Analyze and Evaluate Knowledge Management Activities of the Value Chain Approach to Develop a...

©2015 James publications MSE│2015│Vol.114│409-421

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ISSN: 1866-6957

Volume 114 Focus Theme: Development of novel methodologies in science and engineering 2015

Research Article

Analyze and Evaluate Knowledge Management Activities of the Value Chain

Approach to Develop a Competitive Strategy

Ghassem Farajpour Khanaposhtani1*, Saleh Saadatmani2

1Professor assistant , Department of Industrial Engineering, Parand Branch, Islamic Azad University, Tehran,iran. 2Graduate student , Department of Industrial Engineering, Parand Branch, Islamic Azad University, Tehran,iran.

*Corresponding author

ABSTRACT: Aimed to assess the efficacy of a knowledge management strategy to create competitive

differentiation of duct organizational activities of the value chain. This article is based on research findings

in the field of active companies in the field of e-commerce industry has taken shape. The theoretical

framework for the development of literature and history research model and value chain model to investigate

the activities of the foundation was to evaluate the effect of knowledge on organizational processes. In this

study of library studies and implementation of in-depth interviews, factors affecting the different sectors of

organizational knowledge management, through research, survey and questionnaire were evaluated. The

questionnaire for each of the components such as the study of knowledge management processes, innovation

(individual, group, organization), professional skills of staff and customer satisfaction were

evaluated. Structural Equation Model LISREL software was used to investigate the relationships between the

components and the end of the validity of the components of the model was confirmed.

KEYWORDS: Knowledge Management, Competitive Strategy of Differentiation, Value Chain Activities of

The Organization, Innovation.

1.INTRODUCTION

In the age of communication and information technology, knowledge as an essential and vital source of

competitive organizations, to achieve sustainable competitive advantage is one. Along with the rotation of

the industry-based economy to a knowledge-based economy, organizations have had to rely on the

knowledge and information and its use in business process and increase their competitiveness. To answer

this important question of why some organizations are successful in the competition? They are also required

to understand the vital role of knowledge. In general, the organizations into two categories of assets (capital)

James Publications

410 Ghassem Farajpour Khanaposhtani et al.


rely: tangible assets and intangible assets. What has most recently attracted the attention of organizations

optimize business tangible assets such as machinery and equipment, respectively. Today, organizations are

intangible assets such as intellectual capital found that the experiences, knowledge and information to the

success and survival of the organization. Today, companies have found that to what they know (intellectual

capital) than the (physical capital) are important. Organizations understand the importance and critical role

of knowledge management systems show a passion for exercise. But the fact is, because of the lack of a clear

picture of what they want to achieve, they can be ideal design and implement the system. If knowledge

management processes such as knowledge creation, knowledge, The dissemination of knowledge, use and

maintenance of the systematic and planned approach can be applied in organizations seeing its dramatic

effects on the development of competitive advantage in different parts of the organization. For that we need

to implement knowledge management in organizations, we need to identify the exact results of the projects

proposed in different parts of our organization has a lot of meaning and knowledge management processes,

but organizations and companies are looking beyond These are today's tough competitive environment,

organizations seek knowledge whether projects could cause their differentiation and competitive advantage

be? The research-based knowledge on the effects of the process is necessary. As a mechanism to implement

knowledge management processes in individual, group and organizational knowledge to create the

conditions that would be the right time for the people, has attracted the attention of many researchers in the

scientific and organizational Ast.mdh The investigation of the infrastructure, processes, mechanisms, tools

and in a very limited effect on a number of factors such as productivity, profitability and competitive

advantage, such as the causative agents of innovation studied. Studies and research on knowledge

management from the perspective of the content In many cases, managers and other institutional actors who

can be compared with the knowledge of what knowledge management guidance, but not enough. Given the

current situation of the organization by institutional managers as the actors look from the perspective of

functional and operational importance and necessity of a mechanism through which the impact assessment

and evaluation functions of research on the knowledge management perspective Mydhnd.hmchnyn function

to evaluate the effect of factors such as innovation, knowledge management and customer relationship

management focused and comprehensive look at this neglected And.ba In this regard, we decided to study

the effects of knowledge management with a comprehensive approach to the sectors various functional

organization will be evaluated. In this study, we sought to answer the following questions:

Knowledge management value chain activities of companies operating in the e-commerce industry is

what effect?

