Slide 7.

WELCOME!

Chapter 7

KNOWLEDGE MANAGEMENT
TOOLS:
Component Technologies

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LEARNING OBJECTIVES
• To explain the differences between ontology and
taxonomy tools for organising knowledge
• To describe cognitive mapping and information
retrieval tools for capturing knowledge
• To distinguish between different tools for
evaluating knowledge
• To assess the different tools for sharing
knowledge
• To explain technologies for storing and
presenting knowledge

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BUZZ GROUP
• What types of knowledge or information do I use
in my everyday life?
• What types of technology do I use to manage
this knowledge? You may wish to consider the
types of technologies you use to capture,
organise, evaluate, store and share knowledge

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COMPONENT TOOLS TYPOLOGY

Figure 7.1 A typology of knowledge tools and component technologies

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DIFFERENT FORMS OF
KNOWLEDGE

Figure 7.2 Different forms of knowledge

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ORGANISING KNOWLEDGE:
ONTOLOGY & TAXONOMY

Figure 7.3 Ontology and taxonomies

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ONTOLOGY GENERATION
TECHNOLOGIES
• Manually
• ‘Part of speech’ tagging
• ‘Word sense disambiguation’
• ‘Tokeniser’
• ‘Pattern matching’
• Semi-automatic generation with machine learning

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BUZZ GROUPS

• Describe the different options available to you for

integrating ontologies from two distinct
knowledge bases in the organisation such as
sales and finance. This could equally apply to
integrating knowledge bases between two
organisations in a takeover or merger situation

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INTEGRATING
ONTOLOGIES
(see Ding & Foo,
2002)

Figure 7.4 Ontology integration techniques

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CAPTURING KNOWLEDGE
Cognitive Mapping Tools
• Used principally in mapping strategic knowledge
• Use ‘oval mapping’ technique in groups
• Develop concepts, links and clusters
• ‘Decision Explorer’ – can develop complex levels
of analysis

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CAPTURING KNOWLEDGE
Indexing a Text Database

Figure 7.8 Indexing a text database

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CAPTURING KNOWLEDGE
Information Retrieval Tools
• Desire for precision and recall
• Differences between an author’s and user’s vocabulary
• Use of inverted files for indexing text to speed up search –
assumes text as sequence of words – easy to compress
• Develop inverted index including vocabulary search, list of
occurrences and processing of occurrences to solve
phrases, proximity and Boolean operations
• Suffix Trees & Indicies – allows more complex queries.
Sees text as long string with each position as a suffix
• Signature files – cuts text into blocks. Not as good as
inverted index
• Manipulation algorithms such as BNDM and BMS for
Boolean queries
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CAPTURING KNOWLEDGE
Retrieval Process

Figure 7.9 Information retrieval process

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CAPTURING KNOWLEDGE
Text Processing
• Lexical analysis to identify words from characters
• Eliminating stopwords occurring frequently
• Stemming e.g. Connect is stem for connected,
connecting, and connections
• Full text indexing
• Thesaurus index terms synonyms and near
synonyms
• Text compression to cope with information
overload

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CAPTURING KNOWLEDGE
Search Engines: Crawler Indexer

Figure 7.10 Search engine: crawler-indexer architecture

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CAPTURING KNOWLEDGE
Search Engines: IR and the Web
• Centralised crawler-indexer architecture. Crawlers
(software agents) traverse web sending back pages for
indexing. Indexer – deals with query from user and new
info. from crawler
• Decentralised gatherers-brokers architecture.
Gatherers collect and extract indexing info. from lots of
servers. Brokers provide indexing and query interface
• Metasearchers are Web servers that send query to
several search engines
• Most common query on the Web is 2.3 words

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CAPTURING KNOWLEDGE
Personalisation
• Device provides needs and wants of consumer
• Solution lies in data mining in terms of analysing
user’s clickstream and making recommendations
• Use of agents and machine learning

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EVALUATING KNOWLEDGE
Case-based reasoning
• Capture and store past experiences as
organisational knowledge
• System searches for stored cases with similar
profile to new problem
• Adds unsuccessful cases to aid learning
• Built on artificial intelligence technology

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BUZZ GROUPS

• Discuss the limitations of case-based

reasoning tools

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EVALUATING KNOWLEDGE
OLAP: On-line analytical processing
• Provides multidimensional analysis of data to
allow user to see data in different ways using
multiple dimensions
• Main technique is to rotate a data cube
• Also called ‘slice and dice’

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EVALUATING KNOWLEDGE
Data mining
• Uses variety of neural network, decision trees
and genetic modeling algorithms
• Use sophisticated data search capabilities using
algorithms to discover patterns and correlations
in vast amounts of data

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SHARING KNOWLEDGE
Internet/Intranet
• Share knowledge with knowledge providers
across the world – some free
• Intranet provides same but restricted access from
outside
• Uses HTML and XML – a metalanguage that
allows definition of tags and allows distribution of
knowledge to call phones, pagers and PDAs

