Outputs:.Internal.Interpretation
Since communication is perception, the interpretation is as significant an aspect of
the output as the product itself. People may have multiple and even incompatible
interpretations. Furthermore, individuals and the organization have differing primary
focal points in interpreting knowledge:
??? Individuals focus on usability and simplicity.
??? Organizations focus on effectiveness and credibility.
Table 7. Types of knowledge (Source: Zack, 1999)
Knowledge.Type Knowledge.Focus Knowledge.Characteristics
Declarative knowledge About describing something. A shared, explicit understanding of concepts,
categories, and descriptors lays the foundation for
effective communication and knowledge sharing
in organizations
Procedural knowledge About how something occurs or
is performed.
Shared explicit procedural knowledge lays a
foundation for efficiently coordinated action in
organizations.
Causal knowledge About why something occurs. Shared explicit causal knowledge, often in
the form of??™ organizational stories, enables
organizations to coordinate strategy for achieving
goals or outcomes.
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