Is the relationship between knowledge management and decision support managers there?

Is the relationship between knowledge management and human resources development specialist skills

there?

Is the relationship between knowledge management and innovative services and products there?

Mitteilungen Saechsischer Entomologen (MSE) 411


Is the relationship between knowledge management and customer relationship management improvement

there?

Is the relationship between knowledge management and market development of products and services

there?

What impact on the development of specialized human resources and knowledge management skills?

KM: What is the impact on innovation in services and products?

How does knowledge management to increase customer satisfaction of service?

2.THEORETICAL RESEARCH

2.1.Definitions and Concepts

After several years of discussion of knowledge management, a lot of people according to their field, have

offered various definitions of it, but still no single definition of knowledge management in scientific

forums. One of the main challenges in knowledge management, understanding the concept of knowledge,

general knowledge, the information that the person is in your mind [9].

Knowledge management, so the main activities that focus on human-centered intellectual capital

management strategy and measures [8].

Management Knowledge To Collection Processes Applicable And To That At Consequently, TheyKnowl

edge Business, Maintenance And Used And Target From It Exploitation From Finance AndIntellectual To P

urpose Increase Interest Productivity, Creation Value And New And Top Remove AbilityCompetition Of [19

]. Knowledge management concept for gathering, sharing and analysis of individuals and organized groups,

which have a direct impact on the performance of the organization. Knowledge management helps

employees connect with each other and the information they provide. Knowledge Management on the

distribution and maintenance of knowledge and ways to increase the speed, efficiency and competence of

individuals in an organization to profitability and be more focused interests [3]. In today's business world,

the rate of production and service of knowledge management for any organization that wants to be at the

summit of progress and development, is vital [16]. We live in an era in which we are drowning in data but

have a strong need to know. In fact, individuals and organizations are faced with a host of information and

data that may be very critical, but it is difficult to manage using the correct [15].

Knowledge management is the collection, organization, classification and distribution of information

within an organization is defined [31]. Knowledge management, an adaptive framework for the use of

knowledge, the members of the organization to create an effective work between members of the

interdisciplinary and inter-agency team creates. In other words, knowledge management practices that easy,

systematic, measurable and easy maintenance develops [28].



Knowledge management models of the interaction between technology and techniques and shape. For

example, information technology in the collection, storage and dissemination of good practice, but it is

unable to interpret [14]. Organizational knowledge to properly manage, only if the potential to create value

that students with strategies and strategic decisions reconnected [12].

About KM numerous definitions provided that the point of view of experts and the amount of attention

each particular factor, such as they are differentiated

( O Dell, 1996: 76-82 ).

Table 1 Definitions of Knowledge Management

Scholar Defined

Jones 1(2005)

Integrated and systematic approach to identifying, managing and sharing all intellectual assets,

including databases, documentation, procedures, policies and practices in mind

Danram 2(2005)

Using a systematic and targeted measures to handle the tangible and intangible assets of the

organization with the aim of using existing knowledge inside and outside the organization to create

new knowledge, value creation, innovation and improvement.

O'Dell 3(2000)

Systematic knowledge management approach, to find, understand and use knowledge is to

create value.

Smith 4(2003)

Mechanism to create a working environment in which knowledge and expertise can be easily

distributed and conditions that knowledge and information at the right time can be given to people

so that they can operate in a more effective and more efficient.

Cho 5 (2005)

A framework for applying the structures and processes at the individual, group, organization in

order that the organization can learn from what he knows, and if necessary to acquire new

knowledge to create value for customers and stakeholders. The management framework of people,

processes and technology to sustainable development practice together.

