Social Network, Knowledge Management and Innovation at Unilever

3175 WordsMar 11, 201313 Pages
SOCIAL NETWORKING AND EXPLOITATION OF INNOVATION THROUGH THE SOCIAL DYNAMICS MODEL Company in Focus: Unilever 1 . INTRODUCTION Unilever is an Anglo–Dutch multinational consumer goods company. Its products include foods, beverages, cleaning agents and personal care products. With over 400 brands sold in more than 190 countries, it is one of the world’s leading suppliers of fast-moving consumer goods (Unilever, 2013). Such a global organisation needs to remain innovative so as to maintain its competitive advantage. The social dynamics model (which analyses four steps- capacity building, pilot mode, integration mode and leverage mode) would be used would be used in this report to show how social media can be developed and integrated…show more content…
There is the need for the organisation to acquire knowledge from outside environment and build its knowledge base and also contribute by sharing knowledge with its business partners; these constitute the seventh and eight step. Finally, as the organisation continues in its learning process, there is the need to build an organisational memory so that learning can be constantly upgraded and to avoid loss. This is also consistent with the seminal work by Huber (1991) who elaborates four constructs linked to organisational learning-knowledge acquisition (the process by which knowledge is obtained), information distribution (process by which information from different sources is shared and thereby leads to new information or understanding), information interpretation (process by which information that has been distributed is commonly understood) and organisation memory (means by which knowledge is stored for future use). Knowledge can be considered as information which has been acted upon; it adds understanding and retention to knowledge. Our perceptions of knowledge are based on our ontological and epistemological beliefs about reality (Jashapara, 2010). There are two types of knowledge -descriptive knowledge which is the knowledge of things and productive knowledge which is the knowledge of changes in things. Knowledge is the application of expertise, it can be manipulated i.e. it can be stored and replenished and it can also influence action

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