MANAGING COMMUNICATIONS, INFORMATION & KNOWLEDGE

Managing Communications, Information & Knowledge

Managing Communications, Information & Knowledge

Introduction

In today's organisations, whether private or public, the proper and optimal use of information and knowledge is essential in achieving the objectives for success. No doubt, organisations need to pay greater attention to the intangible assets of the organisation, especially those capable of providing economic value to the company (Dalkir & Liebowitz, 2011). In this context, knowledge has become one of the most important assets for organisations, because it creates wealth management or added values that facilitate reaching an advantageous position in the market. Similarly, the role of communication cannot be avoided as it plays a significant role in performance, productivity and success (Rowley & Hartley, 2010).

However, managing communication, information and knowledge has been challenging for many organisations. It can be seen in some organisations that diversity becomes obstacle in effective management of communication, while poor management of Information Technology reduces the quality of message delivery as well as pace of knowledge creation (Miller, 2012). This paper aims to discuss the role of communication, information and knowledge at AstraZeneca.

Selected Organisation - AstraZeneca UK

AstraZeneca is one of the leading companies in research and drug development. AstraZeneca is one of the leading global pharmaceutical companies whose products are sold in more than 100 countries (AstraZeneca, 2013). The company was formed in April 1999 through a merger of two drug groups, Astraand of Sweden and Zeneca of United Kingdom. The company is Headquartered in London with more than 57,200 employees worldwide among them 46% are working in Europe mainly in Britain and Sweden, 31% in U.S. and South America, and 23% in Asia (AstraZeneca, 2013).

Portfolio Worksheet 1

1a. Internal and External, Primary and Secondary, Formal and Informal Information

Internal Sources of Knowledge in AstraZeneca

As the name implies, internal sources are those that are available within an organisation. Following internal sources of knowledge prevail within an organisation:

Employees

For a large company like AstraZeneca, the element of knowledge is very important for all departments within the company. Every employee must know his role well. Right from the inception of the idea about a medicine till its launch in the market, knowledge of every single employee counts. Their collective knowledge is the real asset needed to run the organisation. If any single department lacks knowledge, then it may cost heavily (Melkas & Harmaakorpi, 2008). Communication between regional offices due to competition, cultural and change factors has negatively affected knowledge flow within AstraZeneca.

Database and Records

The statistical data and record maintained over the years about the growth of the organisation helps to predict the trend of development of the company and so to plan the future strategy to cover the factors that are lacking and also to compete in the primary market. Further, all regional offices use different software/ operating systems.

Surveys

Regular surveys conducted within an organisation is a prime source of acquiring knowledge about what is needed to keep the organisation going and maintaining its standard. In fact, surveys will help to know that whether the company is receiving ...