Beckman 6(2004)

A mechanism for access to the expertise, knowledge and experience that provides new

capabilities, better cause, encourage innovation and enhance stakeholders' desired value.

Table 2 summarizes the dimensions and indicators studied knowledge management in research

Concept Dimension Component / Index

KM Application

of knowledge

16 Software system connected analytical processing (OLAP )

17 Data Mining (Data Mining) as a mechanism of information retrieval

18 Data storage systems, software

19 Message-based systems such as Lotus Notes

https://translate.googleusercontent.com/translate_f#footnote1








20 Taty sessions electronic system of ideas (ElectronicBrainstorming)

Maintenance

knowledge

21 Records filing system group projects ( Team Repository)

22 Documentation Management System (DocumentManagement)

23 Database design for each specific functional area (DataMart)

24 Software, database management systems (DBMS)

25 Data storage (Data warehousing)

2.2.Model SECI: the process of creation and transformation of knowledge

The SECI model of expression is essential to the basic concept (FBI) will be analyzed. FBI (BA);

Japanese concept that means where 7 is. This means that for the first time by KytarvNyshyda

8 , provided, in

the sense of spatial relationships is common. This space can be physical (office and business circles), virtual

(e-mail and video conferencing) or a combination of both. What is the concept (of a) different from the

ordinary interactions, such an atmosphere, is the concept of knowledge creation. (FBI) platform provides

individual and collective knowledge. Knowledge is the result of experience and ideas of others, can be

achieved by other people. In fact, lack of knowledge creation and transfer content provides the process to

take shape. This space can be used in working groups, informal groups, project teams, or in contact with

customers form a temporary meetings (Blacker, 1995: 1021-1046).

Figure 1) Knowledge Management Process Model (Bukowitz& Williams, 2002: 11)

2.3.CONCEPTUAL MODEL

This section describes the conceptual model and its components have been studied. As you see in the

model of independent variables including knowledge creation, knowledge management, knowledge, the

dissemination of knowledge, the use of science and knowledge in general maintenance and components of

each of the variables of the research activities as detailed in the table below Mybashnd.shakhshay have. In

this model, the effects of applying knowledge management activities in different parts of the value chain

have studied. The dependent variables of this study support the decision-making, development of

professional skills of employees,Innovation in products and services, market development products and

services and improve relations with their customers.

3.RESEARCHMETHODS

After business managers through interviews and hypotheses developed to assess their accuracy by

sending questionnaires to companies in the software industry these assumptions were tested.

4.RESEARCH APPROACH





In general, the dominant approach in the form of quantitative or qualitative research suggests that aims

both to achieve a better understanding and comprehension of new matter, but each has its own logic tools are

in the. Each of these two approaches based on known data are extracted. The quantitative approach to collect

quantitative data and are paid the same qualitative approach, qualitative data are collected. Select any of

these approaches aim to study depends on the type of data and the type of questions. Qualitative research for

understanding and studying the phenomenon in the context of a social phenomenon that is very good. Data

quality includes ideas, beliefs, attitudes, tacit knowledge, documentation and observations is

achieved. Quantitative research on the use of quantitative data and assess relationships among the variables

in the theory test and the number and volume of features comes on. In this study, statistical and analytical

methods used. The procedure aims to verify the hypotheses that have been formulated clearly. When is the

use of quantitative research that seeks to test a series of concepts and relationships are

discovered. ( Doas 2003: 23 ) In this study, the two approaches are both qualitative and quantitative research

with regard to the data and conditions used. Beginning with qualitative data from interviews and

documentation of how the impact of knowledge management in key sectors and supporting the supply chain

.hasl the design phase research hypotheses were evaluated. The research hypotheses were evaluated

by questionnaire.

