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A WIN WIN STRATEGY FOR THE EU IN THE THE KNOWLEDGE SOCIETY. CHAP 1: WHAT IS KNOWLEDGE SOCIETY?. DEFINITIONS. Data: what is on the web, unorganised Information: is already sorted by google. Too much Knowledge: is digested by human brain. not enough

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A WIN WIN STRATEGY FOR THE EU IN THE THE KNOWLEDGE SOCIETY

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A win win strategy for the eu in the the knowledge society l.jpg

A WIN WIN STRATEGY FOR THE EU IN THETHE KNOWLEDGE SOCIETY

DEAN of CBA Business School ZAGREB/ Brussels.


Chap 1 what is knowledge society l.jpg

CHAP 1: WHAT IS KNOWLEDGE SOCIETY?

DEAN of CBA Business School ZAGREB/ Brussels.


Definitions l.jpg

DEFINITIONS

  • Data: what is on the web, unorganised

  • Information: is already sorted by google. Too much

  • Knowledge: is digested by human brain. not enough

  • Wisdom: is rare. Not enough. New mission of the bsuiness.

DEAN of CBA Business School ZAGREB/ Brussels.


Definitions info knowledge l.jpg

INFORMATION SOC.

Industrial structure

+ I.C.T. (technology)

Pyramids

« Free trade »

Unemployment

Pollution

Quantitative growth

KNOWLEDGE SOC.

Post-industrial

Post capitalist

Networks

Sharing K. to grow K.

Job self-creation

Immatrialization

Qualitaitve growth

DEFINITIONS Info-Knowledge

DEAN of CBA Business School ZAGREB/ Brussels.


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Knowledge society= Post capitalist?(Peter Drucker 1993)

  • Value creation is linked to knowledge applied to knowledge.= new tool of production >capital>technol.

  • Quality of knowledge is more important than quantity. Progress becomes more qualitative than quantitative.

  • MEASUREMENT is more qualitiative: Intangible value of Business!

DEAN of CBA Business School ZAGREB/ Brussels.


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Knowledge society= Post capitalist? II

  • Knowledge is increased only by sharing in a network. This is an inclusive logic. (like love !).

  • From « trade » towards « sharing »

  • Thus crucial importance of being in a good network in order to increase knowledge by sharing. (See Verna ALLEE)

DEAN of CBA Business School ZAGREB/ Brussels.


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Knowledge society III

  • Secrecy and patenting are in crisis

  • The global strategy is shifting

  • from win-loose (industrial) to Win-Win

  • From exclusion(industrial) to inclusion

  • From command and control to enabling creativity and sharing

DEAN of CBA Business School ZAGREB/ Brussels.


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The “Human capital”

  • Management : shifts 180° towards human centeredness = more creativity-centred, gender & culture – centred.

  • The “Common good” (human) aims of the enterprise towards society at large are becoming more important : because of reputation & brand and intangible assets.

  • Example: “ASCII” which manages EU site: “www.europa.eu.int

DEAN of CBA Business School ZAGREB/ Brussels.


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INTANGIBLE ASSETS

  • « Intangible assets » is a new concept invented by Karl Erik SVEIBY (Sweden)

  • They are becoming more and more important in the knowledge society

  • Because the knowledge society is about knowledge which is intangible and qualitative.

DEAN of CBA Business School ZAGREB/ Brussels.


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Intangible assets ?

  • Intangibles assets =

    • Know how,

    • Reputation,

    • Trust in the company,

    • Relations with personnel,

    • Relations with clients,

    • Relations with stakeholders,

    • Relations with neighbourhood +nature

    • Relations with civil society

DEAN of CBA Business School ZAGREB/ Brussels.


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CHAPTER 2:SUSTAINABILITY AND INCLUSION IN THE KNOWEDGE SOCIETY (LISBON 1)

WIN-WIN OR WIN-LOOSE STRATEGIES

DEAN of CBA Business School ZAGREB/ Brussels.


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Intangible assets ?

  • Intangibles assets =

    • Know how,

    • Reputation,

    • Trust in the company,

    • Relations with personnel,

    • Relations with clients,

    • Relations with stakeholders,

    • Relations with neighbourhood +nature

    • Relations with civil society

DEAN of CBA Business School ZAGREB/ Brussels.


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Measuring intangible assets?

  • Stock exchange measurements are still looking at financial “tangible” assets (quantitative) but they increasingly look at “intangible” assets (qualitative).

  • Today a company is measured more and more by its intangible assets.

  • Example: “Men’s Wear” USA. & “World Business Academy”, “Spirit in Business”.

  • See also Neskey: www.neskey.com

DEAN of CBA Business School ZAGREB/ Brussels.


