Knowledge Management Project For Tea Campaign, Berlin Germany By Nipawan Mantalay

Metaphor: Champagne of Tea Analogy: Best Tea for Darjeeling Aficionados Project Title: “Knowledge Management for Tea Event 2009 ”

Objectives 1.To bring tea garden owners, tea campaign and customers together in order to make an emphasis on Tea Campaign’s Philosophy 2.To make use of “Annual Tea Event” as a learning forum among Darjeeling tea garden owners, Tea Campaign and customers Benefits 1.To increase transparency between tea producers, Tea Campaign and customers 2.To get tacit knowledge from producers & customers for product development 3.To maintain good relationship between Tea Campaign and tea garden owners as well as Tea Campaign and customers 4.To get attention from local media like newspaper, TV, Radio as free advertisement and company promotion

Responsibility: Manager and Tea Campaign teamwork Duration:5 months Process Validate five phases of the organizational knowledge creation model -sharing tacit knowledge (socialization- sharing and creating tacit knowledge through direct experience ) -Create concept (externalization- articulating tacit knowledge through dialogue and reflection ) - Justify concept -Building archetype (combination- systemizing and applying explicit knowledge and information ) -Cross-leveling knowledge (internalization- learning and acquiring new tacit knowledge in practice )

Planning Activities 1. Share tacit knowledge- an exchanged experience of team members 2. Create concept- employ a figurative language: metaphor+ analogy to share mental models 3. Justify concept- determining whether created concept is truly worthwhile/ screening process 4. Build archetype- conversion of Justified concept into something tangible or concrete- a prototype 5. Cross- leveling knowledge- Interactive and spiral process that occurs both intra and/or inter organizationally September 08 October08 November08 December08 January 09

1 st phase model of the organizational knowledge-creation process Share tacit knowledge A. Organize weekly meeting between leader, manager and teamwork of Tea Campaign to discuss about Tea Event 2009’s preparation (1 month) a. What are our experiences from previous years’ Tea Event? e.g. advantages +disadvantages in terms of location, caterings, transportation and the work of Master of ceremony b. What else can we add in Tea Event 2009 for the benefit of the company? e.g. Tea Forum

2 nd phase model of the organizational knowledge-creation process Create concept (one and a half month) A. Analyze shared experience gathered from meetings (1/2m) B. synthesize what concept of Tea event 2009 should be by(1m) employing figurative language to share mental models in order to stimulate Tea Campaign Teamwork’s creativity 3 rd phase model of the organizational knowledge-creation process Justify concept (one and a half month) A. The leader and manager of Tea Campaign justify the concept a. build up justification criteria e.g. - cost - Is the project costly? - How much money TCP can provide for the project? - profit margin - - contribution to the firm’s growth

4 th phase model of the organizational knowledge-creation model Building archetype (one and a half month) A.Combining experience in previous years and new ideas from meetings a. to improve Tea Event in 2009 b. to create a prototype for Tea Event Program 2009 (1 month) B.Write the Tea Event Program 2009 (half month)

5 th phase model of the organizational knowledge- creation process Cross-leveling knowledge (2 month) A. Send the program to each employee who is in charge of various duties B. Upload the program in Tea Campaign website C. Write an inviting letter with attachment of Tea Event Program 2009 to customers so that they can consider to join Tea Event 2009

Human Resources - Leader, Manager, and Tea Campaign Teamwork Budget - 20,000 Euro Evaluation - Feedback from customers - Increasing numbers of tea orders - Numbers of new ideas about product development