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Svo«^ ISBN 90-72525-11-6 K W. VODÄT . 5 m» .*> K The edited proceedings of the European Seminar on Knowledge Management and Information Technology 23rd and 24thNovember 1989, Wageningen, TheNetherlands D. Kuiper and N.G. Röling (Editors) 1991 Agricultural University, Department of Extension Science, Wageningen, The Netherlands. sVo«^ ISBN 90-72525-11-6 Additional copies can be obtained at costs from: Department of Extension Science, Hollandseweg 1,670 6K N Wageningen, The Netherlands. Table of contents Introduction 1 D. Kuiperand N.G Röling IT from a knowledge system perspective: concepts and issues 8 N.G. Rölingand P.G.H. Engel Equivocations on knowledge systems theory: an actor-oriented critique 21 C.Leeuwis, N. Long, andM. Villarreal Agriculture The Queensland dairy AKIS: a systems approach to the management of 30 research and extension P.G.H. VanBeek Moving forces: external pressure and the dynamics of technology systems 45 D.Kaimowitz Knowledge management in agriculture: building upon diversity 56 P.G.H. Engel Reorganizing the Dutch agricultural extension service: the IKC in focus 65 J.T.M. Bos, M.D.C. Proost,and D. Kuiper Knowledge management by farmers' organizations: the French experience 74 M. Le Gouis Strategic investment in IT with avie w to integrating the marketing column 82 KJ. Blokker Agricultural information: the farmers' point ofvie w 91 A. Fearne Computers and the nature of farm management 99 U. Nitsch From electronic to social interfaces: towards extension-based 107 characterizations in relation to IT-applications C. Leeuwis Table ofcontents Systems supporting the use of local knowledge 117 G. Schiefer Strategie investment in European videotex support systems for agriculture 124 M. Harlan Agricultural videotex developments in France 134 L.N. Netter Rurtel: a rural communications network, some lessons from a 3-year 141 pilot project J.Bryden and B. Misener The Agriline Clinics and the IFA Closed User Group 149 Q.Scalfy andM. Wilkinson Strategic investment in IT systems for extension 155 C.I.Houseman Developing extension support systems in agriculture 165 C.Leeuwis, N.A. Hamilton, and G Moorman Computer supported generation and diffusion of agricultural technologies 175 in developing countries R. Ausher Health Knowledge systems and health promotion 185 M.A. Koelenand A. Brouwers GGD and LCGVO: two organizations in the health KIS 192 N.E. Warmenhovenand J. Hagendoorn Policy and information: an inseparable couple in health promotion 201 E. deLeeuw Informatics and the new public health: two case studies 210 J. Ashton Table of contents From medical knowledge to patient information: an AI system for 220 counseling patients A. Van Schoonder.valt Environment Information for environmental policy 225 R Jeltes Environmental problems and the use of information: the importance of 231 the policy context C.M.J. Van Woerkumand P. Van Meegeren IT in municipal environmental policy: automated registration, sure, but 237 what about expert systems? C.S.A. VanKoppen and D.G. Goldsborough Videotex as a medium to provide environmental information about 245 consumer products P. Van Meegeren The Ecodisc: an interactive tool for environmental education 252 R.N. Tucker Industry Small and medium enterprises: knowledge management in industry poses 260 special challenges C.A. Coehoorn,E.E. Vande Lustgraaf, and KG. Ruling Research in Unilever: strategy, organization, and innovation 270 S.Bruin and C. Okkerse Knowledge management and IT in Hendrix Voeders Holland 277 A. Swinkels and H.J. Veerkamp The authors 284 The Department of Extension Science 291 Introduction D. Kuiper and N.G. Röling The seminar This book results from the European Seminar on Knowledge Management and Information Technology, held November 23rdan d 24th 1989i nWageningen , The Netherlands. It contains the edited, and often more elaborated versions of most of the papers presented, supplemented by some articles that were written after the seminar closed. A seminar designed to explore the challenging problem of improving the performance of knowledge and information systems (KIS), using knowledge management and information technology (IT) to do so. The 25th anniversary of the Department of Extension Science at Wageningen Agricultural University, provided the occasion for the seminar. When it started in the sixties, the Department focused on agriculture, extension methods, and the diffusion of innovations. At 25,i t had embraced health education, environmental protection education, empowerment and extension inrura l development, and had broadened its perspective to include e.g., KIS theory and the use of purposive communication as apolic y instrument. This 'imperialistic' behavior of the Department was provoked by demands of students from other (non-agricultural) Dutch