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KM -- Why Bother?


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Posted by Reilly Atkinson on January 20, 2000 at 21:21:12:

I do a great deal of market research, largely for massive consumer goods corporations. Most of what I do is immensely practical, and is directly related to the bottom line -- does market segmentation, or repositioning a product, or changing packaging increase revenue, and by how much? Theory is OK, but measuring and doing experiments is the way to go.

I have yet to see much if any discussion on the practical benefits of KM; is it cost effective, does it have a direct impact on the bottom line? Below, the discussions of KM&Competitive Advantage,& Where is KM Going seem to be highly theoretical and devoid of any empirical evidence or personal experience. Can you take any of this to the bank? As a practical businessman, I ask re KM,what's it good for, why so much jargon,and why bother?

Regards,
Reilly Atkinson
(Re jargon -- why not call "knowledge aquisition" by its traditional and euphonious name, learning. As a marketer, I know that many people are quite turned off by such artificial language)

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