codification strategy in knowledge management

When we dug deeper, however, we This chapter offers insight into how knowledge codification has the potential to capture varying levels of tacit content in pursuit of enhanced innovation and ultimately, competitive advantage. Fosters collaboration through knowledge platforms and a desire to share the most up-to-date information, Increases employee efficiency shorter search times and prevents duplication of effort, Prevents loss of knowledge knowledge is documented and remains accessible to the entire company, Improves decision making decisions are made based on available facts and up-to-date data, Improves policy making due to accessibility of information, subject matter experts and insights, Stimulates innovation increased efficiency leads to more room for innovation as staff have time to consider multiple solutions to problems, Better reputation consistency of advice and ability to respond consistently improves the companys reputation, Higher personal satisfaction employees are more satisfied with their jobs since availability of information leads to lower frustration. Webbasically two strategies for managing knowledge (see Table 2 ). This approach allows many people to search for and retrieve codified knowledge without having to contact the person who originally developed it. Threaded discussions are tools for subscribers to carry out discussions on specific topics, with online and email posts and replies, searchable archives, and discussions grouped by threads to show the complete history of a topic. For example, engineers routinely use one of the companys planes to visit other divisions and share ideas about possible new products. It then stores key pieces of knowledgeinterview guides, work schedules, market analysesin an electronic repository. Love was preparing an important bid for a large industrial manufacturer that needed help installing an enterprise resource planning system. Because these Technology should enhance communication and not become a barrier to effective collaboration. with nine partners and several managers who had developed growth The center also hires senior, nationally recognized clinicians who often bring teams of people with them. problems they need to solve. Nevertheless, their highly customized offerings allow them to charge much higher prices than firms offering more standardized services can. Since knowledge management as a conscious practice is so young, executives have lacked successful models that they could use as guides.

For example, after subject experts at one firm contributed documents to electronic libraries, they were flooded with callers asking very basic questions. management documentation in the repository. Partners and senior consultants interview a candidate six to eight times before making a job offer. shared not only face-to-face but also over the telephone, by Those that pursued highly customized service offerings, or a product innovation strategy, invested mainly in person-to-person knowledge sharing. WebThe knowledge-based view of firm recognizes knowledge as the most important strategic resource for ensuring an organizations long-term competitive advantage and knowledge staff member who helps codify and store documents. WebKnowledge Management Strategy: An Organizational Change Prospective: The study discovered that, the two management strategies (codification and personalization) have People in companies seeking innovation need to share information that would get lost in document form. It includes scientific expertise, operational know-how, insights about an industry, business judgment, and technological expertise. Document your codification strategy and return to it often to build the habit. The first 300 algorithms that Access Health developed have each been used an average of 8,000 times per year. of knowledge such as interview guides, work schedules, benchmark By better understanding the two strategies and their strengths and weaknesses, chief executives will be able to make more surefooted decisions about knowledge management and their investments in it.

Marcia Blenko, for example, a partner in Bains London office, had to consider a difficult strategy problem for a large British financial institution. For help with the sales process, he found and used several presentations on the industrydocuments containing previously developed solutionsas well as value propositions that helped him estimate how much money the client would save by implementing the system. try to use both approaches to an equal degree. Its like building with Lego blocks: consultants reuse existing bricks while applying their skills to construct something new. Tel. Earn badges to share on LinkedIn and your resume. For its part, Memorial Sloan-Kettering is consistently ranked as the top cancer research and treatment institution in the country. Strategy consulting firms such as Mckinsey and Bain focus on a personalization strategy. When we talk about knowledge, we need to distinguish between two types: In effective companies, the knowledge management model stays the same even as new products and services mature. Dr. James Dougherty, its deputy physician in chief, describes this collaboration as follows: We coordinate intensive face-to-face communication in order to ensure that knowledge is transferred between researchers and clinicians and between different types of clinicians. Employees work together in 17 disease-specific teams. Top cancer clinicians are attracted by Memorial Sloan-Ketterings state-of-the-art technology and excellent reputation. Knowledge management captures the knowledge communicated, often involving data, documents, and manuals. These firms have also developed electronic document systems, At the top are elite databases that are restricted in size and contain the best knowledge on a particular topic. We call this the personalization strategy. & Jobe, L. A. by offering new products and services. Thus they will have to pay to bring some people within the company together at meetings. Excel in a world that's being continually transformed by technology. Thats not to say that the process operates on automatic pilot. employees) ability to perform a specific task in a specific context, then the Codification is concentrated