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Knowledge Management Essay

Knowledge Management Audit: Burger King Corporation Importance of Knowledge Management

Knowledge management is essential within a business, as it enables individuals involved in the enterprise to gain a more complex understanding of the goals and principles associated with the company they work in. Consequent to this, people can concentrate on improving the firm as a whole and in providing customers with a better experience.

Overview of Burger King KM strategy, in particular the partner movement

Burger King has focused on providing customers with quality service and products in order to attract the masses and to influence individuals to feel that it would be in their best interest to consume products from the company. The institution puts great emphasize on the importance of communication within the company and with the company's partners. By choosing educated employees and by encouraging them to connect with each-other in order to work effectively, the company managed to build environments where most of its activities work flawlessly and where problems are being dealt with rapidly.

2. Burger King knowledge strategy

a. Types and characteristics of knowledge required

One of Burger King's attributes is the fact that it acknowledges the role the customer plays in the overall business the company conducts. As a consequence, customers are not simply observers in the process of purchasing their food, as they are provided with the opportunity to get actively involved by choosing all the...

"Burger King practices the concept of mass customization by giving the customer the option to choose the ingredients in a hamburger. To make customers aware of this concept they advertised the now famous slogan "Have it your way." (Cader)
In order to be able to provide services in accordance with the company's scope, employees thus need to have a good understanding of each product and each ingredient going into it. By having access to this information, they can then cooperate both with customers and with other employees with the purpose to experience little to no problems as they are doing their jobs.

3. Flow of Starbucks' knowledge

a. What encourages the flow of knowledge

As previously mentioned, communication is a key aspect in the company and this means that every single employee needs to be acquainted with the attitudes he or she needs to take on in order to make their jobs as effective as possible. Communication is especially efficient due to the fact that it influences employees to express themselves openly and to gain a good understanding of the benefits they can have as a consequence of cooperating with others.

b. What impedes the flow of knowledge

The fact that the masses are often inclined to criticize the health issues associated with consuming fast food products has a strong effect on how employees perceive the workplace. These people can be more hesitant when it comes to the self-esteem associated with their jobs and can thus come to feel…

Sources used in this document:
References

Cader, Y. "Knowledge Management and Knowledge-based Marketing," Retrieved March 28, 2015, from http://www.businesschemistry.org/article/?article=62

"Burger King SWOT," Retrieved March 28, 2015, from http://www.marketingteacher.com/burger-king-SWOT/

"Born in the U.S.A., Made in France: How McDonald's Succeeds in the Land of Michelin Stars," Retrieved March 28, 2015, from http://knowledge.wharton.upenn.edu/article/born-in-the-usa-made-in-france-how-mcdonalds-succeeds-in-the-land-of-michelin-stars/

"Freshfields advises Burger King on strategic cooperation with private equity partners to expand in China and Russia," Retrieved March 28, 2015, from http://www.freshfields.com/en/deals/Burger_King/?LangId=2057
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