Although some theorists envision information literacy as dependant
on individual attributes such as intelligence, education, and experience, any one
employee only possesses a subset of the knowledge available and that required by
the whole organization (???Knowledge Management,??? 2000). To enhance the process,
organizations could establish a chief knowledge officer (CKO) who develops
internal taxonomies of knowledge to help employees find what they are looking
for (Friedmann, 20001). The faster rate new knowledge information is changing,
thereby increasing the obsolescence of knowledge in individuals; consequently, the
audience must constantly change and produce change, or become extinct.
External.audiences. The external audience focus involves competitive intelligence
(CI), which consists of two phases: developing data, then transforming it into information
(McGonagle & Vella, 20002). The developing data phase builds usable
information from public sources about the competition, competitors, and the wider
market. The transformation phase analyzes the data to create usable information to
support business decisions.
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