Updated
15/03/02
SPEED
TO KNOWLEDGE ... NOT SPEED TO MARKET.
Krell,E.(2001) The Knowledge
Race. Training. July p40-43
RATIONALE
Shrinking
Product Cycles = Shorter Time to Market
= More Intense Product Launches
= Steeper Product Learning Curves.
"The
shelf life of a new product is getting shorter... the longer
it takes knowledge workers to learn information on that new
product, the greater the chance that their company won't be
able to compete and win in the market."
-
Roslyn Heights, CEO, Vuepoint
.
CAUSES
Exponential
increase in local and global competitors. Increased regulation,
audits, standards.
PROBLEM
Traditional
training methods for penetration of new-product knowledge are
inadequate both in depth and breadth. Typically little post-launch
date product and market re-learning and poor preparation of staff
before launch, ie., too unidirectional, superficial and inflexible.
Example seen in Johnson and Johnson, 1994...
"If
you do not take advantage of early customer feedback and internal
learning, first movers become first losers. The Arterial Stent,
a medical device that keeps arteries open following an angioplasty
procedure, grabbed more than 90 percent of the U.S. market,
generating more than $1 billion in sales..... Yet three years
later, Guidant Corp. introduced a next generation product and
within 45 days, stole 70 percent of the market."
-Christopher
Meyer, Chairman,
Strategies Alignment Group
|
HUMAN LEARNING -
NATURAL DRIFT TO LOOSE COMMUNITIES OF PRACTICE
