ONLINE COMMUNICATION TO SHARE KNOWLEDGE

Case Study:

INTRODUCTION

•Buckman Laboratory founded in 1945.

•It is run by Buckman father (Stanley) till 1978.

•After took the charge he applied his strategies to improve his organization communication system.

• What started as one 50-gallon process vessel and four employees has become a global business employing 1500 people around the world.

Case Study Features

• Buckman’s laboratory uses online knowledge sharing system.

• Discussion forum called K-Netix.

• 54 discussion groups.

• A sales person surveys the forum and gets ideas on how to solve a customer problem from the colleagues around the world.

• Employees post 50-100 messages a day.

• Easy access on database of in-house and past lessons learned.

• Discussion forum contains more than 15000 documents.

• All accessible by employees or customers via web browser.

Application Of Online Communication In Buckman’s Laboratory

Strategies Of

Buckman

1st Strategy

Problem In 1st Strategy

That was too expensive as the company expanded globally.

He thought that was too expensive as the company expanded globally.

So Buckman began stationing people overseas

Now 86% of its 1300 employees work outside the home office

He hired PH.Ds and putting them airplanes.

2nd Strategy Introduce email system

He told senior managers in Memphis to exchange innovative ideas

through the company’s e-mail system.

Problem In 2nd Strategy

E-mail system become a network for chit chat and gossip

The employees were not sharing useful information and don’t get

credit from ideas.

3rd Strategy

Set up a new computer system that linked the seneior

managers and employees .

Sharing of written reports as well as innovative ideas.

Managers refuse to participate.

Problem In 3rd Strategy

4th Strategy

Compile statistical data.

Setup a system to promote those who shared information andpunish those who didn’t.

Holdouts start getting the messages

RESULT

CASE STUDY QUESTIONS

QUESTION # 1

Obviously the information age has arrived. What impact do you think it has on organizational communication? What are some of the positives and negatives?

Impact Of Information Age On Organizational Communication

POSITIVE NEGATIVE

Faster Misuse of information

Easier Destructive information

Less expensive Information overload

Employees are more connected and committed.

False rumors

Database can be saved Information can be transferred to wrong person

Can learned from past experience as they saved.

Work related computers can used for personal use email, instant messaging, computer games

Problems can be solved by mutual discussion

Reduce company’s productivity

Sharing of innovative ideas

Competitive advantage

QUESTION # 2

Specifically cite examples from the case where the human dimension is dysfunctional for advanced communication technologies. How can these problems be overcome?

The Human Dimension Is Dysfunctional

FIRST • E-mail system becomes a network for chit chat and gossip.• Not sharing innovative ideas.• Set up a new computer system that linked the senior managers plus

buckman’s 1300 employees around the world.

SECOND• Managers refused to participate resented that they have no control over the

flow of information.• He set up a system to promote those who shared information and to punish

those who didn’t.

QUESTION # 3

With such communication systems in place, what impact does interpersonal communication now play? Is this good or bad for organizational outcomes?

Positive impact on Interpersonal communication

• Communication becomes easier.• Less costly• Interpersonal communication becomes faster• Productivity increased by sharing of new ideas at the right

time.• High performance because employees are empowered.• Low absenteeism and low turnover

Concepts Related To The Literature

• Online communication• Medium • Telecommunication• Telecommuting• Interpersonal communication • Feedback • Downward communication• Upward communication• Interactive communication

CONCLUSION