This document presents a proposal for a final year project exploring the use of storytelling as a knowledge transfer tool in organizations. The objectives are to understand how storytelling is used, investigate barriers to its use, and propose a storytelling prototype. A literature review explores definitions of knowledge, knowledge transfer and storytelling. Common knowledge transfer methods have issues and storytelling can simplify complex knowledge and ease tacit knowledge transfer. Rapid application development methodology will be used, involving interviews and a content management system will be developed and tested. Future plans include gathering requirements, designing the system, development, testing, and delivery.

1. Final Year Project 1
Proposal Defense
Exploring the Use of Storytelling as Knowledge
Transfer Tool in Organizations
Kamarul Asraf Kamarulzaman
13094
Business Information Systems
Supervised by Mr. Khairul Shafee Kalid
Final Year Project 1
Proposal Defense
Exploring the Use of Storytelling as
Knowledge Transfer Tool in Organizations
Kamarul Asraf Kamarulzaman
13094
Business Information Systems
Supervised by Mr. Khairul Shafee Kalid

2. Presentation Outline
Introduction
Q&A
Methodology
Literature Review
Result & Discussions
Conclusion & Future Plan

3. “Sometimes reality is too complex. Stories give it form.”
Jean Luc Godard
Introduction

4. • The organizations are having limited understanding of
storytelling and influenced by the perception that it leads time
wastage, causing its true potential to be hindered.
• Storytelling is currently being applied every single day within
the social network created within the organizations, however it
is hardly captured throughout the interaction due to some
barriers.
• The amount of knowledge transferred is limited due to absence
of appropriate tool to capture the interaction.
Problem Statements

5. • To understand the use of storytelling as a knowledge transfer
tool in organizations.
• To investigate the barriers that may present in using storytelling
as knowledge transfer tool in organizations.
• To propose the design of a storytelling prototype that will
enable the stories to be captured throughout the process.
Objectives

6. Scope
Relevancy of the Project
• To explore new ways to allow better knowledge transfer among
the employees that will be necessary in providing additional
values and benefits to the organizations.
• Strengthens the overall knowledge management processes and
initiatives carried out by the organizations towards pursuing
their mission, vision and objectives.
• Employees: Current practice of storytelling among the social
network created at workplace.
• Organization: Propose a storytelling prototype.

7. Feasibility Studies
Technical Feasibility
Operational Feasibility
Economical Feasibility

8. Presentation Outline
Introduction
Q&A
Methodology
Literature Review
Result & Discussions
Conclusion & Future Plan

9. Source Review
The word knowledge is associated with terms such as data,
information, intelligence, skill, experience, expertise, ideas,
intuition, or insight depending to the context of the subject.
It is very important to recognize the features of the contexts
and providing support to facilitate the flow of knowledge
within the organizations.
Gao, Li, and Steve Clarke (2008)
The definition of
knowledge.
Systematic process for creating, acquiring, disseminating,
leveraging, and using knowledge to retain competitive
advantage and to achieve organizational objectives.
Nicholas (2004)
The definition of
knowledge management.
Definition and Understanding of Knowledge & Knowledge Management
Literature Review

10. Source Review
Knowledge transfer can be defined as conveyance of
knowledge from one place, person, ownership to another.
Major and Cordy-Heyes (2002) cited in Syed Ikhsan and
Rowland (2004)
The definition of
knowledge transfer.
Individual to team, team to individual, team to team
Bender and Fish (2000)
Different forms of
knowledge transfer.
Basically, knowledge transfer is more than what we think. To
ensure knowledge transfer can take place within the
organizations, factors such as individual time management,
common language, and mutual trust must be taken into
account.
Joia and Lemos (2010)
Factors contributing to
knowledge transfer.
Definition and Understanding of Knowledge Transfer
Literature Review

