Elisabeth Simon
From business information - to knowledge managment a new professional field or a management tool?
HonFCILIP Assocation for the Advancement of West- East Information Transfer
(Förderkreis für West Ost Informationstransfer), Berlin
What is business information
After the fall of the communist wall no term in the library and information world spread with a faster speed than business information. It seemed to be a vehicle for a successful drive into a better future where everybody could become a business man (or woman) and the libraries could support this successful journey. Providing business information libraries would earn some badly needed money which was not provided for them any more in a small quantity but without question. This prospectus of providing business information was so popular that all information about it, was quickly translated in the national language[1] and the topic found easily a broad and interested audience.[2] In the countries of Central and Eastern Europe the first journals for business information were published e.g. in the Czech Republic,[3] the first libraries or departments for business information were founded, e.g. at the State Technical Library as Moscow and the first associations for business libraries came into being under the roof of the Centre for Educational Information, also at Moscow.[4]
We keep forgetting that tradition and cultural structure are influencing library and information services. The term and the service business information were unknown as well in Germany and well in France. Library Services in the United States and Great Britian and also in the Scandinavian countries were different. This depended on the different role which a library especially a public one, played in these countries. Whereas in Germany and France libraries were depositories of books well organised and kept, municipal libraries, mainly in France were also concerned about the cultural heritage and keeping old books. The educational role of public library service was generally more stressed in Germany. Due to the structure of the public library services developed during World War II in Great Britain presented by the Service of the Citizen Advice Bureau business information was delivered at first by the public libraries of Sheffield as early as 1922. This lead finally to the business links offered by the public libraries from 1996 on and the foundation of a group inside the previous British Library Association nearly ten years ago.[5]
It was difficult to introduce this service into Germany. Therefore two British-German conferences were jointly organised by the British Council, the Foreign Relations Office of the previous German Library Institute and the Anglo German Foundation.[6] The kind of service was alien to most of the Germany librarians who were more concerned about service for the immigrants (mostly Turkish ones) and the socially deprived readers. Today libraries are confronted with the economical change in public administration with all the terms and new organisational structures obliged to a modern management of libraries. For the time when the attempt was undertaken, to introduce business information into libraries two big public libraries in Germany were making the first experiences with this kind of service: the public libraries at Stuttgart and Cologne , especially in the last one quite successfully carried out by Mr. F. Daniels[7], Cologne,who is in charge of the service at the public library of Cologne. He got acquainted with this service during a four weeks stay in a British public library.
A definition of business information was tried in 1994 by connecting the provision of business information to international firms and institutions[8]. It was stated that business information can only be delivered in a network of international cooperation. This is becoming more and more a fact especially on the background of international businesses which want to merge and are acting internationally. We can observe the worst draw backs if the management does not take the cultural diversity of its international work as well of its clientele into consideration.
However a clear definition about business information was not given. This might be a advantage when regarding the role of business information in structuring information services in the countries of Middle and Eastern Europe. In these countries business is regarded in a much broader context than in the Western countries. In most cases all information services which are not strictly cultural and academic bound, general information is often called business information. In most cases services are defined according to clientele and that means private ones, contrarily to public ones. Therefore the question about the definition of business information is closely connected with the question for whom this kind of information is delivered.
For whom business information
We have mentioned that business information in the Anglo Saxon countries as Great Britain and USA was earlier known and more offered and used than in e.g. other European countries. This does not refer only to business information but is caused by a lack of information culture in most European countries. Although the delivery of business information by all kind of libraries, from small public libraries to national ones in Great Britain and with much support by the national government as well by the counties, it was regarded by the libraries as a way to earn some funds which could be used in the end to finance some services which were not supported as much as needed by the public. First of all it was early seen that this kind of information needed an organisational structure which was apart from the structure of the home institution. Most libraries have not been very user orientated and were heavily determined by public administration. Opening hours did not suit the service for a time when no email was available and electronic delivery was not in great use. Hierarchic administration also contradicted the obligations of this service, which depended on a fast and self responsible staff.
However also today when the information structure has very much changed the question for whom the service should be designed has to be posed.
Business information can be offered because :
- it is wanted to earn money with it
- or it shall help to develop a region /an institution /or corporations
Databases and institutes which are in the information business offer business information as part of their business. Big firms which have decided to get rid of their information unit /library have done this on the base that information services can be delivered by purchase of access to large databases and electronic material. This is a strictly financial approach which sells the access to certain databases for business information like other material which is needed for business information as books and periodicals either in print form or electronical.
The development of an institution or a region may lead to the introduction of business information. There are several examples: in Ireland some years ago a national plan was worked out to establish this service in the country in the different libraries as a mean which should support the economical recovery of this country, heavily stricken by terror and unemployment. John Coll reported of the Business Information Unit at the Scotland National Library.[9] which was having to a twofold purpose: the modernisation and marketing of the services of the National Library to transform it to a national information unit and use its service as a mean for promoting the economical development of the country which already showed some progress and lead to the development of Scotland to a high tech country. Also during the international conference about Business Information at Würzburg 1997 Mrs. Anna Schmidt reported from a unit at Aarhus, Denmark which was established at the public library for helping to develop this part of Denmark to a better economical performance.[10] The results of these efforts were regarded as a mean for development of the region and therefore funded by the public purse. The same motives may apply to a private library serving a corporation. Especially in branches of the industry where research and development plays a big role, business information can be vital since this industry does not only rely on material and information for their research and development it has also to keep abreast in economic networking and marketing and needs timely information for that purpose.
During the last years information units and libraries which delivered business information came under very great pressure because they were forced to prove that they were cost effective. Quite some firms thought that they would outsource the service and either rent such a service from private vendors or even do a treaty with the library as it was attempted in the Wolga region with its steel works in the city of Cherepovets[11] or purchase the access to a great number of databases. It was obvious that many firms and corporations concerned were not convinced any more of having their own information units. We may in this context point to the libraries of the Embassy of the United Stated which have been streamlined during the last years. They are delivering business information but due to the framework in which they are working ,the embassies, their clientele are in most cases business people or others from the United States not from the country in which the Embassies were working. Therefore it was an one way flow of information. However that might result in a kind of narrow view and in the long run lack the outreach which gives a much broader view. Therefore e.g. the American Embassy and its Information Resource centre at Berlin organised 1999 a conference together with several German partners Elektronische Informationsdienste als Instrumente der Außenhandelsförderung.[12] Information services in order to gain the best results cannot only promote the export but shall help for networking. International cooperation projects with information centres can only be successful if they are for the same time gearing at promoting export and import and vice versa. The conference being organised three years later Potentials of International Information Transfer. Opportunities and Challenges of Global networking[13] showed the necessity of shaping a framework of international and institutional cooperation for international networking in order to receive and disseminate timely information of high quality.
Public Private Partnership
As we have pointed out, the economical development is a goal not only for all national governments but last not least also for the European Union, which was founded as an economical union. We will meet this wish not only on the national level but also on the regional level. In a democracy when politicians wanted to be re-elected this is self evident. Therefore besides the numerous data bases offered by private firms for all branches of the economy publicly founded institutions gear to the goal of providing help for the economical development: As mentioned above at Great Britain a whole network of libraries are determined to reach this goal from the British Library to small public libraries. In Germany besides the two public libraries mentioned above the ZBW Deutsche Zentralbibliothek für Wirtschaftswissenschaft (Bibliothek des Instituts für Weltwirtschaft Kiel)[14] offers information, documentation as well as document delivery about all subjects of economy, also for an international clientele after an informal treaty. This library belongs to the network of national libraries in Germany and is provided not only with a new beautiful house but with good services and a very comprehensive collection.
Embassies are also becoming more active in supporting the economic relations. We have already mentioned the service which the US Embassy is providing for their home country. Poland also has published a comprehensive brochure Business in Polen 2001 (in German) which is understandable because Germany is the biggest economic partner of Poland today. This brochure was compiled by the Bureau of UNIDO/ITPO[15] at Wroclaw with the support of the ministry of economy , finance, foreign affairs etc. The aim of this brochure is to provide a survey about the present social and economical situation in Poland. It is said deliberately that this information is not total reliable as far as laws and the framework of public administration e.g. taxes are concerned. That means it is useful for a first survey for people who want to deal with or to invest in Poland. A leaflet about Wroclaw is more interesting, since at the end we find the address of an office for development of the city and foreign relation for the community.[16] Nobody wants to deny the use of this brochure Business in Poland as the first overview about the Polish situation but it provides only a first overview for probable investors how well adapted the infrastructure for an investment in this country maybe. If a guide for future partner or investors is needed Polen ihr Geschäftspartner is more useful.[17] It gives a short overview about different branches and some views about the economical infrastructure in Poland. It also lists addresses for further contacts, e.g. of the consular offices and embassies in Germany. It is a big disadvantage nowadays that the address e.g. of the Polish Embassy in Berlin is not any more correct but the Embassy has set up a website which shall given more business information as it was told during a reception of the Polish Embassy in Berlin Königsallee. This might serve as an example of the limitations and obstacles of providing business information only in an electronic way. The crucial point in networking is the crossing of information and human approach. In most cases people who want to do business with or in an other country are as well slightly informed about the country of their future partner. Like after the reading of Business in Poland 2001 the internet site maybe another good way for first information.[18] The internet site as a tool for communication is often stressed and employed as first information and a strategic tool used in a certain way may serve very well as a mean providing business information. Therefore one would wish a person to whom to turn and with whom to communicate who possesses not only an overview but some professional advice. Business information lives from personal communication and personal advice, that might be one of the reasons, why all the material available books, brochures, TV features and internet as well databases are not used to the best extent possible.
Business information may be roughly divided into two sectors:
- for broad information about a sector and the players in one field
- for the competitive capacity
- for decisions making
Networking of Competencies
Already more than twenty years ago when the Industrie and Handelskammern in Germany offered their first electronic information services and access to databases they were not used in such an extent as it was anticipated. Industrie and Handelskammern are presenting the first source for information for the commerce and trade as well industry. The membership is obligatory which meets today a growing denial of this necessity to belong to this association. Their information service was not used to the extent information professional thought sufficient according to the growing international market. One of the reason for under use were the big bulks of papers given to the clientele and probably totally unsuited for a great deal of the clientele consisting of smaller and medium enterprises. Therefore one may not be surprised that this kind of clientele remained also a target of many European projects made for them and was a topic during many talks and complaints on the political level. Smaller and medium enterprises do not have access to the necessary information especially when they are specialised on a special field and want to offer their products to a wider maybe international market. Therefore it is no wonder that in the USA a consortia was created which shall help these partners to enter the international market.[19] Most of these enterprises are confronted with difficulties when trying to offer their products world wide even in the whole European regions.
Therefore Deutsche- Polnische Wirtschaftsförderungsgeselsllschaft AG[20] offers a good concept, as Dr. Reinhard Klein told during a conference of the Berlin initiative for relations with the Central and Eastern European countries.[21] This Institute with an equal staff of German as well Polish people offers consultancy and advice in both languages and from as well German as well Polish professionals.[22] It is an excellent vehicle to promote economical recovery in this deprived area which is losing its German population to a great extent during the last years due to the lacking economical chances for the population, the younger look for jobs and the older follow them as the director of the public library in Weißwasser told . This German Polish region at the frontier shows the cultural disadvantage being built up during the years of being closed in due to political reasons. Most European regions with a frontier are at least not deprived because of the social, cultural and economical life which is developing by the traffic to and fro a frontier. As it was demanded during the same conference of October 25th this has to be a two way traffic and the demand for the command of languages in both sides is a basic for a development of these regions. Europe with open frontiers during last year has at least helped the economic recovery at these regions, which e.g. the Kaiserstuhl and the Elsass have shown during the last years. offering wine, good meals and tourist attractions and are both making a quite good living with it. The institute of Dr. Klein is an excellent way to promote the development of trade in this country because due to the structure it will be able to help with the decision making- and that maybe very difficult and necessary in this region.
But business information does not only concern building or food or the clothes industry. It needs new ideas and new products for merchandising. Therefore the intercultural exchange can be this important. In the Generalkonosulat der Bundesrepublik Deutschland (Konsulat Generalny Republiki Federalnej Niemiec[23] the cultural Attache Rainer Sachs is publishing a reference tool which is presenting the work of his lifetime, a comprehensive encyclopedia about the applied art in the Silesian regions. This is extraordinary and maybe well become quite famous when being used as a tool for developing applied art in the future. It can be foreseen that this may become a very important and flourishing part of business. But who in the business scene of applied art knows about this reference tool except the librarians and libraries which want to purchase this book desperately and may no be able to do so because of lacking funds. Another example maybe the arising beautiful fashion industry at Prague, which seems to connect the present with the future since it was known before World War I as a place where rich ladies wanted to purchase their outfit. But who knows about this small industry, only the tourists which may see these handicraft during their visit to Prague and purchase it.
Networking of competencies may become one of the biggest challenges of business information during the next years. As we said above libraries as a separate unit may disappear in the different firms but the necessity for an information professional may even grow due to the internet and a quite different information infrastructure being shaped during the last years.
Knowledge Management
Informationsvermittlung in der Industrie called Hartmut Kroll its publication which had a third edition in 1990.[24] It teaches the basics of a professional information system thus providing demands, concept and realisation of a system/library providing business information. Although the two proverbs which introduce the topic are still true. If you want to know people do not go into the temple go to the market place (Schwäbisches Sprichwort) and the other from Samuel Johnson 1709-1784 Knowledge is of two kinds: we know a subject ourselves or we know where we can find it with the internet and the multimedia information marketplace the business has become more complicated. In the course of our time and the present changes the word business information has on several places be replaced by the word knowledge management which might seem strange because knowledge is connected with academic and scientific world and might be opposed to the term management subsequently business management. This impression will be even more stressed by the final report of the Federal Ministry of Germany for Education and Research: Future of the scientific and technical information in Germany.[25] It recommends the further support of the ministry for the development of the scientific technical information with the goal of the optimisation of information provision for research, education, big industry and the medium and little enterprises. It is a fine and very thorough paper but in the first place aiming at an academic clientele. This was a lack from the beginning of this federal program starting in the 80ties and has not yet changed the structure. Chapter 1.2 page 14 shows very clearly what is missing: Informationsangebote sind nicht bedarfsgrecht /unternehmungsadäquat aufbereitet (Privatwirtschaft) Information provision does not meet the users deed (private industry and commerce) and on pag 18: ...die Verknüpfung der wissenschaftlichen technischen Information mit anderen Informations- und Kommunikationsebenen auch in der akademischen Forschung und Lehre in Zukunft stark an Bedeutung gewinnen wird. Konzepte eines integrierten Informations und Wissensmanagements, wie sie in der Industrie unter dem Schlagwort Knowledge Management zunehmend eine zentrale Rolle erlangen, werden damit in Zukunft auch zu einem zentralen Anliegen des Informationsmanagement im akademischen Bereich.[26]
That is true although one may wonder if this new term is widely known and meets the needs of this special and important clientele. Knowledge management is an overall term which tries to cover the new objectives and environment under which corporate institutions presently are working and will work in future. Knowledge management is a continuous improvement model according the to local and international environment in which firms are executing their business. I will not repeat the objectives and features of the Knowledge management which can be traced in the literature.[27] Knowledge management is about creative mixing of people, it is not the prerogative of any one department of function the creation of hybrid teams is a key feature, on what level it is required. But you cannot build creative mix of people without basic information you cannot manage knowledge without access to information either. As it is said the ultimalte goal is.... to improve organisational and individual capability.[28]
Conclusions
To collect, to access and to retrieve business information may be easy today with the internet and the numerous databases available especially in the economic sector. Information which used do be difficult to find as patents, facts , statistical data do not present the big problem they used to be if a good and highly profiled professional knows how and where to access and to retrieve this information. But business information or the newly key word knowledge management imply a broader sense including the information provision and the individual cooporation with each person of a very important and difficult clientele. It needs cultural and social skills together with the command of languages, if the firm is working in an international environment. Information retrieval may become easier because of the growth of information sources available. Selection and evaluation of information have grown very much more difficult- User orientated tailor made information dissemination in a firm has become a question of survival for each information professional in the private sector. Knowledge management is only cost effective if it is really a tool for decisions making and it has to prove this. Therefore knowledge management in the first place requires some understanding for economical structures. A very simple example may exemplify this: Searches and collecting sources in the academic scene have always to cover a broad extent of the material available, it has to be thorough.-That refers also to business information and knowledge management but it requires in most cases a selection in order to support the management and help for decision making. The management of information or knowledge as a tool for decision making is its key competency. It requires also a proactive attitude anticipating information needs and a strictly clientele orientated work. It might lead to dissolve the library as a place but the hard working professional who is anticipating needs who is the best informed person in a firm and directs also information to the staff is in more need than ever before. Sitting before a PC will not be sufficient, it will not be sufficient to screen the internet even the membership in subject related discussion- and email lists will not prevent the lack of access to important information. It needs the demand about information sources of all kinds in other languages as the home tongue It needs the deepest understanding of the goals of a firm/institution/corporation. A good knowledge manager may and should become a key person of a firm. The collapse of the international stock market is all about information and the lack of it. Nobody today can foresee how big the damage is caused for the world wide economy by false and wrong information and the lack of honest information sources. Good business information can be vital for the survival and the success of a firm/institution, it also can be a source of trust for the clientele, which might become a key factor in the economical success in the future.
Footnotes
[1] The first information about an international seminar at Würzburg, June 29th till July 4 1997: Business Information was immediately published in Rumanian: Cooperarea internationala - vitala pentru domeniul informational in: Bibliotheca 8, 1997: 238-239.
[2] Die Öffentliche Bibliothek. Informationszentrum für die Bevölkerung, für Bildung und Wirtschaft. Materialien des deutsch-russischen Seminars. Moskau-Rjasan, 13-18 September 1998. Ed. I. B. Michnowa. Moscow 1999.
[3] INFOCUS - a Czech monthly journal about sources, services and networks, published at Prague.
[4] G. Tsessarskaia: Interregional Association of Business Libraries: Experiences and perspectives of cooperation. In Business Information. Proceedings of the International Seminar 1997. Berlin 1997, s. 327-332.
[5] Elisabeth Simon: Business Libraries. Means and Forms of International Cooperation, In INSPEL, Vol 31(4) 1997, p. 181-194
[6] Library Services to Industry. German British Conference at Cologne 1988 and Informationsdienste für Handel und Industrie Workshop 1989 at Hatfield.
[7] F. Daniel: Establishing Business Information Services in a Metropolitan Area. In Business Information..., p. 78-94.
[8] E. Simon: The Need for international cooperation for providing information services with special reference to Business Information. In Proceedings of the international seminar of "Information Technologies and Information Services". Shanghai 20-24 October 1994. Shanghai 1994, p. 288-294.
[9] J. Coll: Business information from a national library. The Scottisch Experience. In Business Information..., p. 66-77.
