From Research Management to Knowledge Management to Learning Planning

This research paper examines the knowledge management system used by Heineken, the alcoholic beverage company, which allows for better learning planning.

From Research Management to Knowledge Management to Learning Planning

Haiko van LengenMarket Logic SoftwarePhilip De WulfPsilogySjoerd KoornstraHeineken International

Introduction

"The ability to learn faster than your competitors is the only sustainable advantage."

Most business leaders nowadays will agree to this statement and De Geus' notions of planning as learning (De Geus, 1988) have had considerable support over the last decades.

Sustainable advantage has come to be associated with continuous learning and agile-adaptability at all levels of the organization. Nevertheless, at the same time, the company must have some form of traditional constrictive strategic business plan...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands