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MANAGING KNOWLEDGE FOR INNOVATION 191

Table 9.1 Service innovations and challenges for managing knowledge work

Characteristic Description Example (Medico) Challenges
for Managing
Knowledge Work

Intangible The value of the Uncertainty in Europe • Protecting intellectual
knowledge cannot about the ‘effectiveness’ property, patenting
easily be demonstrated of the brachytherapy against piracy.
in advance of the treatment when it had • Persuading people
service actually being not yet been used in this to use the service in
used. context. advance of proof of
effectiveness.
Interactive New and more Development and • Knowing what knowledge
interactive modes delivery of brachytherapy people have.
of development required knowledge and • Getting relevant
and delivery involvement of surgical knowledge workers
require knowledge urologists, radiologists involved in the innovation
distributed across and Medico staff through process.
a wider range of Centres of Excellence • Can involve service
stakeholders (including model. provider innovating at the
customers and end clients’ premises
users). Production (e.g. consultancy
of knowledge services).
simultaneous with
consumption.
Information Variety of information Professional training, • Using forms
intensive and modes of educational materials and of information
information delivery opinion leader reports and modes of
involved. coupled with marketing information delivery that
materials and scientifi c are seen as accessible,
clinical effectiveness data. of interest and
legitimate by varied
service users.
Heterogeneous Different opinions as Surgeon, radiologist • Understanding and
to the value of the and patient views of accommodating
information and what the ‘effectiveness’ stakeholder interests and
constitutes a good of the treatment viewpoints.
service. differ. Views temporarily • Can generate tensions
‘reconciled’ through between standardization
active promotion of and customization.
‘community of care’.
Interdependent Users of services Implementation slowed • Enrolling powerful
(e.g. professionals) by resistance of more professional users
more powerful in powerful consultant and/or service
relation to them urologists overseen regulators.
because they are by regulation and • Developing professional
intangible and diffi cult professional standards. standards and networks
to legitimate in to legitimate new
advance. knowledge.

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