Executive Summary

Research Design


Social media is one of the current hot subjects in the concern universe. Furthermore most people are a consumer of this phenomenon one manner or another. However, the set of engineerings that underpins this construct supply farther possibilities and travel beyond the widely known and used on-line communities such as Facebook, Wikipedia, Twitter, etc. With this respect, progressively more houses are recognizing the possibilities of these tools and are seeking to tackle its full possible consequently.The societal media existence is huge and provides solutions for many organisational challenges. Selling for illustration, is one field that is greatly profiting from an array of new ways to pass on with clients.Knowledge direction is another topic identified where it is believed these engineerings can supply a great leap forward. This is a field that organisations have struggled to get the hang as there are a figure of social-cultural barriers above engineering difficult to interrupt.

Therefore, the primary end of this research is to intensify the cognition on the usage of these engineerings for organisational intents such as the creative activity, assemblage and portion of cognition every bit good as on the issues houses face when implementing cognition direction enterprises. This will cover, what can be achieved by utilizing these solutions and an actionable program to implement them get the better ofing the likely booby traps and barriers.Not certain there will be an actionable program. It will likely be more a set of recommendations and cautions for organisations.Depending on the concluding result, I may add social-cultural issues in the banking industry and how houses try to get the better of them. Can societal media tools help bank on this respect?Businesss need to mensurate the success of these enterprises. There is no clear reply to this as different steps and models are presently being used. It has been argued that it might be impossible to quantify financially the intangible value created by IT ( Kaplan & A ; Norton 2004 ) but some guidelines are required to warrant its usage against costs associated.

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The banking sector in the UK is the industry context for this piece of research.It is interesting every bit good because of regulative issues. But this point may be portion of the executive summary.There are two grounds back uping this pick. On the one manus, the importance of this sector for the UK economic system and the high figure of cognition workers present on this industry. On the other manus, my professional expertness resides in assisting fiscal establishments overcome challenges to to the full tackle engineerings being used in the industry.

Hence based on the ends and motives outlined, the set of research inquiries and aims are as follows:What can new collaborative tools bring to fiscal establishments? The importance of making, turn uping, garnering and sharing cognition for these organisations and how the array of collaborative tools available can assist companies achieve itWhat are the cultural challenges to encompass these engineerings? Main cultural barriers to implement these engineerings. Review the support required from directors to do this work. Supply an actionable program and recommendations to get the better of booby traps and acquire these enterprises right.Should I add another slug point on KM general social-cultural issues? Is Enterprise 2.0 traveling to be plenty? Probably non, this is likely traveling to be my theory autonomic nervous systems need to be linked back to aims and research inquiries.

Is it possible to quantify fiscal benefits from these enterprises? To what extent this can be quantifiable and the degree of justification required for houses with this respect


Do non bury to ground metholody picks and design. Take into history advantages and disadvantages of different picks made.

The doctrine for this research is traveling to be in line with the pragmatism strand, being a mixture of rationalist and interpretivist rules when used for concern and direction research ( Saunders 2000 ) . Given the nature of this research, there will likely non be a charming expression that can be applied for every state of affairs. Therefore it is of import in this case to understand the particular inside informations and context of different instances. I recognise the hazard of this attack is the trouble to bring forth a cosmopolitan theory or generalisation but the intent is aimed to happen out a common world working behind the different fortunes.The initial thought was to develop a theory as information was gathered and analysed, finally taking to a set of recommendations. Nonetheless, given the clip restraints of the research and in order to concentrate from the beginning, a deductive attack is being used which is outlined below.

Authoritative theoretical accounts for cognition direction have non been successful since there are a figure of booby traps – social-cultural and technological – that companies must get the better of. What can societal media tools bring to this field? Do these tools suffice to interrupt the bing barriers? Is at that place adequate support in houses towards these steps? The research hypothesis holds that albeit old engineerings did non assist the development of cognition direction enterprises and Web 2.0 tools can supply a new border, engineering is non the lone reply. Should organisations desire to prehend these enterprises they foremost need to take power, political and cultural issues from cognition procedures.It might necessitate to be tweaked – To be developed as the study is being written. Check consistence with aims and research inquiries.Allied with above picks a figure of research schemes will be utilised viz. studies, structured interviews and edifice theory.