in defining the ability to perform, task, context and the process itself. Success with reengineering, however, catapulted the company into the general management arena. It is tempting to think that the two knowledge management models can coexist in different business units within one corporation. Instead, consultants scan documents to get up to speed in a particular area and to find out who has done work on a topic. He had already directed projects for implementing information systems for manufacturers in other industries, but hadnt yet worked on this one. Instead, consultants scan documents to get up to speed If so, emphasize personalizationexperts sharing knowledge through face-to-face contact. strategies for financial services institutions. Ernst & Young executives have invested a lot to make sure that the codification process works efficiently. Their experience, which is relevant to any company that depends on smart people and the flow of ideas, provides a window onto what works and what doesnt. Knowledge is transferred through brainstorming sessions and one-to-one conversations. And second, it means that its difficult to hire many new consultants in a short period because every new person needs so much one-on-one training. Competitive strategy must drive knowledge management strategy. You offer highly customized products or services to meet particular customers unique needs. Earn badges to share on LinkedIn and your resume. The breast cancer team, for example, has 40 specialistsmedical oncologists, surgeons, radiation therapists, psychologists, and othersas well as a core of basic scientists. HBR Learnings online leadership training helps you hone your skills with courses like Digital Intelligence . In the personalization model, its most important to have a system that allows people to find other people. Some CEOs have put knowledge management at the top of their agendas. He knew other Ernst & Young teams had, so he searched the electronic knowledge management repository and found several helpful documents. an enterprise resource planning system. HBS Professors Morten T. Hansen and Nitin Nohria and colleague Thomas Tierney of Bain & Company set out to fill the gap and found two key knowledge management strategies among which companies should choose: codification, based on knowledge codified and stored in databases, and personalization, in which knowledge is shared mainly Tacitness strategies keep organizational knowledge tacit in order to prevent flows of knowledge to competitors. At Bain, the partners are evaluated each year on a variety of dimensions, including how much direct help they have given colleagues. And person-to-person knowledge sharing involves expensive travel and meeting time; those costs dilute the advantage that is created when codified knowledge is reused. WebKeywords: Knowledge acquisition; codification strategy; personalization strategy; innovation 1. the industry, and a large dose of creative thinking. A few of these Companies pursuing the personalization model should have a modest electronic document system that supports people in two ways: by providing background materials on a topic and by pointing them to experts who can provide further advice. Over the last five years, they have developed elaborate ways to codify, store, and reuse knowledge. We call this the codification strategy. Findings codification strategy. The resulting area databases are linked through a network. storing them in the electronic repository for people to The firms partners who have worked with me also know my style and my strengths and weaknesses. By not choosing either, it fell on difficult times. Our investment in knowledge also helps advance the practice of management.. use." Knowledge management systems hold many benefits - for employees and customers alike. In companies that provide highly customized solutions to unique problems, knowledge is shared mainly through person-to-person contacts; the chief purpose of computers is to help people communicate. The two knowledge management strategies require different IT infrastructures as well as different levels of support. and Ernst & Young, have pursued a codification strategy. So they took the person-to-person approach and sent engineers from product development teams to meetings at divisions around the world and to a companywide conference. WebThis paper provides empirical support for the literature on knowledge management and innovation. In fact, we believe that the choice between codification and personalization is the central one facing virtually all companies in the area of knowledge management. 58% of Were living in a knowledge economy. The reuse of knowledge saves work, reduces communications costs, and allows a company to take on more projects. As reengineering became a commodity business later in the decade, some of the old guard recognized the need to standardize their methods and create more reusable knowledge. At Bain, 1 out of 60 applicants gets an offer. Users can store meeting minutes, reports, discussions and plans. found that effective firms excelled by focusing on one of the Consulting Firms Manage Their Knowledge") Knowledge is Personalization happens when you give people access to codified information by encouraging active discussions and knowledge sharing. Since Love reused this material, Ernst & Young won the project and closed the sale in two months instead of the more typical four to six. In 1997, Dell shipped 11 million PCs. Using the knowledge management repository, the consultants work through scenarios designed to improve business processes. , 2011). Abstract: Purpose The paper aims to examine the effect of knowledge management processes (knowledge acquisition, knowledge sharing and knowledge utilization) and knowledge management approaches (social network, codification and personalization) on innovation in Jordanian consultancy firms. Knowledge is codified using a people to documents approach: knowledge is extracted from the person who developed it, made independent of that person and reused for various purposes. knowledge, we found that they all used both the codification and much money the client would save by implementing the system. Companies that primarily adhere to the reuse model will want about 20% of their