Danone Case Study

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Organizational culture is formed by how the information is flowing around the company. Some organizations prefer top-down approach in which information sharing is usually limited to the key personnel. In contrast, some organizations prefer bottom-up approach in which information is usually shared among the firm and management makes decision based on feedbacks. In the case of Danone, the company formed a culture of networking in order to encourage more information sharing among employees. Danone has been a success in the consumer goods sector due to its innovative culture, and it also enjoys climbing revenues in the recent years.

Knowledge management challenges faced by Danone
There were two challenges faced by Danone. First, sharing was not a natural thing among employees especially when there were no personal connections. Donone’s employees prefer sharing information by talking to each other than sharing information on computers. Second, some managers were not comfortable to let their teams to discuss matters, because managers worried that their positions being challenged if teams are able to solve problems by themselves. However, management believes that these solutions from teams are useful within the firm. Therefore, the Networking Attitude was launched to encourage employees to develop personal connections and to help managers to work in networks in order to overcome Danone’s knowledge management challenges.

The Networking Attitude initiative
The Networking Attitude has been an excellent facilitator to encourage Danone employees to network with each other. The goal of Danone is to utilize a game like structure to allow employees to form a special bond with each other. Organizing the marketplace activity, the company set up a fun, relax and informal atmosphere to allow employees to connect with each other and exchange ideas. Dressing in costumes also helps to lower people’s barrier to make connections. However, the problem of the...
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