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© Mary Yoko Brannen, Yves Doz, José Santos, INSEAD 2011
Finmecanica, 1st December 2011
Knowledge Sharing: Contigencies and Capabilities
Professor Yves DozThe Solvay Chaired Professor of Technological Innovation
INSEAD
© Mary Yoko Brannen, Yves Doz, José Santos, INSEAD 2011
“How do I know what I know until I say it?”
(Karl Weick)
© Mary Yoko Brannen, Yves Doz, José Santos, INSEAD 2011
That is not always true!
“Creep into the Mind”• Movements/ quality in Japan, environment in
Germany• Cultural assumptions (Fashion, Music, Arts)• R&D approach, culture
“See through the Eyes”• Vision statements • Management processes• Technical standards for development• Consumer Behavior Reports
“Jump into the Shoes”• Practices and skills• Simple procedural routines
“Take a Picture”• Technical blueprints• Patents
Explicit Knowledge
Endemic Knowledge
Simple
“See & Study”
Experiential Knowledge
“Experience & Practice”
“Study and Live”
Existential Knowledge
“Feel and Live”Complex
© Mary Yoko Brannen, Yves Doz, José Santos, INSEAD 2011
With computer power and smart mathematicians we can have simpler knowledge…
•Plastic and metal part molding but where do we find smart mathematicians?
But for many companies and people, knowledge becomes more complex…
•British Aerospace and “Networks of Networks”•Thales managing the deployment of the Royal Navy•The Navy Seals: From Murmansk to Kandahar•The US President’s helicopters?
So what is my useful and relevant knowledge, for the future?
And how to transmit it to younger generations?
Are we moving up or downthe Knowledge Complexity Scale?
© Mary Yoko Brannen, Yves Doz, José Santos, INSEAD 2011
Beware of “Skidding”!• We often believe we communicate by “telling how”…
… not true
Signifier Signified(what we tell) (what is heard)
Semantic Skidding
• We do not have the same information…
• 80% if our cognitive process is unconscious(and we do not have the same personal histories)
• We cannot know what we don’t know (the unknown unknown)• How were Gothic Cathedrals built?• How do you become a Haute Cuisine Chef?
• Is language the right medium?
• Do we share the same context?
© Mary Yoko Brannen, Yves Doz, José Santos, INSEAD 2011
Knowledge Channels
k1
k2
k3
k
?
k’2
k’
k’1
Context A Context B
The Knowledge Sharing Challenge
© Mary Yoko Brannen, Yves Doz, José Santos, INSEAD 2011
American Cowboy
© Mary Yoko Brannen, Yves Doz, José Santos, INSEAD 2011
AND
© Mary Yoko Brannen, Yves Doz, José Santos, INSEAD 2011
French Cowboy
© Mary Yoko Brannen, Yves Doz, José Santos, INSEAD 2011
Japanese Cowboy
© Mary Yoko Brannen, Yves Doz, José Santos, INSEAD 2011
© Mary Yoko Brannen, Yves Doz, José Santos, INSEAD 2011
Knowledge Flows?
Knowledge does not flow ... …‘Carriers’‘Carriers’/ ‘PackagesPackages’ of knowledge flow
‘Packages’ of Knowledge Data, information, ... models, components, tools, machines, ..., people
Knowledge re-creation by the ‘receiver’De-contextualization (‘sender’) and Re-contextualization (‘receiver’)
Knowledge ‘transfer’ as a dialogue ... … about contexts and the object of knowledge
Understanding the NIH SyndromeUnderstanding the NIH Syndrome
© Mary Yoko Brannen, Yves Doz, José Santos, INSEAD 2011
Bridging Contexts: Knowledge-Sharing ApproachesComplex
Knowledge
Simple Knowledge
Context-Free Context-Bound
Network-to-Network SharingOne-to-One Sharing Exp
eri
entia
l Le
arn
ing
Me
dia
ted
Lea
rnin
g
Explicit
Experiential
Endemic
Existential
(Brannen, Doz, Santos, 2007)
© Mary Yoko Brannen, Yves Doz, José Santos, INSEAD 2011
Context-Free
MRP System
Automated Material Handling
l Maintenance Procedures
l Quality Procedures
l Workplace Organization
l Machine Operation Expertise
l Engineering Expertise
Heat treat
Machining
Visual Controls System
Flexible Assembly
SOPs & SKILL SETS
PHYSICAL EQUIPMENT
Grinding
Context-Bound
High Recontextualization
Low Recontextualization
ComplexKnowledge
Simple Knowledge
© Mary Yoko Brannen, Yves Doz, José Santos, INSEAD 2011
ProgramManagement
Context-Free
Labor Relations
Shop floor discipline
SOCIAL PROCESSES
SOPs & SKILL SETSPHYSICAL EQUIPMENT
Context-Bound
High Recontextualization
Low Recontextualization
ComplexKnowledge
Simple Knowledge
Customer need specificationsCustomer negotiations
© Mary Yoko Brannen, Yves Doz, José Santos, INSEAD 2011
Recontextualization Exposure
STANDARD OPERATINGPROCEDURES
STAND-ALONE SIMPLE EQUIPMENT & SYSTEMS
SOCIAL PROCESSES
Increasing Contextual Embeddedness
In
cre
asi
ng T
aci
tnes
sIncre
asing
Re
con
textualiza
tion
Increasing Recontextualization
Low HighLow
High
© Mary Yoko Brannen, Yves Doz, José Santos, INSEAD 2011
Knowledge Sharing Approaches
SITUATED EXPERIENCING•Forays into originating context•Observe/co-practice in context•Experts’ Pairing•Temporary Co-location
DRIVING A BMW M6IN THE ALPS
Increasing Contextual Embeddedness
In
cre
asi
ng T
aci
tnes
sIncre
asing
Re
con
textualiza
tion
Increasing Recontextualization
Low High
Low
High SOCIALIZATION BY BEING•Ongoing deep dialogue•Co-location within core teams•Common learning spaces andexperiences•Progressive Approximation•Living in respective ContextsGUANXI IN CHINA
DIRECT TRANSFER: “COPY EXACTLY”•Machines & Equipment•Digital Modular Blocks•Internet, Intranet•Remote Collaboration tools, vizualization tools•Virtual TeamsOUTSOURCING SOFTWARE CODE WRITING/TESTING
LEARNING TOGETHER
•Common design and engineering environments•Careful thorough documentation, by sender and receiver•Simulation tools, scaffoldings, training
ENGINEERING STANDARDS
© Mary Yoko Brannen, Yves Doz, José Santos, INSEAD 2011
Knowledge Sharing: Aim before you shoot!
• How complex is the piece of knowledge?• How tacit?• How context-dependent?
• What is the context of the ‘receiver’?• How close / familiar?
How may knowledge fit in the ‘receiver’s context?
• Can we “de-contextualize” the piece of knowledge?
• What “carrier” to select and prepare?• Information, Manual ...Tool, Machine, Plant ... Simulator ... People
• How much knowledge on your context to share with the ‘receiver’?
• Then, send the carrier of knowledge.
© Mary Yoko Brannen, Yves Doz, José Santos, INSEAD 2011
Tools and Means Used for Knowledge ‘Transfer’ / Sharing
Documents, Libraries, KM repositories Machines, Tools, Components
Software (AI type, models, design environments, simulators)
E-mail Chat rooms, Electronic forums
‘Yellow Pages’ World wide computer-based ‘knowledge-networks’ and
communities 3D/VR representations, simulations, interactive case studies
Relational networks, teamwork
Expatriates, impatriates Temporary assignments, rotations
Educational training, exchange programs Conferences, workshops
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