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Economische Crisis

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Economische crisis - kansen voor kennis met een kleine investering!
Auteurs: DNV-CIBIT adviseurs Jeroen Alberts, Annelies Kleijsen, Arjan Krans, Pieter Verheugd en Pieter Verhoeven Nederland stevent af op een diepe recessie. We hebben de stormbal gehesen na sombere voorspellingen over de economische groei en de werkeloosheid. Slechte vooruitzichten vertalen zich meteen door naar een forse terugval in investeringen. De drijvende krachten – een onverzadigbare vraag en ruim beschikbaar kapitaal – zijn wereldwijd uitgeput. Nederland: welke koers gaan we varen? Niks doen is geen optie. Een niet te onderschatten kracht om uit het golfdal te komen is dat Nederlandse bedrijven over hele kundige en ervaren medewerkers en kennisintensieve processen beschikken. Bedrijven die tot voor kort vaak het werk haast niet aan konden, met een navenant hoge werkdruk voor de medewerkers. Die bedrijven hebben nu een snel verzilverbare optie. Investeringen in het beter benutten van de kennis die alom bij de medewerkers op de werkvloer aanwezig is. Juist nu is er gelegenheid om dat te doen, en zo op korte termijn direct renderende product- en procesverbeteringen te realiseren. Investeringen bovendien van een beperkte omvang. Nederland Kenniseconomie: laten we koers zetten op de slagkracht van kennis! Vertrouwen op kennis Onze economie verkeert in zwaar weer. De CPB-tijdingen liegen er niet om. Het bruto binnenlands product (BBP) krimpt volgens de ramingen met 3½ procent. De werkloosheid dreigt op te lopen tot 675.000. Het investeringsniveau zou met zo’n 22 procent kunnen dalen. In de dagelijkse praktijk zijn deze kille cijfers al concreet aan het worden. Meer dan 500 bedrijven hebben werktijdverkorting gekregen. De eerste massaontslagen zijn aangekondigd. In de havens, op de weg, in productiebedrijven is de afname aan economische activiteit zichtbaar. Het aantal WW-uitkeringen neemt snel toe. Veel huishoudens voelen het sombere economisch tij nog niet direct in de portemonnee, maar voorzichtigheid is troef. Grote uitgaven worden liever uitgesteld tot er meer vertrouwen aan de economische horizon gloort. Kortom: donkere wolken pakken zich boven onze economie samen. Alom worden voorstellen gedaan om uit het economisch zware weer te komen. Alleen vertrouwen op een kerend tij in de wereldeconomie is geen optie. Op de korte termijn willen we economische activiteit bevorderen door investeringen in infrastructuur en woningbouw en het op peil houden van de koopkracht. Op langere termijn moeten we onze economie versterken door innovatie, investeren in technologischwetenschappelijk onderzoek en concurrentiekracht. En dat allemaal terwijl de

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financierbaarheid van zorg, AOW, pensioenen, hypotheekaftrek het op z’n minst niet makkelijker maakt om slagvaardig vooruit te kijken. Eerste prioriteit bij bedrijven is het economisch zware weer overleven. Korte termijn maatregelen staan in het teken van uitgaven- en kostenbeheersing, werktijdverkorting en afvloeiing van personeel. Bedrijven zetten ook creatief kunst- en vliegwerk in om juist nu de markt en klanten te bedienen. Crisis eist creativiteit: zoeken naar en creëren van nieuwe business opportunities. Voor de langere termijn is de cruciale vraag binnen bedrijven: hoe komen we sterker uit het golfdal? In deze mêlee komt één economische factor vaak boven drijven: velen zien investeren in én benutten van kennis als een belangrijke drijvende kracht. Nederland is een kenniseconomie in een concurrerende wereldmarkt; andere landen kunnen op lage lonen concurreren, Nederland moet zich onderscheiden door kennis en innovatie. Kennis kan op verschillende manieren ingezet worden om koers te zetten naar beter economisch weer. Investeren in onze kennisinfrastructuur: high-tech onderzoek en onderwijs. Uit de recent verschenen Kennisinvesteringsagenda 2009 blijkt dat Nederland moet versnellen om niet op achterstand te raken. Investeren in ‘een leven lang leren’: iedere burger werkt via scholing, bijscholing en omscholing continu aan zijn zogeheten ‘employability’. Investeren in kennis op de werkvloer: of zoals het Innovatieplatform het treffend formuleert “omzetten van kennis en kunde in kassa”. Juist nu is er een gelegenheid én een noodzaak om de – door werkdruk veelal nog onbenutte – kennis, kunde en ervaring bij medewerkers te mobiliseren. Kleine verbeteringen aan producten, productieprocessen en dienstverlening moeten nu een kans krijgen snel te renderen dan wel te zorgen voor een sterkere uitgangspositie bij een aantrekkende markt . Interessant is dat dat verbeterpotentieel relatief eenvoudig is aan te boren. En dus ook een investering die relatief weinig kosten vergt. Oftewel, veel bedrijven hebben een enorm verbeterpotentieel door eigen kennis slimmer aan te wenden. Tegelijk hebben veel medewerkers een enorm verbeterpotentieel door van hun directe collega’s, hun klanten en/of hun partnerbedrijven te leren. Investeren in dit type kennis past ook goed bij de diverse voorstellen die gedaan zijn om tijdelijk overtollige werknemers/kenniswerkers effectief en toekomstgericht te blijven inzetten en de werkverkorting-regeling – of toekomstige varianten – precies daarop in te richten. Slimmer werken, betere producten… met eigen kennis De afgelopen jaren hebben veel bedrijven mooie resultaten kunnen boeken. De markt was goed en de aandacht was vooral naar buiten gericht. Het waren dynamische tijden met veel klanten en focus op het opschroeven van productie en omzet. Er is veel ervaring opgedaan: nu is het moment die ervaring te benutten om producten en -2-