5.THE AIM OF THIS

The aim of the study can be classified into three types of investigations exploration 9 : The aim of this

study was to explore a phenomenon that has not been addressed. This explanation 10

: This study sought to

determine the relationship between variables is a situation or problem. The research is to understand causal

relationships and the emergence of an issue can be applied to fields. Descriptive study 11

: The variables to

describe the characteristics of the situation or problem. Different aspects of the problem are identified, and

depending on the researcher's interests and tendencies corresponding features are extracted. Generally, this

type of study helps researchers in the following fields: Identifying and understanding the nature of matter,

think systematically about different aspects of the problem, provide ideas for further studies and help in

decision making.

The purpose of this study in terms of descriptive, followed by a deep understanding and knowledge about

the effect of the creation of value chain is Astratzhytmayz the canal. In this study, we sought to understand

how this can be accomplished through knowledge management and operational effectiveness in key areas of

the value chain to create differentiated Astratzhyrqabty. Considering the fact current views, the the

relationship between the knowledge management and performance of the success of the organization In the

realm of competition referred, but until now the mechanism structured and coherent as the value chain to

understand this relationship has not been used. The main theories of resource-based approach focused on

creating competitive advantage in the expression of the role of knowledge management in the development






of valuable resources, scarce and irreplaceable is limited. During the review of the research literature we find

that understanding the relationship between knowledge management by creating a distinction

Astratzhyrqabty understanding its place in the value chain and its impact on each of the front and back parts

of the value chain.

6.THE POPULATION AND SAMPLE

Community of companies in the software industry. The main field of business activity analysis, design

and support of software systems. These companies are member companies of informatics that their activities

will be monitored and evaluated periodically occur. The company's main mission analysis and design of

information systems based on the needs of institutions and companies. The services of these companies are

presented in two ways: to provide software packages 12

and software for customer 13

to carry out research

among 132 companies in the software industry that are members of informatics companies, 120 randomly

Questionnaires were sent to their chosen from among 48 top managers of the questionnaire, 50

questionnaires sales managers, human resources managers and 45 Inventory 53 Inventory managers receive

research and development Shd.nrkh return the questionnaire within 40% which confirms Managers of these

organizations is working properly.

7.DATA

Data collection is the beginning of a process in which the researcher collected data library field, and then

categorized and analyzed. The hypotheses developed to evaluate the ((Hafez nia, 1998: 53-58. Methods of

data collection The research can be divided into two categories: data archiving library and information field

(Alvani, 1998: 153-166).

Exploratory studies, exploration studies in the research literature and press interviews, research and

exploration. For literature review of books, magazines and Internet articles. Also use the information

obtained through interviews with professionals and managers in the research organizations is.

Interview: The main source of data collected in a survey of the qualitative data are, because it means

they can be the richest information includes attitudes, ideas and knowledge on a particular subject Brd.dr

Following this study, three types of interview is below.

Free interview 14

or exploration: In this type of interview, the audience will be asked to provide comments

and ideas of their own about a particular subject and no specific direction on how to respond is not available,

they can also provide experiences and solutions.

Focused interviews 15

: In this mode, a feature of the questions in the time limit specified in the study is

asked to respond to questions.

Structured interviews 16

: Here, in addition to answer specific questions identified and interviewed must

choose among them. This approach is partly a response to the same questionnaire.








In this study, all three types of interview, depending on the conditions used. Each of these methods is

suitable for a particular purpose Mybashnd.albth interview focused on the possibility of its implementation

in small and out of the mainstream research more attention is not.

Documents Analysis: a large amount of information in an organization in the form of documents that can

be obtained by reviewing the information useful and valuable Vrd.mstndat include letters, procedures,

guidelines, procedures, archiving past studies some scales, training materials etc. In many cases,

organizations, mission, goals and areas of their work to document maintenance of that evaluation is useful

and necessary (Doas, 1997: pp 42-45).