The survey will be cross-sectional as the societal media phenomenon for cognition direction intents will be studied at a peculiar clip.

Primary Data

The aggregation of primary informations will be based on semi-structured interviews and studies. Interviews will be used to analyze peculiar instances and deepen cognition of barriers and challenges faced and imposed by directors. On the contrary, studies will be aimed to roll up generic informations on employees ‘ attitude and experiences on societal media and knowledge direction enterprises. Another attack can imply focal point groups to complement and cross-check employees ‘ positions with study consequences.In order to see the collaborative power of societal webs some informations will be collected by doing usage of them. The thought is to post togss on cognition direction and web 2.0 in topographic points where professionals gather to discourse strategic issues online i.

e. LinkedIn.It will be interesting every bit good to research the attitude and bing consciousness of the likely directors in the old ages to come – MBA cohorts. This targets the position of future directors from the alleged coevals Y – digital indigens – to see if they are cognizant of the possibilities Web 2.0 tools can convey.

Secondary Datas

Use of secondary informations will embrace an extended literature reappraisal on cognition direction, societal webs, organisational behavior and scheme. Given the profusion of the research subject, I will pull on different topics from the MBA class such as Information Management, Organization Behaviour, Strategy and Finance.

Literature Review

The literature reappraisal starts with the book “ Enterprise 2.0 ” by Andrew McAfee a mention book on societal media tools for collaborative intents. From that get downing point, bibliography mentions in the book and articles published in taking thought publications – HBR, McKinsey quarterly, etc.

– will be reviewed along with some instance surveies. Specialized web logs and web sites on societal media will be portion of the survey every bit good.Knowledge direction is a huge subject and there are many books available in the market. “ Knowledge Management in organisations ” by Donald Hislop presents an orderly debut to this topic with many mentions to taking articles and writers. This will be consulted allied with specific stuff on this field about the banking industry available in specialised diaries.Throughout the papers it will be stress that cognition is critical for any organisation and as such its impact on organisations demands to be reviewed.

It will be of importance to pull relationships between larning organisations and competitory advantages in line with the resource based position theory of scheme.Finally, in respects to how companies can quantify the value generated through IT, works on rating on intangibles and the different models used by different companies to measure success on societal media will be looked through.


The recognition of hazards upfront is another of import portion of the research design.

This is done to ease overcome these issues if they were to look.First, informations aggregation can be hindered by inability to entree people within Bankss to discourse the research cardinal inquiries. This is being mitigated by a figure of informal contacts carried out before the existent research starts to mensurate feasibleness and people ‘s willingness to supply information.Second, the research findings need to be believable.

There is a inclination on societal webs books and documents to be either overoptimistic or excessively pessimistic hence the trouble to happen balance positions and statements. Research findings will hold to be based on the proper analysis of informations and the cogency and dependability of informations collected. Furthermore, I need to be cognizant that engineering may non merely be the lone solution as there are other barriers with a bigger impact hence the benefits of societal media tools are non overemphasized.Last, the survey must be explanatory to hold relevancy.

The research is being designed to avoid a descriptive result and to supply an explanatory survey with solid recommendations and decisions for the specific contexts researched. The pick of a deductive attack for the research will ease me this undertaking at the disbursal of losing flexibleness and adding informations garnering prejudices such as grounding and verification.

Literature Review

Knowledge Management

The importance of cognition is undeniable and it is widely acknowledged in direction literature. A figure of celebrated writers in direction viz. Drucker, Bell, Arrow, Reich or Winter affirm that we are populating in an Information Age where cognition has become the organisation ‘s chief plus ( Spender & A ; Scherer 2007, p.6 ) .

Furthermore, systematic cognition direction has been linked with gaining and prolonging competitory advantage ( Bogner & A ; Bansal 2007, pp.165-6 ) .Consequently to the above factors the academic involvement on the topic has increased dramatically in the last decennary. This can be seen in the huge figure of articles researching the subject of cognition direction. Furthermore, conferences and diaries specialized in larning and cognition has arisen – i.e.

