1#9$5,+-1$#!10!)1*'#!?!!7+?&'!G:C:!

Table 5.3 Number of members in each Humancare area

5('$! ='4;'(*!
7'3<#13+&!%5'+! 36!
231'#-1913!%5'+! C!
*+56'-! C!
#$,,/#13+-1$#! 3!
H/+&1-!! 3!

7<10!1#9$5,+-1$#!,+6'0!1-! $001?&'!-$!('-'5,1#'!%<13<!+5'+!,'-!-<'!1#1-1+&!'. '3-+-1$#!

+#(!%<13<!(1(!#$->!+0!0<$%#!1#!:1)!G:C:!

4C !
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Fig. 5.3 Total number of posts shared by each area over the test period and minimum
requirement.

!
?-<'5!-<+#!-<'!#/,?'5!$9! $0-0!0<+5'(>!:1):G:C!+&0$!0<$%0!-<'!,1#1,/,!-+5)'-!9$5!'+3<!
+5'+! 9)%! -$1;:! "-! 10! $001?&'! -$! #$-13'! -<+->! %<1&'! -<'! 7'3<#13+&! %5'+! <+0! 0<+5'(! -<'! <1)<'0-!
#/,?'5! $9! $0-0>! 1-! 10! *'5!! 9+5! 95$,! ,''-1#)! 1-0! -+5)'-:! 7<10! %+0! 5'(13-+?&'! 01#3'! 1#! )'#'5+&!
-'3<#131+#0!+5'!#$-!/0/+&&!!+33/0-$,'(!-$!3$,,/#13+-1#):!?/-!$9!91*'!+5'+0>!-%$!<+*'!5'+3<'(!
-<'!-+5)'-1!231'#3'!+#(!#$,,/#13+-1$#2!+#(!-<'!*+56'-!+5'+!<+0!3$,'!*'5!!3&$0'!-$!1-:!
#$#01('5! -<+-! 2+&'0! '$ &'>! %<$! +5'! +5-! $9! -<'! *+56'-! +5'+>! %'5'! '. '3-'(! -$! 0<+5'!
,$5'!1#01)<-0!-<'#!-<'!!(1(:!7<10!10!+&0$!(/'!-$!-'3<#13+&!5'+0$#0!%<13<!%1&&!?'!(103/00'(!1#!-<'!
3$#3&/01$#0:!7<'!$*'5+&&!5'0/&-!?'3$,'0!3&'+5'5!%<'#!-<'!#/,?'5!$9! $0-0!0<+5'(!?!!'+3<!+5'+!
10! %'1)<-'(! ?!! -<'! #/,?'5! $9! '$ &'! 1#! -<+-! +5'+>! +0! 0<$%#! 1#! :1):! G:=>! %<13<! (10 &+!0! -<'!
+*'5+)'! #/,?'5! $9! $0-0! 0<+5'(! ?!! +! '50$#! 1#! '+3<! +5'+:! %)+1#>! -<'! 5'(! &1#'! 1#(13+-'0! -<'!
,1#1,/,!-+5)'-:!

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Fig. 5.4 Average number of posts shared by a person in each area.

%#$-<'5! 1#(13+-$5! /0'(! -$! '*+&/+-'! -<10! -'0-! 10! -<'! +,$/#-! $9! 91&'0! 0<+5'(:! 7<10! 3+#!
1#3&/('!5' $5-0>! 5'0'#-+-1$#0>!1,+)'0>!*1('$0>!'-3:!A/51#)!-<'!-'0-! '51$(!F3!91&'0!<+*'!?''#!
0<+5'(!%1-<1#!-<'! &+-9$5,>!1#3&/(1#)1!

! >!($3/,'#-0!
! E=!1,+)'0!
! 3!*1('$!

8&'+0'! #$-13'! -<+-! -<'! )/,+#3+5'! *+#+)'5! <+(! 0/))'0-'(! -<'! -'+,! #$-! -$! 0<+5'!
($3/,'#-0! (15'3-&!! $#! -<'! &+-9$5,:! )'! +06'(! 3$&&+?$5+-$50! -$! %51-'! ($%#! +! &1#6! +-! %<13<! +!
+5-13/&+5!91&'!3$/&(!?'!9$/#(!1#!-<'!3$, +#!!1#-5+#'-:!7<10!%+0!9$5!0'3/51-!!5'+0$#0>!-<+-!10>!9$5!
9'+5!$9!3$, '-1-$50!&'+5#1#)!+?$/-!0'#01-1*'!1#9$5,+-1$#:!"9!-<$0'!&1#60!+5'!3$#01('5'(!+0!%'&&>!
-<'!5'+&!#/,?'5!$9!91&'0!0<+5'(!)'-0!&+5)'5:!
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Conclusions
Conclusions and next steps
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!

REFERENCES
CHAPTER 1: KNOWLEDGE-
KNOWLEDGE-BASED ENTERPRISES

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CHAPTER 2: KNOWLEDGE MANAGEMENT AND BUSINESS SOCIAL NETWORKS

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Appendix
KIWI: KNOWLEDGE WORKER
WORKER INFRASTRUCTURE
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