8.DATA

The data gathering tool, are devices that can help them realize the information needed to analyze and

study the phenomenon under study is collected. Measurement tools and data collection are divided into two

general categories: the standard tools and tools made by researcher . Because many standard applications

have been modified in the course of research experience and high reliability, most researchers use standard

tools Myshvnd.vjvd study provides researchers with high confidence using them is easy. In other words,

these tools can also save time and increase the reliability of scientific research is research. Instruments used

in this study, a questionnaire is closed.Inventory managers survey on the role of knowledge management in

different parts of the questionnaire measured the specialized skills of employees, questionnaires and surveys

to measure customer satisfaction measurement tool type of innovation is made by the researcher. The

questionnaire measured knowledge management standard by Bvkvytz and Williams 17

in 1999 and is used in

several countries, and the results were confirmed.

9.ANALYSIS OF RESULTS

To determine the presence or absence of concepts and knowledge management from the perspective of

respondents chi-square test was used. If based on the results, Ho is accepted, it means that answers to the

desired size distribution is more uniform. If Ho is rejected, conclude that answers provided are not uniformly

distributed on the basis of frequencies observed bias would be to support or oppose options.

10.DECISION RULE:

95% in number if the number is significantly larger than the error rate (0.05) is, Ho is accepted. But if the

number is significantly smaller than the error rate (0.05) is Ho refused and H1 accepted.

Frzyhyhay design zero and one

Null hypothesis Ho : more homogenous distribution of the answers provided.

Assuming against H1 : responses provided by their distribution is not uniform.




Table (3) The effect of knowledge management in support of decision-making from the perspective of top managers

Row Knowledge

management

Frequencies observed

Chi calculated A significant

number The error Test

Low Below

average

Above

average High

1 Schooling 4 6 22 16 0/18 0.000 05/0 Reject the null

hypothesis

2 Knowledge

creation 6 7 16 12 12/16 003/0 05/0

Reject the null

hypothesis

3

The

dissemination

of knowledge

5 6 20 17 5.14 002/0 05/0 Reject the null

hypothesis

4 Application of

knowledge 6 6 17 19 167/12 007/0 05/0

Reject the null

hypothesis

5 Maintenance

knowledge 5 3 22 18 167/22 0.000 05/0

Reject the null

hypothesis

Table (4) analysis of the impact of knowledge management in human resources, improvement of professional skills from the

perspective of human resource managers

Row Knowledge

management

Frequencies observed Chi

calculated

A significant


Low Below

average

Above

average High

1 Knowledge

creation 4 11 19 19 830/11 008/0 05/0

Reject the null

hypothesis

2 Schooling 7 8 24 14 792/13 003/0 05/0 Reject the null

hypothesis

3

The

dissemination

of knowledge

6 9 22 16 679/11 009/0 05/0 Reject the null

hypothesis

4 Application of

knowledge 5 16 20 12 264/9 026/0 05/0

Reject the null

hypothesis

5 Maintenance

knowledge 5 12 20 16 264/9 026/0 05/0

Reject the null

hypothesis



Table (5) the impact of knowledge management in the development of products and services from the perspective of research

and development managers

Row Knowledge

management




Low Below

average

Above

average High

1 Knowledge

creation 7 8 8 22 756/13 003/0 05/0

Reject the null

hypothesis


hypothesis

3

The

dissemination

of knowledge

25 0 9 11 133/10 006/0 05/0 Reject the null

hypothesis

4 Application of

knowledge 6 3 16 20 311/17 001/0 05/0

Reject the null

hypothesis

5 Maintenance

knowledge 6 8 19 12 778/8 032/0 05/0

Reject the null

hypothesis

Table (6) the effect of knowledge management in the development of products and services from the

perspective of market share, sales and marketing managers

Row Knowledge

management




Low Below

average

Above

average High

1 Knowledge

creation 9 17 16 8 452/12 073/0 05/0

Rejection of

the hypothesis

of a


hypothesis

3 Dissemination

ofknowledge 5 6 13 21 541/16 001/0 05/0

Reject the null

hypothesis

4 Application of

knowledge 6 8 21 15 280/11 010/0 05/0

Reject the null

hypothesis

5 Maintenance

knowledge 6 7 21 16 560/12 006/0 05/0

Reject the null

hypothesis

Table (7) the impact of knowledge management to improve customer relations, sales and marketing administrators



