TITLE

Slide Presentation as a Knowledge Visualization Tool for Knowledge Transfer: The Case of Information Processing Enhancement of Field Sales Force

AUTHOR(S)
Delorme, Daranee
PUB. DATE
January 2011
SOURCE
Proceedings of the International Conference on Intellectual Capi;2011, p663
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Case Study
ABSTRACT
This research explores the idea of how slide presentation as a knowledge visualization tool used to transfer knowledge enhance information processing of the receivers' of knowledge which in this case are the field sales force of a consumer product company. The exploratory qualitative case study research design caters the findings via content analysis and explanation-building. Parental theories that guide this research are information processing and cognitive load theories. They help construct the conceptual and theoretical frameworks of this research. With detailed construct of case study protocol and database, the researcher reaches to the findings that contain causal links between knowledge visualization tool and information processing process. Content analysis shows that gestalt laws of presentation in the content of the tool help reduce extraneous cognitive load. The knowledge content reveals that there are both low and high element interactivity knowledge in the tool. The finding shows that high element interactivity knowledge of no more than three knowledge elements can still be transferred and learned. Findings from the case study analysis show that knowledge visualization tool help enhance information processing of the receivers' of knowledge but there are other factors. The presenters and the receivers of knowledge have their parts in helping and completing the process. A cross-case analysis then discovers further findings. Characteristics of the presenters are important in enhancing the information processing process and that cater to high knowledge retrieval rate. Presenters are important in getting attention, comprehension, and retrieval of knowledge while the tool alone is important in delivering knowledge and transferring knowledge to short-term memory. The receivers of knowledge are important in encoding their own knowledge. The findings from this research finally alter conceptual and theoretical framework that is built prior to the actual case study into a knowledge delivery model. This has academic and business contributions especially to the field of knowledge management, knowledge visualization, and cognition.
ACCESSION #
69713451

 

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