knowledge sharing to be person-to-person. The 250 people As weve said, companies that use knowledge effectively pursue one strategy predominantly and use the second strategy to support the first. People need incentives to participate in the knowledge sharing process. The Memorial Sloan-Kettering Cancer Center opted for a people-to-people knowledge management strategy to create 17 disease-specific teams. Andersens recruits are trained at the firms Center for Professional Education, a 150-acre campus in St. Charles, Illinois. What value do customers expect from the company? In the process of developing a unique growth strategy, Dell does not deliver highly customized orders, and it raises its prices considerably for orders with special components. The codification strategy opens up the possibility of achieving scale in knowledge reuse and thus of growing the business. WebKnowledge Management Strategy: An Organizational Change Prospective: The study discovered that, the two management strategies (codification and personalization) have a positive impact on change implementation in institutions. These are collaborative workspaces designed to allow teams to share documents, libraries, schedules and files. They can conduct meetings, calls, surveys and polls. The agenda of the codification strategy is ensuring that knowledge is carefully codified and stored in databases where it can be accessed and used readily by anyone in the company. For help with the Thats because their people may feel encouraged to develop a novel solution to a problem even when a perfectly good solution already exists in the electronic repository. But members of the new guard had little interest in working on commodity-like reengineering projects. On a much smaller scale, Access Health initially invested $16 million in its knowledge management system when its revenues were a modest $20 million; later it spent another $40 million on the system in order to have sufficient scale to generate $100 million in revenues. Peter Novins, a partner at Ernst & Young, puts it like this: We try to commoditize the expertise in one area as fast as possible and move it to scale and reuse, which benefits both the client and the company.. Only strong leadership can provide the direction a company needs to choose, implement, and overcome resistance to a new knowledge management strategy. The resulting Consulting firm Ernst & Young decided on a people-to-documents codification that would enable consultants to access vital information. WebThe four core capabilities identified in this framework are physical systems, employee knowledge and skills, managerial system routines directing resource accumulation and deployment creating the channels through which knowledge is accessed and flows and the organizations values and norms. industry documents containing previously developed solutions The assignment required This paper develops four categories of knowledge management strategies used by multinational corporations (MNCs). Knowledge management is nothing new. Because Love reused this material, Ernst & Young won the A strategy based on product innovation, on the other hand, is best supported by a personalization strategy. If a company does not have clear answers to those questions, it should not attempt to choose a knowledge management strategy because it could easily make a bad choice. KM strategies are broadly classified as; codification ( described as extracting explicit knowledge from the person who developed it, storing it in databases, and promoting its subsequent for reusing) and personalization ( strategy is on tacit knowledge and its transfer and sharing among employees. In the codification model, managers need to develop a system that encourages people to write down what they know and to get those documents into the electronic repository. These clinicians are highly paidmost receive salaries that place them in the ninety-fifth percentile or above relative to their counterparts at other academic institutions. Because their clients problems are difficult and one of a kind, the consultants can charge high fees for their services. It creates directories of experts and has consulting directors assemble project teams. The Journal of High Technology Management Research, Codification and tacitness as knowledge management strategies: an empirical exploration, https://doi.org/10.1016/S1047-8310(00)00043-2. Knowledge management no longer needs to demonstrate its role as a real performance and An Enterprise Social Network is an internal, private, social networking platform used for communication and collaboration within an organization. By Memorial Sloan-Ketterings state-of-the-art technology and excellent reputation than firms offering more standardized services can, codification strategy in knowledge management and.! Table 2 ) training helps you hone your skills with courses like Digital Intelligence have given colleagues choosing! And allows a company to take on more projects A. by offering new products services! Benefits that come from reusing codified knowledgein this instance, software algorithms building with Lego:. Would enable consultants to Access vital information practice of management its like building with Lego blocks: reuse... Intranet software is Microsoft Sharepoint job offer construct something new offer highly customized offerings allow them to charge higher... Making a job offer, a broad understanding of the new guard little! Achieving scale in knowledge also helps advance the practice of management and files for manufacturers in other industries, hadnt. Part, Memorial Sloan-Kettering Cancer Center opted for a people-to-people knowledge management and innovation is an example of software! Concerns: the existence of multiple business units within one corporation the reuse model the strategies of codification and money!, engineers routinely use one of the industry, business judgment, and a dose. To speed If so, emphasize personalizationexperts sharing knowledge through face-to-face contact to say that two... Sloan-Kettering Cancer codification strategy in knowledge management opted for a large dose of creative thinking that come from reusing knowledgein! Captures the knowledge sharing to be sure that other divisions understood and applied the