11. Storytelling as Knowledge Transfer Tools: Definitions & Concept
Source Review
Storytelling uses words and presents a story to the listeners.
It may include suitable actions such as vocalization or physical
movement to enhance the understanding of the story,
promoting active imagination among the listeners. It provides
two ways communication.
National Storytelling Network (NSN)
The common and general
definition of storytelling.
Organizational stories can be divided into a few different
categories and genres including wars, failure, transformation,
founder myths, leadership, visionary, and stories of hope.
Choosing the suitable story for each storytelling session will
be determined by the intention of having it.
Straker (2008)
Different type of stories
which can be shared
within organizations.
Literature Review

12. Storytelling as Knowledge Transfer Tools: Key Strengths
Source Review
Stories provide a more convincing ways of communicating
ideas to the audience compared to conventional ways which
are usually flooded with facts, rules, and policies.
Harris and Barnes (2006)
Storytelling simplifies
complex knowledge.
Conveying knowledge in the form of stories turned the
complex knowledge into simple analogy easy to understand
concepts. Transferring tacit knowledge which resides in the
employees mind discovered through years of practical
experience will be much easier.
Denning (2006)
Storytelling eases transfer
of tacit knowledge.
Change message can be successfully delivered through
springboard stories. They enable the audience to understand
how organization, community, or complex system may
change.
Denning (2006)
Change message can be
delivered through
springboard stories.
Literature Review

13. Storytelling as Knowledge Transfer Tools: The Applications
Source Review
Storytelling in organizations have started since the industrial
age. Pioneer includes IBM which incorporate and
communicate its values and organizational cultures through
lyrics of fighting songs presented before every corporate
meeting and slogan ‘Think.’
Benjamin (2006)
Storytelling started since
the industrial age. It is not
a new approach.
A large mining company situated in South Africa uses
storytelling in training, teambuilding, performance tracking,
improving productivity and working conditions safety.
storyboards are used to support the delivery of stories.
Tobin and Snyman (2007)
Storytelling is applied in
various organization’s
functions.
Literature Review

14. Presentation Outline
Introduction
Q&A
Methodology
Literature Review
Result & Discussions
Conclusion & Future Plan

15. Rapid Application Development (RAD)
System Methodology

16. Semi-Structured Interview
1. Defining research problem
2. Reviewing concepts and theories
3. Data gathering
4. System Design
5. System Development
6. System Testing
7. System Deployment
Project Activities
Acceptance Questionnaires
Literature Review
Research Methodology

17. Planning Analysis
DesignImplementation
• Defining research
problem
• Reviewing concepts
and theories
• Data collection:
Interview and survey
• Data analysis:
Qualitative and
quantitative
• System design
• Architecture
• User interface design
• System development
• System testing
Project Activities

18. Proposed Gantt Chart

19. Semester September 2012
Semester January 2013
Project Gantt Chart

20. Development elements Platform
Development tool Joomla: Content
Management System
Scripting PHP
Database support MySQL
Web server Xampp: Apache HTTP
Server
Tools

21. Presentation Outline
Introduction
Q&A
Methodology
Literature Review
Result & Discussions
Conclusion & Future Plan

22. Common knowledge transfer media
• Emails
• Formal Meetings
• Team discussions
Common issues
Emails: Follow up needed to ensure they reach the target group.
Formal Meetings: Tends to be lengthy. Sometimes the content is
not related to certain attendees.
Team discussions: Tends to be too formal with discussion revolves
only towards achieving certain objectives.

23. Motivation to share stories with colleagues
• Identify significant room for improvement.
• Find out alternative ways in carrying out the tasks assigned.
Barriers to implement storytelling
• Time constraint
• Attitude
• Culture
• Attracting the interest of the target
groups
• Lack of management support

24. Presentation Outline
Introduction
Q&A
Methodology
Literature Review
Result & Discussions
Conclusion & Future Plan

25. Future Plan
• Gather system requirement based on data gathered through
interviews with respective respondents.
• Develop the design and detailed system architecture for the
proposed system.
• Develop the system through the suggested methodology
using prototyping.
• Conduct system to ensure the system produces valid and
accurate output.
• Deliver the complete system.

26. Presentation Outline
Introduction
Q&A
Methodology
Literature Review
Result & Discussions
Conclusion & Future Plan