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BUZZ GROUPS

• Intranets can be large data warehouses that

nobody visits. Critically discuss the barriers that
prevent knowledge sharing in organisations

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SHARING KNOWLEDGE
Groupware tools
• Allows to work on same document by multiple
users
• Maintain and update identical data on numerous
PCs
• Organising discussions
• Storing information
• Moving and tracking documents of groups
• Preventing unauthorised access of data
• Mobile use to access corporate network
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SHARING KNOWLEDGE

• E-mail
• Text-based conferencing
• Yellow Pages
• Computer-based training/e-learning
• Security

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WEB 2.0 PLATFORM

• Shift to dynamic social web applications

• Network effects critical to their success
• Provide customer services free – Google
($200bn), YouTube ($1.6bn), Facebook ($50bn)
• Indirect network effects from use of products or
services that have influence on related goods
and services

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TIPPING POINT
WORD OF MOUTH EPIDEMICS
• ‘Connectors’ – social glue
• ‘Mavens’ – information brokers on best deals etc.
• ‘Salesmen’ – good at convincing you and getting
you to act
• Amazon is reliant on ranking of reviewers to
develop trust with customers
• Six degrees of separation

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WEB 2.0 PLATFORM

Figure 7.11 Web 2.0 platform tools

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BLOGS
• Blogs – adding thoughts or diary of events
• Podcasts – audio blogs
• Vlog – video blog
• Trackbacks – allows bloggers to see who’s
linking to them
• Can act as alternative to face-to-face meetings
to engage in problem solving
• Engage with customers across boundaries
• Twitter – micro-blogging site

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SYNDICATION & RSS FEEDS

• Information from articles and photos repackaged
for different customers
• RSS (Really Simple Syndication) format to
publish frequently updated content on websites
• Organisations can place feeds showing latest
offerings or consumer information such as traffic
news or weather forecasts
• RSS viral distribution engine for bloggers –
receive new material posted by favourite
bloggers
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MASHUPS
• Allows content from different sources to combine
with applications for different business processes
• E.g. Getting insurance quote from website
• E.g. Starbucks helps customers locate nearest
café once they’ve entered postcode
• Information from external sources can be
inaccurate or may change significantly in future;
even close down
• Prone to threats from malware

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WIKIS
• Web pages that can be viewed and modified by
anyone
• Allows to create or change web content
• Places power and freedom in hands of users
rather than external ‘expert’
• Works in progress on virtual ‘white boards’
• Agendas and minutes can be placed on wikis
• Can be open to manipulation and vandalism
• Maintenance can be time-consuming

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ONLINE SOCIAL NETWORKS

• Individuals interact with others in community
• Social network sites (SNS): Facebook,
MySpace, LinkedIn, Friendster
• SNS tend to support pre-existing relationships
rather than new ones
• Benefit from social capital and self-presentation
• Risk over privacy from third party securing
personal information
• Allows interaction with different people in
network
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3-D VIRTUAL WORLDS

• Computer-simulated worlds where users interact
in real time through ‘avatars’
• Avatars are 3-D electronic cartoons of users;
form of alter ego
• Second Life has over 15m users and internal
currency of Linden dollars (L$)
• Conduct meetings, workshops and recruitment
• Multinationals such as IBM, Dell, Ericsson, Bain
• Strathclyde and Coventry Universities bought
islands
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STORING KNOWLEDGE
Data Warehouse
• Database with query and reporting tools
• Stores current and historical data from internal
and external sources
• Data mart – subset of data warehouse which
contains summarised or highly focused data for
certain users

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PRESENTING KNOWLEDGE
Visualisation
• Modelling – way of representing objects e.g.
journal covers, weather maps, flows of citations
• Rendering – makes computer generated image
look like photograph e.g. texture mapping
• Virtual reality

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Summary
This chapter has elaborated five main technologies in the development of new knowledge in organisations:
1 Tools for organising knowledge emphasised the importance of ontology and taxonomy generation tools to categorise
knowledge at an individual, organisational or knowledge-domain level.
2 Tools for capturing knowledge examined cognitive mapping tools to help make tacit knowledge more explicit,
information retrieval tools and the technology behind Web-based search engines. Automation of knowledge capturing
tasks was explored in relation to personalisation tools and agent technology.
3 Tools for evaluating knowledge considered the potential of case-based reasoning, OLAP, data mining and machine-
based learning tools.
4 Tools for sharing knowledge focused on the power of the internet and Web 2.0 tools and how sharing could be
facilitated through involvement and engagement of users in active communities.
5 Tools for storing and presenting knowledge highlighted data warehouses and the latest visualisation techniques.