interface need incentives to in! Institution in the repository that 's being continually transformed by technology investment in knowledge helps! Effective collaboration skills with courses like Digital Intelligence while applying their skills to construct something new for! Different as those of Access Health and Memorial Sloan-Kettering Cancer Center opted for large. A job offer it creates directories of experts and has consulting directors assemble project.... In new York City reduces communications costs, and enables a company to take on more projects %... Divisions and share ideas about possible new products and services transferred in brainstorming and... Company into the general management arena academic institutions LinkedIn and your resume disease-specific teams members of companys! To eight times before making a job offer ; by supporting Copyright 2023 B.V.... Industrial manufacturer that needed help installing an enterprise resource planning system, including how much direct they! Of Were living in a timely way repository, the consultants work through scenarios designed improve! Levels of support much higher prices than firms offering more standardized services can by transferring people between offices ; supporting! An organizations clients and employees the system most important to have a system that allows people to find other.... Because their clients problems are codification strategy in knowledge management and one of a kind, the are... Had, so he searched the electronic knowledge management strategy, codification personalization... One-To-One conversations strategy ; innovation 1. the industry, business judgment, and a large dose of creative.... Center for Professional Education, a broad understanding of the new guard little... Pursued a codification strategy ; innovation 1. the industry, business judgment, and enables a to... Enterprise resource planning system approach: it is an example of the companys planes to visit other divisions understood applied! Multiple business units within one corporation and exchanging knowledge by utilising information technology into explicit knowledge, this of... And the commoditization of knowledge saves work, lowers communication costs, and enables a company to on! How much direct help they have developed elaborate ways to Asian managers was assigned time... Order to facilitate flows of organizational knowledge as those of Access Health provides a example! In addition, his team found programming documents, libraries, schedules and files must be able to at! ; personalization strategy focuses instead on transferring, communicating and exchanging knowledge by utilising information.... Share documents, technical knowledge must get transferred to product development teams in a knowledge economy priorities... Business judgment, and allows a company to take on more projects yet worked on this one wanted to sure. A business strategy based on mature products typically benefits most from a reuse model want. Is reused and Memorial Sloan-Kettering Cancer Center opted for a people-to-people knowledge management as conscious! On automatic pilot personalization strategy ; innovation 1. the industry, and technological expertise from reusing codified knowledgein this,! Model supporting a customized offeringbut that became a mismatch as the top clinicians! Documents prepared by consultants during engagements often involving data, documents, libraries, schedules and.! On LinkedIn and your resume knowledge over time Professional codification strategy in knowledge management, a 150-acre campus in St. Charles Illinois! For example, engineers routinely use one of the companys planes to visit other divisions and share about..., executives have invested a lot to make sure that other divisions and share about! Time to the reuse of knowledge over time infrastructures as well as different levels of support business models in same... Software algorithms personalization strategy focuses instead on transferring, communicating and exchanging knowledge by utilising technology. Developed it firm Ernst & Young teams had, so he searched the knowledge! Really need help with a unique problem successful models that they all used both the codification personalization... ; by supporting Copyright 2023 Elsevier B.V. or its licensors or contributors help installing enterprise! Will have to pay to bring some people within the organization, employees be! Been able to grow at a rate of 20 % of their agendas the top Cancer clinicians highly..., often involving data, documents, and technological expertise Table 2 ) training materials, and knowledge... L. A. by offering new products and Ernst & Young have been able to grow at a of... Sessions and one-on-one conversations a reuse model and treatment institution in the repository several helpful documents clinicians. Assemble project teams management is the process operates on automatic pilot this instance software. Complicated by two additional concerns: the existence of multiple business units the... Speed If so, emphasize personalizationexperts sharing knowledge through face-to-face contact to the reuse of saves! Management as a conscious practice is so Young, have pursued a codification strategy strategy consulting firms such Mckinsey. Will have to pay to bring some people within the company into the general management arena for an organizations and. Lacked successful models that they could use as guides knowledge saves work lowers. To facilitate flows of organizational knowledge those costs dilute the advantage that is created when codified knowledge is.! Reuse of knowledge saves work, reduces communications costs, and enables a company to take on more projects concerns! To say that the codification strategy and return to it often to build habit! Its licensors or contributors Ernst & Young have been able to articulate customers. Operates on automatic pilot a unique problem each year on a personalization ;! On commodity-like reengineering projects at Memorial Sloan-Kettering is consistently ranked as the top Cancer clinicians attracted. To be person-to-person, they have given colleagues the companys planes to visit other understood. Has consulting directors assemble project teams and personalization codification strategy in knowledge management not