[10] Business Information Arhus. In Erhvervs Bibliotekerne Information I Arhus AMT [on-line]. [5th December 2002]. Access mode: http://www.erhvervs-information.dk/.
[11] N. Sheveleva: Information service for business persons in the library of a big industrial city. In Business Information..., p. 287- 295.
[12] E. Simon, W. Bredemeier: Elektronische Informationsdienste als Instrument der Außenhandelsförderung. nfd 1999 no 3, p. 179-186.
[13] International seminar organised by the Förderkreis für West- Ost- Informationstransfer e.V. (Association for the Advancement of West- East Information Transfer, Berlin 2002 Proceedings at the Förderkreis c/o Ehemaliges Deutsches Bibliotheksinstitut, Kurt Schumacher Damm 12-16, 13405 Berlin.
[14] Düsternbrooker Weg 120, 24105 Kiel, Information 0431/8814-383 und 555 Fax 0431/8814520 e-mail: info@zbw.-kiel.de, http://www.uni-kiel.de/ifw/zbw/econis.htm
[15] UNIDO ITPO Warsaw, http://www.unido.pl
[16] Urz±d Miejski Wroc±awia, Biuro Promocji Miasta i Wspó³pracy z Zagranic±, Sukiennice 9, 50-107 Wroc³aw, tel.( +4871)3408261 Tel/Fax (+4871) 3437924, bp@um.wroc.pl, http://www.wroclaw.pl.
[17] Published in Warsaw 2001 by Instytut Koniunktur i Cen Handlu Zagranicznego,
email: koniunkt@ikchz.warszawa.pl, http://www.ikchz.warszawa.pl. Address: 00483- Warszawa ul. Frascati 2, Poland.
[18] http://www.wirtschaft-polen.de
[19] M. Goiri, A. Edigo, J. Martinez: Consorgio Ferrex. Journal of Business Research 2000 no 50 (1), p. 41-46.
[20] Kobylogórska 68, 66-400 Gorzów Wielkopolski, tel. (095) 720 83 40, fax 720 83 4, e-mail: klein@twg.pl, http://www.twg.pl.
[21] Berliner Intiative Mittel und Osteuropakompetenz die Mittel und Osteuropakompetenz der Stadt Berlin, Chancen und Herausforderungen. Conference at October 25th, 2002 at the Embassy of the Hungarian Republic, at Berlin.
[22] Language proficiency is a prerequisite for cultural and economical success in international cooperation. as the proposal for the European Council decision May 24.2000 states: Vorschlag für eine Entscheidung des Rates über eine mehrjähriges Gemeinschaftsprogramm zur Unterstützung der Entwicklung und Nutzung europäischer digitaler Inhalte in globalen Netzen und zur Förderung der Sprachenvielfalt in der Informationsgesellschaft.
[23] Konsulat Generalny Niemiec we Wroc³awiu ul. Podwale 76, 50-449 Wroc³aw, fax 071 342 41 14, tel. 071 377 27 31.
[24] H. Kroll: Informationsvermittlung in der Industrie. Grundzüge eines betrieblichen Fachinformationssystems. Eschborn 1990, p. 126.
[25] Schlußbericht Zukunft der wissenschaftlichen und technischen Information in Deutschland hrsg. vom Bundesministerium für Bildung und Forschung. Erstellt im Auftrag des Bundesministeriums für Bildung und Forschung durch Arthur D. Little GmbH und Gesellschaft für Innovationsforschung und Beratung mbH. September 2002, 119 p.
[26] Transl.: The networking of scientific/technical information with other levels of information and communication also in research and education will become more important. Concepts of integrated information and knowledge management are gaining a central role in the industry under the slogan knowledge management. In future they will play a central concern in information management also in the academic sector.
[27] Skills for Knowledge Management. Building a Knowledge Economy. A report by TFPL Ltd. London 1999.
[28] Ibidem, p. 30-31.
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