Proceedings of the 12th European Conference on Knowledge ...

3.2 Product/service development aims
Maurizio Massaro and Roland Bardy
The companies that <strong>of</strong>fer solutions in <strong>the</strong> field <strong>of</strong> <strong>the</strong> kid’s space want to create a new approach to
product development. They will do this by involving consumers, architects, experts and companies
from <strong>the</strong> field in a common platform:,
Experts (eg. architects and o<strong>the</strong>r pr<strong>of</strong>essionals) could create new solutions and new goals;
consumers using forums and o<strong>the</strong>r specific sessions <strong>of</strong> <strong>the</strong> project could talk about needs and
make requests;
companies could verify consensus, acquiring tips and opinions from <strong>the</strong> shared information <strong>the</strong>y
share. They could also use <strong>the</strong> web in order to create focus groups for testing new product trends
or for monitoring product reputation.
3.3 Market development aims
Employing different types <strong>of</strong> active users, <strong>the</strong> companies will be able to create a base for acquiring,
selecting and sharing technical information regarding <strong>the</strong> constitution <strong>of</strong> new markets, <strong>the</strong> techniques
for selling products directly or by indicating <strong>the</strong> nearest dealer, <strong>the</strong> approach to recognizing new
markets opportunities (e.g. show rooms, trade fairs, etc.) and to develop a better understanding <strong>of</strong> <strong>the</strong>
market (customer segmentation, etc.).
4. Results
In this chapter we present <strong>the</strong> results <strong>of</strong> <strong>the</strong> case study on <strong>the</strong> impact <strong>of</strong> BNS on KM process. We
have used <strong>the</strong> Holsapple (2004, 2005) framework in order to analyze how <strong>the</strong> objectives <strong>of</strong> <strong>the</strong> project
impact <strong>the</strong> KM process in terms <strong>of</strong>:
What kind <strong>of</strong> knowledge is produced through <strong>the</strong> BNS;
Who is <strong>the</strong> origin and who is <strong>the</strong> destination <strong>of</strong> <strong>the</strong> knowledge;
How <strong>the</strong> BNS is affecting <strong>the</strong> KM process;
What effect is produced on <strong>the</strong> organization structure;
The main results obtained for each <strong>of</strong> <strong>the</strong> objectives are:
Communication aims. The managers we interviewed have stated that <strong>the</strong> BNS creates a new
multi-media channel <strong>of</strong> communication with consumers, experts, o<strong>the</strong>r companies and dealers.
They find that this allows <strong>the</strong>m to basically communicate information on new product features and
tips for better use <strong>of</strong> new products. The tools that <strong>the</strong>y envisage are forums, blogs and
newsletters as <strong>the</strong>se generate a cost reduction effect. The power <strong>of</strong> <strong>the</strong> BNS in terms <strong>of</strong>
communication aims is <strong>the</strong> network effect. One <strong>of</strong> <strong>the</strong> managers said: ”. The key for acquiring
visibility in <strong>the</strong> web is to make it evident that several companies recognized as leaders <strong>of</strong> <strong>the</strong>ir
business field are working toge<strong>the</strong>r ”. Ano<strong>the</strong>r one said: ”Company websites are working well but
we are not able to catch <strong>the</strong> attention <strong>of</strong> <strong>the</strong> people on our own”. Ano<strong>the</strong>r one said: ”We are multiproduct
companies that usually <strong>of</strong>fer products for different needs. The power <strong>of</strong> <strong>the</strong> idea is to
catch <strong>the</strong> needs <strong>of</strong> customers with a very targeted <strong>of</strong>fer”. Table 2 gives a better description <strong>of</strong> <strong>the</strong>
topics that were discussed.
Product/service development aims. The managers we interviewed have recognized that <strong>the</strong> BNS
creates new opportunities for acquiring information on new trends, for elaborating a database
which helps to fix technical and o<strong>the</strong>r problems and for facilitating knowledge generation through
discussion groups. Tools are: FAQ, forums, free expert services; …. Main effects are cost
reduction, new knowledge source acquisition which would o<strong>the</strong>rwise not be available and higher
effectiveness in general. The power <strong>of</strong> BNS is <strong>the</strong> buzz effect. One <strong>of</strong> <strong>the</strong> managers we
interviewed said: ”All <strong>the</strong>se people interested in one topic is <strong>the</strong> real power <strong>of</strong> <strong>the</strong> strategy”.
Ano<strong>the</strong>r said: ”We have to use <strong>the</strong> power <strong>of</strong> <strong>the</strong> word <strong>of</strong> mouth for supporting our innovation
activities”. Table 3 gives a better description <strong>of</strong> <strong>the</strong> topics that were discussed.
Market development aims. The managers we interviewed agree that <strong>the</strong> BNS creates new market
opportunities by giving information on new markets and new trends that allow a better target
segmentation. Using geographical marketing tools, <strong>the</strong> companies can create databases for
targeting customer needs by gender, age, culture, geographical origin. Main effects are cost
reduction <strong>of</strong> <strong>the</strong>se activities. One <strong>of</strong> <strong>the</strong> managers said: ”The power <strong>of</strong> social networks is
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