More managers want to get their arms around what a company does extremely well, its core competencies. Once the company has done this, it wants Brand U’s to embrace and enhance these competencies. The thinking goes something like this. We all have valuable data, information, and knowledge. If a team does a critical job and this knowledge is not shared, then the Brand U’s knowledge is not captured.
Then, applied knowledge becomes the great business differentiator and value adder among companies. This asset while not on the financial books is critical to profitability especially as Brand U organizations want to accelerate product development and profits from new products.
One of the hot new jobs is called the Chief Knowledge Officer (CKO). Go figure.