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00 Questions
Questions for further thought
1 Assuming high developmental costs, what can organisations do if they find their intranets and data warehouses are
rarely visited by their employees?
2 How could second-generation semantic webs co-exist with first-generation, HTML- based webs? Are there potential
opportunities and challenges for knowledge sharing?
3 In group processes, how do you manage conflicting ‘collective maps’ of tacit routines?
4 A 2002 thesis proposed by Stephen Wolfram, chief executive of Mathematica, was that all knowledge could be
described as an algorithm. How far do you agree with such a proposition and is the end goal of KM tools to discover
these underlying algorithms
5 What are the barriers facing human–computer interaction and the ability of humans to place greater trust in
personalisation and agent technologies to meet their needs?
6 If knowledge-discovery techniques can analyse only 5–10 per cent of data in large databases, what are the dangers of
making decisions and building strategies on partial information?
7 What parameters are likely to encourage the adoption of certain tools and technologies over others in organisations?
8 Apart from saving travel costs, what are the likely advantages of using video-conferencing tools in an organisation?
9 What is the best way of managing two large data warehouses in a merger or acquisition situation?
10 When are traditional tools of knowledge creation and sharing such as a blank piece of paper or telephone more
useful than more sophisticated tools outlined in this chapter?

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01 Case Study
Royal Dutch Shell (Netherlands/UK)

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02 Reading
1 Laudon and Laudon (2010) is an easily accessible text on some of the tools outlined in
this chapter. It also provides a good introduction to management information systems.
2 Amy Shuen (2008) provides a good oversight on Web 2.0 technologies from a strategic
perspective.

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03 Additional Reading
Grant, R. M. (1991) ‘The resource-based theory of competitive advantage: Implications for
strategy formulation’, California Management Review, 33(3), 114–35.
Ruggles, R. (1998) ‘The state of the notion: Knowledge management in practice’,
California Management Review, 40(3), 80–9.

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04 References
Ambrosini, V. and Bowman, C. (2002) ‘Mapping successful organizational routines’, Mapping Strategic Knowledge, A. S. Huff and M. Jenkins,
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Baeza-Yates, R. and Ribeiro-Neto, B. (1999) Modern Information Retrieval, Addison-Wesley Longman Limited, Harlow, Essex.
Barney, J. B. (1991) ‘Firm resources and sustained competitive advantage’, Journal of Management, 17(1), 99–120.
Boyd, A. (2004) Shell’s Communities of Practice –12 Years of Experiences: EBK – Knowledge Sharing Across Boundaries, London.
Boyd, D.M. and Ellison, N. B. (2007) ‘Social network sites: Definition, history and scholarship’, Journal of Computer Mediated Communication,
13, 210–30
Cawkell, T. (2001) ‘Progress in visualisation’, Journal of Information Science, 27(6), 427–438.
Devlin, B. (1997) Data Warehouse: From Architecture to Implementation, Addison-Wesley, Reading, MA.
Ding, Y. and Foo, S. (2002) ‘Ontology research and development. Part 1 – a review of ontology generation’, Journal of Information Science,
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Domingos, P. (2002) ‘Machine learning’, Handbook of Data Mining and Knowledge Discovery, W. Klösgen and J. M. Zytkow, eds, Oxford
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Eden, C. and Ackermann, F. (1998) Making Strategy: The Journey of Strategic Management, Sage, London.
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Fayyad, U., Piatetsky-Shapiro, G., Smyth, P. and Uthurusamy, R. (1996) Advances in Knowledge Discovery and Data Mining, MIT Press,
Cambridge, MA.
Friedman, J. H. (1997) ‘Data mining and statistics: What’s the connection?’, Keynote Speech of the Proceeding of the 29th Symposium on the
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Gladwell, M. (2000) The Tipping Point: How little things can make a big difference, Back Bay Books, New York.

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04 References
Grant, R. M. (1991) ‘The resource-based theory of competitive advantage: Implications for strategy formulation’, California Management Review,
33(3), 114–35.
Grant, R. M. (1996) ‘Toward a knowledge-based theory of the firm’, Strategic Management Journal, 17, 109–22.
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Huff, A. S. and Jenkins, M. (2002) ‘Mapping Strategic Knowledge’, Sage, London.
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Jennings, N. R., Faratin, P., Johnson, M. J., Norman, T. J., O’Brien, P. and Wiegand, M. E. (1996) ‘Agent-based business process management’,
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Jennings, N. R. and Wooldridge, M. J. (1998) Agent Technology: Foundations, Applications and Markets, Springer-Verlag, Berlin.
Kelly, G. A. (1955) The Psychology of Personal Constructs, Norton, New York.
Klösgen, W. and Zytkow, J. M. (2002) Handbook of Data Mining and Knowledge Discovery, Oxford University Press, Oxford.
Lih, A. (2009) The Wikipedia Revolution, Aurum Press Ltd, London.
Laudon, K. C. and Laudon, J. P. (2010) Management Information Systems: Organization and Technology in the Networked Enterprise, 11th
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04 References
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Ruggles, R. (1998) ‘The state of the notion: Knowledge management in practice’, California Management Review, 40(3), 80–9.
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Shuen, A. (2008) Web 2.0: A Strategy Guide, O’Reilly Media, Inc., Sebastopol, CA.
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Sofia Pinto, H., Gomez-Perez, A. and Martins, J. P. (1999) ‘Some issues on ontology integration’, Proceedings of IJCAI-99 Workshop on
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Knowledge Management, 3(4), 262–75.

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04 References
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