Row Knowledge

management




Low Below

average

Above

average High

1 Knowledge

creation 10 19 13 6 830/13 081/0 05/0

Rejection of the

hypothesis of a


hypothesis

3

The

dissemination

of knowledge

4 9 20 17 669/14 009/0 05/0 Reject the null

hypothesis

4 Application of

knowledge 3 10 25 12 240/20 0.000 05/0

Reject the null

hypothesis

5 Maintenance

knowledge 2 7 24 17 440/23 0.000 05/0

Reject the null

hypothesis

11.SUMMARY AND CONCLUSIONS

Knowledge management as a systematic and organized mechanism to enable organizations to make

optimal use of knowledge leads Bashd.zrvrt use this mechanism when more and more clear that

organizations are aware of the consequences of its use Therefore, we are in the present study, the results of

knowledge management in organizations too. To enable a comprehensive analysis of the effects of using

knowledge management in the organization,

Have a comprehensive view of all its parts and consider the effects on different parts of the organization's

knowledge management processes examined. Due to this, we are usingPorter's value chain model with a

comprehensive view of all parts of the organization to contribute to its success considers the assessment of

the effects on the other hand Prdakhtym.az knowledge management and its processes are different models

and Williams Bvkvytz model because of its comprehensiveness Nmvdym.dr use the first research studies

included exploratory literature review and interviews, we then proceed to the formulation of

hypotheses through survey to assess and analyze the results confirm the validity of the hypothesis

Prdakhtym.tjzyhBvdnd.ntayj research hypotheses of this study show that organizations If you are using

knowledge management mechanism systematically, in different parts of the value chain are able to have a

competitive advantage that can be used in competition.

12.SUGGESTIONS



According to the evaluation of research proposals in different parts of the model specifically for each of

the functional areas of the organization are presented. The proposals with regard to practical solutions and

administrative practices of knowledge management activities in different sectors, companies and institutions.

Suitable for the proposed use them according to the different functional areas of our organization so that the

classification of each process and knowledge management activities such as knowledge creation, knowledge

and other proposals in the field provided.

1. The system is designed to identify information on the products and services of other similar

companies, helping managers to become their own decisions with respect to various aspects of the

competitive environment in this matter. In particular, information about software products and services such

as technical characteristics and the same companies Features of the systems at their disposal.

2. Research and consulting firms can own successful experiences from other organizations are

available to managers.

3. Design knowledge map 18, the drawing of physical resources such as literature, files and software

resources such as databases and information professionals with experience and expertise have led to

awareness of the tangible and intangible assets of knowledge and its use in decision-making process the

managers.Holding educational workshops on topics such as marketing, new business electronic document

management and improved knowledge management and familiarity with the physical and non-physical

methods for optimum use of organizational resources. The workshops are also a major function in the

publication and distribution of information Organizational leaders are responsible.

4. Design documentation management system 19

provides the possibility to administrators of a

mechanized system for storage and retrieval of documents, records and documents benefit. New systems

management software documentation as quickly as possible using large volumes of documents to be

scanned, it said.

5. The formation of multi-disciplinary teams of 20

projects for .tshkyl the teams the opportunity to

provide the people with different expertise together and to the diversity of expertise, skills and experience to

provide informal learning and the development of new ideas .

6. And professional network design 21 such networks can not be seen, although the formal structure of

the company, but in fact are informal organizations that base their activities, interests, experiences and

expertise is shared and organizational problem solving. The development of this Many network and is

considered a prominent role in the dissemination of knowledge is remarkable.

7. Professional development handbook 22

companies make it easy to access individuals and teams to

become professionals.

8. Design customer database to store information for planning services based on customer

requirements and easier. Customer data bank containing all the information about the customer, the type of

services provided, the number of services, etc. that are used for planning services to clients.






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