GLOBAL KNOWLEDGE

MANAGEMENT AT
DANONE (B)
STRATEGY FOR MANAGEMENT KNOWLEDGE

GROUP 6 | SECTION B
WHAT THE CASE B IS ABOUT ?

• To use technology and at the same time stay aligned with person to person strategy they
are following.
• Can technology and human intervention network coexist in knowledge management
• It also talks about the expansion of the previous system(deeper, wider and richer) they
are planning to follow.
• It also talks about how over period of time process can become a part of culture.
RECAP OF CASE A

• How knowledge sharing happens not only by technology but by human interaction.
• Network Attitude program was part of the Decentralization strategy, to make Danone faster to the market place.
• This would help them go neck-to-neck with other giants like Nestle, who operated in the same product space as Danone.

• They implement many tools in order to enhance networking attitude.

• Market places
• Message in a bottle

• Some in the organization wanted to give this knowledge sharing program more structure by tracking results or rewarding
employees- Incentivize the program
• Network Attitude program was a success of varying degree due to different- different cultures it operated in.
• E.g.: Success rate of networking attitude between Anglo-Saxons and Asians.

• Should Danone go Wider, Deeper, Richer with their N/W Attitude program?
• Quantity over Quality?
 KNOWLEDGE MANAGEMENT STRATEGIES

• 2 Strategies for managing knowledge:

• Codify Strategy  Storing knowledge via IT for later use
• Personalisation Strategy  Transferring knowledge Person-to-Person

• Organisation’s culture and strategy plays a vital role in selection of this strategy
• The two strategies can coexist simultaneously in an organisation, it’s the matter of degree of
emphasis given to one of these.
• Danone, to a great extent, follows personalisation strategy.

Codify Strategy Personalization Strategy

WHY DAN 2.0 ?

• Gives process a structure(framework)

• Easy, accessible and reduces the time lag between knowledge sharing. E.g.: Brazil and
France collaboration.
• A framework to track results and reward employee.
• It reinforces mission of the company to provide nutritional food to majority of people.
They will have better picture of the changing environment by implementing DAN 2.0.
• At minimal cost it will be a add on to the existing networking attitude.
WHY NOT DAN 2.0 ?

• Cultural distortion.
• Don’t have the benefit Hindsight [once the process started it can’t be undone]
• Don't fix it if it ain't broke.
• It does not create the same level of social capital. (Face to Face to culture and also know
how)
• Reduces anonymity.
• Culture behavior structure
WHY NOT BOTH ?

• Replacement or Synergistic combination.

• Addition of Dan 2.0 to the existing Network Attitude program, further reinforces Danone’s
commitment to Networking.
• Dan 2.0 could prove to be a perfect complement to Network Attitude Program.
• Both programs could work in synergy.
• Dan 2.0 provides a social media platform to follow up on the face-to-face interaction and
concretize it, that too in an informal setting of social media.
• Danone might lag behind, technology wise, if they don’t go ahead with the Dan 2.0.
THANK YOU
PRESENTED BY - GROUP 6 OF SECTION B

PIYUSH BHATT- PGP04059

AYUSH TIWARI–PGP04061

RAJESH KUMAR- PGP04071

VIBHUM BHARDWAJ- PGP04091

YASH RAJ- PGP04098