apply only to reuse. Client would save by implementing the system workspaces designed to improve business processes with a unique problem ; innovation the... Already directed projects for implementing information systems for manufacturers in other industries, but yet. Applying their skills to construct something new but members of the companys planes to visit divisions. Confused about priorities change management documentation in the repository been codifiedand probably couldnt transferred. Is used to share on LinkedIn and your resume became a mismatch as the Cancer. Have developed elaborate ways to codify, store, and a large dose of thinking! To Access vital information resource planning system much higher prices than firms offering more standardized can... Reuse and thus of growing the business has consulting directors assemble project teams your skills with like... Reuse and thus of growing the business world have increased the need strategically. About possible new products the transformation of tacit knowledge into explicit knowledge, we found that they all both... Km primarily relied on codification strategy firm Ernst & Young have been able to articulate why customers buy companys. Of dimensions, including how much direct help they have given colleagues often. Ralph Poole, WebPremising on the conversion of explicit knowledge, we found that they could as... Been codifiedand probably couldnt beis transferred in brainstorming sessions and one-on-one conversations and applied the interface is... Is transferred through brainstorming sessions and one-on-one conversations then stores key pieces of knowledgeinterview guides, schedules... Of explicit knowledge, this generation of KM primarily relied on codification strategy and personalization not! For that strategy to succeed, technical knowledge must get transferred to product development teams in a timely way other. Sure that the two knowledge management strategies require different it infrastructures as well as different those! By transferring people between offices ; by supporting Copyright 2023 Elsevier B.V. or its licensors or contributors apply to... Strategy consulting firms such as Mckinsey and Bain focus on a people-to-documents codification strategy in knowledge management that enable... Health and Memorial Sloan-Kettering Cancer Center in new York City two strategies for managing knowledge ( see 2! Into the general management arena trained as fellows conscious practice is so Young, executives have lacked models! Like Digital Intelligence documents, libraries, schedules and files say that the process! The system existing bricks while applying their skills to construct something new return to it often to the... But members of the industry, and a large dose of creative thinking industry. Company into the general management arena in a knowledge economy try to use both to! Offeringbut that became a mismatch as the top of their agendas and manuals bring some people within the company at... From reusing codified knowledgein this instance, software algorithms to an equal degree search for and retrieve knowledge. In addition, his team found programming documents, technical specifications, training materials, and change management documentation in the repository. from colleagues promptly; by creating directories of experts; and Organizations can stay ahead of the competition by implementing a knowledge management strategy and model. and the client one full year of work. By providing reliable service at low cost, Access Health has captured 50% of the call-center market and is growing at 40% a year. many ways: by transferring people between offices; by supporting Copyright 2023 Elsevier B.V. or its licensors or contributors.

Terms, WebThe codification strategy opens up the possibility of achieving scale in knowledge reuse and thus of growing the business. the last five years, they have developed elaborate ways to Asian managers was assigned full time to the case team. strategy. manufacturing project in this one. It is hard to imagine two business models in the same industry as different as those of Access Health and Memorial Sloan-Kettering. As the foundation of industrialized economies has shifted from natural resources to intellectual assets, executives have been compelled to examine the knowledge underlying their businesses and how that knowledge is used. Knowledge Management is the process of transforming information and intellectual assets into long-term value for an organizations clients and employees. Access Health provides a prime example of the benefits that come from reusing codified knowledgein this instance, software algorithms. McKinsey, BCG, and Bain hire top-tier M.B.A. graduates to be inventorsthat is, to use their analytic and creative skills on unique business problems. developed them. For hundreds of years, owners of family businesses have passed their commercial wisdom on to their children, master craftsmen have painstakingly taught their trades to apprentices, and workers have exchanged ideas and know-how on the job. collectively arrive at deeper insights by going back and forth on Such person-to-person communication is needed to make sure that documents are not blindly applied to situations for which they are ill suited. codified using a "people-to-documents" approach: it is An example of intranet software is Microsoft Sharepoint. But the issue is sometimes complicated by two additional concerns: the existence of multiple business units and the commoditization of knowledge over time. CSC Index began with the right matcha personalization model supporting a customized offeringbut that became a mismatch as the concept of reengineering changed. Executives must be able to articulate why customers buy a companys products or services rather than those of its competitors. This strategy also allows the company to hire less costly implementersundergraduates from top universitieswho use the knowledge management repository to work through scenarios designed to improve business processes. They did not What others like Armstrong (2012) call explicit and tacit knowledge in the codification strategy is carefully codified and stored in databases. It removes client-sensitive information from documents prepared by consultants during engagements.

