Knowledge management in business strategy

NOTH Rosalie, RENARD Marion, THIBEAUD Hugo

Paris Diderot University, 09/15/2019

Abstract

In recent years, knowledge has become a factor of production in the same way as traditional land, labor and capital. For some, it is even the main factor of production of today’s companies, which tend to create a knowledge management service or to outsource it. The purpose of this research is to understand the importance of Knowledge Management (KM) in companies nowadays, and how it can serve the business strategy. Thus, this article will explain the definition and evolution of KM, then depict the challenges associated with KM and business strategies, and finally explore the way a management system is implemented. Thanks to all these elements, we will be able to understand how the KM system becomes essential in business strategy, and when.

To stick close to reality, we conducted interviews in two companies: one that has implemented a KM system a few years ago, and another without, which allowed us to show two opposite ways of dealing with knowledge in companies, and therefore show the link between KM and business strategies.

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Should companies combine marketing and technical content to adapt to the shift in UX expectations?

Saran Kante, Clémence Bolinga, Dina Radaoarisoa
July 2017

Abstract

Companies put customers’ needs at the center of their strategy to build a relation of trust and increase customer’s loyalty to their products. In their effort, companies become more and more prone to offer customers a linear experience from the moment they are attracted by the perspective of buying a product or service (marketing) up to after their buying act when they start using the product or service (technical communication). The quality of both marketing and technical content is crucial.
We wanted to have an insight of what experts of technical communication and marketing think of a possibility for these two services to collaborate. In order to get this information
we interviewed professionals from these two fields, we attended conferences and seminars on the subject of combining technical content with marketing content to unify customer experience.
Companies undertaking such a change should thoroughly study the transition process, the product and the profit.
One of the challenges a company would face is how to make two services that are used to working separately pool their skills to achieve a common goal which is to provide their users a high quality service. The credibility customers grant to a company depends on it.
Because the two services use their own terminology to achieve their respective goals, they would need to reach an agreement on the terms they are both going to use to produce their content.

Read the full article (PDF): Should companies combine marketing and technical content to adapt to the shift in UX expectations?