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Measuring the Effect of factors Of The Organizational
Culture and Knowledge Management on Competitive
Advantage
Case Study of Jordanian Telecom Company (Orange)
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Measure the effect of the organizational culture and knowledge
management in the competitive advantage ( case study)
Jordan Telecom Co. (Orange)
Prepared by: Ibrahim Abdel Qader Mohammed
Supervision of Prof. Dr. Mohamed Abdela'al Al-Naimi
ABSTRACT
The study aims at measuring the degree of reticulated correlation between
the organizational culture factors (information systems, organizational
structure, motivation systems, processes) and knowledge management
factors (generation of knowledge, sharing knowledge, knowledge
application) , measuring the degree of direct effect between organizational
culture factors in competitive advantage under the level of (0.05≥α), and
measuring the effect of the organizational culture factors with knowledge
management in the competitive advantage under the level of (0.05≥α).
Descriptive analytical approach has been used in order to describe and
analyze the knowledge management in the group and the effect of the
organizational culture on it. Therefore, a questionnaire has been designed
according to the objectives and hypotheses of the study. The target group of
the study are (725) employees of management levels in Orange Co.'s
(managers, heads of departments, customer service, VIP section,
administrative staff) as well as the questionnaire were distributed to a
sample of 215 male/female employees working at the company.
The study concluded the most important results which are :
G The presence of reticulated correlation relationship between
organizational culture factors (information systems; organizational
structure; motivation and processes systems ) and factors of
knowledge management (knowledge generation, sharing knowledge
and knowledge application) at Orange Co. It is found that both the
organizational culture and knowledge management factors illustrate a
percentage of (61.521% and 69.283%). This results indicate that there
is a correlation relationship between organizational culture factors
(information systems, organizational structure, motivation and
processes systems) and knowledge management factors (knowledge
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generation; sharing knowledge and knowledge application) at Orange
Co.
G There is a correlation relationship between organizational culture
factors (information systems, organizational structure, motivation and
processes systems) and knowledge management factors (knowledge
generation, sharing knowledge and knowledge application) at Orange
Co.
G There is a direct effect with a statistical significance of the
organizational culture factors (information systems and organizational
structure) on the competitive advantage of Orange Co.
The study recommends that: it's necessary to work hard in order to increase
the awareness and best understanding of the organizational culture concept
and its key role in knowledge management, and to adopt an organizational
culture that encourages knowledge generation, sharing and application and
to get benefit from the lessons learned through enhancing the programs and
activities that help in strengthening the competitive advantage in Jordan
telecommunications companies.
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��/� � '3 9)�� �- ���� TA���$� � � I%�E�)2G3 ( M( ��M(� � '�Z� �6)��3
A���%��(Mertins et al, 2000) .(�� ���� � �/$� � ��M(� ��Ec B��!� ��(Swan et
al. 1999, Skyrme, 1999) . 4��/?� ��M(� ���� ����� '(�� '3 A�/� A�7���� � >�� ���3
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)Newell, et al. 2002, Berjerse, 2000. (
� ���- +�)2)2(
Representative sample of knowledge management definitions
)������� ���� �A����� �1��� ���(
=�A�u��� /������ ������)������(
Davenport
& Prusak
1998
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Swan et al,
1999
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A��M(� � '3 +�/0�� %�� � 2�2�� ��� T/����� ��N�; 53���% 5���� � /���� �
Skyrme
1999
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al, 2000
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2000
Newell et
al, 2002
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Source: Jashapara, Ashok (2004), Knowledge Management AnIntegrated Approach,
England, Prentice Hall, P 11
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����1-P� �E1�* �������:
��� ��)Lemken, et al,2000 (=���*:."Sustained Knowledge
Management by Organizational Culture"
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QE � 6(�� 5!N � /��� �%#�� 53��� � 5����� � A/�� ��� T5����� � A�+���?�� P%E �
B��7(8�� 5�3�7� � &/� X�(�.
+2�� 5�3�7� �� B��7(8�� 5!N � ����& ��/ �%& A/�� �6(�� '3 5"��/ � ,*- � 4/�3?� ����
�6�3 5����� �� 53��� � �!( 5$�E� 53��� � 4��/? 5�&�/ � 5���M(� � 53�!N � �.
�����)Ribiere,2001 (=���*:"Assessing Knowledge Management Initiative
Successes as a.function of Organizational Culture"
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65
53��� � 4��/� A��/��� 9��( � P��#� � �� A�1Q� � I����"� � � 5"��/ � A3/-
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� 4�/� A(���� ������ '1 �%& �6��2�� � �(���"� � 5"��/ )58 (53��� � 4��/d� �6� 5�M(�.
