Tata Case Study 4c415o

KNOWLEDGE MANAGEMENT @ TATA STEEL

LOGO

A Case Study

CONTAIANTS OF PRESENTATION

INTRODUCTION QUESTION 1

QUSETION 2 QUESTION 3 CONCLUSIONS

INTRODUCTION ASIA’s Most ired Knowledge Enterprise COMPANY PROFILE TATA STEEL. • The only company in manufacturing sector in India and The only steel company in the world to receive this award. • Started in the late 1990s. • This Knowledge management of Tata Steel was a growth driver of the company • Important source of competitive advantage for Tata steel

QUESTION 1

INITIATIVES TO MAKE TATA STEEL AN KNOWLEDGE BASED COMPANY

ROAD MAP of KM @ TATA STEEL • Knowledge Communities Kick off • Security System in KM Portal introduced. • Linked KM with PMS

• • • • •

• • • • •

Knowledge Manthan Introduced Linkage with IPR Portal Integration with Aspire Quality Index Introduced Trust on usage of knowledge across value chain.

Phase 1

Phase 2

Phase 3

Phase 4

99-00

00-01

01-02

02-03

Awareness Process Design System Design Launch of KM Portal Early Success stories communicated

• • • • •

KM Index introduced Community index introduced Customer & Supplier Knowledge “Ask Expert” Launched Recognition System Introduced.

INITIATIVES TO MAKE TATA STEEL AN KNOWLEDGE BASED COMPANY • KM process was started by involving group of those COMPANY people whoPROFILE already working in company and who has exposure in different fields. • Establishment of a knowledge repository - It was placed on corporate intranet and people were allowed to share their experience of success and failure in implementing projects • Employees are encouraged to participate actively through Knowledge piece (KP) or query on KM site. • Knowledge repository were integrated the division/ department level with main KM repository • Knowledge communities were formed where likely minded people can share their experience.

QUESTION 2

BARRIERS TO SUCCESS OF KM INITIATIVE @ TATA STEEL  Fear of a new idea among employees  “Will this lead to downsizing”  “Why should I share my knowledge” [and lose my advantage]  Connectivity was poor  Access to technology was non-standardized  Irrelevant contributions were made due to lack of clarity about KM  Employees were not habituated to browsing (since internet was a fairly new concept)

STEPS TO ENCOURAGE EMPLOYEE PARTICIPATION • • • • • •

Sought a cultural transformation Organizing seminars on KM Hired Mckinsey for advice on communities of practice Involved people from within the organization rather than external people Improved the quality of the knowledge repository Incentivized the program KM Index

• 70 points for valuable contribution • 30 points for one-time , interaction, collaboration • 30 points for application of a Knowledge Piece (KP) Linked performance evaluation to KM Rewards and recognition for KM

Yes, it was successful as it changed the attitude of employee and it increased their quest for knowledge, also employee started browsing knowledge management pages more frequently.

MEASUREMENT OF SUCCESS

•It increases the number of hits on KM site of Tata Steel •Through Tata Steel’s KM initiatives, expert skills became available through out the organization and productivity increased •Reduction in R&D expenses •As employees were encouraged to come up with new ideas there job satisfaction increased

QUESTION 3

COMMUNITIES OF PRACTICE • Help from consultants from McKinsey and company • Established to: - capture tacit knowledge of the experts - Improve quality of the knowledge repository - Encourage use of repository • Communities were: - Champion - Convener - Practice leader - Lead expert - Practitioner Company Logo

COMMUNITIES OF PRACTICE • Communities focused on 21 areas (like iron making, steel making, rolling, energy management etc.) • Employees were free to any of the communities

Company Logo

BENEFITS OF COP  Reduce costs  Increase revenues  Utilize existing knowledge  Create New knowledge

 Job satisfaction among employees increased  Expenditure in R& D decreased  Expert knowledge among employees made available

throughout organization

Company Logo

BENEFITS OF COP • Helped In Harnessing a competitive Advantage in the Market Place. • Reduced the Cost of Production *,increasing the revenues. • Creation of New Knowledge and effective Utilization of Existing Knowledge.. • Collaboration, Conversation and Interaction among the employees increased. • Reduced Expenditure on R&D due to generation of new ideas • Increased Productivity. • Reduction in duplication of Ideas. • Increased job satisfaction among the employees . • Reduction in the loss of Intellectual capital.

CONCLUSIONS

Company Logo

FUTURE OF KM IN TATA STEEL  Link e-learning with KM repository and KM communities.  Devise an Intellectual Capital Index with retired Employees.  Develop employee skills for better externalization of knowledge and integration with customer’s knowledge.  The most important challenge is orienting people towards opportunities and challenges

Company Logo

THANK YOU ! LOGO