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diensten te verbeteren, en processen sneller, goedkoper en betrouwbaarder te maken. De kennis, ervaring en inzichten van medewerkers zijn een enorme bron van ideeën en inspiratie om op korte termijn grote verbeteringen te realiseren. Het goede nieuws voor bedrijven: deze kennis kost niks en is direct beschikbaar. En het is unieke kennis waarover de concurrentie niet kan beschikken! Met snel aan te leren technieken en eenvoudige tools zijn meteen bruikbare resultaten te boeken. Een paar voorbeelden:

We doen allemaal ervaring op in ons werk … maar we vergeten vaak er (samen) van te leren!

Prestaties naar het niveau van de beste vestiging Prestaties verschillen vaak per vestiging. Waar de één misschien het beste slaagt in het beheersen van de kosten weet de andere vestiging meer nieuwe klanten aan te trekken. Herkennen van ‘best practices’ en die organisatiebreed implementeren, is voor veel bedrijven een snel inzetbare methode om prestatieniveaus op te tillen. De eigen medewerkers herkennen de beste werkwijze snel. Er zijn eenvoudige en effectieve overlegvormen voorhanden die daar specifiek op gericht zijn (de peer assist en de peer review). Overdracht en implementatie kunnen eveneens het beste met eigen medewerkers gebeuren: zij kennen de ins en outs van de werkwijze en begrijpen wat relevant is in de nieuwe situatie. Leer van ieders beste werkwijze en versterk elkaar van binnen uit! Projectenervaring benutten Omdat elk project weer anders is, levert elk project nieuwe inzichten op: klanteisen, marktkansen of bijvoorbeeld technische kennis. Inzichten waarmee toekomstige projecten competitiever kunnen worden. Goed leren tijdens en na afloop van projecten (zelfs van projecten uit de afgelopen jaren) levert een schat aan nieuwe inzichten op. Inzichten die waardevol worden door te zorgen dat ze bijdragen aan betere resultaten. Wereldwijd beproefde instrumenten om die inzichten boven tafel te krijgen zijn: een after action review, een herbruikbaarheidsgesprek en een successenworkshop. Zet een projectteam een dag bij elkaar en ben direct beter op de toekomst voorbereid! Kennis van de specialist breder inzetten Veel bedrijven leunen sterk op hun specialisten. De overbekende vraagbaak voor iedereen met veel kennis en vooral veel praktische ervaring. Zij staan garant voor de kwaliteit van de dienstverlening, zijn cruciaal in productontwikkeling of overzien als geen ander het werkveld. Door nu deze specialistische kennis en ervaring te delen met een bredere groep collega’s ontstaat de slagkracht waarmee straks sneller, meer kansen kunnen worden benut. Effectieve overdracht van specialistische kennis vereist goede afstemming op de aard van de kennis en de -3-

