Knowledge-based strategies as a competitive advantage in the fast moving consumer goods industry : a case study of Adcock Ingram Homecare.

Thesis (MBA)-University of Natal, Durban, 2003.A qualitative exploratory research on knowledge management was conducted using Adcock Ingram Homecare as a case study. Adcock Ingram Homecare trades in the fast moving consumer goods industry, an industry where consumer insight, brand loyalty and innovation are key to ensure market growth and sustainable top line profitability. Knowledge management was seen in the light of providing the organisation with the competitive advantage of meeting and sustaining its growth and profitability targets especially in a rapidly evolving environment. Informal interviews, with five company personnel, provided great insight on the topic of research. First and foremost, the structure of the research was discussed, including the motivating reasons for conducting the study, its value to the organisation, the objectives of the study, how these objectives were met, the research methodology used and the limitations of the study. Literature on knowledge management was then review and accompanied with strategic management tools, it was used to develop a knowledge management model for Adcock Ingram Homecare. A critical analysis of Adcock Ingram Homecare's external and internal environment was first carried out. The company's present and future business strategies were assessed and the knowledge management model was aligned to that business strategy. The knowledge management model focussed on crafting a knowledge-based strategy along the following dimensions: governance, culture and behaviour, content management, technology, application, measurement and communication. A three-stage strategy horizon for Adcock Ingram Homecare's implementation of knowledge management was also developed. An implementation and measurement proposal of the strategy was made. The knowledge management model and strategy was evaluated in the context of the Adcock Ingram Homecare environment. Finally, recommendations were made to the company regarding the implementation of a knowledge management strategy