universities, and was facilitated by the fact that the Dutch concept "voorlichting" (which features in the Dutch name of the Department, and which we chose to translate with "extension") embraces all forms of adult education, mobilization, and public information, in all sectors, such as health, small business development, environmental protection, and agriculture. Covering such a width field, it is little wonder that KIS theory and IT now features prominently in the Department's research and teaching. We therefore decided to mark its anniversary with a seminar on knowledge management and IT, deliberately covering agriculture, health, and the environment. By inviting both scientists and managers, we tried to combine scientific theory and reflective practice. The former allowed us to lift off, the latter prevented us from sky rocketing. As could be expected, the Seminar did not achieve closure. A great many fascinating issues were raised and insights gained. It can be considered a heuristic event. That, at least, wasth e impression ofWillia m Dunn, the editor of "Knowledge in Society", whom we had invited to close the seminar with an attempt to place the achievements of the seminar in the research tradition of knowledge generation, exchange, and utilization. He invited ust o publish some of the papers presented 2 D. Kuiper and N.G. Röling in this journal. In March 1991 a special issue of "Knowledge in Society", which reported on the seminar and presented 11 selected and edited articles, wasissued : Knowledge in Society, 3(3). The Department would like to thank the Wageningen Agricultural University, the Koninklijke Nederlandse Academie van Wetenschappen (the "Royal Dutch Academy of Sciences"), and the Commission of the European Communities for the financial support that made the seminar possible. Sincere thanks are also due to the Landbouwschap (the "Federated Farmers' Organizations") that assisted in organizing the seminar, and the LEB-Fonds ("the Agricultural Export Promotion Fund") that made publication of the proceedings possible. A special word of thanks goes out from the authors, who coordinated the seminar, to Jetty Kentie of the International Agricultural Center (IAC), where the seminar was held. In the hectic last weeks before the seminar started, her patience and dedication pulled us through. The articles The articles cover four different fields: agriculture, health, environment, and industry. Still, as experiences often transcend the divisions that we make, it could be worthwhile to explore the insights gained by other fields than one's own: the reader stands to gain by taking a broad view. The short introductions below, therefore, could serve asa firs t impression on the content ofth e included articles. Within each field articles that concentrate on KIS theory and knowledge management are presented first, followed by articles that deal more specificly with IT and its applications. We start out with an article from N.G. Röling and P.G.H. Engel, presenting the conceptual framework for this issue. They provide an entrance to KIS theory and state the issues that arise when looking at IT from this perspective. With the next article we make way for "Equivocations on knowledge systems theory: an actor-oriented critique". It is written by C. Leeuwis, N. Long, and M. Villarreal, and suggests a different approach when looking at knowledge pro­ cesses. Instead of operating from a KIS perspective, they take the different individual actors, and their attempts to create space for their own 'projects', as starting point for analysis. After these two introducing articles we focus on agriculture. First, P.G.H. Van Beek applies the systems approach to analyze the Queensland (Australia) dairy KIS,usin g an interface matrix. He concludes that the approach led tone w insights and has practical value for managers. In the following article D. Kaimowitz examines the dynamics of third world agricultural KIS, and tries to generate management tools. It is argued that KIS institutions must receive strong and focused external pressure, which should be Introduction exercised by other elements in the system, to function synergetically over sustained periods. Paul G.H. Engel looks at knowledge management in the realm of primary production. His article deals with KIS concepts and tools, and the insights gained from comparative research. It explores the vital qualities of agricultural knowl­ edge and information systems, and tries to provide a more specific definition of the tasks and areas of attention of the knowledge manager. The article of J.T.M. Bos, M.D.C. Proost, and D. Kuiper outlines the recent reorganization of the Dutch agricultural extension service. They focus on the Information and Knowledge Centers (IKC), a new institution that was designed
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