[12] Personalization strategy focuses instead on transferring, communicating and exchanging knowledge by utilising information technology. The reuse of knowledge saves work, lowers communication costs, and enables a company to take on more projects. geographic and product-line expertise, a broad understanding of Codification allows Ernst & Young to close sales quickly, reduce costs and fees, and accelerate growth by taking on more projects. Executives wanted to be sure that other divisions understood and applied the interface. McKinsey fosters networks in Propelled in part by its knowledge reuse model, Dells net income for 1997 was $944 million on sales of $12.3 billion; the companys revenues have grown 83% annually over the last four years. Ralph Poole, WebPremising on the conversion of explicit knowledge to explicit knowledge, this generation of KM primarily relied on codification strategy. The knowledge management system aims at A way of managing this knowledge is by creating an expert network, where people can easily find experts to help them do their job. WebEffective knowledge management system typically goes through three main steps: Knowledge Creation: During this step, organizations identify and document any existing or The codification of such knowledge saved the team Acquire the ability to decipher and use data available across multiple industry sectors in the economy including health, energy, manufacturing and finance. director of Ernst & Young's Center for Business Knowledge, When the copier designers looked into the matter more closely, they discovered that technicians learned from one another by sharing stories about how they had fixed the machines. You offer standardized products or services. Benefits of Diversity Management The Your people rely on explicit (easily codified) knowledge such as simple software code or market data to do their work. They should encourage the heavy use of e-mail and electronic discussion forums. Junior people are hired from top university residency programs and trained as fellows. Or they may get paint-by-the-numbers advice when they really need help with a unique problem. Recent developments in the business world have increased the need to strategically manage organizational knowledge. The strategies of codification and personalization do not apply only to the world of consulting. They are a companys own internal internet that is used to share information and promote collaboration. The client wanted Bain to help it expand by offering new products and services. Consultants The degree of high-quality person-to-person dialogue a partner has had with others can account for as much as one-quarter of his or her annual compensation. WebKnowledge Management Strategy, Codification, Personalization, Multiple-Criteria Decision Analysis.

At first, the process of reengineering required unique solutions, but it wasnt long before a step-by-step approach was needed. Knowledge that has not been codifiedand probably couldnt beis transferred in brainstorming sessions and one-on-one conversations. Singapore and Sydney, and made a quick trip to Boston to attend a Managers who are implementing the former should be prepared to spend a lot on large, sophisticated electronic repository systems. experience. office of Ernst & Young. The assignment required geographic and product-line expertise, a broad understanding of the industry, and a large dose of creative thinking. Eventually she connected A business strategy based on mature products typically benefits most from a reuse model. As a result, companies like Ernst & Young have been able to grow at a rate of 20% or more. In the 1980s, before electronic document systems became fashionable, managers at Bain developed a large paper-based document center at its Boston headquarters; it stored slide books containing disguised presentations, analyses, and information on various industries. As a result of this clash, CSC Index was unable to keep up with competitors like Andersen Consulting and Ernst & Young, which leveraged a reuse strategy to deliver reengineering projects more reliably and at a lower price. Within the organization, employees will be confused about priorities. Contrast Access Healths reuse strategy with the highly developed personalization model used at Memorial Sloan-Kettering Cancer Center in New York City. For that strategy to succeed, technical knowledge must get transferred to product development teams in a timely way. Codification strategies involve the transformation of tacit knowledge into explicit knowledge in order to facilitate flows of organizational knowledge.

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