Identifying the Need
The first step in the
KeLI model is identifying the need. The study partners cite several needs
driving the use of KM for innovation. A variety of techniques to capture the
voice of the customer are used to help define, focus, and validate new product
development and innovation needs. First, through focus groups, surveys, and
one-on-one interviews, study partners develop a relationship and solicit
customer feedback in order to align future products with current customer needs.
Second, many organizations are faced with an aging work force and are trying to
document, organize, and transfer the existing knowledge so that it is not lost.
Third, most organizations face marketplace pressures, but those who rely on
innovation and the development of new products to stay ahead feel more pressure
than most. Additional needs include reducing the time-to-market, protecting
intellectual capital, sustaining a pipeline of new product ideas, and capping
development costs.
Organizations are realizing the critical role that knowledge
management plays in innovation. This chapter will address each of these needs
for innovation.
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