Case Study for Information

Management
Managing Knowledge:
Tata Consulting Services (Chap. 11)
1011CSIM4C11
TLMXB4C
Mon 8, 9, 10 (15:10-18:00)
B602

Min-Yuh Day

Assistant Professor

Dept. of Information Management, Tamkang University

http://mail. tku.edu.tw/myday/
2012-12-03

 (Syllabus)
Subject/Topics
1 101/09/10 Introduction to Case Study for
Information Management
2 101/09/17 Information Systems in Global Business:
1. UPS, 2. The National Bank of Kuwait (Chap.
1)
3 101/09/24 Global E-Business and Collaboration:
NTUC Income (Chap. 2)
4 101/10/01 Information Systems, Organization, and Strategy:
Soundbuzz (Chap. 3)
5 101/10/08 IT Infrastructure and Emerging Technologies:
Salesforce.com (Chap. 5)
6 101/10/15 Foundations of Business Intelligence: Lego
(Chap. 6)
2

 (Syllabus)

Subject/Topics
7 101/10/22 Telecommunications, the Internet, and Wireless
Technology: Google, Apple, and Microsoft (Chap.
7)
8 101/10/29 Securing Information System:
1. Facebook,
2. European Network and Information Security
Agency
(ENISA) (Chap. 8)
9 101/11/05 Midterm Report ( )
10 101/11/12
11 101/11/19 Enterprise Application:
Border States Industries Inc. (BSE) (Chap. 9)
12 101/11/26 E-commerce:
1. Facebook, 2. Amazon vs. Walmart (Chap. 10)
3

 (Syllabus)

Subject/Topics
13 101/12/03 Knowledge Management:
Tata Consulting Services (Chap. 11)
14 101/12/10 Enhancing Decision Making: CompStat
(Chap. 12)
15 101/12/17 Building Information Systems:
Electronic Medical Records (Chap. 13)
16 101/12/24 Managing Projects: JetBlue and WestJet
(Chap. 14)
17 101/12/31 Final Report ( )
18 102/01/07

Chap. 11
Knowledge Management:
Tata Consulting Services

Case Study: Tata Consulting

Services
Knowledge Management and
Collaboration
1. Analyze the knowledge management efforts at Tata Consulting
at
Tata Consulting Services (Chap. 11)
Services (TCS) using the knowledge management value chain
model. Which tools or activities were used for managing tacit
knowledge and which ones are used for explicit knowledge?
2. Describe the growth of knowledge management systems at
TCS? How have these systems helped TCS in its business?
3. Describe the collaboration tools used at TCS? What benefits
did TCS reap from these tools?
4. How did Web 2.0 tools help TCS manage knowledge and
collaboration among its employees?
5. How do you think KM tools have changed some key
operational processes at TCS, such as bidding for new projects,
project development and implementation, customer service,
and so on?
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

Important dimensions of
knowledge

Knowledge
Knowledge
Knowledge
Knowledge

is a firm asset
has different forms
has a location
is situational

Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

Knowledge is a firm
asset
Intangible
Creation of knowledge from data,
information, requires organizational
resources
As it is shared, experiences network
effects

Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

Knowledge has different

forms
May be explicit (documented) or tacit
(residing in minds)
Know-how, craft, skill
How to follow procedure
Knowing why things happen
(causality)

Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

Knowledge has a
location
Cognitive event
Both social and individual
Sticky (hard to move), situated
(enmeshed in firms culture),
contextual (works only in certain
situations)

Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

10

Knowledge is situational
Conditional:
Knowing when to apply procedure

Contextual:
Knowing circumstances to use certain
tool

Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

11

Organizational learning
Process in which organizations learn
Gain experience through collection
of data, measurement, trial and
error, and feedback
Adjust behavior to reflect
experience
Create new business processes
Change patterns of management
decision making
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

12

Knowledge management
Knowledge management
Set of business processes developed in an
organization to create, store, transfer, and
apply knowledge

Knowledge management value chain:

Each stage adds value to raw data and information
as they are transformed into usable knowledge
1.Knowledge acquisition
2.Knowledge storage
3.Knowledge dissemination
4.Knowledge application
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

13

The Knowledge
Management Value Chain

Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

14

Major Types of
Knowledge Management
Systems

Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

15

An Enterprise
Content Management
System

An enterprise content management system has

capabilities for classifying, organizing, and
managing structured and semistructured knowledge
and making it available throughout the enterprise.
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

16

An Enterprise
Knowledge Network
System

Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

17

Requirements of
Knowledge Work
Systems

Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

18

Examples of
knowledge work systems
CAD (computer-aided design):
Creation of engineering or architectural designs

Virtual reality systems:

Simulate real-life environments

3-D medical modeling for surgeons
Augmented reality (AR) systems
VRML

Investment workstations:
Streamline investment process and consolidate
internal, external data for brokers, traders, portfolio
managers
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

19

Intelligent Techniques
Intelligent techniques: Used to capture
individual and collective knowledge and to
extend knowledge base
To capture tacit knowledge: Expert systems, case-based
reasoning, fuzzy logic
Knowledge discovery: Neural networks and data mining
Generating solutions to complex problems: Genetic
algorithms
Automating tasks: Intelligent agents

Artificial intelligence (AI) technology:

Computer-based systems that emulate human behavior

Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

20

Expert systems
Capture tacit knowledge in very specific and
limited domain of human expertise
Capture knowledge of skilled employees as set
of rules in software system that can be used by
others in organization
Typically perform limited tasks that may take a
few minutes or hours, e.g.:
Diagnosing malfunctioning machine
Determining whether to grant credit for loan
Used for discrete, highly structured decisionmaking
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

21

Rules in an Expert
System

Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

22

Inference Engines in
Expert Systems

Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

23

How Case-Based
Reasoning Works

Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

24

Fuzzy Logic for

Temperature Control

Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

25

Neural networks

Find patterns and relationships in massive amounts

of data too complicated for humans to analyze
Learn patterns by searching for relationships,
building models, and correcting over and over again
Humans train network by feeding it data inputs for
which outputs are known, to help neural network
learn solution by example
Used in medicine, science, and business for problems
in pattern classification, prediction, financial analysis,
and control and optimization
Machine learning
Related AI technology allowing computers to learn by
extracting information using computation and statistical
methods
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

26

How a Neural Network

Works

Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

27

The Components of a
Genetic Algorithm

Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

28

Hybrid AI systems
Genetic algorithms, fuzzy logic,
neural networks, and expert
systems integrated into single
application to take advantage of
best features of each
E.g., Matsushita neurofuzzy
washing machine that combines
fuzzy logic with neural networks
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

29

Intelligent agents
Work in background to carry out specific, repetitive,
and predictable tasks for user, process, or application
Use limited built-in or learned knowledge base to
accomplish tasks or make decisions on users behalf
Deleting junk e-mail
Finding cheapest airfare
Agent-based modeling applications:
Systems of autonomous agents
Model behavior of consumers, stock markets, and
supply chains; used to predict spread of epidemics

Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

30

INTELLIGENT AGENTS IN
P&GS SUPPLY CHAIN
NETWORK

Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm,
Twelfth Edition, Pearson.

31

(Case Study for Information

Management)

1.

2.

3.

32

References
Kenneth C. Laudon & Jane P. Laudon
(2012),
Management Information Systems:
Managing the Digital Firm, Twelfth Edition,
Pearson.
(2011)

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