Annual European Conference on Knowledge Management, Journal of Knowledge Management and Knowledge Management: Research and Practice.This tendency has been reflected every bit good in the sum of enterprises organisations around the universe have been implementing in order to gaining control and portion cognition. A series of studies carried out by KPMG between 1998 and 2003 underscore an of all time increasing importance of these steps amongst the top 500 companies in Europe which can be clearly seen in the undermentioned cardinal findings ( KPMG 2003, p.

8 ) .Language saying cardinal findings from this study should be done in nowadays or past tense?80 % of letter writers recognise cognition as a strategic plus and 51 % indicate board engagement is increasing78 % of companies believe they are losing of import chances by unsuccessfully avail cognition. This was estimated as 6 % gross being missedOverall the houses surveyed report the cost of KM is comparatively low and it is an investing with a positive return. It brings fiscal and non-financial benefits such as quality betterment, increased teamwork and better determination devising to call a few albeit 64 % study ROI is unknownA figure of cardinal premises underpin the bulk of the cognition direction literature which need to be presented. The realisation of cognition at the terminal of the 20th century as a cardinal plus for organisations and a primary beginning of competitory advantage are two premises already introduced. There is another premiss associating to the fact that the nature of work has changed significantly, with the importance of rational work increasing significantly ( Hislop 2009, p.3 ) .

//Post-industrial society construct + Post-industrial society reviewThere are different positions on cognition and knowledge direction that can be found in academic literature. One of the cardinal differentiations in the cognition direction literature relates to Epistemology – Doctrine turn toing the nature of cognition. It is concerned with inquiries such as: is knowledge nonsubjective and mensurable? Can knowledge be acquired or is it experienced? What is regarded as valid cognition, and why? ( Hislop 2009, p.16 ) – being the objectivist position and the practice-based position the most relevant.

Objectivist Epistemology

The term objectivist is used as opposed to other footings used by other authors ( see Table 1 below ) since it includes two of this strand cardinal premises: much organisational cognition is considered nonsubjective in character and that such cognition can be separated from people and be codified as expressed cognition. The character of cognition under this epistemology is based on the undermentioned points: ( Hislop 2009, p.19 )Knowledge is an entity or objectBased on a positive doctrine: cognition considered nonsubjective factsExplicit cognition ( nonsubjective ) is favoured over silent cognition ( subjective )Knowledge is a cognitive procedureSharing of cognition from an objectivist position is represented by the transmitter/receiver theoretical account. This theoretical account entails the transportation of explicit, codified cognition from an stray transmitter, to a separate receiving system.

Using the poster of a missive as an analogy of cognition sharing is therefore appropriate ( Hislop 2009, p.26 ) .In footings of cognition direction processes, the starting point is what ( Nonaka & A ; Takeuchi 1995 ) call externalisation – procedure of codifying cognition, change overing tacit to explicit cognition.

It is acknowledge that much organisation cognition may be silent, but under this position it is believed that it is possible to change over much of this cognition to an expressed signifier. Therefore engineering plays a cardinal function in the aggregation and storage of cognition in cardinal depositories ( Hislop 2009, p.27 ) .

Practice-Based Epistemology

This position highlights the extent to which knowledge it is embedded and inseparable from work activities or patterns instead than construe it as a codifiable entity ( Hislop 2009, p.33 ) . This school was labelled as ‘epistemology of pattern ‘ .Definition of pattern can be added if required.

because of the centrality of human activity to its thought of cognition by ( Cook & A ; Brown 1999 ) . This watercourse

Differing Positions

//Nonaka and the accent that needs to be put into tacit cognition//KM discourses based on Schultze and Stabell 2×2 matrix ( Schultze & A ; Stabell 2004 ) : New variable added which refers to the extent to which bing societal dealingss are regarded as consensual and elementary ( Hislop 2009, p.9 ) . // Important penetration from this model is the fact in which most literature ignores the issues of struggle, power and dissension as the consensus-based position on societal order predominates. // Knowledge based position of the house dominant theory which adopts the objectivist position on cognition