Sveiby - Knowledge Management

The Knowledge Organisation

by
Karl-Erik Sveiby

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INDEX.

  1. The Knowledge Organisation.
  2. The Market Value.
  3. The Personnel.
  4. Corporate Knowhow.
  5. Corporate Image.
  6. Investing in Intangible Assets.
  7. Attract the Customer.
  8. Attract the Personnel.
  9. Develop the Competence of the Personnel.
  10. Utilising Capacity.
  11. Matching Capacity and Demand.
    11.1. The Vicious Circle.
  12. Managing the Strategic Dilemma.
  13. Customer Strategies.
  14. Personnel Strategies.
  15. Pricing.
  16. Some Critical Incidents.
  17. Management Information.

5. Corporate Image.

Corporate Image is the reputation that the Knowledge Organisation gains from solving the Customer's problems successfully. It is thus the external image of corporate Knowhow. The Corporate Image is the value of the organisation's name and customer network. It is an important asset because customers can not know what solution they will get until they got it. Customers therefore must buy on reputation.

Image is intangible and not easy to control. There is always an amount of chance involved. However, unlike Knowhow, management cannot invest in the Corporate Image by starting "PR-projects" or by advertising. The only way to gain a long term high corporate image is to be good at what we are doing. In the long run the Customers decide whether the Knowledge Organisation gains or looses in corporate image.

Corporate image is impossible to measure on even a yearly basis. The simulation model assumes that results from the difficult projects will be made known on the market. We further assume that management makes a standardised customer survey after each such difficult project and that the results from that measures our Corporate image. The results are indexed into an amount of money and shown as an intangible asset.

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