Why, in light of all the substantial resources firms devote to improving their performance, do so few management practices actually change? In fact, knowledge management at many companies often makes the "knowing-doing" gap worse. This article explains why firms find it so difficult to translate knowledge into practice and offers a set of guidelines that address the sources of this problem. Knowing what to do is not enough; the challenge for managers is to figure out how to do what they know needs to be done.
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