"�; �N� �6 T53��� � �%& =��� 5���M(� 53�!N �3�� � � � 5"��/ � ,*- O:��( A�6M��
���� �(�� .���� &/� '� � 5���M(� � 53�!N � � �̂)�� A�6M� ��� T53��� � 4��/� B��( �%&
�(� '3 -�"� A���%�� � �67� 5���M(� � 53�!N � � 5!�!;� �-���1� =� T53��� � 4��/� A�"��" B�
���-�7�� ����/� '3 ��#� ��2 ��� b�/; �67� 53��� � 4��/� �� /!��� >��\.
�����)Bouthillier & Shearer, 2002 (=���*:"Understanding Knowledge
Management and Information.Management: The Need for Empirical Perspective"
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4��/� /E�"� D�E � e�#! � � ��� b�; TD�E � e�#! �� �� � e�#! � �� 5"���� � '3
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�����E� �̂�%E�/ . 5"���� '3 9)�� � IQ�E8� �%& +�) � �6:�! � '3 5"��/ � ,*- 5��-� ����
5�(%� � 53��� � �%& �$(� ���-8� � 5!�!; A/��� D�E �� �� � �&�#! � �� 53��� � 4��/�
5�(�) � 53��� � �%& �(� �N��.
�����)Baltharzard & Cooke,2004 (=���*:"Organizational Culture and
Knowledge Management Success:.Assessing the Behavior –
Performance Continuum"
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A��/��� D�$E� 5�6� A������� 4/& /!� A�;�"� �� 5��� � P�# � � � T5�&�( � P�# ��
5���M(� � 53�!N � /�� 5�:�1 �� T53��� � �%& A""� '3�!N ���C�)Organizational Culture
Inventory ( A��M(� 5���M(� � 53�!N � ���#� � TA���/E�"8� ,*- �N� A��$ 4�/� '-
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��&� 5NQN R/� �%& �6��� ��)1999 – 2002.(
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5� ��3 V��1 �%& /&�"� 5���M(� � 53�!N � /�� 5�:�1 � I�� 5"��/ � O:��( A�6M��
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51�&� F * '3 ��� �6� �"� �� �6��! �̂"���� �̂��%" 5���M(� � �6��/;� � �� �� 5�M(� � 5"����
53��� � 4��/�.
�����)Bates & Khasawneh, 2005 (=���*:
"Organizational Learning Culture , Learning Transfer Climate.and
Perceived innovation in Jordanian Organizations"
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� 5"��/ �)450 ( '3 �̂7M��)28 ( 6(� 57%�E� 5�(/�� 5�M(�)172 ( ���!� �� �� �̂7M��
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5�%��� � 5�M(�% '������"8� ��/!� � 4�/� � �-/���&�)Asllo ( F��/� 4�/!� V��! ����$� ��
A��/E � TA���(� � ���#� '3 ���30� ,*- P��#�� 4/�/� ���3� P%E �� '(�� �%& 5�M(� �
��� � A�+����� A��%�&�.
53�!N � +2� '- %�� � �!( &/� '� � ����� �� %�� � � 5"��/ � O:��( A�6M��
%�� � �!( X�(� ��/ A/��� T�6!��#�� �6�3 5����� �� 53��� � /���� �N� '� �� 5�%��� � 5�M(� �
5���M(� 53�!N #!3 V� �%#�� �����8� �� T�����8�� 5�%��� � 5�M(� � 53�!N �� #�"�� ���
5����� � �%& /�7 � 4�/!� �&�� �* � '"7( � X�(� � �̂)�� � � 5�&�/�� ���3� P%E� %�� � �
%�� � F * P��#��.
�����)Gary & Densten,2005 (=���*:
"Towards An Integrative Model of Organizational Culture
and.Knowledge Management"
� 5�"�� � � 5"��/ � A3/- 4��/�� 5���M(� � 53�!N � �� #���� � ���E� '� � 5!��" � 5��M(
A�"���� �";� � � �/U�� '��M(� � %�� � �6"� ��6(�� 51Q�% '%���� .*��( ���#�� T53��� �
.*��( �%& /���&8�� F *� T53��� �)Nonaka & Takeuchi , 1995 ( 53��� � P%E
"3�(�� � �! � ��#�� T�6%��;�� @ 5)Quinn: 1984: 1988.( F�(- � 5"��/ � O:��( A�6M��
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(� � 42�� � P�!;� 53��� � V�"0� �/!� �%& /&�"�" 5�/�! � A���#� � � A/�� ��� T5�"3�
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�����)Alavi, et al,2006 (=���*:
"An Empirical Examination of the Influence of Organizational.
Culture on Knowledge Management Practices"
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