concept” may be relevant and approparite, with
possible applications to the design of new products
packaging White Zinfandel and Italian ham and
salami to be distributed in wine shops, food stores
and shopping malls.
It should be pointed out that, beside double-loop
learning, this approach could be viewed as fitting
within other knowledge management methodologies
such as, in particular (Nonaka and Takeuchi, 1995)
Knowledge Spiral, which can be considered itself as
evolving further the concept of double-loop learning.
The Knowledge Spiral defines a cycle of four
phases, given by Knowledge Internalization,
Knowledge Socialization, Knowledge
Externalization, and Knowledge Combination. In
our context, Knowledge Internalization and
Knowledge Socialization play the role of single-loop
learning as viewed above, namely as learning to
apply the ontology to the relevant part of the Web,
while Knowledge Externalization and Knowledge
Combination play the role of double-loop learning in
the different phases of identification of a new
concept from the Web and of consequent re-design
of the ontology.
Finally, the strong use of tools from Information
Technology and Artificial Intelligence to support the
automation of the different phases of the learning
cycle, such as content classification and analysis
algorithms, suggests also, for the purpose of its
general support, the definition of a Knowledge
Management IT Architecture in the sense of
(Borghoff and Pareschi, 1998).
5 APPLICATIONS
The idea of leveraging in a systematic way the eco-
system that connects organizations with their
surrounding communities in order to pursue concept
creation has a very wide potential, with applications
that, in different ways, reach the very core issues of
innovative design of products and services. Here we
highlight briefly two specific domains that appear
as particularly relevant: user-driven innovation and a
“community-oriented” version of the Semantic Web
project.
User-driven Innovation. There are two main
approaches to product innovation. In the so-called
“linear model” the traditionally recognized source is
manufacturer innovation. This is where an agent
(person or business) innovates in order to sell the
innovation. Another source of innovation, only now
becoming widely recognized, is end-user innovation.
This is where an agent (person or company)
develops an innovation for their own (personal or in-
house) use because existing products do not meet
their needs. Eric von Hippel has identified end-user
innovation as, by far, the most important and critical
in his classic book on the subject, The Sources of
Innovation (von Hippel, 1988). One outstanding
example of end-user innovation is open-source and
free software.
However, while many users may correctly
identify the need of innovation, they may lack the
technical skills or the economical means or simply
the will to innovate. Ideally, this situation could
offer excellent opportunities for manufacturers to
innovate effectively, if the could listen carefully
enough to their user communities, thus providing an
intermediate model between manufacturer and end-
user innovation. Of course, this idea is not new but
so far it has not been obvious how to put it in
practice. User groups as supported and implemented
nowadays by many enterprises go in this direction,
but, again, they imply the willingness of users to
organize themselves in somewhat formal structures,
which may be less productive and creative with
respect to the totally free format given by
communities.
Double-loop learning to make innovative
concepts emerge from communities and enter, with
an effect of creative disruption, corporate ontologies
may provide an important basis to evolve this
potential for product innovation into a fully
practicable methodology.
Semantic Web. The Semantic Web http://www.
w3.org/2001/sw/ is a project, managed “from-the-
top” by standard committees and research
institutions, to make the Web fully
“understandable”. (For an overview, from the point
of view of the Semantic Web founders, of where the
Semantic Web stands since its inception in the very
early years of this millenium see (Berners-Lee et al.,
2006). In this way, software agents could inspect
content of the Web pages and automate e-business
and e-commerce actions. On the other hand, by
moving from the “bottom” ground of people and
communities, the primeval Web (so called Web 1.0)
has evolved on its own into something completely
different, Web 2.0 ⎯ namely the Web of blogs,
social networks and personal spaces. There is a
general consensus that Web 2.0 is, first and
foremost, about people, and is neutral and open to
any kind of technologies or standards as long as they
provide support to people-oriented applications.
We view our approach as instrumental to
reconciling the quest of semantic clarity initiated by
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