Abstract: A System Dynamics Approach to facilitate Brand Management

One of the critical issues determining the successful development of information systems is what might be described as the communication gap between the user group and the IS development group that occurs during the system analysis phase. This gap, we contend, stems from the lack of understanding of one another’s domain knowledge without for example, a common vocabulary it is difficult to exchange knowledge. This article presents a system dynamics model that can simulate various knowledge exchange scenarios, to help develop strategies for an optimal knowledge transfer between these two groups. Knowledge exchange scenarios are a function of both the quantity (e.g. vocabulary) and quality (e.g. timeliness) of the knowledge possessed by each group. The paper concludes with a demonstration of different policy implementations and their impact on the effectiveness of the knowledge transfer during the systems analysis phase.