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Potential for greaterparticipation andwider accountability

Non-financial indicators grow in importance

Transparency

Financial indicators remain important

PAST

PRESENT

FUTURE

ICT Proliferation

Intangible indicators grow

DEAN of CBA Business School ZAGREB/ Brussels.


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Business & society :A new relation

  • Industrial objects are “tangibles” & ethically neutral.

  • Knowledge is “intangible” & always linked to a meaning and thus to ethics.

  • Producing knowledge thus involves a meaning and a business reputation = an “intangible” asset.

DEAN of CBA Business School ZAGREB/ Brussels.


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Sustainability as KEY “intangible”

  • Because:

  • The main intangibles could become sustainability and social inclusion !

  • Why? Because of the steady increase of importance of intangible assets

DEAN of CBA Business School ZAGREB/ Brussels.


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BUSINESS STRATEGIES IN KNOWLEDGE SOCIETY (I)

  • 90 % of the EU Business leaders choose the information society appraoch: industrial strategies:

    • More capital + advanced technology

  • 10% of the EU Business leaders choose the knowledge society approach:

    • human creativity > € >technol.

    • Enterprise in Network: win-win strat.

    • Human capital= not a cost but key asset

DEAN of CBA Business School ZAGREB/ Brussels.


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Consequences for the Business (II)

  • IN US, only the « Knowledge society » business (10%) have survived the dot.com crash: Example: CISCO

  • Because they have changed :

    • The tools (ICT)

    • The structure of their enterprise

    • The underlying vision of their scope and values (Verna ALLEE)

DEAN of CBA Business School ZAGREB/ Brussels.


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CHAPTER 3: THE LISBON STRATEGIES AND THE FUTURE OF EU

DEAN of CBA Business School ZAGREB/ Brussels.


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Two EU strategies for the Knowledge society

  • Strategy 1 (S1):« Knowledge society»

    This is a post industrial and post capitalist society (Peter Drucker), because the tool of production has changed.

  • Strategy2 (S2): »Information society » This is still an industrial society with more services + more ICT (information and communication technol.)

DEAN of CBA Business School ZAGREB/ Brussels.


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LISBON I strategy was S1

  • Lisbon strategy at the beginning was S1 « « Knowledge approach ». It presupposed a post-industrial approach.

  • It has failed because nobody explained the post-industrial thing!!

  • And thus we have used a new approach and a new tool with old concepts, old management, and an old vision. Failure.

DEAN of CBA Business School ZAGREB/ Brussels.


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LISBON 2 STRATEGY IS S2

  • With the Barroso Commission, reports showed the « failure » of Lisbon 1 (S1) strategy.

  • So the Commission is pushing hard towards a more classical « information society strategy ».(S2)

  • I understand but I am not convinced, personnally, this is the right strategy.

DEAN of CBA Business School ZAGREB/ Brussels.


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LISBON STRATEGIES

  • CONCLUSION:

  • Lisbon strategy S1 had thus done the right choices: KS+ sustainability + inclusion!

  • Lisbon 2 strategy weakens EU’s competitive position in the long term.

DEAN of CBA Business School ZAGREB/ Brussels.


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EU : A WIN-WIN STRATEGY

  • The obstacles to the free trade/industrial information society strategies

  • …become advantages in the knowledge society. The very logic is different.

DEAN of CBA Business School ZAGREB/ Brussels.


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Free trade obstacles

Social protection

Environm.protect.

Women family prog.

Development prog

Sharing technology

Advantages Know. So

Help natural networks

Intangible asset

Increase creativty

Win-Win for EU

Win-win strategy

WHEN OBSTACLES BECOME ADVANTAGES

DEAN of CBA Business School ZAGREB/ Brussels.


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EU: CONDITION of SUCCESS

  • The only condition for success in this KNOWLEDGE society is to say that we are entering in a new society.

  • It is easier for the business to say this than for politics and administrations

  • Hence the new mission of the world Business.

DEAN of CBA Business School ZAGREB/ Brussels.


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Some good Books…

  • Peter DRUCKER: “Post capitalist society”, Harper Business, New York, 1993.

  • Verna ALLEE: “The future of knowledge” Elsevier Science, 2003, USA.

  • Jeremy RIFKIN: “The European Dream: when Europe’s vision of the future is silently eclipsing the American dream” Penguin 2004.

  • Ray ANDERSON: “Mid Course correction” 1998. www.chelseagreen.com (Interface)

  • World Business Academy: www.worldbusiness.org

  • Spirit in Business: www.spiritinbusiness.org

  • “Neskey” on intangible measurements : www.neskey.com

DEAN of CBA Business School ZAGREB/ Brussels.


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