Knowledge Management for Sales and Marketing

7

Culture and governance

The issue of culture in knowledge management is key. Introducing knowledge management involves more than introducing the processes, technologies and roles mentioned in the previous chapters. It also involves introducing a new culture and introducing the governance system that sustains that culture. The culture change involved with introducing knowledge management is a profound shift from the individual to the collective ownership of knowledge:

 from ‘I know’ to ‘we know’;

 from ‘knowledge is mine’ to ‘knowledge is ours’; ...