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mogelijkheden en wensen van zowel de specialist als de ontvangende collega’s. De gebruikte technieken zijn echter eenvoudig en snel aan te leren. Deel kennis en ervaring en verrijk het bedrijf en de individuele medewerker! Versterken van werkprocessen Succes en onderscheidend vermogen schuilen vaak in een paar essentiële stappen in het werkproces: de klant beter begrijpen, perfecte technische beheersing of de juiste timing. De medewerkers achter het proces weten vaak heel goed wat de crux is. Door deze cruciale kennis voor deze werkprocessen in kaart te brengen, te borgen en te versterken wordt het werkproces als geheel verbeterd. Zeker als de omstandigheden dwingen tot ingrijpende maatregelen zoals kostenreductie of outsourcing. Met een goede kennisstrategie wordt voorkomen dat gesneden wordt in de verkeerde activiteiten en kan de aandacht worden gericht op het versterken van de kennis die essentieel is voor de toekomst van de onderneming. Pas op dat het huidig economisch tij geen cruciale kennis wegspoelt! Organisaties en bedrijven kunnen ook verbeteren door slim de kennis in hun omgeving te benutten: met de kennis van (interne) klanten, leveranciers en partners kunnen producten en diensten worden verbeterd. Product- en dienstverlening verbeteren door slim mobiliseren van kennis in de keten. Slim combineren van meerdere kennis- en expertisegebieden van keten- of netwerkpartners biedt perspectief op verbeteringen en innovaties. Zowel de schakels als de keten worden hier sterker van. Een kennismarkt helpt keten- en netwerkpartijen om te ontdekken hoe samenwerking met kennis kan leiden tot innovatieve verbeteringen. Samen kennis delen, ieder sterker uit de storm! Wat verstaan we Dit overzicht is uiteraard niet uitputtend maar laat wel duidelijk zien dat veel verbeteringen nu en hier mogelijk zijn. Met beperkte middelen kunnen forse verbeteringen worden gerealiseerd doordat individuele bedrijven en organisaties slim(mer) omgaan met hun kennis en ervaring. De winst in slagkracht, vernieuwing én kwaliteit zal het herstel bespoedigen en versnellen. onder kennis: - Know what - Know how - Know who - Know why - Know where

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Uitdaging: investering met een kleine i, levert kennis met een grote K Bedrijven en medewerkers staan voor de uitdaging de economische storm te trotseren en hun positie in de markt veilig te stellen. Vertrouw op eigen kracht, benut eigen kennis en ervaring. Bedrijven en medewerkers kunnen die kennis en ervaring met een geringe investering mobiliseren en zo werken aan de versterking van ieders marktpositie. Brancheverenigingen en overheden kunnen dit kennis- en leerproces met beperkte financiële middelen versterken en aanjagen. ‘Nederland Kennisland’ is juist nu in economisch barre tijden de sleutel tot herstel. DNV-CIBIT weet dat de formule een “investering met een kleine i, levert kennis met een grote K” werkt. Download ons paper ‘Methoden en Instrumenten voor kennisgericht organiseren’ en ga aan de slag. DNV-CIBIT is benieuwd naar uw resultaten: laat het ons weten via e-mail: annelies.kleijsen@dnv.com of tel. 0302308900. Nog een vraag? Neem gerust contact met ons op: kennis en ervaring delen is ons dagelijks werk!

DNV-CIBIT B.V. Prof. Bronkhorstlaan 10, gebouw 90, Postbus 2, 3720 AA Bilthoven Tel. 030 230 89 00, WWW.DNV.NL/KENNISMANAGEMENT

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Challenges of Crisisology

...vulnerabilities. We have seen those who laughed or are silent at the proposal for the discipline of Crisisology for ‘wont’ of analyses and intelligence. Others include: * The belief that Crisisology is a temporary call and that the initiator is incompetent regardless of its benefits; * Fear of loss of authority or control of social or academic standing? * Feeling of change overload (too much too soon); * Lack of trust or dislike for the concept of Crisisology; * Great idea but not for us? * Its below ‘our’ standards; * It cannot be guaranteed. We noticed all these from our interactions, diagnosis and inferences and we are not surprised that many of them – the practitioners, researchers, and educators in the fields of crisis management, emergency management, disaster management, and catastrophe management are slow in responding to calls for a serious debate regarding the matter of Crisisology becoming a professional/academic discipline. Collaborative Crises Firstly, academicians in particular are slow in responding to substantially new and radical concepts. They often want to see what research is being conducted by others in a given area, and would subsequently need to corroborate those finding by doing their own research. They do not want to stick their academic necks out there until they think it is safe to do so. The 'organized' disciplines of Biology, Sociology, Psychology, Geology, etc, took some time to become accepted in a formal way. According to...

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