Anuradha Chauhan

KNOWLEDGE MANAGEMENT ASSIGNMENT Submitted to Prof. Supratik Ghatak Submitted by – Anuradha Chauhan C-8 15020441054

Transcript of Anuradha Chauhan

Page 1: Anuradha Chauhan


Submitted to – Prof. Supratik GhatakSubmitted by – Anuradha Chauhan

C-8 15020441054

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A private company formed in 1935 and officially running under the name of 'Leo Burnett Company, Inc.', the agency started with working capital of $50,000, eight employees and three clients. Part of Publicis Groupe, Leo Burnett is now one of the largest agency networks with 85 offices in 69 countries and 9,000+ employees.

For the first decade of Burnett opening his company he only billed about 1 million dollars in the first few years of the business running and then eventually moving up to 10 million dollars annually, however, in 1950, his billings more than doubled to 22 million dollars and by 1954 the company was at 55 million dollars annually. By the end of the 1950s, the Leo Burnett Company was billing 100 million dollars annually.

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What is Knowledge Management?

Knowledge- 1. The state or fact of knowing. 2. Familiarity, awareness, or understanding gained through experience or study. 3. That which is known; the sum or range of what has been perceived, discovered, or inferred.

Management- 1. The act, manner or practice of managing, handling, or controlling something in an organized way. 2. The person or persons who manage a business establishment, organization or institution.

Knowledge Management- A systematic process for creating, acquiring, synthesizing, sharing and using information, insights and experiences to achieve your organizational goals.

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KM: Drivers

-Increasing Competition

-Excess Capacity-Maturing Markets

-Maturing Technologies

-Customer Pressures

-Customer Focused Value Propositions


through Acquisitions,

Alliances-KM to Improve


Productivity Improvement

-Integrated Operations

-Rationalization of Multiple

Organizations like R&D, Finance, HR,


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KM- A Business EnablerTypical Company

ScenarioInformation is

power, hence, it is hoarded

-Work is optimized in silos, delivering value within work

units-Information, experts, and

lessons learned are hard to locate-Underutilized investment in

technology-Local focus on

information, reacting to situations

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SuppliersRegulatory compliancesClient Data BaseMarket ReportsAnalyticsDistribution Channels

Knowledge Objects of Leo Burnett

Organizational Factors

Compulsory for its all employees to participate in learning


Innovation is highly supported

Strategy and Evaluation

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Leo Burnett: KM Path Smart

Workplace Knowledge

Outfitting Knowledge



“Build it, and they will come”

-SharePoint/Other KM platform

-Discussion Databases


“Knowledge is aby-product”

-Document Libraries


Knowledge is actively managed”

-Meta-knowledge; managed vocabulary

-Thought Leadership

-Web-like technology

-“Aggregation & Combination”

“Our best knowledge guides our activities”

-Integrated performance support

-Job tools are knowledge tools

-“Continuous Learning”

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Online Portal – for KM Sharing through articles and newsletters “Thinking”

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